Preparing for WritingPreparing for Writing

Public RelationsPublic Relations

Components of Public Components of Public RelationsRelations

ResearchResearch PlanningPlanning CommunicationCommunication EvaluationEvaluation

Reporter vs. Public Reporter vs. Public RelationsRelations

ReportersReporters– Maintain neutralityMaintain neutrality– Writes to one audienceWrites to one audience– One channel (normally) to communicate One channel (normally) to communicate

throughthrough Public Relations WritersPublic Relations Writers

– Advocacy, not objectivityAdvocacy, not objectivity– Writes to many different audiencesWrites to many different audiences– Have tons of channels to use for Have tons of channels to use for

communicationcommunication

Writing is one of five skillsWriting is one of five skills

Knowledge of CommunicationsKnowledge of Communications Knowledge of Public RelationsKnowledge of Public Relations Knowledge of Current EventsKnowledge of Current Events Knowledge of BusinessKnowledge of Business Knowledge of ManagementKnowledge of Management

We are advocates, and we need to We are advocates, and we need to remember that. We are advocates of remember that. We are advocates of a particular point of view, our a particular point of view, our client’s or our employer’s point of client’s or our employer’s point of view. And while we recognize that view. And while we recognize that serving the public interest best serving the public interest best serves our client’s interest, we are serves our client’s interest, we are not journalists. That’s not our job.not journalists. That’s not our job.

Harold Burson, chairman of Burson-Marsteller

ToolsTools

ComputerComputer Pen and PaperPen and Paper Access to the Access to the

InternetInternet Dictionary Dictionary EncyclopediaEncyclopedia StylebookStylebook ThesaurusThesaurus

AtlasAtlas Press DirectoryPress Directory Professional Professional

PeriodicalsPeriodicals e-maile-mail Cell phoneCell phone Media DirectoryMedia Directory

Like a reporter, the PR writer Like a reporter, the PR writer must do researchmust do research

Current Events and TrendsCurrent Events and Trends Organizations goals and objectivesOrganizations goals and objectives Competing interestsCompeting interests

Research: Prelude to Research: Prelude to WritingWriting

Inquiries via telephone/e-mail

Interviews Internet and World

Wide Web Online networks

The #1 skill needed…The #1 skill needed…

The ability to The ability to writewrite

Writing Guidelines: Writing Guidelines: Outline PurposeOutline Purpose

1. What do you want the audience to do?2. Who is your target audience?3. What are their needs, interests,

concerns?4. What is your message?5. Which communication channel(s) is

most effective?6. Who is the most believable

spokesperson?

Once this is done, go back to #4 and Once this is done, go back to #4 and list all the facts, statistics, examples, list all the facts, statistics, examples, etc. you will use to support this etc. you will use to support this message.message.

Writing Guidelines: Writing Guidelines: Outline PurposeOutline Purpose

1. What do you want the audience to do?2. Who is your target audience?3. What are their needs, interests,

concerns?4. What is your message?5. Which communication channel(s) is

most effective?6. Who is the most believable

spokesperson?

Writing GuidelinesWriting Guidelines

Sentences should be clear and concise– 15-17 words per sentence

Paragraphs: shorter is better than longer

Word Choice: simple words– Write to the fourth to sixth grade level

Verbs: Active, Present Tense Imagery, Imagery, Imagery!!

– Use strong visual descriptions

Errors to AvoidErrors to Avoid

Spelling Spelling – (ex. (ex. PubicPubic

Relations?)Relations?) Avoid JargonAvoid Jargon Poor Sentence Poor Sentence

StructureStructure Wrong WordsWrong Words Sound-Alike WordsSound-Alike Words

RedundanciesRedundancies Too Many ##sToo Many ##s Hype (Don’t Hype (Don’t

exaggerate)exaggerate) Bias/StereotypesBias/Stereotypes Politically Politically

Incorrect Incorrect LanguageLanguage

Guidelines for Effective Guidelines for Effective WritingWriting

Know your readers! Stress “you” benefits - what is the benefit for

the reader Have a single communication objective - do

you want to inform or persuade? Use subject lines, & short paragraphs Write strong introductions and conclusions Write in active voice Leave your reader with a challenge or action

to accomplish