1. Public Relations Writing
Chapter 13

2. Writing for PR serves many
A press release is targeted towards
The client
News managers
Newspaper, Magazine, TV
Knowledge of newswriting helps the people you are trying to reach
Be professional
Be realistic
Avoid Hype

3. Forms of Delivery Online Newsrooms
Company web space dedicated to news releases
Reporters can browse
alert subscription
Images of people in releases (with identifications)
Blogs
Also gaining popularity as ways to get news updates
PR Wire services
prnewswire

4. Skills for News Releases
Target your audience
Make sure info is relevant
Send it to the right people
Avoid duplicates to same place
Find a newsworthy angle
Timeliness, local interest, new information
Identify elements in headline & lead
Don’t make reader look for newsworthiness

5. Additional Skills for News Releases
Consider a visual element
Relate info to the audience
Keep information Factual
Provide diverse sources
Allow lead time
Use active voice
Use present tense
Check grammar and spelling

6. Structure of News Releases
Style
One sided, keep it brief
One maybe two pages
Use AP style when sending to print news orgs
Number of pages
Write “more” at bottom if multiple pages
Number the pages
Timeliness
Send releases out PRIOR to publication date

7. Major Elements of Release
Company Name
FOR IMMEDIATE RELEASE
Date of release
Contact information
Headline
Dateline
Lead
Body
Ending

8. Video News Releases AKA – “VNR’s” News stories produced for TV
Include
Footage
Soundbites/quotes
Often developed well enough to be aired unedited
Advantages
Cost effective for news stations
Don’t have to use resources to create story

9. Format for Video News release
Disclaimer giving news outlet permission to use material without editing
A list of the contents
(including the time of each item)
B-Roll
Video footage and natural sounds that can be inserted
Interviews & soundbites from sources
Contact info
Sample VNR

10. Public Service Announcements
Messages TV/Radio will air without charge
Non-commercial/Non-political content
Usually very brief (since no charge)
Broadcast 15 sec – 1 minute
Format
From:
Contact:
Length:
Message:
Disclaimer:
Sample PSA

11. Media Kits Often used to promote corporate products
A good media kit includes the following
Attractive cover
Brief letter or note
News release
Fact sheet
Backgrounder
Story ideas

12. Corporate Publications
Used to target
Management
Employees
Shareholders
When creating a proposal
Know your audience
Make a list – What does the audience want to know?
Envision the result – What will the reader do?
Make a checklist of What & Why
I want to tell you…
This is important because…

13. Corporate Web Sites Top 5 reasons journalists visit a company website
To find a PR contact
To check basic facts about the company
Name spelling, location, etc
To get company “Spin” on events
To check financial info
To download images