Lauren’s Opinions

A small piece of my mind

Chapter 14- News Releases, Media Alerts, and Pitch Letters April 30, 2009

Filed under: Reading Respoonses — laurens918 @ 11:03 pm

This chapter can be found in “Public Relations Strategies and Tactic,” the ninth edition, written by Dennis L. Wilcox and Glen T. Cameron.

These are the important points I read in Chapter 14 for my Introduction to Public Relations class.

  • News releases are written by someone who wants to inform the public of an event, product, or company.
  •  These releases are sent to editors of news papers.
  • This is the largest source that is published into a news paper.
  • The key thing when writing a news release is to make sure the key message gets across.
  • It is also important for the writer of a news release to reach the right audience. news
  • Publicity photos make news releases more interesting.
  • The photos angle, lighting, and objects are important.
  • A mat release is a news release but it has a featured angle.
  • The featured angle can give tips or information on an object.
  • A mat release is usually located in the food or travel section of the paper.
  • Advisors let news papers know about events that are in the near future.
  • Fact sheets are used to get the basic information.
  • Media kits are folders that contain photos, releases, and all information about a company or product.
  • E-kits are media kits put on a CD.
  • The most costly thing about a media kit is the printing for it, so many journalists now put all their information on a CD.
  • Pitch letters are ideas sent to editors on articles to write about.
  • Publicity letters can be sent in five ways: mail, fax, e-mail, electronic wire services, and web pressrooms.

Chapter 11- Reaching a Multicultural and Diverse Audience April 29, 2009

Filed under: Reading Respoonses — laurens918 @ 12:56 am

worldThis chapter can be found in “Public Relations Strategies and Tactic,” the ninth edition, written by Dennis L. Wilcox and Glen T. Cameron.

This chapter was my favorite to read because it was the most interesting. Reading about how public relations affects different groups intrigued me.

Beginning on page 279, there is a section based on the different age groups and how public relations is related.

Youth and young adults is the first section. This group includes Generation Y (those born after 1980) and Generation X (those born between 1965 and 1980). Facts such as the average Generation Y spends 23 years online and as much time seeing their friends in person as they do talking to them online.

The next section is about Baby Boomers. These people were born between 1946 and 1964. They are called “baby boomers” because this generation appeared after World War II when all the soliders returned from over seas. This generation cares about the world. They work hard for a cause.

The last section is about Seniors. These people are not easily persuaded. They volunteer often. They are better off than many think because they are good at saving money.

It is important to make sure that whatever you are working on in the public relations field is ethic. You would not want to offend anyone. Some professionals in the public relations field focus on a certain group. Advertising to  a certain race may help you gain the most business.

In today’s society, people watch television and get on the internet multiple times every day. They are constantly seeing advertisements.


Chapter 9- Public Opinion and Persuasion

Filed under: Reading Respoonses — laurens918 @ 12:26 am

This chapter can be found in “Public Relations Strategies and Tactic,” the ninth edition, written by Dennis L. Wilcox and Glen T. Cameron.

  • Public opinion is how the audience feels about the speech, product, or company.
  • There are different types of leaders.
  • One type is “power leaders,” who are those in formal leadership roles.
  • Another type is “informal opinion leader.” This type is leader within a group of peers. These leaders are admired and looked up to for this work ability.
  • Persuasion has been around since mankind. People persuade others on simple things like what to eat for dinner or what to wear.
  • In publie relations, persuasion can be used to solve issues within varying opinions.
  • Factors within persuasion are: audience analysis, source credibility, appeal to self-interest, message clarity, timing and context, audience participation, suggestions for action, content and structure of message, and persuasive speaking.


On page 241, there is a list of the ethics of persuasion. Here are the ones I found most useful.

  • Do not intentionally use specious, unsupported, or illogical reasoning.
  • Do not deceive your audience by concealing your real purpose, your self-interest, the group you present, or your position as an advocate of a viewpoint.
  • Do not advocate something in which you do not believe yourself.

I feel like the quote that describes the entire chapter is on page 241. It says, “Persuasive messages require truth, honesty, and candor for two practical reasons.”


Chatper 8- Evaluation April 26, 2009

Filed under: Reading Respoonses — laurens918 @ 9:34 pm

This chapter can be found in “Public Relations Strategies and Tactic,” the ninth edition, written by Dennis L. Wilcox and Glen T. Cameron.

To evaluate means to break something down piece by piece in order to understand. Evaluating plays a major role while dealing with public relations. Professionals like to evaluate events in order to understand what the viewer thought of it.

  • In order to evaluate properly, you first must establish what you want to learn about.
  • Evaluating throughout the entire process with help find any errors or things that could have been done better. You will also learn subjects that worked well for the program.
  • A group can evaluate by just looking at how the news reacts. Determine how many news releases were printed and what the anchors are actually saying.
  • In today’s time, you can also learn opinions through the internet. Blogs, Twitter, and just plain googling can help the evaluator learn how the public feels.
  • If people want more information after the event has taken place, then it shows that they are interested. If people appreciated the program enough to request  more information, then it proves that they enjoyed it.
  • The book states that another way to evaluate is by “Return of Investment.” This means that  the cost of reaching each member of the audience will determine if the exposure was proper. The example they gave, makes this definition more clear. The book reads, “Although a 30-second commercial during the 2007 Super Bowl telecast cost $2.6 million, advertisers believed it was well worth the price because an audience of more than 150 million would be reached for less than a half-cent each.” (page 203). This example proves that spending a lot of money is the right choice if it is reaching millions of viewers.
  • The simple way of evaluating are also listed in the chapter. The professionals may pass out a written survey or to simply pay attention to the audience during the planned event. Even with today’s technology, I feel like these ways might still be the best when it comes to evaluating.

Chapter 6-Program Planning

Filed under: Reading Respoonses — laurens918 @ 9:07 pm

The information from this can be found in “Public Relations Strategies and Tactics” ninth edition written by Dennis L. Wilcox and Glen T. Cameron.

Here some important points that are explained throughout chapter 6.

  • Planning is key when it comes to Public Relations. Organizing and strategizing will make things easier and more successful.
  • Prepare the facts. Set goals and target your audience.
  • Plan a budget and stick to it.
  • When planning a program, set a date in enough time to advertise.

Planning for an event or program takes time and effort. A team of people can work together to spread the word and make it the best it can be. Public relations is about the people. No matter what the program is, it can be the best with hard work and perfect planning.


Chapter 5-Research April 8, 2009

Filed under: Reading Respoonses — laurens918 @ 6:10 pm

This post is about Chapter 5 in the book titled, “Public Relations Strategies and Tactics” ninths edtion, written by Dennis L. Wilcox and Glen T. Cameron.

I really liked how this chapter was broken down. I liked how the authors took each section of research and broke each one down. “Secondary Research” is defined as research that is gotten from sources such as “reference books, computer databases, and online searches.” The book then goes into detail on how to find information within each of these sources. The internet is extremely important when it comes to research. In today’s time, almost any subject can be found on the interet. This is very useful. The next topic the book breaks down is “Qualitative Research.” This sections helps to establish the attitude and popularity of a product or company. Research is done with content analysis, interviews, focus groups, copy testing, and ethnographic techniques. The feedback is helpful in making the product/company more successful. “Quantitative Research” is all about making the company more effective.  Techniques such as random sampling and sample size are used to figure out what the public is thinking. “Questionnaire Construction” is the most popular way to receive information. Getting the opinion of the people that used the product or dealt with the company will help get a better feel of the problems that need to be fixed. People are not afraid to tell how they feel, so I believe that this is the best tactic when making improvements to something.


Chapter 4- Public Relations Departments and Firms

Filed under: Reading Respoonses — laurens918 @ 4:04 am

This chapter comes from our Public Relations book titled, “Public Relations Strategies and Tactics” the ninth addition. It is written by Dennis L. Wilcox and Glen T. Cameron.

This chapter is about how public relations deal with organizations. The different tactics are mentioned. I thought it was extremely interesting to rend the “blue section” titled, “The Trend Toward Outsourcing.” This section stated that the organization reaches out to outside groups for help, as do public relation groups. Outsiders are needed for their professional help. Many companies do not have the expertise they need for certain subjects within themselves. Advertising has become very popular. Hiring someone to only work on advertisement will help a company grow.

I think that Public Relations firms are amazing. They offer so many services to business. They handle situations such as research and evaluation, media analysis, and branding and corporate reputations. I think it is important for a company to have a great reputation in order to succeed. Customers will not want to deal with a group that does not have a great “face.” When I say face, I mean that a company must be up-to-date with technology and be able to handle any situations that arise.

There are advantages and disadvantages to using a Public Relations firm. The advantages cover issues such as a variety of skills and expertise and many resources. The disadvantages deal with a lack of full time commitment and the cost a good amount of money.