copyright © 2001, prentice hall, inc. chapter 11

Copyright Copyright © 2001, Prentice Hall, Inc.© 2001, Prentice Hall, Inc.

CHAPTER 11CHAPTER 11

2Copyright ©2001 Prentice Hall, Inc.

Public Relations WritingPublic Relations WritingLet’s DiscussLet’s Discuss

What are the differences between writing for the…What are the differences between writing for the…

A A READERREADER can: can: scanscan dart aheaddart ahead check factscheck facts A A LISTENERLISTENER must: must:

get the message get the message the first time!the first time!

OROR ??


Fundamentals of Good WritingFundamentals of Good Writing

1 The idea must precede the The idea must precede the expression.expression.

2 Write a rough draft.Write a rough draft.

3 Simplify, aim, and clarify.Simplify, aim, and clarify.

4 Write for a particular audience.Write for a particular audience.


Use contractions like Use contractions like it’sit’s or or doesn’tdoesn’t.. Leave out the word Leave out the word thatthat whenever possible. whenever possible. Use pronouns like Use pronouns like II, , wewe, , theythey, and , and youyou.. When referring back to a noun, repeat the When referring back to a noun, repeat the

noun or use a pronoun. Don’t create eloquent noun or use a pronoun. Don’t create eloquent situations.situations.

Use brief, clear sentences.Use brief, clear sentences. Cover only one item per paragraph.Cover only one item per paragraph. Use language the reader understands. (Avoid Use language the reader understands. (Avoid

jargon.)jargon.)

Flesch’s Good Writing TipsFlesch’s Good Writing TipsLet’s DiscussLet’s Discuss


The The AA’s of Good Writing:’s of Good Writing:

AAvoid big wordsvoid big words

AAvoid extra wordsvoid extra words

AAvoid clichvoid clichésés

AAvoid Latinvoid Latin


The The BB’s of Good Writing:’s of Good Writing:

BBe specifice specific

BBe activee active

BBe simplee simple

BBe shorte short

BBe organizede organized

BBe convincinge convincing

BBe understandablee understandable


??

QUICK QUIZ:QUICK QUIZ:

What is the…What is the…

LEAD-INImportant Facts

Less Important

Facts

WhoWhatWhenWhereWhyHow

WhoWhatWhenWhereWhyHow


Writing a…Writing a…

the bread and butter of public relations.the bread and butter of public relations.




To state an organization’s official

opinion




To influence a publication to write favorably about the material discussed




To stimulate favorable stories about their

organizations




To provide editors a point of departure



Why do editors reject news releases?Why do editors reject news releases?

Releases are poorly written.Releases are poorly written.

Releases are often disorganized.Releases are often disorganized.

Releases are not newsworthy.Releases are not newsworthy.


Requisites Make Writing NewsworthyRequisites Make Writing Newsworthy

IMPACT ODDITY

CONFLICTKNOWN

PRINCIPLE

PROXIMITY


Internet News ReleasesInternet News ReleasesLet’s DiscussLet’s Discuss

Be brief and succinct.Be brief and succinct.

Appeal to the eye.Appeal to the eye.

Use short paragraphs.Use short paragraphs.

Stay under 500 words. Stay under 500 words. (1 or 2 screens)(1 or 2 screens)

Link keywords to a Link keywords to a glossary.glossary.


What constitutes…What constitutes…

Have a specific reason for sending the release.Have a specific reason for sending the release. Focus on one central subject per release.Focus on one central subject per release. Be sure the subject is newsworthy in the Be sure the subject is newsworthy in the

context of the organization, industry, and context of the organization, industry, and community.community.

Include facts about the product or service Include facts about the product or service being discussed.being discussed.

Avoid “puff’, bluff, or hyperbole.Avoid “puff’, bluff, or hyperbole.


What constitutes…What constitutes…

Avoid jargon.Avoid jargon. Include appropriate quotations from Include appropriate quotations from

principals.principals. Include product specifications, shipping dates, Include product specifications, shipping dates,

availability, and price.availability, and price. Include a brief description of the company Include a brief description of the company

(a.k.a. “boilerplate”) at the end of the release.(a.k.a. “boilerplate”) at the end of the release. Write clearly, concisely, and forcefully.Write clearly, concisely, and forcefully.


a print or online News Releasea print or online News Release

Spacing:Spacing: Double-spaceDouble-space One side of paperOne side of paper

Identification:Identification: NameName AddressAddress Phone number of release writerPhone number of release writer


Margins:Margins: Usually 1 - 1Usually 1 - 1½ inches½ inches

Paper:Paper: Inexpensive stockInexpensive stock 88½ x 11 inches½ x 11 inches



Date:Date: Release dateRelease date Embargoed date (“pull” dateEmbargoed date (“pull” date––if applicable)if applicable)

Length:Length: Usually 500 words or lessUsually 500 words or less Two online screensTwo online screens



Paragraphs:Paragraphs: Short (6 lines max)Short (6 lines max) DO NOT break words at end of linesDO NOT break words at end of lines

Headlines:Headlines: InformativeInformative Fold release so that headline showsFold release so that headline shows



Timing:Timing: Publication deadlinesPublication deadlines

Slug Lines:Slug Lines: Journalistic shorthandJournalistic shorthand Page numbers and one-word identifiers on Page numbers and one-word identifiers on

every pageevery page



Proofreading:Proofreading: Eliminate errorsEliminate errors

Internet Prudence:Internet Prudence: Know reporter’s or editor’s preferred way Know reporter’s or editor’s preferred way

to receive news releasesto receive news releases



Capitalization:Capitalization:

Use sparingly.Use sparingly.

Numbers:Numbers:

Spell out numbers through nine.Spell out numbers through nine.

Use figures for 10 and up.Use figures for 10 and up.

Using figures is usually acceptable.Using figures is usually acceptable.


Abbreviations:Abbreviations:

DO NOT abbreviate days of week.DO NOT abbreviate days of week.

Spell out first mention of organizations Spell out first mention of organizations and agencies; then use abbreviations.and agencies; then use abbreviations.


Spelling:Spelling:

Consult dictionary and use first spelling Consult dictionary and use first spelling given.given.

Spell-checks DO NOT know Spell-checks DO NOT know homonyms, so you should!homonyms, so you should!


Punctuation:Punctuation: Colons – introduce lists, tabulations, and Colons – introduce lists, tabulations, and

quotationsquotations Exclamation points – use sparinglyExclamation points – use sparingly Commas – before connecting words that connect Commas – before connecting words that connect

two complete thoughts; before and after two complete thoughts; before and after constrictive clausesconstrictive clauses

Hyphen – use care and a dictionaryHyphen – use care and a dictionary Quotation marks – enclose quoted materialQuotation marks – enclose quoted material


RelevantRelevant

FactualFactual

ObjectiveObjective

AccurateAccurate

of a News Releaseof a News Release



Name 3 Types of News Releases:Name 3 Types of News Releases:

11 New products or developmentsNew products or developments

Catchy lead-inCatchy lead-in

Spokesperson’s quotationsSpokesperson’s quotations




22 Must have local angleMust have local angle

Play-up any unique anglesPlay-up any unique angles




33 Good lead-inGood lead-in Clear thesisClear thesis Condensed remarksCondensed remarks Mention speaker’s name (lead with name Mention speaker’s name (lead with name

if speaker is well-known.if speaker is well-known.


Eliminate passive voiceEliminate passive voice Use unabridged dictionary and thesaurus Use unabridged dictionary and thesaurus

Other tools: Other tools: Bartlett’s Bartlett’s Familiar QuotationsFamiliar Quotations World AlmanacWorld Almanac Encyclopedia Encyclopedia


Pulchritude possesses profundity of a Pulchritude possesses profundity of a merely cutaneous nature.merely cutaneous nature.

Beauty is only skin deep.Beauty is only skin deep.

FOR FUN!FOR FUN!

TRANSLATE:TRANSLATE:


Lack of propinquity causes an Lack of propinquity causes an effulgence of partiality in the cardiac effulgence of partiality in the cardiac area.area.

Absence makes the heart grow fonder.Absence makes the heart grow fonder.

FOR FUN!FOR FUN!



It is fruitless to become lachrymose It is fruitless to become lachrymose over precipitately departed lacteal over precipitately departed lacteal fluid.fluid.

There’s no use crying over spilt milk.There’s no use crying over spilt milk.

FOR FUN!FOR FUN!


copyright © 2001, prentice hall, inc. chapter 11

Documents