Getting Organized for Getting Organized for WritingWriting

Chapter 1Chapter 1

The Framework of PR WritingThe Framework of PR Writing

Writing and the preparation of messages Writing and the preparation of messages for distribution, while the focus of our book for distribution, while the focus of our book and class, are just part of the PR processand class, are just part of the PR process

RACE: RACE: Research, Action, Communication, EvaluationResearch, Action, Communication, Evaluation

PR writing--part of communication stepPR writing--part of communication step And is undertaken only after research has And is undertaken only after research has

been conducted and extensive planning to been conducted and extensive planning to formulate the campaigns goals/objectivesformulate the campaigns goals/objectives

Writing is One of Five SkillsWriting is One of Five Skills

PR people are professional PR people are professional communicators and should be the best communicators and should be the best writers, speakers, media experts, comm. writers, speakers, media experts, comm. theorists in the organizationtheorists in the organization

Other Key PR Skills:Other Key PR Skills:• Knowledge of Public RelationsKnowledge of Public Relations• Knowledge of Current EventsKnowledge of Current Events• Knowledge of BusinessKnowledge of Business• Knowledge of ManagementKnowledge of Management

The PR Writer’s PurposeThe PR Writer’s Purpose

Advocacy, not objectivityAdvocacy, not objectivity To accurately informTo accurately inform But also to persuade and motivateBut also to persuade and motivate PR activity description: “Working with PR activity description: “Working with

clients on strategy and messages, and clients on strategy and messages, and then delivering these messages to target then delivering these messages to target audiences in order to persuade them to do audiences in order to persuade them to do something beneficial to the client”something beneficial to the client”

PR AudiencesPR Audiences Can be more varied than the audience of mass Can be more varied than the audience of mass

media journalists which can be numerous and media journalists which can be numerous and anonymous, its members with little in commonanonymous, its members with little in common

PR writers may write for numerous and radically PR writers may write for numerous and radically different audiences– employees, community different audiences– employees, community leaders, customers, investors...leaders, customers, investors...

PR channels can be varied– traditional mass PR channels can be varied– traditional mass media but also direct mail, newsletters, videos, media but also direct mail, newsletters, videos, posters, blogs, podcasts, e-mail, Facebook, etcposters, blogs, podcasts, e-mail, Facebook, etc

PR pros today need to grasp the diverse PR pros today need to grasp the diverse opportunities of today’s media mix in order to opportunities of today’s media mix in order to figure out how to reach a desired demographic figure out how to reach a desired demographic

ComputersComputers

Like computers? You better, because PR Like computers? You better, because PR pros spend much of their working day in pros spend much of their working day in front of a computerfront of a computer

Independent PR practitioners spend about Independent PR practitioners spend about 70 percent of their time tied directly or 70 percent of their time tied directly or indirectly to working on a computer, indirectly to working on a computer, according to one survey for the PRSSAaccording to one survey for the PRSSA

Whether a PC, Apple or laptop depends Whether a PC, Apple or laptop depends on preferences, mobility needson preferences, mobility needs

Reference Sources Reference Sources

EncyclopediasEncyclopedias Dictionary Dictionary StylebooksStylebooks

““The Elements of The Elements of Style” by Strunk/WhiteStyle” by Strunk/White

AP Stylebook and AP Stylebook and Libel Manual- Libel Manual- promotes consistency; promotes consistency; helps take out the helps take out the guessworkguesswork

Media DirectoriesMedia Directories Internet Groups/BlogsInternet Groups/Blogs

Page full on p. 14Page full on p. 14

Newspapers/MagsNewspapers/Mags Professional PubsProfessional Pubs

PR WeekPR Week PR TacticsPR Tactics

Prelude to Writing: ResearchPrelude to Writing: Research

PR writers are constantly looking up PR writers are constantly looking up information, whether for a news release or information, whether for a news release or for background on what kinds of issues for background on what kinds of issues and trends might affect a current employer and trends might affect a current employer or prospective clientor prospective client

Internet search engines and electronic Internet search engines and electronic data bases are accessible and valuable data bases are accessible and valuable research resourcesresearch resources

Writing Outline– the Purpose?Writing Outline– the Purpose?

What is the desired What is the desired communication outcome? communication outcome? What do we want our What do we want our audience to do or not do?audience to do or not do?

Who is our target Who is our target audience? Define audience? Define audience in terms of age, audience in terms of age, gender, education level, gender, education level, geography geography

What are our target What are our target audience’s needs, audience’s needs, concerns, interests?concerns, interests?

What is our message? What is our message? Do we want to inform or Do we want to inform or persuade?persuade?

What communication What communication channel is most effective?channel is most effective?

Who is our most Who is our most believable believable spokesperson? spokesperson?

Writing Basics Writing Basics Sentences—keep them clear and concise. Best average length is Sentences—keep them clear and concise. Best average length is

15-17 words15-17 words Paragraphs– Short is better than long. PR writers should follow Paragraphs– Short is better than long. PR writers should follow

newspaper style– two or three sentences per graf. Short, punchy newspaper style– two or three sentences per graf. Short, punchy paragraphs are particularly important for online news releases and paragraphs are particularly important for online news releases and newslettersnewsletters

One study found it takes people 50 percent more time to read One study found it takes people 50 percent more time to read material on a computer screenmaterial on a computer screen

Word choice– use “reader-friendly words” instead of “stately” multi-Word choice– use “reader-friendly words” instead of “stately” multi-syllable words (examples p. 22)syllable words (examples p. 22)

Avoid jargon, overly technical words; keep voice active and present Avoid jargon, overly technical words; keep voice active and present tense; use strong visual descriptions or analogies when possible tense; use strong visual descriptions or analogies when possible (Coca-Cola and Microsoft examples on p. 25)(Coca-Cola and Microsoft examples on p. 25)

Also avoid hype, exaggeration, too many numbers, politically Also avoid hype, exaggeration, too many numbers, politically incorrect language incorrect language

Review Tips for Success on pages 24-25Review Tips for Success on pages 24-25

PR Strategies and TacticsPR Strategies and Tactics

A PR initiative includes laying out A PR initiative includes laying out strategies to achieve desired outcomesstrategies to achieve desired outcomes

Strategies are statements of directionsStrategies are statements of directions Each strategy is made operational through Each strategy is made operational through

a list of tacticsa list of tactics See new cosmetic examples on p. 1-2See new cosmetic examples on p. 1-2

Communications TechniciansCommunications Technicians

PR writers and media placement PR writers and media placement specialists are responsible for specialists are responsible for implementing the tactics of a campaign or implementing the tactics of a campaign or programprogram

By definition, they fulfill the “technician” By definition, they fulfill the “technician” roles as the “production” staff who write roles as the “production” staff who write the news releases and feature stories, the news releases and feature stories, pitch coverage to the media, and design pitch coverage to the media, and design promotional materialpromotional material

Size MattersSize Matters

Communication technician is often an Communication technician is often an entry level positionentry level position

But depending on the size and structure of But depending on the size and structure of an organization this person may also have an organization this person may also have management duties and advisory management duties and advisory responsibilities to top managers and responsibilities to top managers and executives within the company or executives within the company or organization organization

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