Public Relations Writing

Types of Writing,
Form & Style
Copyright 2002 Laurel OBrien, APR
Public Relations Writing
! Public relations writing is tailoring messages for particular
media (or channels) and publics
! Public relations writing engages all of the public relations
practitioners skills: research, critical thinking, problem
solving, understanding and interpreting views of differing
publics, understanding public opinion and communication
theories, understanding and working within an ethical and
legal framework
! Public relations writing is generally persuasive, and often
also informative
! Public relations writing is seldom required reading the
writer must work hard to make sure his/her writing is clear,
understandable, enjoyable
Copyright 2002 Laurel OBrien, APR
Fundamentals of Good Writing
Four-part formula (from Seitel):
! Think before writing: clarify, focus and organize your
ideas make sure your ideas:
Relate to the reader
Engage the readers attention
Concern the reader
Are in the readers interest
! Use drafts: drafts help you create better organization,
style and flow
! Simplify, clarify, aim: write tight
! Write for a specific audience: always have the target
audience in mind as you write
Copyright 2002 Laurel OBrien, APR
Message, Public, Medium (Channel)
Before you begin writing, you must know:
! Message: what do you want to convey?
You should be able to summarize (briefly) the key messages
! Public: who are you writing for?
Your strategic plan will tell you who your target public(s) are;
research will tell you what they already know, what they
believe, etc.
! Medium: what is the right medium for the target public?
Research will tell you which medium is most believable, or
most appropriate for other reasons
Copyright 2002 Laurel OBrien, APR
Writing Style
! Clarity: the basic aim of communication so others
understand your message
! Readability/Listenability: in general, short sentences and
words aid understanding; however, variety (in the form of
complex sentences or interesting word choices) keeps
writing fresh and helps move readers through text or keeps
listeners from tuning out
! Naturalness: a conversational style is often best, especially
for broadcast writing
! Euphony: a harmonious or pleasing combination of words
! Human Interest: even technical writing is improved by
human interest elements: anecdotes, etc.
! Avoid trite expressions & bias
Copyright 2002 Laurel OBrien, APR
Style Checklist
! Is the message clear? Does your writing speak to your target
publics? Is the style appropriate for the intended medium?
! Are your sentences clear? Are they free from confusing
constructions?
! Are your sentences, on average, fairly short? Have you avoided
stringing many long sentences together?
! Is your writing free from needless words?
! Have you used common, concrete words that evoke visual
images? Is your language natural?
! Is the sentence structure varied?
! Are most sentences in the active voice?
! Have you replaced trite expressions with creative language? Is
your writing bias-free?
From Newsom & Carrell, Public Relations
Writing: Form and Style, 6
th
Edition (2001)
Copyright 2002 Laurel OBrien, APR
Writing Content
! Simplify complex ideas: public relations writers must be able
to explain the implications of government or corporate
policies and actions, the latest research studies, etc.
! Know your subject: work to really understand
! Use plain English: avoid doublespeak (four kinds
euphemism, jargon, gobbledygook and inflated language)
! Describe, dont define
! Make the central points clear: determine from the outset
what your central points are, make sure the reader knows
what the point is before introducing supporting evidence
! Explain the unfamiliar with the familiar
! Make the message accessible: typeface, point size, layout,
colors, etc. can all aid or hamper clarity
Copyright 2002 Laurel OBrien, APR
Content Checklist
! Have you researched your subject thoroughly? Do you understand
its complexities, and the precise meanings of the terms you will
use? Have you used plain English as much as possible?
! Have you told readers only as much as they need to know to
understand the point?
! Have you fully described technical terms that you cant avoid
using?
! Have you taken readers one step at a time? Have you started with
a point the readers will understand?
! Have you identified the central points you want to make? Are they
made clearly and not obscured by explanation and detail?
! Have you used familiar ideas to explain unfamiliar concepts?
! Have you used concrete words rather than abstractions?
! Have you made the material accessible?
From Newsom & Carrell, Public Relations
Writing: Form and Style, 6
th
Edition (2001)
Copyright 2002 Laurel OBrien, APR
Writing for the Eye or the Ear
! Written communication can use more complex
language and more complex logic, since the reader
can go back and re-read as needed for comprehension
! Spoken (or broadcast) communication must be
simpler, since listeners only have one chance to
understand
! Spoken communication makes use of the voice as an
instrument that is, tone of voice, accent, alliteration,
repetition, storytelling techniques all play a role in
writing for a spoken communication
Copyright 2002 Laurel OBrien, APR
Internal Communications
! Memos & emails may sound straightforward and
simplistic, but these are critical communications; they
maintain the flow of information inside and outside of
the organization
! Background documents, executive summaries public
relations practitioners are often asked to produce
written summaries of projects, processes, strategic
decisions or research reports for senior management
! Policies & handbooks employment policies
(conditions of employment, sick leave and vacation
policies, etc.), compensation policies, media policies,
etc.; employee handbooks, graphic standards manuals
Copyright 2002 Laurel OBrien, APR
Internal Communications, contd.
! Reports & Proposals reports of initiatives undertaken;
proposals for initiatives, budget
! Announcements from the most simple ribbon-cutting
to the removal of the CEO
! Scripts in the internal context, scripts are critical for
keeping all employees on message many meetings
are scripted, as are internal videos and broadcast voice
mail messages; scripts are particularly needed for
customer service whenever some news about the
organization is breaking
! Intranet materials news wrap-ups, information about
an upcoming charity event, birth/death notices
Copyright 2002 Laurel OBrien, APR
Internal Communications, contd.
! Newsletter/magazine articles reports on strategic
initiatives, new products, compensation studies,
mergers, etc. for employee publications
! Corporate descriptions one paragraph (boilerplate),
one-page or several pages; needs to be THE definitive
description of the organization, used by the
organization or outside groups for brochures, awards
programs, RFPs, booklets
! Mission & values statements
! Communications plans
Copyright 2002 Laurel OBrien, APR
External Communications
! Letters commitment letters (for charitable
organizations), letters to government officials, etc.
! Scripts same as internal; scripts for executives for
meetings, city council meetings, congressional
testimony, corporate videos, PSAs, platform announcer
! Newsletter/magazine articles, byliners reports on
strategic direction, new products, etc. for customer-
oriented newsletters or magazines under your own
name or the name of an executive
! Fliers & Brochures public relations practitioners are
likely to be more involved in capabilities brochures than
product or service brochures
Copyright 2002 Laurel OBrien, APR
External Communications, contd.
! Annual Report one of the most visible documents for
a publicly-traded company; private companies and
nonprofits also routinely use annual reports for key
audiences
! Image ads public relations usually doesnt have
responsibility for product advertising, but often
oversees image ads
! Internet materials web postings, including corporate
descriptions, histories, timelines, news of innovations
! Books long-treatment corporate histories, pet
projects of senior management
Copyright 2002 Laurel OBrien, APR
External Communications, contd.
! Statement stuffers various corporate messages
directed at specific publics; paycheck stuffers for
employees, statement or bill stuffers for customers
! Introductions & Thank-yous for senior executives
who are introducing speakers at a public forum, or
receiving an award or other recognition
! Speeches & Presentations for all occasions: short
speeches of welcome for open houses or Take Our
Daughters to Work Day, ribbon-cuttings, sponsorship
announcements; or longer business strategy
speeches, key note speeches, retirement dinner toasts,
presentations to Wall Street analysts, etc.
Copyright 2002 Laurel OBrien, APR
Media Communications
! News releases (for your own organization & others)
short announcements of newsworthy information,
originally meant for editors, reporters and producers
! Media alerts & Pitch letters media alerts are
designed to let reporters know about an event to which
they are invited; pitch letters are addressed to
individual reporters to interest them in a story angle
! Scripts scripts for TV/radio broadcast; may be PSAs,
video news releases (VNRs), pre-packaged feature
items (B-roll video tape with or without any voice-
over); or scripts for news conferences, sound bites
Copyright 2002 Laurel OBrien, APR
Media Communications, contd.
! Bios biographical sketches of senior executives
! Backgrounders & Position papers research papers
meant either to provide factual information about
complex issues or processes for reporters, or to outline
an organizations position on an issue or a trend
! Fact sheets short (usually one-page) recaps of
relevant facts about the organization or an event
! Op-Ed articles & Letters to the editor opinion pieces
designed for a newspaper audience or responses to
previously published articles, usually outlining an
organizations position on an issue and signed by a
senior executive
Copyright 2002 Laurel OBrien, APR
Media Communications, contd.
! Stand-by statements & media statements standby
statements are drafted in case they are needed, in
response to a brewing crisis; media statements are
one or two paragraphs used to clarify previously-issued
information or as a response in lieu of interviews
! Q&As lists of questions and organizational answers,
which public relations practitioners can use to handle
incoming media calls
! Photo captions & Charts public relations practitioners
should always have graphic items available to illustrate
stories with written captions and explanatory info
Copyright 2002 Laurel OBrien, APR
Miscellaneous Communications
! Signs, table-tents & banners
! T-shirts, pens, key-chains, other give-aways
! Campaign slogans
! Skits
! Demo CD scripts
! Game scripts & Contests
! NOTE: Although these are generally all one-off uses,
they must support the organizations positioning in
order to maintain credibility with employees, customers
or the community
Copyright 2002 Laurel OBrien, APR
Writing the News Release
! A release is a short (one- or two-page) announcement
of newsworthy information; traditionally to serve as a
point of departure for the news media
! Today, there are far more uses for a release: legal
disclosure, product support, crisis response, etc.
! Newsworthy:
Impact: something that affects the organization or community
Oddity: something unusual, like a milestone
Conflict: a dispute or controversy
Known principal: someone who is generally recognizable
Proximity: local impact
Copyright 2002 Laurel OBrien, APR
Inverted Pyramid
! Typical news writing style public relations
practitioners master this style to match what reporters
and editors are looking for
! All critical elements who, what, why, when, where
and how are usually addressed in the lead, the first
sentence of the story
! Other major supporting information follows, with the
least important facts at the end of the story
! News releases are nearly always written in inverted
pyramid style; although many other styles can be
appropriate
Copyright 2002 Laurel OBrien, APR
News Release Checklist
! Is the lead direct and to the point? Does it contain the most
important and most interesting aspects of the story? Has the local
angle been emphasized (where possible)?
! Have who, what, when, where, why and how been answered in
the first sentence, or at least first paragraph?
! Are sentences and paragraphs short, concise? Words concrete?
! Has editorial comment been placed in quotation marks and
attributed to the appropriate person?
! Has newspaper style been followed throughout? Are spelling and
punctuation correct?
! Have all statements of fact been double-checked for accuracy?
! Has the release been prepared in the correct format? Does it have
a date, time of release, and contact information?
! Has the release been approved internally?
From Newsom & Carrell, Public Relations
Writing: Form and Style, 6
th
Edition (2001)
Copyright 2002 Laurel OBrien, APR
Writing the Media Kit
! Media kits are designed to give reporters everything they
need to develop a story but remember that reporters dont
like overly complicated media kits
! Basic contents include: fact sheets, history of the
organization, executive bios, backgrounders, position
papers, copies of company newsletters or magazines,
charts, the annual report
! For special events, also include: history of the event,
schedule of activities, indication of possible visuals for
television, information on co-sponsors
! For crisis situations, also include: descriptions of affected
facilities or operations, statistics
! NOTE: Today, the media kit might be all hard copy, or might
be all web-based, or a combination
Copyright 2002 Laurel OBrien, APR
Writing is Just the Beginning
! Editing edit yourself and your co-workers rigorously;
always have someone else edit (and proof) your work
! Approvals anything written by a public relations
practitioner is subject to re-writes from everyone on the
approval list; be prepared for, and build in enough time for,
several drafts, often with conflicting advice also, you will
likely be asked to review many, many materials written by
others in the firm
! Design & production the public relations writer should take
an active, intelligent interest in the design and production of
the printed piece, since they will influence understanding
! Follow up the public relations practitioner must prepare for
follow up, often in the form of additional written materials