public relations writing introduction
DESCRIPTION
TRANSCRIPT
Public Relations Writing
What Is PR?PR Writing Introduction
What is PR?
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations
and their publics.” - PRSA
The Digital Age of PR
Michael Sebastian, PR Daily
PR Elements
PR Elemen
ts
Website
Social Media
Conventional Media
Events
Why are writing skills important?
Why are writing skills important?
26.2% of college graduates produce writing that rates as deficient.1
1 Partnership for 21st Century Skills
Why are writing skills important?
Poor writing cost employers $3.1 billion per year.1
$3.1 Billion
1 National Commission on Writing
The Framework of Public Relations Writing
O Four components to public relationsO Research, Planning, Communication,
EvaluationO Writing is part of the communication
componentO Writers are communication technicians
O Perform tactical roles including:O Writing news releasesO Formulating feature storiesO Pitch stories to the media
Preparation for WritingO Objectives
O Advocacy, not objectivityO Inform, persuade, and motivate O Congruent with organizational goals
O AudiencesO Numerous and specializedO Tailor information to audience interests &
concernsO Channels
O Numerous and variedO Select most effective for specific audience
The Public Relations Writer
O Extensive research is key to effective writing
O Use search enginesO Google, Yahoo!, Bing
O Search TipsO Use specific words or phrases, nouns are
bestO Use electronic databases to find in-
depth info.O Ex. Academic Search Premier
Writing GuidelinesO Establish purpose
O Is the writing consistent with organizational goals and objectives?
O Writing TipsO Write succinct sentences and concise
paragraphsO Use simple wordsO Write with active verbs in present tense
O Include visual descriptions
Errors to AvoidO Typos and misspellings decrease credibilityO Jargon complicates messagesO Spell check doesn’t catch correctly spelled
wrong wordsO Be careful of homonyms, similarly spelled
words, and redundanciesO Exaggeration damages credibility and
believability of messageO Bias, stereotypes and politically incorrect
language reduce clarity, and accuracy of communication
10Ways to Become a Better PR Writer
1. Discover stories2. Make business data compelling3. Look for milestones4. Listen to companies and employees at all levels5. Have confidence when you know something is
not a story6. Capture attention7. Write for SEO8. Writing for social media9. Know the place for jargon10. Revise, review & edit
John Forrest Ales, PR News Online