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16-1 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
16-1 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
16-2 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Writing for reading and speaking is a hallmark of the practice of public relations.
Writing for the eye has traditionally ranked among the strongest areas for public relations professionals.
Writing for the ear is an equally important skill.
16-3 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
There are a myriad of external public relations writing vehicles designed to be read. Let’s take a look at a few of them…
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The news release The biography The backgrounder Fact sheets Q&A’s Photos
Advertising schedules
Ad slicks CDs Speeches Other news items
This piece is your “calling card” to introduce your organization to the media. It may include:
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A pitch letter is much like a sales letter. Good pitch letters are catchy, and entice an
editor or news writer to cover your story. For success:
Open with a “grabber” to impel the reader to continue.
Explain why the story is newsworthy and relevant to readers.
Write it to an individual person and use their name.
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These “trend” articles are ideal for small organizations that might not otherwise attract publicity.
Here, the public relations writer might summarize the experiences of several companies within an industry.
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These are most often used to tell about a customer’s favorable experiences.
Magazines, particularly trade journals, welcome them.
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This is an article ostensibly written by the officer of a firm, but is often ghostwritten by a public relations professional.
Byliners carry prestige, allow spokespeople to freely express their views, and position them as experts.
Organizations regularly use byliner reprints as direct-mail pieces to enhance their image with key groups.
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These are opinion pieces written by an organizational executive and submitted for publication.
Key elements: Grabber Main point Chain of evidence Summation Good-bye zinger
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Used when an organization must take difficult actions that may lead to media inquiries or protests.
Such actions could include: Price increases Extraordinary losses Employee layoffs Age, sex or other discrimination
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Standby statements are generally defensive in nature, and are not meant to be volunteered.
They should be brief and unambiguous.
The public relations professional should always have several standby statements prepared in advance.
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White papers are written to address external dilemmas faced by the organization.
Written primarily for internal background purposes; also known as “position papers.”
Typical five-part organization: 1. Background2. Statement of challenge3. Alternative solutions4. Recommended solution5. Blueprint and key messages for action
16-13 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
In terms of writing for the ear, the speech is the most important public relations vehicle.
Speechwriting is one of the most coveted public relations skills.
Speechwriters can use their access to management to move up the organizational ladder.
A good speechwriter is a valuable and often highly paid person.
16-14 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
A good speech:
is designed to be heard, not read. uses concrete language. demands a positive response. must have clear-cut objectives. must be tailored to a specific audience.
16-15 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
This process contains four components:
1.Preparing2. Interviewing3.Researching4.Organizing and writing
Let’s take a look at each one…
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1. PreparingFollow a “4W” checklist:
Who represents the speaker and the audience. Learn as much as possible about each of these.
What refers to both the topic of the speech and the speaker’s intent to convince the audience to take action.
Where is the setting. For example, a large hall requires more formal talk than that of a roundtable forum.
When is the time of the speech. This refers to the time of day and the time of year.
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2. InterviewingInterviewing speakers in advance is essential. The interview must:
▪ determine the object of the talk.
▪ determine the speaker’s main points.
▪ capture the speaker’s characteristics.
16-18 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
3. ResearchingTo get started:
Dig into related literature, speeches, and other works— especially those written by the speaker.
Think about the subject. Bring personal thoughts to bear on the topic.
Seek out the opinions of others. Outside sources are often eager to share their ideas when requested.
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4. Organizing and writingWriting is much easier if the speech is organized into its four essential elements: Introduction: grab the audience and hold its
interest. Thesis: state your purpose or central idea. Body: try to use comparisons or contrasts to
boost understanding. Conclusion: wrap up the speech quickly.
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Generally designed to sell a product, service or idea.
Success depends on following these 10 guidelines:
1. Get organized. 2. Get to the point. 3. Be logical. 4. Write it out. 5. Anticipate the negatives.
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Guidelines for success (cont.): 6. Speak, don’t read.7. Be understandable.8. Use graphics wisely.9. Be convincing.10.STOP!
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Skillful writing lies at the heart of the public relations practice.
Public relations professionals must be professional communicators who are adept at writing.
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Before putting thoughts on paper, ask yourself:
Will writing serve a practical purpose? Is writing the most effective way to
communicate? What are the risks? Are the timing and the author appropriate?
16-24 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
“Blago’s Back-’em-into-the-Corner Speech”Review this case on pp. 335-36. As a class, discuss:
If you were Gov. Blagojevich’s public relations advisor, how would you have suggested he respond to the seating of Roland Burris as a senator?
How would you have suggested Gov. Blagojevich comport himself publicly while the charges against him were pending?
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