PR Writing

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PR Writing

• Prof. Robinson
• Sections 3958/3725, Spring 2005
• Week 5 (January 31)

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Quiz Announcements

• Hand in cover letter
• Quiz chapter 8
• News and PR related events?
• Share slogans

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Types of Writing

• From Scholes Comley (1989)
• The practice of writing (3rd edition)

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Types of writing

• 1. Writer-oriented Forms
• Expression (e.g. on love, art)
• Reflection (self as object)
• 2. Reader-oriented Forms
• Direction (guiding your reader)
• Persuasion (moving your reader)

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• 3. Topic-oriented Forms
• Narration (organizing time)
• Description (organizing space)
• Classification (organizing data)
• Argumentation (presenting a thesis)
• Analysis (taking things apart)
• Synthesis (putting things together)

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Review Reports and proposals

• Report summarizes information
• Proposal details a plan of action to be
  considered
• Similar format and appearance
• Letter of documentation or transmittal
• Front matter Executive summary
• Body introduction, body, conclusion
• References, bibliography appendixes

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Backgrounders position Papers

• Chapter 8

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Introduction

• Research papers, other than reports and proposals
• White paper outside academia
• Backgrounder considers origins of a situation or
  problem and implications for future (historical
  paper)
• Position paper states an organizations position
  on an issue, using evidence to support the
  position (thesis paper)

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Backgrounders

• Provide in-depth information on a topic be
  accurate comprehensive
• Heavy on facts lighter on interpretation
• Start early gather info, draft papers, file for
  later use
• Uses
• Source material for writers preparing other PR
  materials
• Give context to media kits go to media,
  reporters other interested persons
• Executives use them to plan programs

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Elements of a good backgrounder

• Thorough research cite everything
• Declarative statement beginning describes the
  backgrounder and why its important
• Body provide objective background and context
  for understanding the current scene then
  thoroughly describe the current situation
• End with implications or consequences of taking
  different directions not opinion

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In-class exercise

• Lets plan a backgrounder for incoming students
  about UF
• Audience information booth workers, possibly a
  handout for the students themselves
• Questions to ask in preparation
• What information should be included?
• What order should that information be in? Whats
  most important?
• As a freshman, is there anything else you would
  need?

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Position Papers

• Provide rationales, including evidence, for
  planned or completed actions
• Heavy on interpretation, lighter on facts
• Address the issue squarely dont distort it to
  make it easier to defend your position
• Uses
• Frame of reference for spokespersons
• Basis for op-ed piece
• Sources for image ads or PSAs
• Lobbying plans of action

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Elements of a position paper

• Thorough research, inc. backgrounder and
  managements policy decision
• Writing
• Introduce the background/context to the issue
  briefly!
• State your position this is where we stand on
  the issue just described
• Then, use selected facts to support your
  position logically organized and clearly written
  (cant use everything!)
• Advocate strongly, but dont ignore other
  positions or arguments
• Provide recommendations not just against

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Other stuff

• Format
• Internal use
• letterhead, plain paper, page numbers
• Doesnt need contact info, -more- and (-30-)
• External use
• Backgrounder in corporate heading
• Needs the usual suspects contact info., -more-,
  (-30-), page numbers and running head/slug

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Start in-class homework

• Outline due at end of class today (handwritten is
  okay)
• Three to four page backgrounder (double spaced)
  on your client organization
• You get to select the key information and the
  order in which it is presented
• Remember to use subheadings to help the reader
  organize and absorb the info.
• Finish for next Monday (Feb. 7)
• HW for Thursday none work on projects