Ch. 5 - PR Writing PDF

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Public Relations exam study guide
- detailed notes for Ch. 5 Writing Styles...

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Ch. 5 Writing for PR: 129-153 Examples of Writing Components of Campaign p.129: -

“Media materials for distribution to journalists in order to generate media coverage” Revised web copy for updated website Marketing communications materials: ads, print, radio, online media Posters/postcards for distribution in community Email blasts E-newsletter for distribution to stakeholders/supporters as needed

Skills PR Practitioners Need 1. Excellent writers; to influence public opinion o Avoid clichés, blend journalism w/ marketing o Factual, not opinion based 2. Good at media relations “Media Materials are written to facilitate media relation efforts” o News Values (8 types) p. 135-138 Separate Target Audience p. 133: 1. Primary Audience = main target 2. Secondary Audience = important 3. Tertiary Audience Writing Objectives: Ex. 1) Speech for politician = persuade audience to donate to campaign Ex. 2) Newsletter for company employees = build loyalty to company/motivate them The Media Kit (Components) p.  138: - Media release, media advisory, photos, backgrounder, biography, fact sheet Media Release p. 138 (also called news release/press release) - Should be written like news article - Research publications on its media list and audience - Decide which news values will be employed in release - Not to be written like ad copy (avoid exclamation points, excessive adjectives) - Written in 3rd  person -

Emailed to journalists or posted through News Wire service (p. 141)

Elements of Media Release p. 139 1. Headline 2. Body Paragraphs (in order) a. Most crucial info: who, what, when, why? b. Call to action, additional info c. Boilerplate, contact info Effective PR Style Formatting p. 140 : - Quotes - Boilerplate to have all info about organization easy to find & avoid detracting from the lead - Contact Information Media Advisory (cross between media release and an invitation p.  141) often sent to Assignment Editors (p. 142)

Writing Styles: Web Copy/Blogs p. 147 -

Social Media Copy p. 149

Quick, easy to read, short sentences, snappy statements List date/time instead of “today” “next week” Include SEOs

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Opinion Editorials p. 149 -

Can express personal beliefs Usually slightly controversial Lead with your conclusion (start w/ important info)

Concise, snappy, attention grabbing Add personality

Annual Reports p. 151 -

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Financial highlights, letter to shareholders, financial statements Easy to read/understand Technical language to be clearly defined Include bullet points, graphics, call-outs

Internal Communications Materials p. 152

What? Emails, announcements, presentations, speeches For: Employees, newsletters - Take into consideration “culture” - What motivates/inspires them?

Marketing Communications Materials p. 153 Copywriting, ads, direct mail to drafting materials (banners for trade, consumer shows) - Be more promotional in writing - Sell/promote product, simple/direct - Catchy headline - Focus on unique selling proposition...