Textbook Outline PUR3000 Chapter 15 PR Writing 4 Part Formula for Writing 1 The idea must precede the expression ideas must satisfy 4 criteria Must relate to the reader Must engage the readers attention Must concern the reader Must be in the readers interest 2 Don t be afraid of the draft 3 Simplify clarify 4 Finally writing must be aimed at a particular audience Flesch s 7 suggestions for making writing more readable 1 Use contractions such as it s and doesn t 2 Leave out the word that whenever possible 3 Use pronouns such as I we they and you 4 When referring back to a noun repeat the noun or use a pronoun Don t create eloquent substitutions 5 Use brief clear sentences 6 Cover only one item per paragraph 7 Use language the reader understands Jim Ylisela 1 Be specific 2 Use more words 3 Find better verbs 4 Pursue the active voice 5 Omit needless words 6 Embrace simplicity and clarity 7 Tell a good story 8 Find interesting voices 9 Take chances 10 Rewrite Linda Morton on News Release 1 Releases are poorly written 2 Releases are rarely localized 3 Releases are not newsworthy So she suggests five requisites 1 Impact 2 Oddity 3 Conflict 4 Known 5 Proximity News Release ought to include the following elements Have a well defined reason for sending the release Make certain the subject is newsworthy in the context of the organization Focus on one central subject in each release industry and community Include facts about the product service or issue being discussed Provide the facts factuality with no puff no bluff no hyperbole Rid the release of unnecessary jargon Include appropriate quotes from principals but avoid inflated superlatives that do little more than boost management egos Include product specifications shipping dates availability price and all pertinent information for telling the story Include brief description of the company also called a boilerplate at the end of the release what it is and what it does Write clearly concisely forcefully Skipping 314 317 come back to Internet News Release Writing must conform to the following Limit subject line headers 4 6 enticing words One reporter per To line Boldface FOR IMMEDIATE RELEASE Hammer home the headline Observe 5W format who what where when why how No attachments Link to the URL Remember readability Limit length Chapter 16 Writing for the Eye and Ear The Media Kit p 325 Whether in print or online they incorporate several communications vehicles for potential use by newspapers and magazines The Biography straight and narrative come back to The Backgrounder provide additional information to complement the news release Backgrounders can discuss the institution making the announcement or they can embellish the announcement or ANY other topic that will assist the journalist in writing the story Fact Sheets Q A s Photos Etc additional information to help the journalist in writing telling a story Fact sheets compile most relevant facts concerning the product issue organization or candidate discussed in quick and easily accessible fashion Q A s present the most probable questions posed about the subject matter at hand and then answer those questions This preempts a reporter having to ask questions of a live and often unavailable PR person Photos illustrate the subject a good PR practitioner can recognize attributes of a good photo Etc etc etc less is more The Pitch Letter different types The creative pitch fact based but creative lets the facts do the talking The straight pitch just the facts The provocative question pitch questions in a pitch work great as long as they re pertinent pointed and provocative Why is dealing with employees an entrepreneur s greatest nightmare The ho hum question pitch pg 330 The who cares pitch the one question that any pitch must answer is who cares if the answer is no one then don t send the email The what s new pitch another question a pitch must answer is what s new if the answer is nothing then don t send the email Pitch letters that sell generally contain the following key elements 1 They open with a grabber interesting statement that impels the reader to 2 Next they explain why the story is relevant to the editor s readership continue reading listenership or viewership 3 Finally they should be personally written to specific people rather than being addressed to editor which is the journalistic equivalent of occupant Case Histories Follow a Five Part Formula 1 They present a problem experienced by one company but applicable to many 2 They indicate how the dimensions of the problem were defined by the other firms company using the product 3 They indicate the solution adopted 4 They explain the advantages of the adopted solution 5 They detail the user company s experience after adopting the solution The Op Ed Similar to the byliner the op ed article is an editorial written by an organizational executive and then submitted for publication to a leading newspaper or magazine The Good Op Ed s Contain the Following Elements Grabber starts of the piece and grabs attention Point hammers home the thesis of the article Chain of evidence give facts supporting the argument Summation summarizes the argument Good bye zinger leaves the reader thinking Skipping The standby statement pg 333 The White Paper Often concern external dilemmas written for internal background purposes Also called Position Papers they document the facts and assumptions that lead to a particular position that an organization is suggested to take White Papers Follow a Five Part Organization 1 Background 2 Statement of the challenge 3 Alternative solutions 4 Recommended solution 5 Blueprint and key messages for action Writing for the Ear Write like you speak The Speech possesses Five Main Characteristics 1 2 3 4 5 It is designed to be heard not read It uses concrete language It demands a positive response It must have clear cut objectives It must be tailored to a specific audience Speechwriting Process Has 4 Components 1 Preparing 2 Interviewing 3 Researching 4 Organizing and writing The Presentation Guidelines 1 Get organized 2 Get to the point 3 Be logical 4 Write it out 5 Anticipate the negatives 6 Speak don t read 7 Be understandable 8 Use graphics wisely 9 Be convincing 10 STOP Come back and get information on each of these specifically Chapter 19 Crisis Management Issues Management 5 Step Process Identifies issues with which the organization must be concerned 1 2 Analyzes and delimits each issue with respect to its impact on
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