Notes for Monday’s PR Writing (COMM 3362) Class

AdFed trip to Houston




Friday, November 2, 2018 8:00 AM
Saturday, November 3, 2018 1:00 PM
Houston Marriott West Loop by the Galleria
1750 West Loop S West Loop South Houston, TX 77027 (map)

College students from across the region compete to create the best ad campaign for a sponsor/donor. Apply for this year’s conference! Applications open.

Guest Speaker
Stephan Malick on portfolios

Review Chapters 1 and 2 through current events
1. From Introduction: “ocial and digital media can be a lot of fun, but this is an industry that requires a lot of creativity, scientific research, and writing. Writing is probably one of the most important roles we have to invest in for social media and digital media. We have to embrace not only our own brand voices, but understand how to write and present a voice that represents another brand across not just one platform, but many in a consistent manner. In addition, we have to be up to date with the latest trends, cases, and expectations the field and others expect of us.”

2. Chapter breakdown — strategic mindset approaches (Chapters 1-4), and types of content that could be created and executed creativity and strategically (Chapters 5-10). — strategy and content
3. Differences between PR, marketing and advertising
4. Key questions to consider:

  • What is our voice when we are writing content?
    What is the current voice that is coming through our traditional media components, and how similar (or different) is it? Is it our personal voice coming through, or are we doing the brand justice and writing in their voice based on their own attributes, characteristics, and relationships within the industry.
  • Why are we writing? Is it just because “it’s there?” Or is there a goal in mind?
    There needs to be an investment and overall purpose for why we want to create content to share and disseminate with our audiences. It is to tell our story and those who are in our community? Do we want to become a resource for our industry? Do we want to create awareness about a core issue or initiative we are a part of?
    How is our content (traditionally and emerging) doing?
  • Do people like it? Are they sharing it? What are some things that have been working for us? What has not been working? By tying in research (another important element that needs to be integrated with emerging writing practices) can tell us which pieces of content are being received well, and which ones are not.
    (Show Facebook page for Department.)
  • How do we make the changes necessary to continue to stay relevant for the industry? Discuss extra credit for Cision, HubSpot, and Hootsuite certification programs.

Now let’s talk about ethics and legal. Go to Chapter 2 in TopHat.

  • What surprised you?
  • Given what you read, have you seen anything that may have violated DMCA, copyright or trademark?
  • What’s the difference between ethics and the law?

In class assignment: Explore the ethical implications of a current social media issue or recent situation. The issue could be one of these:

Create a social media policy that will help organizations apply ethics in day-to-day social media management.

Intro Creative Commons with two memes: Colin Kapernick ad and Khloe Kardashian controversy

  • Creative Commons Do-It-Yourself Homework Challenge: Choose two of the following: a one-age handout, two to three-minute video, inforgraphic, and/or website (created using Adobe Spark) that you could use to educate public relations students about the Creative Commons system. Decide which license you will use. Use and remix CC materials. Publish your document online with the Creative Commons license of your choice and send the link to Dr. Tindall. Due September 17.

Now, extra credit:

Extra Credit Assignment: State of Strategic Communications. Research and present the overall state of strategic communications. Choose a visual format to share your insights and research on this topic. Example formats can include an infographic, video, storyboard format, Instagram story, etc. Due September 17.


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