Getting Organized for Writing

1
Getting Organized for Writing

• Chapter 1

2
The Framework of PR Writing

• Writing and the preparation of messages for
  distribution, while the focus of our book and
  class, are just part of the PR process
• RACE Research, Action, Communication,
  Evaluation
• PR writing--part of communication step
• And is undertaken only after research has been
  conducted and extensive planning to formulate the
  campaigns goals/objectives

3
Writing is One of Five Skills

• PR people are professional communicators and
  should be the best writers, speakers, media
  experts, comm. theorists in the organization
• Other Key PR Skills
• Knowledge of Public Relations
• Knowledge of Current Events
• Knowledge of Business
• Knowledge of Management

4
The PR Writers Purpose

• Advocacy, not objectivity
• To accurately inform
• But also to persuade and motivate
• PR activity description Working with clients
  on strategy and messages, and then delivering
  these messages to target audiences in order to
  persuade them to do something beneficial to the
  client

5
PR Audiences

• Can be more varied than the audience of mass
  media journalists which can be numerous and
  anonymous, its members with little in common
• PR writers may write for numerous and radically
  different audiences employees, community
  leaders, customers, investors...
• PR channels can be varied traditional mass media
  but also direct mail, newsletters, videos,
  posters, blogs, podcasts, e-mail, Facebook, etc
• PR pros today need to grasp the diverse
  opportunities of todays media mix in order to
  figure out how to reach a desired demographic

6
Computers

• Like computers? You better, because PR pros
  spend much of their working day in front of a
  computer
• Independent PR practitioners spend about 70
  percent of their time tied directly or indirectly
  to working on a computer, according to one survey
  for the PRSSA
• Whether a PC, Apple or laptop depends on
  preferences, mobility needs

7
Reference Sources

• Encyclopedias
• Dictionary
• Stylebooks
• The Elements of Style by Strunk/White
• AP Stylebook and Libel Manual- promotes
  consistency helps take out the guesswork

• Media Directories
• Internet Groups/Blogs
• Page full on p. 14
• Newspapers/Mags
• Professional Pubs
• PR Week
• PR Tactics

8
Prelude to Writing Research

• PR writers are constantly looking up information,
  whether for a news release or for background on
  what kinds of issues and trends might affect a
  current employer or prospective client
• Internet search engines and electronic data bases
  are accessible and valuable research resources

9
Writing Outline the Purpose?

• What is the desired communication outcome? What
  do we want our audience to do or not do?
• Who is our target audience? Define audience in
  terms of age, gender, education level, geography

• What are our target audiences needs, concerns,
  interests?
• What is our message? Do we want to inform or
  persuade?
• What communication channel is most effective?
• Who is our most believable spokesperson?

10
Writing Basics

• Sentenceskeep them clear and concise. Best
  average length is 15-17 words
• Paragraphs Short is better than long. PR
  writers should follow newspaper style two or
  three sentences per graf. Short, punchy
  paragraphs are particularly important for online
  news releases and newsletters
• One study found it takes people 50 percent more
  time to read material on a computer screen
• Word choice use reader-friendly words instead
  of stately multi-syllable words (examples p.
  22)
• Avoid jargon, overly technical words keep voice
  active and present tense use strong visual
  descriptions or analogies when possible
  (Coca-Cola and Microsoft examples on p. 25)
• Also avoid hype, exaggeration, too many numbers,
  politically incorrect language
• Review Tips for Success on pages 24-25

11
PR Strategies and Tactics

• A PR initiative includes laying out strategies to
  achieve desired outcomes
• Strategies are statements of directions
• Each strategy is made operational through a list
  of tactics
• See new cosmetic examples on p. 1-2

12
Communications Technicians

• PR writers and media placement specialists are
  responsible for implementing the tactics of a
  campaign or program
• By definition, they fulfill the technician
  roles as the production staff who write the
  news releases and feature stories, pitch coverage
  to the media, and design promotional material

13
Size Matters

• Communication technician is often an entry level
  position
• But depending on the size and structure of an
  organization this person may also have management
  duties and advisory responsibilities to top
  managers and executives within the company or
  organization
•