CHAPTER 11 Copyright 2001 Prentice Hall Inc Lets

CHAPTER 11 Copyright © 2001, Prentice Hall, Inc.

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

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. Copyright © 2001 Prentice Hall, Inc. 3

Let’s Discuss Flesch’s Good Writing Tips 1. 2. 3. 4. 5. 6. 7. Use contractions like it’s or doesn’t. Leave out the word that whenever possible. Use pronouns like I, we, they, and you. When referring back to a noun, repeat the noun or use a pronoun. Don’t create eloquent situations. Use brief, clear sentences. Cover only one item per paragraph. Use language the reader understands. (Avoid jargon. ) Copyright © 2001 Prentice Hall, Inc. 4

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

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

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

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

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

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

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

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

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

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

Let’s Discuss Internet News Releases Copyright © 2001 Prentice Hall, Inc. 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. 15

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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