PUR4100

1
PUR4100

• Sections 3598/3725
• Robinson
• January 10, 2005

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Announcements

• Internships are still available for the summer
  some with pay. Check with the file in the PR
  office (2083) if you are interested.
• Any other announcements or PR events in the news?
  
• Reading of the day
• Homework bring an example of a descriptive
  phrase or paragraph that you like next lesson

3
Principles of Writing

• Ch. 5 Style and content
• Ch 6 Grammar, spelling punctuation

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Style Content

• A. Message, public, medium
• We will spend most of the semester on knowing
  your message, public, and media (channels)
• This chapter adds three more guidelines
• Write clearly
• Make what you write interesting
• Simplify the complex to make information
  accessible

5
Robinsons clarity basics

• Write for your audience and not yourself
• Keep it simple so the focus is on your point and
  not your words so, use the simplest word choices
  to convey your message appropriate reading level
  (grade 8-10)
• Edit for shorter and clearer word choices and
  sentence structure
• Insert rhythm and naturalness into your writing
  thats style

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from the text

• B. Style
• Readability/listenability
• Sentence length
• Word length
• Readability formulas
• Naturalness
• Conversational style
• Active voice

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Potential writing pitfalls

• Variety
• Euphony
• Human interest
• Trite expressions clichés
• Eliminating bias

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• C. Content simplifying the complex
• The book correctly points out that in todays
  context of transparency you will need to be able
  to explain why dont worry wont cut it. So,
• Know your subject
• You need to know when a simplified statement can
  stand alone or needs qualification
• Dont try to tell readers everything you know
  they can pull you to the fringes dont need it
  all

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• Use plain English
• Avoid doublespeak, jargon, acronyms, etc.
• Describe, dont define
• Take one step at a time
• Introduce one new idea at a time lead the reader
• Make the central points clear
• Explain the unfamiliar with the familiar
• Make the message accessible

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Chapter 6 (next lesson)

• Heres a taste
• Adjectives and adverbs add color to your writing,
  so can punctuation
• A woman without her man is nothing

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In-class Exercise

• Biography

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Preparation for Writing

• Reference materials
• Online sources
• Research the prelude to writing
• Primary
• Secondary
• For example, resources for todays assignment
  are

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Sample Bios

• Instructor Jennifer Robinson
• Marsha J. Evans, President and CEO, American Red
  Cross
• http//www.redcross.org/pressrelease/0,1077,0_314_
  1502,00.html
• Nicholas D. Kristof, Columnist for NY Times
• http//www.nytimes.com/ref/opinion/KRISTOF-BIO.htm
  l
• Mats Lederhausen, Managing Director McDonalds
  Ventures
• http//www.mcdonalds.com/corp/about/bios/mats_lede
  rhausen.html

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Todays assignment

• Step 1
• Look over the bio sheet that you completed. Add
  any more details that will help the writer create
  an impression of you when they write.
• For example, explain acronyms or abbreviations in
  case they dont know them.
• Look over the sample biographies as an
  illustration of writing style and format.

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Writing Guidelines

• Outline the purpose
• Pay attention to sentence structure
• Word choice every word counts
• Active voice, present tense
• Create imagery with your writing
• Step 2
• Pass your bio sheets 4 people to the left

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• Step 3
• Write 1 page, double-spaced, paragraph form
• Dont forget to organize your thoughts first as
  preparation to write!
• Select the impression of the person to leave with
  the reader
• Edit pass it back to the subject person for
  corrections or additions
• Correct Hand in your final, proofread piece
  (dont forget YOUR name at the top)
• Homework bring an example of a descriptive
  phrase or paragraph that you like to class