Textbook Outline- PUR3000 Chapter 15- PR Writing4-Part Formula for Writing1. 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 interest2. Don’t be afraid of the draft3. Simplify, clarify4. Finally, writing must be aimed at a particular audienceFlesch’s 7 suggestions for making writing more readable1. Use contractions such as it’s and doesn’t2. Leave out the word that whenever possible3. Use pronouns such as I, we, they and you4. When referring back to a noun, repeat the noun or use a pronoun. Don’t create eloquent substitutions5. Use brief, clear sentences6. Cover only one item per paragraph7. Use language the reader understands Jim Ylisela1. Be specific2. Use more words3. Find better verbs4. Pursue the active voice5. Omit needless words6. Embrace simplicity and clarity7. Tell a good story8. Find interesting voices9. Take chances10. RewriteLinda Morton on News Release1. Releases are poorly written2. Releases are rarely localized3. Releases are not newsworthySo, she suggests five requisites:1. Impact2. Oddity3. Conflict4. Known5. ProximityNews Release ought to include the following elements:- 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 “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, forcefullySkipping 314-317- come back to Internet News Release Writing must conform to the following:- One reporter per “To” line- Limit subject line headers (4-6 enticing words)- Boldface “FOR IMMEDIATE RELEASE”- Hammer home the headline- Limit length- Observe 5W format (who what where when why, how)- No attachments - Link to the URL- Remember readabilityChapter 16- Writing for the Eye and EarThe 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 moreThe 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 continue reading2. Next, they explain why the story is relevant to the editor’s readership, 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 manyother firms.2. They indicate how the dimensions of the problem were defined by the company using the product3. They indicate the solution adopted.4. They explain the advantages of the adopted solution5. They detail the user company’s experience after adopting the solutionThe 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 thinkingSkipping “The standby statement” pg. 333The 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. Background2. Statement of the challenge3. Alternative solutions4. Recommended solution5. Blueprint and “key messages” for actionWriting for the Ear-Write like you speak…The Speech possesses Five Main Characteristics:1. It is designed to be heard, not read2. It uses concrete language3. It demands a positive response4. It must have clear-cut objectives5. It must be tailored to a specific audience Speechwriting Process Has 4-Components:1. Preparing2. Interviewing 3. Researching4. Organizing and writing (Come back and get information on each of these specifically)The Presentation Guidelines:1. Get organized2. Get to the point3. Be
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