1. By Maciej Ulita (Fraser P. Seitel, Public Relations w praktyce, Warszawa 2003.)

2. Is not clear, PR specialist must write in a specific way, PR specialists must speak in a speific way, In order to do that they have to think in a specific way, So How to write for PR?

3. Writing for reader and listener Can overview text, Can go back to chosen parts, Can check the author, Can verify facts, One chance to listen, One chance for understanding, One chance to catch the main idea, Writing for an eye, if is to be efficient, must stand even most vicious critic Writing for an ear must interest the listener really fast and keep him there

4. Only few are born writers, Writing takes time an d hard work, The more you write the better you are, But first YOU NEED TO KNOW THE RULES

5. A thought, an idea must be first Ideas for writing should: Be connected to the reader Gain his/her attention Can not be indifferent to him/her Be in a circle of interest of the reader NOT TO BATTER DOWN OPEN DOORS

6. Do not avoid draft version Simplify, explain, write The simpler – the better but - Avoid colloquial language, -Clear, straight language is enough, -Use simple facts, -Each word used must be there for a reason Writing needs critical verification

7. Text must be written for a certain reader TV journalist – Bill Moyers gives his recepie for good writing: Use active voice. Avoid: lack of precision, being polysemantic and full of pathos. Turn down well-worn phrases and overused expressions. Writing is like walking – do not multiply adjectives, adverbs and sentences which slow you down and disturb your march. Walk slightly. Remember that the most meaningful sentences in English are the shortest – King’s Dead!

8. Write the way you speak – do not darken. right wrong Thanks for notices Tom, I sleep with it and let you know as soon as possible Your suggestions have been received. After it being deeply considered and analysed we will provide you with our opinion

9. Not many would remember Shakespeare’s words if it was: Should I act under the influence of certain factors, or stay passive and therefore stop living? But he wrote TO BE OR NOT TO BE And it will be remembered for ever

10. Use simple sentences, Word „which” use only when necessary, Use personal pronouns such as: „I”, „we”, „they” and „you”, When you use a noun used before, use it again or use pronoun – do not use sophisticated equivalent, Use sentences equivalents, in one paragraph put only one thought, Use language understandable for reader

11. AVOID LOFTY WORDS, AVOID TO MANY WORDS, AVOID CLICHES, AVOID LATIN, BE PRECISE, WRITE IN LIVING LANGUAGE, WRITE STRAIGHT, WRITE SHORT, WRITE CLEAR, WRITE CONVINCINGLY, WRITE TO BE UNDERSTOOD.

12. TITLE Most important facts. In press materials called „head” „lead” – first paragraph which should give answers to most important questions Fact 6 Fact 5 Fact 4 Fact 3 Fact 2 Fact 1 Article’s author has to choose facts importance

13. Used most often by PR specialists, It may show company official stance, Most often – it is used to influence media in order to inform about company in good (wanted) way, MAIN IDEA IS TO FORCE MEDIA TO SHOW THE COMPANY IN POSITIVE WAY

14. The most important thing is that text must be short, Use plenty of 1), 2), 3)… and bullets Average length of information in the internet is 500 words (by Business Wire) Turned pyramid works here too

15. First rule is that - information needs to be new In general press releases should: 1. Give detailed explanation why public should know about it. 2. Show one, main news. 3. Make sure that press release has value for organization, business or public,

16. 4. Contain information about product or service. 5. Give streight facts. 6. Avoiding needless slang. 7. Give names of quoted managers. 8. Give specific information concerning product (price, distribution, etc.). 9. At the end, have a short information about the company. 10. Be clear, short and convincing.

18. Basic Press release Topical texts (backgrounder) biograms ilustrations CD-ROM or sth similar The idea of basic kit is to provide journalist with answers for most probable questions

19. Make sure that given information is precise, true and neat, Make sure you provided set of information which allow to show facts in wanted way, Avoid being too commercial, Try to be as objective as it is possible, Use only reliable sources, Never lie – being caught os suicide, Use graphic elements to catch attention

20. Biographical summary Called „BIO”, Set of facts about certain peron, Concerns top management Media like to have bios in archives in order to be prepared

21. Used to complete press releases, May contain more specific information about what was given in press release, May contain information about company, May inform why press release was sent, May contain other information useful for presenting main subject, Are longer (5-6 pages) and more general, May be written in press release style or descriptive style.

22. Should be available in no time (internet or part of media kit), Should contain most actual information about the product, the problem, the organization, Should be prepared in a way which allows to find what one needs in no time, Should be prepared in a way which allows to go through it really fast and remember what is most important

23. Contain most probable questions which may appear to the subject, Contain answers to those questions,

24. Must illustrate the subject, Must be available on the internet (80 % of all used photos are taken from internet), PHOTOS SHOULD

25. Not be posed, Be taken in natural environment, Be of real persons not models in studio, Show the problem, product, person or image which organization wants to show, Not be distracting, Be dynamic (angle of shot), Show (not directly) opinion on photographed situation, Make an impression!

26. Media kit should contain everything which could be needed, It mustn't be boring or tiring, Journalists are not patient so media kit must be easy to work with

27. Are written by PR specialists, Are about what happened when I used product X, Provide 5 types of information: 1. About a problem that company had, but which may happen to others, 2. Show how a company using the product defined scale and range of the problem, 3. Inform about possible ways of solving the problem, 4. Explain advantages of applied solution, 5. Inform about experiences after applying solution.

28. Editors of marketing books are willing to share case histories, which may become general, because that will allow to get to broad range of readers. Well written stories are the most sophisticated way of suggesting buying – profitable for organization and valuable for readers

29. Description of certain case signed by someone from top management, It is written by PR specialists, Is published in renowned magazines and newspapers, Rise prestige, But, what is most important It shows that THE BOSS is an EXPERT

30. Sort of press release, Written by high rank manager, Published in top ranked magazine or newspaper, Put opposite editor page (that’s why „op-ed”), Because of given above op-eds must be better than go0d. According to Jeffrey D. Porro (writing advisor) contain following elements:

31. 1. GRABBER – opens article and „catches” attention. 2. POINT – shows essence of the problem. 3. CHAIN OF EVIDENCE – facts supporting argumentation. 4. SUMMATION – gathered proved thesis. 5. GOOD-BYE ZINGER – leaves reader with something to think about

32. Summarizing articles, May be used be smaller agents – comarison with huge players may be profitable, Are about certain issue but in wider aspect – X-thinks this, Y – thinks that, etc. Show something new, Show some trend or fashion – eg. SPA is good

33. It’s goal is to interest journalist or editor with a proposition of event, interview or a subject, It may consist of: 1. Challenge – Are you ready to solve the mystery? 2. Question – Will you make your readers a favor? 3. News – Important message for all interested! 4. Invitation – We are glad to inform that you… 5. Reminder – We have just decided to organize a special meeting” 6. Narration – You don't need to check it yourself to know, that 7. Action – If you can meet us, we must arrange it immediately, in order to…

34. 1. Meant for listening not reading. 2. It is written in concrete manner – general information are boring for listener. Use facts. Be unhesitating. 3. Needs positive reception – each word should „force” a reaction. Should be lively. 4. Should be subordinate to a precise goals. 5. Must be adjusted to the auditorium.

35. PREPARATION WHO Is giving a speech? To whom a speech is given? WHAT Is the subject? – Subject must be clear for writer WHERE The speech is given? (formal occasion, historic place – context matters ) WHEN Time of day (morning is better), Season of year (maybe Christmas are soon).

36. CONSULT WITH SPEAKER SENSE OF SPEECH MUST BE PRECISE Sense =goal of speech – what speaker wants listeners to do, DEFINE MAIN THOUGHT Should result from sense, Pick 3 up to 4 – more will not be remembered SPEAKER CHARACTERISTIC Sense of humor, Formal or informal language, Sayings Etc.

37. KNOWING THE ISSUE KNOW SUBJECT LITERATURE THINK ABOUT SPEECH SUBJECT Give your own opinions Consult it with speaker CONSULT OTHERS Ask experts

38. TECHNICAL ASPECTS INTRODUCTION Do not loose control Must arouse attention and keep it that way May start with a joke – gives listeners time to sit, and speaker to organize notes THESIS Sense of the speech It’s main goal and main thought It may be one, strong sentence which show what it is all about

39. ARGUMENTATION/REASONING the essence All evidence to back 3-4 main points Use comparison Use contrasts CONCLUSION Finish fast Must be short and regarding subject Remind main points and thesis

40. Writing skills are the essence of PR. PR specialist are professional communicators. Before PR specialist starts writing he/she needs to know: 1. Is writing dedicated to a precise goal? – if you do not know purpose – do not write! 2. Is writing most effective way of communication? 3. What is the risk? – writing is always risky – what’s on paper is a fact, what’s on the internet is live for it’s own. 4. Is time and writer the best it could be?

41. Pen or a computer is a powerful weapon. So, if you want to succeed, write carefully and reasonably. Thank you ©Maciej Ulita