Assignment, Journalism, mass media and communication
writing for public relation
300 Words
The textbooks: they are required to use in this assignment:
– Public Relations Writing: The Essentials of Style and Format, 8th edition, by Thomas H. Bivins (McGraw Hill, 2013). ISBN: 978-0-07-352623-2. Required.
– Public Relations Writer’s Handbook: The Digital Age, by Merry Aronson, Don Spetner and Carol Ames (Jossey-Bass/Wiley, 2007). ISBN: 978-0-7879-8631-5. Required.
– The Associated Press Stylebook, 2013 (Perseus Book Group/Basic Books).
The assignment is:
Discussion background: In this forum, we’ll discuss how media relations professionals are using a variety of technologies and social media to reach out to the media.
Discussion question/assignment: Cite a specific example of how one organization is using technology to promote its messages to the media. Your example can be a company, nonprofit organization, advocacy or political group or a sports team.
Important reminder: You’re looking for messaging that targets the media, as opposed to messaging directed to the general public, customers, fans, investors or any other group. Typically, this messaging will be intended to inform journalists or interest them in covering the organization’s products, services, events, issues, etc.
Be sure to address these questions:
–What technologies or social media is the organization using for its outreach efforts? You can start with its corporate website, but don’t stop there: See whether it’s using e-mail newsletters, blogs, Twitter, Facebook, YouTube, other multimedia, etc. Link to as many examples as possible.
–What is the probable goal of the messaging? Why did the media relations team produce and distribute it? What do they hope journalists will do with the information?
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