Public Relations Writing Module One What Is Public

Public Relations Writing Module One: What Is Public Relations Writing?

Public Relations Writing Essential skill Informative and persuasive copy writing • Newsletters • Brochures • Editorials Internal and external audiences • Newsletters • Annual reports Specialized writing for the media • Media releases • Feature and announcement copy

Public Relations vs. Advertising ……. Advertising • Advertising messages are paid and controlled • Advertising messages are designed to sell products or ideas • Advertising messages are intended to influence Public Relations • Public relations messages are not paid and not controlled • Public relations messages are planned, deliberate, and two-way • Public relations messages provide relationship management

Focus of Public Relations Writing Message What will you say? To whom will you send your Audience message? How will you deliver your Channel message?

Effective Communication Authentic Clear, consistent message Timely Responsive to feedback Constant monitoring

The Role of the Practitioner Assess the audience • needs • constraints Develop the message Identify the channel Craft the message Disseminate the message Evaluate • effectiveness

Executing Successful Written Communications Establish a goal for the communication Define the audience Use concrete language Revise, edit, rewrite Send the message

Writing as a Tool Send messages Prepare written materials for other staff members • Speeches • Remarks Develop strategy for corporate voice • Setting the tone with language