Tracking the journey of PRCA 3330

Chapter 7- Creating News Features and Op-Ed

Posted on: October 14, 2010

Prior to reading chapter 7 in Public Relations Writing and Media Techniques by Dennis L. Wilcox, I didn’t really understand what a personality profile was. PR professionals help the journalist writing the profile in order “to ‘sell’ the idea of a profile, make the executive available, provide background information, and arrange photo shoots.” I really like the fact that the profile isn’t always on someone high up in the company food chain. In many cases it is about someone new to the group.  Ideally, the profile is on a hard-working, contributing member who the PR professional thinks should be recognized.

The chapter also clarified what an op-ed is for me. The text explains that op-ed pieces provide an opportunity for individuals and organizations to reach an audience of readers who tend to be opinion leaders or “influentials.”

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