PART FOUR EXECUTION CHAPTER SEVENTEEN PUBLIC RELATIONS WRITING

17-2 Public Relations Writing Communication includes effective writing and speaking Writing is at the heart of public relations activities. Effective writing is needed before public relations techniques can be applied.

17-3 Fundamentals of Writing Knowledge of the basics Differences in writing for the reader vs. the listener Preparation is key—few are born— building skill and practice is necessary

17-4 Four-Part Formula for Writing 1. The idea must precede the expression 2. Don’t be afraid of the draft 3. Simplify, clarify, aim 4. Writing must be aimed at a particular audience

17-5 Reading Formulas Flesch Readability Formula  Developed by the late Rudolf Flesch  Flesch’s suggestions Use contractions Leave out the word that whenever possible Use pronouns When referring to a noun, repeat the noun or use a pronoun Brief clear sentences Cover one item per paragraph Use language the reader understands

17-6 Flesch Suggestions contd. Remember the A’s Avoid: Big words Extra words Clichés Latin And the B’s Be: Active Simple Short Organized Convincing Understandable

17-7 Readability Formulas contd. Gunning Fox Index  Developed by Robert Gunning  Measures reading ease in terms of the number of words and their difficulty, number of complete thoughts and average sentence length in a piece.

17-8 Writing News Releases Use of the Inverted Pyramid Make every word count Lead is the first one to two paragraphs with the most important facts using the 5 W’s (who, what, why, when, where, and sometimes how) Paragraphs written in descending order of importance. Selection and organization are important.

17-9 Function of News Releases Historically used as the basic interpretive mechanism to let the audience know what the organization is doing.  Could be a document of record to state an official position  Or to influence a publication to write favorably about material submitted and to stimulate coverage

17-10 News Release Form Must be well written Follow the format Localized Newsworthy (think human interest stories)  Impact, oddity, conflict, known principal, proximity

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17-12 Dos Only 10% of all news releases are published Should reflect actual news AP (Associated Press) style

17-13 Format Spacing, Paper Identification Release Date Margins, Length, Paragraphs Slug Lines, Headlines Boilerplates Proofing/editing Timing

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17-15 Internet News Releases Organizations regularly use releases to be included on online databases. Other sources include e-zines, Internet radio programs, bulletin boards, discussion groups, newsgroups, online services, and mailing lists. Use short paragraphs, sentences, frequent lists, bullets, dashes, and numbers.

17-16 Question….. What famous late celebrity comedian was first reported dead in 1998 but didn’t die until 2003? Hint: Thanks for the memories, he was a classic. Answer: Bob Hope

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17-18 Editing The rule of thumb for editing is self-edit first and rewrite Use active verbs Use sources for writing and editing support Be cognizant that editors will “slice and dice”

17-19 Exercise Write a news release lead about an up- and-coming event taking place at your school. Remember to proof and edit your work.