PUBLIC RELATIONS WRITING AND MEDIA TECHNIQUES
A) The Framework of Public Relations Writing
1. Writing is only one Component
a. Public Relations is actually composed of four core components: research, planning, communication, evaluation.
b. Public relations writing only happens after those four things have already occured.
2. Writers as Communication Technicians
a. Public Relation writers are responsible for implementing the tactics of a campaign or program.
b. “technian role” “production Staff” write news releases, featured stories, and contact TV show producers to make a “pitch” or have a spokesperson make an apperance on the show.
c. Professors Glen Broom and David Dozier established the concepts of Public Relation roles:
*the Problem-sloving Facilitator
B) The Public Relations Writer
a. purpose is to advocacy, not objectivity.
b. Inform, but mostly persude and motivate!
c. All PR writing must begin with the question.. “How does this help the organization achieve it’s objectives?”
a. PR writers can have numerous and radically different audiences
b. Effctive Public Relations writing requires careful definition of the audience and its composition so that information can be tailored to its intrests and concerns.
c. Must do research on your audience!!!
a. poster, direct mail, internet, newsletters, chat groups, pamphlet, or email.
C) Preperation for writing
a. word processer, excel, power point, and Outlook are some mediums that PR writers may use to create their work.
2. Reference Sources
*Oxford English Dictionary (OED)
*A PR writer should have one incase of any puntuation or spelling questions.
d. Media Directories
e. Profesional Publications
f. Internet Groups and blogs
g. Current events and Trends
* Good writing stems from a creative idea and a good understanding of the world around you.
D) Writing with Guidelines
1. Outlining the purpose
2. Clear and consise Sentances
3. Short Paragraphs are better than long ones
4. Word Choice
5. Active Verbs and Present Tense
E) Errors to Avoid
1. Spelling correctl is important
2. No Jargon !!!
3. No poor sentence struture
4. wrong words
* using affect instead effect
*or using its instead of it’s
5. sound-alike words
*works that sound the same, but are spelled differently
7. Too Many Numbers
*dont over exaggerate so that you dont lose your credibility
9. Bias and stereotypes
10. politically incorrect language