COM 359 Lecture 9: Writing and Media Relations
15 Mar 2017
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Used to raise $, expand membership, educate, generate income, sell subscriptions, increase sales ! Include a follow up for email, etc. Direct mail kit = package/brochure/teaser devices (samples/coupons/testimonials) ! Letter be consistent with the design on letter, brochure and envelope! Reply card for reader to respond in some way : ex: bring this postcard in for free registration then will collect/count # of postcards they got back to determine how effective the campaign was)! Think about qualities people scan pages and don"t read everything on webpage ! Takes any person 25% longer to read something online ! Use cues and hyperlinks and navigation tools/bars! Need to take a different approach less is more : keep it to 600-700 words per page! No intro go right into the info ! Put key info 1st inverted pyramid organizational scheme) added stuff comes. Make sure your info is searchable (hyperlink to other website) ! Be objective and straightforward with facts !
