Danielle's PR Writing World :)

Get excited to Learn …

Why a Media Press Release? May 7, 2010

Filed under: PR Connection,T.O.W — ladyd23 @ 4:50 pm


            It’s incredibly important as a company to counitue to keep dialogue with your consumers through a social media news release. This can be very hard not because the consumer is not interested in what you have to say, but they hate the way that you are telling it. Remember just because a lot of information is being given does not mean that it has to be delivered in a boring and noncreative way. Here are some of the basics that are needed in a social media news release:

1. [company/brand name] announces [product/service name]

This press release is boring and will be considered spammy because it simply uses hyperbole to shamelessly promote a company’s product or service.

2. [company/brand name] announces [financial news]

This press release announces that a company is merging with another, has gotten additional funding, etc. And doesn’t really add any value to the experience of the end user (unless you’re announcing something like the Google acquisition of You Tube)

3. [company/brand name] plans [action]

This press release announces that a company plans to do something, i.e. ‘medical company plans to combat disease’. While we’re all for combating disease most social media users would appreciate it if you did it a little more quietly or make it more relevant.

4. [company/brand name] achieves [accomplishment]

This press release just pats its sponsor on the back by boasting what the company has achieved. Sure, we’re happy that you’ve signed up your 100,000th user, but what do you want us to do about it?


Here are the 3 main reasons why a press release would normally have zero chance of success in social media:

1. They have the wrong singular focus, which is on the company issuing the release.

2. They are full of marketing-speak that inherently engenders mistrust in the eyes of the social media audience.

3. They don’t have a specific audience in mind, and are written broadly and presented blandly.

Now, it’s perfectly fine to want to promote your company, because after all, we all have to make a living. But the social-web audience doesn’t like blatant sales and marketing speak.


Now remember although you want to be creative and catch the reader’s attention you don’t want to be corny or unprofessional. Professionalism is key! Know who you are talking to and deliver them a message that they will understand, but also will be intrigued by and drawn in.

Here is a  good example of a creative News Release:




Filed under: PR Connection,T.O.W — ladyd23 @ 7:59 am

So we watched this video in class today and found out that over 70% of the information in the video was false. Crazy! It goes to show you that you can always believe what you read, find, and hear on the internet. credibility is so important to have in the PR world. Make sure that whatever statistics you post in a blog or journal that your source is credible and reliable. There are so many times that as students we just google a subject or question only to find out that our source was an opinion and not a fact! DONT BELIEVE EVERYTHING YOU READ!!!




Chapter 7- Creating News Features and Op-Ed May 4, 2010

Filed under: Chapter Notes,T.O.W — ladyd23 @ 7:13 am
  • News features story can generate publicity for “ho-hum” products and services. It also can give background, context, and the human dimension to events and situations.
  • News feature writing requires right-brain thinking intuition, image-making, and  conceptualization.
  • Features and background stories are part of a trend in the print media to do what is called service journalism “news you can use.”
  • Photos and graphic are an integral part of a feature story package.
  • Feature stories are formatted much like news releases and use extensive quotes, concrete examples, and highly descriptive words and information presented in an entertaining  way.
  • A good feature writer is curious and asks a lot of questions. He or she con conceptualize and see possibilities for the development of a feature article.
  • There are several types of features: Case study, application story, research study, backgrounder, personality profile, and historical feature. They can also be a blend of many types.

Week 6- PR Firms Vs. Corporate PR May 3, 2010

Filed under: PR Connection,T.O.W — ladyd23 @ 11:52 am

Based on what you read in Chapter 4 of your Public Relations Strategies & Tactics book, do you think it’s more beneficial for a new PR practitioner to begin his/her career in a PR department or in a PR firm? What are the advantages and disadvantages of each?

PR Firm:

  • Variety. Usually work on several clients and projects at the same time. Possibly of rapid advancement.
  • Fast-paced, exciting.
  • Seldom see the impact of your work for a client; removed from action.
  • Abilities get honed and polished.
  • Networking with other professionals leads to better job opportunities.
  • Learn other skills, such as how to do presentations and budgets and establish deadlines.
  • Intense daily pressure on billable hours, high productivity.
  • Somewhat high employment turnover.
  • Budgets and resources can be limited.
  • Salary traditionally low at entry level.
  • Insurance, medical benefits can be minimal.
  • Little opportunity for profit-sharing, stock options.
  • High emphasis on tactical skills, production of materials.

Corporate PR:

  • Jobs more difficult to find without experience; duties more narrowly focused.
  • Sometimes little variety at entry level.
  • Growth sometimes limited unless you are willing to switch employers.
  • Can be slower paced.
  • Heavy involvement with executive staff; see impact almost instantly. You are an important component in the “big picture.”
  • Strength in all areas expected. Not a lot of time for coaching by peers.
  • Sometimes so involved in your work, you don’t have time for networking.
  • Same “client” all the time. Advantage: Get to know organization really well. Disadvantage: Can become boring.
  • Less intense daily pressure; more emphasis on accomplishing longer-term results.
  • Less turnover.
  • More resources usually available.
  • Salaries tend to be higher.
  • Benefits usually good, sometimes excellent.
  • More opportunities available.

Week 7- Resume Resume

Filed under: PR Connection,T.O.W — ladyd23 @ 11:40 am

What advice would you offer to a student who is working on a resume or preparing for a job interview? Be sure to share links to three or more sites / blog posts that would be helpful for a PR student.

I am not sure what I would tell a PR student who is working on a resume, because I am still learning what to do myself. The first thing I would tell them is to do some research online and find out what a resume looks like. Secondly, I would make sure that I did my research on the employers that I was seeking a job from. I would try to find out what they are looking for in an employee and create my resume around those specific things that they are looking for. Also having an up-to date resume is key. Dates, jobs, skills need to be correct and reliable. A resume is the piece of paper that will possible snag you that coveted job interview, so make sure it is up to par! Here are a few links I found that would be helpful:





PR Interview

Filed under: PR Connection,T.O.W — ladyd23 @ 11:06 am

I interviewed Will Reinier, who is a Combat Engineer for the United States Army. Currently he is in school to become Airborne qualified.

His main job is to help lead the way for our forces to move in Iraq and Afghanistan. They do this by finding IEDs and disposing of them so they don’t hurt anyone else. They also clear and obstructions like fallen trees, cars in the road etc.

However, he plans to change jobs to Psychological Operations (PsyOps)  for the Army. Their job is to create and distribute material that will create favorable opinions of the Army. He attended Syracuse University and Oklahoma State University, and
joined the Army to fund the rest of his education. Currently, he is 30 hours short of a BA in Public Relations.

A typical day consists of a ton of training. He has to prepare to do whatever is required to accomplish the mission. They train on search procedures of people and vehicles and also signs that there might be an IED in an area where US forces are. Right now, he is training on how to jump out of airplanes so he can work with a unit that will jump out of planes overseas.

He hopes to be involved in a branch of PhysOps where he can use the PR skills he has learned to strategically plan what message will work with their target audience, both foreign and domestic.  He will then deliver the message to the public and analyze the results.

“Advice for someone considering PR is to just keep at it. You can’t expect results the first time you try something. You have to stay determined and figure out what works for your audience.  Be proactive and keep working on your message, being passive in PR moves nothing forward which is where all of your efforts should be going.” -Will Reinier

Will Reinier

AIM:  blanks918

Twitter: PFCWillReinier


T.O.W Week 5 March 14, 2010

Filed under: T.O.W — ladyd23 @ 10:12 pm

I really enjoyed the twitter assignment. I learn how to manage my twitter and also how to use it to network with the right people. Before this class I didn’t understand how twitter or even what it offered. I thought that it was pointless and silly,but thought this assignment I learned that twitter can be a big asset to any PR practitioners career. Twitter is great for getting tips and advice form veteran practitioners, making connections with major companies or employers and, being up to date with current events. I really enjoyed getting urgent and breaking news. Also i enjoyed the links to tips and public relation blogs. I was surprised to how helpful and resourceful twitter is if used right. I would love to continue to know more about how to use twitter more effectively to advance my career.