Public Realtions

1. Writing for PR
MADE EASIER BY
MASEGO BUSUMANE

2. PR WRITING VS JOURNALISTIC
WRITING
• CHANNEL
• AUDIENCE
• OBJECTIVE

3. BASIC REQUREMENTS –
PREPARATION FOR WRITNG
• CR2P
• PERSONAL COMPUTER
• REFERENCES- STAPPD
• RESEARCH- LICE
• CURRENT TRENDS AND EVENTS

4. WRITING GUIDELINES-
KERRY TUCKER &DORIS DERELIAL
• MASCON
• Message
• Audience
• Spokesperson
• Communication Channel
• Outcome
• Needs

5. TECHNIQUES AND CONCEPTS OF
EFFECTIVE WRITING
• CLOSIA
• Word choice
• Word length
• Outline
• Sentences and paragraphs
• Imagery
• Active Verbs

6. ERRORS TO AVOID WHEN WRITING
BG-SHURTTS-PUMP
• Spelling
• Goobledygook and jargon
• Hype
• Political incorrect language
• Mixed metaphors
• Usage of right words
• Biased and stereotypes
• Poor sentence structure
• Too many words
• Too many numbers
• Sound alike
• Redundacy

7. GUIDELINES FOR EFFECTIVE
COMMUNICATION- PHILLIP LESLEY
• DoMaApLoMaFeCoSu
• Don’t engage propaganda
• Maintain Consistency
• Approach
• Localise your message
• Maintain credibility
• Feedback
• Communication Channel
• Subject matter

8. CONCEPTS IN PERSUASIVE MESSAGE
CONTENTS
• STATES CACES
• Surveys and polls
• Testimonials
• Audience analysis
• Timing and context
• Emotional appeal
• Source credibility
• Content and structure
• Appeal to self interest
• Clarity of message
• Endorsements
• Symbols,slogan and acrynoms

9. THE ROLE OF A PR WRITER
• RAKE
• Research
• Alert
• Knowledgable
• Expert communicator

10. HIERACHY OF COMMUNICATION
CHANNEL- Fredric Volkanann
• FSSP HTMB ANABS
1. Face to face
2. Small groups
3. Speaking before a large group
4. Phone conversation
5. Hand written personal notes
6. Type written and processed
letter
7. Mass produced non personal
letter
8. Bronchure or pamphlet sent
as direct mail
9. Article in an organizational
newsletter
10. News carried in the popular
press
11. Advertising in the mass media
12. Bill boards
13. skywriting

11. BASIC IDEAS FOR PERSUASION
PROCESS
• CHEAP MEP
• Celebrity
• Highly fear-arousing appeal
• Educated audience)Highly
sophisticated
• Altruistic
• Positive appeal
• Message conveyance
• Emotional appeal
• Persuasive message

12. ETHICS IN PERSUASIVE WRITING- Prof
Richard Johannesen
• BLACSID FILM
• Be true
• Linkage
• Advocacy
• Certainity
• Simplicity
• Illogical reasoning
• Deciet
• False evidence
• Irrelevant appeals
• Lack of supporting ideas
• Misinterpretation

13. CRITERIA THAT DETERMINE THE
NEWS
• THIP
• Timeliness
• Human interest
• Impact/ consequences
• Prominence

14. REASONS FOR NEWS RELEASE
• CPKM
• Communication tool
• Publicity
• Keeping the record straight
• Media relations

15. TYPES OF NEWS RELEASES
• F- SCRAB
• Feauture
• Spot news
• Çreate news
• Response
• Announcement
• Bad news

16. TIPS FOR WRITING NEWS RELEASE
• DIPTHOLICA
• Date
• Instructions
• Paging
• Text format
• Headline
• Origionality
• Letter head
• Identity
• Conciseness
• Additional information

17. WRITING FOR ELECTRONIC MEDIA
• Short and conversational
• Media used

18. REASONS WHY NEWS RELEASES ARE
NOT USED- FLOWDELT
• Lateness
• Telling nothing
• Ommissions
• Lengthy news releases
• Date
• Evidence of communication
• Wrong person
• Fancible printing

19. REASONS WHY NEWS RELEASESD ARE
NOT USED- ADDITIONAL
• SCUP
• Peddling materials
• Constant phone calls
• Sending a pity lady
• Using messenger service

20. CHECKLIST FOR NEWS RELEASE
5Q-CLASSIC FAND
• Lead
• Angle
• 5wh
• Sentences
• Comments
• Quatations
• Newspaper style
• Spelling
• Accuracy
• Format
• Date
• Contacts
• Internal clearance

21. INTERVIEWING
Q-RAKIR
• Research
• Knowledge
• Questions
• Inform
• Record
• Ask

22. EXPECTATIONS OF A PR WRITER
GROUCKS
• Keen senses,Open to life- needs energy
• Organised in all areas of her life- must be well detailed and properly organized in all his efforts. Proper organization demads that he is able to
construct a logical framework of information
• Gather information quickly and thoroughly-good writers know their way around the information jungle. Use research and organizational skills
• Understand language- word use, composition, spelling, grammar. Must not violate rules of agreement, punctuation, meaning and spelling.there
is a price to pay for violating this rules. Image and integrity of the PR personnel and that of the company he works on will be negatively
affected.
• Care and precise- make yourself very clear, write in a simple manner and straight to the point. His writing must be well understood by his
audience.clarity and preciseness are closet allies of creative writing
• Style- it is expected the good PR writers will distinguish themselves through their style. Style however requires more that the ability to use
colourful words and to write effectively. It demands the ability to use snappy metaphors and appropriate analogies. Must be the original
reflection and expression of a writer who says”this is what I feel”
• Responsible - a PR writer must inform the audience without misleading. Must also persuade with demagoguery . Must be fair and direct

23. • PR writing is a demanding work it requires training, discipline and constant
practice

24. SPEECH WRITING
Main idea- don’t put too many ideas
Write- write the way you talk not an essay
Use concrete words and examples that people can relate with
Facts- get your facts together. Don’t use figures to mislead people
Persuade logically with reasons
Simplicity- keep your speech simple and clear