Public Relations Writing

Public Relations Writing

Types of Writing, Form & Style

Copyright 2002 Laurel OBrien, APR

Public Relations Writing

! Public relations writing is tailoring messages for particular media (or channels) and publics

! Public relations writing engages all of the public relations practitioners skills: research, critical thinking, problem solving, understanding and interpreting views of differing publics, understanding public opinion and communication theories, understanding and working within an ethical and legal framework

! Public relations writing is generally persuasive, and often also informative

! Public relations writing is seldom required reading the writer must work hard to make sure his/her writing is clear, understandable, enjoyable


Fundamentals of Good Writing

Four-part formula (from Seitel):! Think before writing: clarify, focus and organize your

ideas make sure your ideas: Relate to the reader Engage the readers attention Concern the reader Are in the readers interest

! Use drafts: drafts help you create better organization, style and flow

! Simplify, clarify, aim: write tight! Write for a specific audience: always have the target

audience in mind as you write


Message, Public, Medium (Channel)

Before you begin writing, you must know:! Message: what do you want to convey?

You should be able to summarize (briefly) the key messages! Public: who are you writing for?

Your strategic plan will tell you who your target public(s) are;research will tell you what they already know, what they believe, etc.

! Medium: what is the right medium for the target public? Research will tell you which medium is most believable, or

most appropriate for other reasons


Writing Style

! Clarity: the basic aim of communication so others understand your message

! Readability/Listenability: in general, short sentences and words aid understanding; however, variety (in the form of complex sentences or interesting word choices) keeps writing fresh and helps move readers through text or keeps listeners from tuning out

! Naturalness: a conversational style is often best, especially for broadcast writing

! Euphony: a harmonious or pleasing combination of words! Human Interest: even technical writing is improved by

human interest elements: anecdotes, etc.! Avoid trite expressions & bias


Style Checklist

! Is the message clear? Does your writing speak to your target publics? Is the style appropriate for the intended medium?

! Are your sentences clear? Are they free from confusing constructions?

! Are your sentences, on average, fairly short? Have you avoided stringing many long sentences together?

! Is your writing free from needless words?! Have you used common, concrete words that evoke visual

images? Is your language natural?! Is the sentence structure varied?! Are most sentences in the active voice?! Have you replaced trite expressions with creative language? Is

your writing bias-free?

From Newsom & Carrell, Public Relations Writing: Form and Style, 6th Edition (2001)


Writing Content

! Simplify complex ideas: public relations writers must be able to explain the implications of government or corporate policies and actions, the latest research studies, etc.

! Know your subject: work to really understand! Use plain English: avoid doublespeak (four kinds

euphemism, jargon, gobbledygook and inflated language)! Describe, dont define! Make the central points clear: determine from the outset

what your central points are, make sure the reader knows what the point is before introducing supporting evidence

! Explain the unfamiliar with the familiar! Make the message accessible: typeface, point size, layout,

colors, etc. can all aid or hamper clarity


Content Checklist

! Have you researched your subject thoroughly? Do you understand its complexities, and the precise meanings of the terms you willuse? Have you used plain English as much as possible?

! Have you told readers only as much as they need to know to understand the point?

! Have you fully described technical terms that you cant avoid using?

! Have you taken readers one step at a time? Have you started witha point the readers will understand?

! Have you identified the central points you want to make? Are they made clearly and not obscured by explanation and detail?

! Have you used familiar ideas to explain unfamiliar concepts?! Have you used concrete words rather than abstractions?! Have you made the material accessible?



Writing for the Eye or the Ear

! Written communication can use more complex language and more complex logic, since the reader can go back and re-read as needed for comprehension

! Spoken (or broadcast) communication must be simpler, since listeners only have one chance to understand

! Spoken communication makes use of the voice as an instrument that is, tone of voice, accent, alliteration, repetition, storytelling techniques all play a role in writing for a spoken communication


Internal Communications

! Memos & emails may sound straightforward and simplistic, but these are critical communications; they maintain the flow of information inside and outside of the organization

! Background documents, executive summaries public relations practitioners are often asked to produce written summaries of projects, processes, strategic decisions or research reports for senior management

! Policies & handbooks employment policies (conditions of employment, sick leave and vacation policies, etc.), compensation policies, media policies, etc.; employee handbooks, graphic standards manuals


Internal Communications, contd.

! Reports & Proposals reports of initiatives undertaken; proposals for initiatives, budget

! Announcements from the most simple ribbon-cutting to the removal of the CEO

! Scripts in the internal context, scripts are critical for keeping all employees on message many meetings are scripted, as are internal videos and broadcast voice mail messages; scripts are particularly needed for customer service whenever some news about the organization is breaking

! Intranet materials news wrap-ups, information about an upcoming charity event, birth/death notices


Internal Communications, contd.

! Newsletter/magazine articles reports on strategic initiatives, new products, compensation studies, mergers, etc. for employee publications

! Corporate descriptions one paragraph (boilerplate), one-page or several pages; needs to be THE definitive description of the organization, used by the organization or outside groups for brochures, awards programs, RFPs, booklets

! Mission & values statements! Communications plans


External Communications

! Letters commitment letters (for charitable organizations), letters to government officials, etc.

! Scripts same as internal; scripts for executives for meetings, city council meetings, congressional testimony, corporate videos, PSAs, platform announcer

! Newsletter/magazine articles, byliners reports on strategic direction, new products, etc. for customer-oriented newsletters or magazines under your own name or the name of an executive

! Fliers & Brochures public relations practitioners are likely to be more involved in capabilities brochures than product or service brochures


External Communications, contd.

! Annual Report one of the most visible documents for a publicly-traded company; private companies and nonprofits also routinely use annual reports for key audiences

! Image ads public relations usually doesnt have responsibility for product advertising, but often oversees image ads

! Internet materials web postings, including corporate descriptions, histories, timelines, news of innovations

! Books long-treatment corporate histories, pet projects of senior management


External Communications, contd.

! Statement stuffers various corporate messages directed at specific publics; paycheck stuffers for employees, statement or bill stuffers for customers

! Introductions & Thank-yous for senior executives who are introducing speakers at a public forum, or receiving an award or other recognition

! Speeches & Presentations for all occasions: short speeches of welcome for open houses or Take Our Daughters to Work Day, ribbon-cuttings, sponsorship announcements; or longer business strategy speeches, key note speeches, retirement dinner toasts, presentations to Wall Street analysts, etc.


Media Communications

! News releases (for your own organization & others) short announcements of newsworthy information, originally meant for editors, reporters and producers

! Media alerts & Pitch letters media alerts are designed to let reporters know about an event to which they are invited; pitch letters are addressed to individual reporters to interest them in a story angle

! Scripts scripts for TV/radio broadcast; may be PSAs, video news releases (VNRs), pre-packaged feature items (B-roll video tape with or without any voice-over); or scripts for news conferences, sound bites


Media Communications, contd.

! Bios biographical sketches of senior executives! Backgrounders & Position papers research papers

meant either to provide factual information about complex issues or processes for reporters, or to outline an organizations position on an issue or a trend

! Fact sheets short (usually one-page) recaps of relevant facts about the organization or an event

! Op-Ed articles & Letters to the editor opinion pieces designed for a newspaper audience or responses to previously published articles, usually outlining an organizations position on an issue and signed by a senior executive


Media Communications, contd.

! Stand-by statements & media statements standby statements are drafted in case they are needed, in response to a brewing crisis; media statements are one or two paragraphs used to clarify previously-issued information or as a response in lieu of interviews

! Q&As lists of questions and organizational answers, which public relations practitioners can use to handle incoming media calls

! Photo captions & Charts public relations practitioners should always have graphic items available to illustrate stories with written captions and explanatory info


Miscellaneous Communications

! Signs, table-tents & banners! T-shirts, pens, key-chains, other give-aways! Campaign slogans! Skits! Demo CD scripts! Game scripts & Contests! NOTE: Although these are generally all one-off uses,

they must support the organizations positioning in order to maintain credibility with employees, customers or the community


Writing the News Release

! A release is a short (one- or two-page) announcement of newsworthy information; traditionally to serve as a point of departure for the news media

! Today, there are far more uses for a release: legal disclosure, product support, crisis response, etc.

! Newsworthy: Impact: something that affects the organization or community Oddity: something unusual, like a milestone Conflict: a dispute or controversy Known principal: someone who is generally recognizable Proximity: local impact


Inverted Pyramid

! Typical news writing style public relations practitioners master this style to match what reporters and editors are looking for

! All critical elements who, what, why, when, where and how are usually addressed in the lead, the first sentence of the story

! Other major supporting information follows, with the least important facts at the end of the story

! News releases are nearly always written in inverted pyramid style; although many other styles can be appropriate


News Release Checklist

! Is the lead direct and to the point? Does it contain the most important and most interesting aspects of the story? Has the local angle been emphasized (where possible)?

! Have who, what, when, where, why and how been answered in the first sentence, or at least first paragraph?

! Are sentences and paragraphs short, concise? Words concrete?! Has editorial comment been placed in quotation marks and

attributed to the appropriate person?! Has newspaper style been followed throughout? Are spelling and

punctuation correct?! Have all statements of fact been double-checked for accuracy?! Has the release been prepared in the correct format? Does it have

a date, time of release, and contact information?! Has the release been approved internally?



Writing the Media Kit

! Media kits are designed to give reporters everything they need to develop a story but remember that reporters dont like overly complicated media kits

! Basic contents include: fact sheets, history of the organization, executive bios, backgrounders, position papers, copies of company newsletters or magazines, charts, the annual report

! For special events, also include: history of the event, schedule of activities, indication of possible visuals for television, information on co-sponsors

! For crisis situations, also include: descriptions of affected facilities or operations, statistics

! NOTE: Today, the media kit might be all hard copy, or might be all web-based, or a combination


Writing is Just the Beginning

! Editing edit yourself and your co-workers rigorously; always have someone else edit (and proof) your work

! Approvals anything written by a public relations practitioner is subject to re-writes from everyone on the approval list; be prepared for, and build in enough time for, several drafts, often with conflicting advice also, you will likely be asked to review many, many materials written by others in the firm

! Design & production the public relations writer should take an active, intelligent interest in the design and production of the printed piece, since they will influence understanding

! Follow up the public relations practitioner must prepare for follow up, often in the form of additional written materials

Documents

Public Relations Writing