PRA304 - PR & Copywriting. Hakan Türkkuşu

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1 PRA304 - PR & Copywriting Hakan Türkkuşu

2 Schedule DATES & WEEK # CONTENT NOTE/S # 1 (Feb 25th) # 2 (Mar 4th) # 3 (Mar 11th) Introduction -Lectures -Sources / Media - Lecturer Team: university / faculty / division at IUE Presentations Warm up - why do we need communication - informing / manuplating - scale, factors, elements Evolution of media What is communication -5W1H Anatomy of a regular news Weekly subjects Medyada genler değişiyor, gazetecilik evrim geçiriyor... Newsdesk

3 Schedule WEEK # CONTENT NOTE/S # 4 (Mar 18th) # 5 (Mar 25th) # 6 (Apr 1st) # 7 (Apr 8th) Structure of a news - how to write a news Media launch: - press conference - media event -targetted media - invitation & media kit -Coverage Media: - conventional / contemporary Media relations: - planning / coordination Spokesperson - express what you think by narrating - Explain what you communişcate by presenting

4 Schedule WEEK # CONTENT NOTE/S # 8 (Apr 15th) # 9 (Apr 22nd) # 10 (Apr 29th) # 11 (May 6th) Importance of visual communication - all stuff on screen Color codes: -diagram/s & chart/s - tool/s & landmarks/s Body language -eyes -hands -gestures -wearings observe how other people think: - communication / perception NLP (Neuro Linguistic Programming) - perception / memory Online PR / Offline PR Global Social Media light on dark or reverse?

5 Schedule WEEK # CONTENT NOTE/S SEMI-FINAL PRESENTATIONS (mid-term) Min 3 / Max 6 pax in each group # 12 (May 6th) Each group will design a communication plan for the media an unique launch event idea with the how to implement in real life/time/location The aim is to explan the communication plan in 15 minutes If they can succeed it, they will qualified...

6 Schedule WEEK # CONTENT NOTE/S 12 (May 13th) Technical issues: -software/s - template/s - final slide SlideShare 13 (May 20th) How to present - word/s & typography - visual/s & symbol/s - common credit/s S.Jobs better presentation 14 (May 27th) Crisis Management: - Risk analysis & Precautions - Importance of planning - Communication & Media - 3 Rs of crisis communication

7 Schedule WEEK # CONTENT NOTE/S TBD (Jun 2-13) FINAL EXAM / IDEA PRESENTATION (end of term)

8 Sources LinkedIn SlideShare.net TED Talks...

9 PRA305 INTRODUCTION

10 İzmir University of Economics FOUNDER: EKREM DEMİRTA RTAŞ President of the Board of Trustees Izmir Chamber of Commerce Chairman of the Executive Board

11 İzmir University of Economics RECTOR: Prof. Dr. TUNÇDAN BALTACIOĞLU LU

12 Faculty of Communication DEAN:?

13 Division of PR & Advertising HEAD: Assoc. Prof. Dr. EBRU UZUNOĞLU

14 PRA304 Copywriting Studio ASSISTANT: Research Assistant PINAR UMUL ÜNSAL

15 PRA304 Copywriting Studio LECTURER: HAKAN TÜRKKUT RKKUŞU

16 More about lecturer...

17 More about lecture... welcome to PRA304 - please visit & decide to join our open group in Facebook

18 Contact homes.ieu.edu.tr/hturkkusu '58,34" K/N '26,90" D/E 38 28'41,80" K/N '07,00" D/E

19 Which browser is your favorite?

21 This week WEEK # CONTENT NOTE/S 2 (Oct 4th) Warm up - why do you need communication - informing/manuplating? -scale -factors -elements Medyada genler değişiyor, gazetecilk evrim geçiriyor...

22 Communication Personal communication skills are the fundamentals to success in our private life... - in university, as a student - in business, as an employee - in family, as a member but in a profession, as a professional...

23 Description Communication issue has a bigger and deeper meaning as well as value for the professionals... The poor communicaters are involve with the various type of media for informing the public... Y/N? The professionals always focused to manage the media just to control the community, manipulate them what to buy and/or what to think... Y/N?

24 Scale... A case, either positive or negative in İEU may be a big news for İEU community but probably not in İzmir... M405 sınıfını su bastı... If you make sense in İzmir, you need an opinion but still some do not care about that... Neden önlem alınmadı? People may not agree with that opinion but a prominent person speaks, people pay attention. Başbakan, İzmir ihmal edildi... dedi

25 Factors... What is news for TODAY may not be news for TOMORROW... İEÜ masa tenisi oyuncusu kazandı... What is the news for ONE, may not be news for the OTHERS... bizim yüzme takımı ne yaptı acaba? Two components are necessary in a news INTEREST & IMPORTANCE but they are not always synonymous... Ülkedeki fakirlik sınırı... vs Dizinin yeni bölümü? Journalist often refer to HARD news (timely, very important, more informative) and SOFT (less timely, less important but informative, entertains) news.

26 Elements News must be factual, but not all facts are news. Newsworthy in news business, not exactly the journalism(!) depends the details of the story but please remember every story not a news... Let s start to solve that puzzle: - Timeliness (something new...) - Novelty (something unusual, first, biggest, most expensive, etc...) - Proximity (nearness to audience) - Conflict (are there competing sides?) - Prominence (importance to the audience) - Wide appeal (high impact)

27 Feel free... UESTIONS NSWERS

30 This week WEEK # CONTENT NOTE/S What is communication # 3-5W1H Anatomy of a news

31 Soru sormak... Sormaz ki bilsin, sorsa bilir. Bilmez ki sorsun, bilse sorar... anonim

32 Elements of 5W1H / 5N1K... This formula is the principal of journalism but applicable for any other areas to get more successfull... - What Ne - Why Neden / Niçin - Where Nerede - When Ne zaman - Who Kim - How Nasıl

33 5Ws of event management WHAT are you thinking about your project to turn into an event; - describe a title for your dream / idea / project / event /brand... - check the relevance for target audience - decide the nature of the event to be more attractive - visit the other Ws (why, where, when, who) pages... - remember that 1H will make the difference (THINK AGAIN & AGAIN TO PLAN IT, CHECK IT, FEEL IT!..)

34 5Ws of event management WHY are you working a lot on that project; - emphasize the benefits (short term / long term) - your personel / professional approach (please write) - consider about the reasons for audience & sponsors to be there! - try to be sure or believe that the business will roll on

35 5Ws of event management WHERE will you go for that event & WHEN; - Venue & Site Management will be the key points of that Q page - impact - transportation - accessibility (also for handicapped) - surroundings, security - housing - food & beverage - wheather, climate (sunrise & sunset) - legal issues, permissions, local regulations, etc...

36 5Ws of event management WHO will manage that project, all events need a core team; - Boss, Team, Crew, Staff will be the key people of Q page... - remember the suppliers, vendors, service providers & other utilities - involve NGO, non-profit organizations, volunteers & local bodies into the task force - remember that a production company is essential as a backbone...

37 1H soul of event management Time to discover HOW to succeed it... use the 5W LEVERAGE first, to move a giant rock You know, but; all OBSTACLES are always heavier than you expected, you may win just by using your leverage...

38 Anatomy of a news... News is the major output of the journalism by professionals. News is a result of team work, consist of reporters, journalists and editors by - writing the info - observing the actions - listening the speaches also photos, documents, confirmations and archives will have key roles in - publishing / printing - broadcasting / on air - onlining / networking

39 Elements of a news... A news covers some more and some less important informations in a pyramidal structure... HEADLINE is the whole story with short forms and words - SPOTS are the guide for the core of the news - BODY the story in the news and other forms of information to help the audience/reader understand much better - title is introductory of the chapters or paragraphs - subtitle is similar to title - photo - credits

43 This week WEEK # CONTENT NOTE/S 4 Structure of a news - how to read a news erkezi.com/release/ xx.htm

44 Structure of a news Haberi tamamlayan bilgi bandı Haberin çarpıcı ana başlığı Kurallı haberciliğin esasında yatan kim, ne, ne zaman, nerede, nasıl, ve neden sorularından en az ilk üçünün yanıtını barındırır 'haber değeri' taşıyan kısa bir ÖZET... Haber ile kullanıcı veya tüketiciye sağlanan yarar ve fayda, erişim bilgisi (ilgili kuruluş için link alanı) ile tamamlayıcı SPOT.

45 Structure of a news Dağıtım tarihi Kuruluş için önceden belirlenen jenerik cümle ile marka ve kuruluşu hatırlatan tanımdan sonra mesajın 'haber' niteliği taşıyan kısmı ve gerekiyorsa temel bilgi/ler ile ilk paragrafta verilecek. Ara başlık... Haberin detaylandırılacak (iki paragraftan fazla ise ilgiyi devam ettirecek bir arabaşlık girin!) ve üçüncü şahıs ağzından (kaynak olarak yönetici ünvan ve adını kullanın!) diğer bilgiler ile esas mesaj (alıntı tırnağı kullanın!) eklenecek.

46 Structure of a news... Metin içinde bold sözcüklerden kaçının ancak gerekli hallerde kavram (') tırnağını ya da büyük (kuruluş ismi) harfleri kullanın... Ağırlıklı olarak haberin öznesi niteliği korunmasına özen gösterilmesi gereken kuruluş için tamamlayıcı nitelikte, genel yapısını özetleyen ya da anlatan, gerektiğinde sayısal verilerin kullanılacağı son paragrafa 'uygunsa' yer verilecek... Resimaltı yazısı... Fotoğraflar Kredi Sahibi Yönetici ve erişim adresi

50 This week WEEK # CONTENT NOTE/S # 5 Media launch: - press conference - media event -targetted media - invitation & media kit - coverage

51 Press conference objectives of the press conference (5W1H) - what (product or service that will be launched) - where (area hunting, best place for media) - when (date & time options, timing of the event) - why (reason of why for the event) - who (targetted media & customer, client, user, etc...) - how (superiority and/or excellence of the event) are you familiar with 5W1H?

52 Media event the performance for the media - welcome & registration - seating area & style - speech/es by executives or spokesperson - show - key message - media kit, files, gifts, etc... importance of Media Release

53 Targetted media media will be utilized as a speaker for end user, customer, clint, etc... - which media will be the best (local, nation wide, international) - profiles of the media (newspaper, magazines, tv, radio, digital, etc...) - periods of the media (hourly, daily, weekly, monthly, others) - positioning of the media, similar to product positioning for a better community control

54 Invitation process ultimate importance for high impact - printed materials, - media & jounalist lists, - labeling & delivery - rsvp - accreditation: name tags, badges, lanyards, etc... - follow up (after event) communication never ends

55 Media kit conventional or digital - not only a news release but a media release, multi-media release - audio and video tapes, files, digital storage - backgrounds, support documents, contacts make communication easy!

56 Coverage with professional support, online servives will be better... - follow up the media - clippings & monitorings - analysing - reporting ROO

60 This week WEEK # CONTENT NOTE/S Media: -conventional - contemporary # 6 Media relations: - planning - coordination

61 Media CONVENTIONAL vs CONTEMPORARY...

62 Media or NOT... Because social media are same with traditionals!

63 Media CONVENTIONAL earth based, man manuplated... - printed media: newspapers, magazines - on air media: radio, tv

64 Media CONTEMPORARY SKY is the limit with 2 digits but the servers manage... - internet: server farms, web 2.0, cloud, DNS, VPN - via satelite: tv, platforms, etc...

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