Copyright © 2001, Prentice Hall, Inc. CHAPTER 11

2Copyright ©2001 Prentice Hall, Inc. Public Relations Writing Let’s Discuss What are the differences between writing for the… A READER can: n scan n dart ahead n check facts A LISTENER must: n get the message the first time! OR?

3Copyright ©2001 Prentice Hall, Inc. Fundamentals of Good Writing Fundamentals of Good Writing 1 The idea must precede the expression. 2 Write a rough draft. 3 Simplify, aim, and clarify. 4 Write for a particular audience.

4Copyright ©2001 Prentice Hall, Inc. À Use contractions like it’s or doesn’t. Á Leave out the word that whenever possible. Â Use pronouns like I, we, they, and you. Ã When referring back to a noun, repeat the noun or use a pronoun. Don’t create eloquent situations. Ä Use brief, clear sentences. Å Cover only one item per paragraph. Æ Use language the reader understands. (Avoid jargon.) Flesch’s Good Writing Tips Let’s Discuss

5Copyright ©2001 Prentice Hall, Inc. The A ’s of Good Writing: A void big words A void extra words A void clichés A void Latin

6Copyright ©2001 Prentice Hall, Inc. The B ’s of Good Writing: B e specific B e active B e simple B e short B e organized B e convincing B e understandable

7Copyright ©2001 Prentice Hall, Inc. ? QUICK QUIZ: What is the… LEAD-IN Important Facts Less Important Facts Who What When Where Why How Who What When Where Why How

8Copyright ©2001 Prentice Hall, Inc. Writing a… the bread and butter of public relations.

9Copyright ©2001 Prentice Hall, Inc. Writing a… the bread and butter of public relations. To state an organization’s official opinion

10Copyright ©2001 Prentice Hall, Inc. Writing a… the bread and butter of public relations. To influence a publication to write favorably about the material discussed

11Copyright ©2001 Prentice Hall, Inc. Writing a… the bread and butter of public relations. To stimulate favorable stories about their organizations

12Copyright ©2001 Prentice Hall, Inc. Writing a… the bread and butter of public relations. To provide editors a point of departure

13Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ: Why do editors reject news releases? n Releases are poorly written. n Releases are often disorganized. n Releases are not newsworthy.

14Copyright ©2001 Prentice Hall, Inc. Requisites Make Writing Newsworthy Requisites Make Writing Newsworthy IMPACTODDITY CONFLICT KNOWN PRINCIPLE PROXIMITY

15Copyright ©2001 Prentice Hall, Inc. Internet News Releases Let’s Discuss n Be brief and succinct. n Appeal to the eye. n Use short paragraphs. n Stay under 500 words. (1 or 2 screens) n Link keywords to a glossary.

16Copyright ©2001 Prentice Hall, Inc. What constitutes… n Have a specific reason for sending the release. n Focus on one central subject per release. n Be sure the subject is newsworthy in the context of the organization, industry, and community. n Include facts about the product or service being discussed. n Avoid “puff’, bluff, or hyperbole.

17Copyright ©2001 Prentice Hall, Inc. What constitutes… n Avoid jargon. n Include appropriate quotations from principals. n Include product specifications, shipping dates, availability, and price. n Include a brief description of the company (a.k.a. “boilerplate”) at the end of the release. n Write clearly, concisely, and forcefully.

18Copyright ©2001 Prentice Hall, Inc. a print or online News Release n Spacing: n Double-space n One side of paper n Identification: n Name n Address n Phone number of release writer

19Copyright ©2001 Prentice Hall, Inc. n Margins: n Usually 1 - 1½ inches n Paper: n Inexpensive stock n 8½ x 11 inches a print or online News Release

20Copyright ©2001 Prentice Hall, Inc. n Date: n Release date n Embargoed date (“pull” date–if applicable) n Length: n Usually 500 words or less n Two online screens a print or online News Release

21Copyright ©2001 Prentice Hall, Inc. n Paragraphs: n Short (6 lines max) n DO NOT break words at end of lines n Headlines: n Informative n Fold release so that headline shows a print or online News Release

22Copyright ©2001 Prentice Hall, Inc. n Timing: n Publication deadlines n Slug Lines: n Journalistic shorthand n Page numbers and one-word identifiers on every page a print or online News Release

23Copyright ©2001 Prentice Hall, Inc. n Proofreading: n Eliminate errors n Internet Prudence: n Know reporter’s or editor’s preferred way to receive news releases a print or online News Release

24Copyright ©2001 Prentice Hall, Inc. n Capitalization: n Use sparingly. n Numbers: n Spell out numbers through nine. n Use figures for 10 and up. n Using figures is usually acceptable.

25Copyright ©2001 Prentice Hall, Inc. n Abbreviations: n DO NOT abbreviate days of week. n Spell out first mention of organizations and agencies; then use abbreviations.

26Copyright ©2001 Prentice Hall, Inc. n Spelling: n Consult dictionary and use first spelling given. n Spell-checks DO NOT know homonyms, so you should!

27Copyright ©2001 Prentice Hall, Inc. Punctuation: n Colons – introduce lists, tabulations, and quotations n Exclamation points – use sparingly n Commas – before connecting words that connect two complete thoughts; before and after constrictive clauses n Hyphen – use care and a dictionary n Quotation marks – enclose quoted material

28Copyright ©2001 Prentice Hall, Inc. n Relevant n Factual n Objective n Accurate of a News Release

29Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ: Name 3 Types of News Releases: 1 1 n New products or developments n Catchy lead-in n Spokesperson’s quotations

30Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ: Name 3 Types of News Releases: 2 2 n Must have local angle n Play-up any unique angles

31Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ: Name 3 Types of News Releases: 3 3 n Good lead-in n Clear thesis n Condensed remarks n Mention speaker’s name (lead with name if speaker is well-known.

32Copyright ©2001 Prentice Hall, Inc. n Eliminate passive voice n Use unabridged dictionary and thesaurus n Other tools: n Bartlett’s Familiar Quotations n World Almanac n Encyclopedia

33Copyright ©2001 Prentice Hall, Inc. Pulchritude possesses profundity of a merely cutaneous nature. Beauty is only skin deep. FOR FUN! TRANSLATE:

34Copyright ©2001 Prentice Hall, Inc. Lack of propinquity causes an effulgence of partiality in the cardiac area. Absence makes the heart grow fonder. FOR FUN! TRANSLATE:

35Copyright ©2001 Prentice Hall, Inc. It is fruitless to become lachrymose over precipitately departed lacteal fluid. There’s no use crying over spilt milk. FOR FUN! TRANSLATE: