writing process and balance

8/10/2019 Writing Process and Balance

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A Context for Public Relations Writing

Journalists write to inform.

Advertisers write to persuade.

Public relations practitioners write to build relationships.

Yes, PR people also write to inform and persuade, but itsin the context of relationship-building.

Public relations writing usually is a tactic in a relationship-

building plan.

It is the most time-consuming task we do. It is the centerpiece of our profession.

Its the most valued skill sought by employers.


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Typical PR tools

News releases, feature releases, media kits

Pitch letters, fact sheets, spec sheets

Letters, memos, e-mail blasts, editorials, commentaries

Newsletters, magazines, annual reports

Web pages, blogs, wikis, YouTube, Facebook, Twitter

Broadcast scripts (radio, television, podcast, satellite radio)

Public service announcements, video news releases

Policies, proposals, position statements

Event plans, programs, flyers, tickets

Advertising copy, marketing plans, sales pitches (IMC)

Each one involves a different approach, every single time you do it.


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The Writing Process

Stage One: Credibility

Credibility is how publics perceive us.

Credibility, like beauty, exists in the eye of the beholder.

You could do everything right and still be seen as not

credible.

Remember that competence and character are NOT the

same thing. You need to be seen as both competentand ofgood character,because both of these contribute to

credibility.


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The Writing Process

Stage One: Credibility Credibility comes about in three ways:

It is established initially (before you say or do anything)...

It is derived through exposure (resulting from what you say/ do)...

It is developed over time (as a result of contact with publics).

Enhancing your credibility:

1. Display your competence

2. Illustrate common concerns

3. Show how your PR action solves problems.

4. Demonstrate conviction and professionalism.


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The Writing Process

Stage Two: Research What is my purpose in writing?

Who are my targeted publics?

What are the values and interests of each targeted public inthis situation?

What message should I send?

What information (symbols) will best support my message?

In what medium am I sending the message?

What are the rules for use of this medium?

ALL OF THIS IS SUPPORTED BY RESEARCH, NOT

GUESSES OR A HUNCH.


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The Writing Process

Stage Three: Organization

Organization draws readers attention to the message and

the supporting information.

Writers should use an outlinewhether formal or informal. News releases usually use the inverted pyramid

organizational format.

Other tools use other organizational formats.

What works best is dependent upon what you learn throughstudying research and past practice.


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The Writing Process

Stage Four: Writing

Strategies for getting started:

Dont stress, just start!

Because of your outline, you can begin at any point.

Just start writing! You can always revise later (and you

should!)

Some revision during this stage is almost unavoidable.

Evaluation occurs throughout the writing process.


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The Writing Process

Stage Six: Macroediting

Is the message clear?

WIIFM? readers will ask. Have you answered?

Does the document answer the important elements of who,

what, when, where, why, and how?

Is the document fair to all concerned?

Does the document have any unproven claims?

Is every word used the correct word?

E.g.: over / more than

E.g.: less than / fewer

E.g.: cut, reduced, restricted, abolished, eliminated, filtered, limited


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The Writing Process

Stage Six: Macro-editing

This is big picture editing.

Are the main points in a logical order?

Does one paragraph leadgracefullyto the next?

Is the format correct?

Does the format assist the meaning?

Is this message in harmony with what targeted publics

already know about the subject? (remember IMC?)

Is this message in harmony with what one would expect

from this medium, at this time and place?


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The Writing Process

Stage Seven: Micro-editing

Check the document sentence by sentence, line by line, and

word by word.

Double-check all names, titles, numbers, and all other facts.

Misspelling of a client name or misstatement of a fact is a FATAL

ERROR in public relations. You can easily lose the client or lose

your jobover just one little error in one document. Thats the truth.

Double-check grammar, including spelling and

punctuation. No mistakes are acceptable.

Is AP style an expectation in this document? If so, check

carefully and correct as needed.


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The Writing Process

Stage Nine: Distribution Distribution differs from document to document.

As more distribution channels become electronic, writers assume more

responsibility for distribution.

Writers may wish to confirm that distribution occurred as planned.

The channels of distribution should be those preferred by the targeted

public(s).

Make no assumptionsthat other peoples software will allow your

electronic document to show up on their computer the way you expect

it to.


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The Writing Process

Stage 10: Evaluation Evaluation actually occurs throughout the writing process.

Was the document received through channels preferred by the targetedpublic? How do you know?

Did the document achieve its purpose as a public relations tool? Howdo you know?

Did the tool have a supporting tactical step?

Is the clients overall strategy being supported?

Keep in mind that a train wreck can happen at any stage of this process.It isyour responsibility to keep that from happening!


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Supporting handoutsadded value!

Review these supporting handouts for

further guidance with public relations

writing:

Common Copy Errors

Balancing Art and Craft in Your Writing Letters (handout with examples)

writing process and balance

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