Public Relations Writing Introduction

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Public Relations Writing Introduction

  1. 1. Public Relations Writing What Is PR? PR Writing Introduction
  2. 2. What is PR?
  3. 3. “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” - PRSA
  4. 4. The Digital Age of PR Michael Sebastian, PR Daily
  5. 5. PR Elements Website Events PR Elements Conventional Media Social Media
  6. 6. Why are writing skills important?
  7. 7. Why are writing skills important? 26.2% of college graduates produce writing that rates as deficient.1 1 Partnership for 21st Century Skills
  8. 8. Why are writing skills important? $3.1 Billion 1 National Commission on Writing Poor writing cost employers $3.1 billion per year.1
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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

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