The Practice of Public RelationsThirteenth EditionChapter 15.docx

The Practice of Public Relations
Thirteenth Edition
Chapter 15
Public Relations Writing
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1
Part IV: Execution
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Learning Objectives
15.1 To discuss the reasons that the public relations
professional must be the best writer in the organization.
15.2 To explore the fundamentals of writing, from drafting to
style to ensuring worthwhile content.
15.3 To discuss, in detail, the rationale for and elements of the

news release, the most practical and ubiquitous of public
relations writing vehicles.
15.4 To examine the requisites of writing for the ear that differ
from writing for the eye.
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Opening Example: Blake Leeper (1 of 2)
Achieving results from public relations writing requires
A newsworthy subject
Sound copy
Perseverance
Blake Leeper (and Steven Barber) waged a non-stop campaign
of news releases, publicity photos, and pitch letters
Figure 15-1 Publicity leaper.
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The vast majority of public relations writing is designed to
attract positive publicity about a product, organization, issue or
person. The public relations writer has a vast arsenal of writing
weapons at his or her disposal; from basic news releases and
pitch letters to features and op eds, from social media Facebook
and Twitter copy to sophisticated testimony, presentations, and
formal speeches.
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Opening Example: Blake Leeper (2 of 2)

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As Mr. Leeper progressed athletically, Mr. Barber sent out news
releases and pitch letters and publicity photos that traced the
Paralympian’s development. It resulted in Chockablock
appearances on national television, at the 2015 NBA All-Star
Celebrit Game, at the 2015 ESPN Espy Awards, and as a
candidate for a Wheaties box. Leeper was also the subject of a
dramatic Nike Internet documentary.
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Learning Objective 15.1
To discuss the reasons that the public relations professional
must be the best writer in the organization.
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Writing = Key to Public Relations
Public relations practitioners are professional communicators
Communications means writing
All of us know how to write and speak
Public relations professionals should write and speak better than
their colleagues
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Communication – that is, effective writing and speaking – is the
essence of the practice of public relations.
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Public Relations and Writing
No substitute for clear, precise language in informing,
motivating and persuading
Public relations professionals expected to have mastery over the
written word
Public relations people, by and large, are horrible writers
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The ability to write and speak with clarity is a valuable and
coveted skills in any organization. Stated another way, the pen
(or keyboard) is mightier than the sword.
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Fundamentals of Writing (1 of 2)
Discussion public relations writing in general and the staple of
that writing, news releases
Reviewing writing for reading
Briefly discussing writing for listening
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Beginning public relations professionals are expected to have
mastery over the written word. This chapter will explore the
fundamentals of writing in the three topic areas listed above.
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Writing for the Eye and the Ear (1 of 2)

Writing For A Reader
Reader has luxuries a listener does not have
Scan material
Study printed words
Dart ahead
Review passages for better understanding
Reader can check facts
Online readers are fickle and impatient – copy must corral them
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The sad fact is public relations people, by and large, are
horrible writers. Writing requires a good knowledge of the
basics. Writing for a reader differs dramatically from writing
for a listener. A reader has certain luxuries a listener does not
have. Writing for the eye must be able to withstand the most
rigorous standards.
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Writing for the Eye and the Ear (2 of 2)
Writing For A Listener
Listener gets only one opportunity to hear and comprehend a
message – no second chance
Grab listener quickly – tune out difficult to draw back into
listening fold
Know how to write a speech
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The stakes are even higher with writing for listening. A listener
gets only one opportunity to hear and comprehend a message. If
the message is missed the first time, there’s no second chance.
This situation poses a special challenge for the writer – to grab

the listener quickly. A listener who tunes out early in a speech
or a broadcast is difficulty to draw back into the listening fold.
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Learning Objective 15.1: Discussion Question
Why is writing the foremost technical skill of public relations
professionals?
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Your primary skill as a public relations professional is writing.
Any practitioner who doesn’t know the basics of writing and
doesn’t know how to write – even in the age of social media – is
vulnerable and expendable.
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To explore the fundamentals of writing, from drafting to style to
ensuring worthwhile content.
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Fundamentals of Writing (2 of 2)
Idea must precede the expression
Don’t be afraid of the draft
Simplify, clarify
Writing must be aimed at a particular audience

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Few people are born writers. Like any other discipline, writing
takes patience and hard work. The more you write, the better
you should become, provided you have mastered the basics.
Writing fundamentals do not change significantly from one form
to another.
The ideas must precede the expression. Think before writing.
Maintain good files so you do not have to reinvent the wheel.
Don’t be afraid of the draft. After deciding on an idea and
establishing the purpose of a communication, the writer should
prepare a rough draft. Drafting is necessary and a foolproof
method for avoiding a mediocre, half-baked product.
Simplify, clarify. In writing, the simpler, the better. Today,
with more and more consumers reading from computer screens,
simplicity is imperative.
The writer must have the target group in mind and tailor the
message to reach that audience. Don’t expect to be all things to
all people.
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The Greatest Public Relations Writer of All Time
Sir Winston Churchill got straight to the point
He wrote the truth
He painted pictures
He used simple words
We worked his verbs (stressed words of action)
Figure 15-5 Stone cold writer.

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The former Prime Minister of Great Britain, who led the Brits to
victory in World War II, was history’s greatest public relations
writer, an inspiration to any poor schnook who ever pecked at a
keyboard. Churchill, also one of history’s greatest speakers,
began as a back bencher in Parliament, who lacked confidence
because of a stutter.
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Flesch Readability Formula
Use contractions such as it’s and doesn’t
Leave out the word that whenever possible
Use pronouns such as I, we, they and you
Refer back to a noun with a repeat of the noun or a pronoun;
don’t create eloquent substitutions
Use brief, clear sentences
Cover one item per paragraph
Use language the reader understands
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Rudolf Flesch staged a one-man battle against pomposity and
murkiness in writing.
Substitute simple words for 25-cent words
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The Beauty of the Inverted Pyramid
Climax of news story comes at the beginning
Lead, first 1-2 paragraphs of a story, includes the most
important facts
Paragraphs are written in descending order of importance
Lead answers who, what, why, when, where and occasionally

how
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The climax of the newspaper story comes at the beginning. The
lead is the first one or two paragraphs, which include the most
important facts. From there, paragraphs are written in
descending order of importance. Less important facts presented
as the article continues.
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Example
“The Walt Disney Company today announced it had signed
actress Felicity Jones to star in Rogue One, the first of a series
of Star Wards adventures, to be released in 2017”
Sentence answers critical questions and highlights pertinent
facts
Gets to the point quickly without a lot of extra words
Captures and communicates the essence of what the reader
needs to know.
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The 30-word statement is factual, straightforward, and
represents simplicity at its clearest. This is the style of
straightforward writing that forms the basis for the most
fundamental, practical, ubiquitous, and easiest of all public
relations tools: the news release.
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Learning Objective 15.2: Discussion Questions
What are several of the writing fundamentals one must

consider?
What is the essence of the Flesch method of writing?
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To discuss, in detail, the rationale for and elements of the news
release, the most practical and ubiquitous of public relations
writing vehicles.
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The News Release
First news release – Ivy Lee, 1906 explanation from
Pennsylvania Railroad about crash that killed 50 people
published verbatim in The New York Times
End of news releases predicted to be nigh, but it’s not
Document of record to state organization’s official position
Influence publication to write favorably about material
discussed
Some news releases are used verbatim
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The news release is the granddaddy of public relations writing
vehicles. The first recorded news release was issued by Ivy Lee
in October of 1906 as a “Statement from the Road.”
Releases, done correctly, are the easiest, most straightforward,
most understandable, and ubiquitous communication vehicles.

PR Newswire distributes hundreds of news releases every day to
more than 5000 Web sites and online databases.
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Five Newsworthy Topics for News Releases
Impact – major announcement that affects organization,
community, society
Oddity – unusual occurrence, milestone
Conflict – significant dispute or controversy
Known principal – greater title of individual making
announcement, greater the chance it will be used
Proximity – how localized the release is or how timely it is,
relative to the news of the day
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Human interest stories, which touch on an emotional
experience, are regularly considered newsworthy
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A Well-Written, Newsworthy Release
Figure 15-6 Ready for prime time news release. So . . .
Courtesy Rivkin & Associates
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The example above concerns a captivating topic, is well-
written, and newsworthy.
Courtesy Rivkin & Associates

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News Release News Value (1 of 2)
Have a well-defined reason for sending the release
Focus on one central subject in each release
Make certain the subject is newsworthy in the context of the
organization, industry and community
Include facts about the product, service or issue being discussed
Provide the facts “factually” with no puff, no bluff, no
hyperbole
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The key challenge for public relations writers is to ensure that
their news releases reflect news. What is news? News releases
ought to include the elements listed above.
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News Release News Value (2 of 2)
Rid the release of unnecessary jargon
Include appropriate quotes from principals (without inflated
superlatives)
Include product specifications, shipping dates, and other
pertinent information
Include a brief description of the company/ boilerplate
Write clearly, concisely, forcefully
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Product specifications, shipping dates, availability, prices, and
other pertinent information to tell the story should be included
in the news release.

The description of the company should include what it is and
what it does.
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Write the Release Using Ten Facts (1 of 2)
Supreme Court Chief John Roberts will speak in Madison,
Wisconsin, tomorrow.
He will be keynote speaker at the annual convention of the
American Bar Association.
He will speak at 8 p.m. at the Kohl Center.
His speech will be a major one.
His topic will be capital punishment
He will also address university law classes while in Madison.
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Organized these facts into an American Bar Association news
release for tomorrow morning’s Wisconsin State Journal
newspaper. One right answer appears in the chapter.
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Write the Release Using Ten Facts (2 of 2)
He will meet with the university’s chancellor while in Madison.
He became the 17th Chief Justice, replacing the late William
Rehnquist in 2005.
He is a former practicing attorney.
He has, in the past, steadfastly avoided addressing the subject
of capital punishment.
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Organized these facts into an American Bar Association news
release for tomorrow morning’s Wisconsin State Journal

newspaper. One right answer appears in the chapter.
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News Release Content
Proper newspaper style
Clear and concise
Who?
What?
Where?
When?
Why?
And sometimes How?
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When a release is newsworthy and of potential interest to an
editor, it must be written clearly and concisely in proper
newspaper style. It must get the facts early and answer the six
key questions.
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To be Newsworthy
Gist of story must be communicated in the lead
News release should be objective; fair and accurate
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All comments and editorial remarks must be attributed to
organization officials. The news release can’t be used as the
private soapbox of the release writer. Rather, it must appear as
a fair and accurate representation of the news that the
organization wishes to be conveyed.
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News Release Essentials
Rationale
Focus
No puffery
Nourishing quotes
Company description
Spelling, grammar, punctuation
Clarity, conciseness, commitment
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Beyond the necessity of being newsworthy, news releases must
include several time-honored essentials that will help get them
considered for inclusion in print.
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PR Ethics: No “Pardon” for Anti-Obama Facebook Poster
What would your advice have been to Ms. Lauten considering
her Facebook post on the turkey pardoning ceremony?
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Ms. Lauten objected to the casual dress and perceived lack of
decorum of First Daughters Sasha and Malia Obama at the
White House Thanksgiving turkey pardoning ceremony in 2014.
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FYI: 21st Century News Release 10 Taboo Terms
Synergy
Value-added
Outside-the-box
Leading

Innovative
Disruptive
World class
Game changer
Paradigm shift
End of the day
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There is nothing more patently offensive to a reporter than a
news release that contains the following 10 most overused
buzzwords and phrases. If you can’t prove it, don’t use it.
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Internet Releases
One reporter per “To” line
Limit subject line headers
Hammer home the headline
Limit length
Observe 5W format
No attachments
Remember readability
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Brevity and succinctness are paramount. Reading from a
computer screen is more difficult and tedious than extracting
from paper. Internet news release writing must conform to the
above requisites.
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Art of the Pitch

The most fundamental way to reach a journalist, beyond the
news release, is through a pitch letter.
When in “publicity mode,” public relations people are “pitch
people.”
Public relations pitching is an art
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Public relations people pitch stories and interviews, press
conferences and product demonstrations to reporters, hopeful to
receive positive converage that will promote their
organization’s efforts.
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Fundamentals for a Successful Pitch
First, do your homework
Second, personalize
Third, be polite and honest
Fourth, localize
Fifth, use celebrities
Sixth, be creative
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Tip your hand too much in a promotional direction or fail to
show the relevance or newsworthiness of that which you are
pitching – and your pitch will be rejected.
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The 30 Year Sweatshirt
Creativity can pay off
Figure 15-9 Creative pitch.

Figure 15-8 Creative pitch.
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Sweatshirt designer Tom Cridland was honest, respectful, and
creative in pitching his guaranteed 30-year sweatshirt in 2015.
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Learning Objective 15.3: Discussion Questions
What is the purpose of a news release?
What are style considerations of news releases?
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To examine the requisites of writing for the ear that differ from
writing for the eye.
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Writing for Listening
Use short words
Use short sentences
Use 10-cent words
Forget jargon
Use contractions

Speak it aloud
Figure 15-10 You’re on!
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Writing for the ear requires a special skill. After all, unlike
something in print to which you can return over and over, you
generally get only one crack at listening to a speech or hearing
a radio or TV commentary.
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The Speech
It is designed to be heard, not read.
It uses concrete language.
It demands a positive response.
It must have a clear-cut objectives.
It must be tailored to a specific audience.
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The most important written vehicle – the acid test for public
relations writers – is the speech. Access is power – the closer
you are to the CEO and the more comfortable he or se is with
your production, the more power you will possess within the
organization.
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Four Sections
Introduction
Thesis
Body
Conclusion

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There is no one size fits all speeches. However, every speech
must contain four sections:
The introduction, where the speaker introduces himself to the
audience and tries to win their immediate trust.
The thesis is the most critical element of the speech. It is the
heart or central idea that will be corroborated throughout the
talk.
The body is the bulk of the speech, and reinforces the thesis
with three or four points, all proven with examples, anecdotes,
facts, statistics, and illustrations.
The conclusion is the final chance the speaker has of
encouraging the audience’s support and action. It must be
dynamic, dramatic, and brief.
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Importance of Editing
Important to edit work
Verbs are important; use active and get rid of passive verbs
Each word, phrase, sentence, paragraph should be weighed
carefully
Editor should be gutsy and use bold strokes
Concentrate on organizing copy so it flows
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Editing is the all-important final touch for the public relations
writer. You must edit your work. One error can sink a
perfectly worthwhile release. In a news release, a careful self-
edit can save the deadliest prose. An editor must be judicious.
Each word, phrase, sentence, and paragraph should be weighed

carefully.
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Learning Objective 15.4: Discussion Question
What are the keys in writing releases for the Internet?
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Case Study: The Raina, Inc. News Release
If you were assigned to draft a news release to accompany
Sludge to the Blackrock City Council meeting on April 11,
which items would you use in your lead (i.e., who, what, why,
where, when, how)?
Which items would you avoid using in the news release?
If a reporter from the Blackrock Bugle called and wanted to
know what happened to former Blackrock manager Fowler Aire,
what would you tell the reporter?
How could Raina use the Internet to research public opinion of
the pollution problem? How could the company use the Internet
to communicate its position in advance of the Blackrock City
Council meeting?
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Copyright

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