Public Relations Writing Introduction
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Public Relations Writing Introduction

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Public Relations Writing Introduction Public Relations Writing Introduction Presentation Transcript

  • Public Relations Writing What Is PR? PR Writing Introduction
  • What is PR?
  • “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” - PRSA
  • The Digital Age of PR Michael Sebastian, PR Daily
  • PR Elements Website Events PR Elements Conventional Media Social Media
  • Why are writing skills important?
  • Why are writing skills important? 26.2% of college graduates produce writing that rates as deficient.1 1 Partnership for 21st Century Skills
  • Why are writing skills important? $3.1 Billion 1 National Commission on Writing Poor writing cost employers $3.1 billion per year.1
  • The Framework of Public Relations Writing O Four components to public relations O Research, Planning, Communication, Evaluation O Writing is part of the communication component O Writers are communication technicians O Perform tactical roles including: O Writing news releases O Formulating feature stories O Pitch stories to the media
  • Preparation for Writing O Objectives O Advocacy, not objectivity O Inform, persuade, and motivate O Congruent with organizational goals O Audiences O Numerous and specialized O Tailor information to audience interests & concerns O Channels O Numerous and varied O Select most effective for specific audience
  • The Public Relations Writer O Extensive research is key to effective writing O Use search engines O Google, Yahoo!, Bing O Search Tips O Use specific words or phrases, nouns are best O Use electronic databases to find in-depth info. O Ex. Academic Search Premier
  • Writing Guidelines O Establish purpose O Is the writing consistent with organizational goals and objectives? O Writing Tips O Write succinct sentences and concise paragraphs O Use simple words O Write with active verbs in present tense O Include visual descriptions
  • Errors to Avoid O Typos and misspellings decrease credibility O Jargon complicates messages O Spell check doesn’t catch correctly spelled wrong words O Be careful of homonyms, similarly spelled words, and redundancies O Exaggeration damages credibility and believability of message O Bias, stereotypes and politically incorrect language reduce clarity, and accuracy of communication
  • 10Ways to Become a Better PR Writer Discover stories Make business data compelling Look for milestones Listen to companies and employees at all levels Have confidence when you know something is not a story 6. Capture attention 7. Write for SEO 8. Writing for social media 9. Know the place for jargon 10. Revise, review & edit 1. 2. 3. 4. 5. John Forrest Ales, PR News Online