Writing for Public Relations Journalists objective point of view have a formula PR Different point of view best light possible use the formula of Journalists because it s a better chance that they will run the story just how we wrote it The Inverted Pyramid Begins with the summary lead Adds facts in a descending order of importance Done so that the story may be edited to fit the available space by cutting off the end of the story nothing of significance lost depends on advertising The Summary Lead Who What usually most important Where When Why How Sometimes there is no how or why Print V Electronic Media Leads Hard Lead Print Simple sentences active voice paints picture with fewer words 22 25 words maximum most important is the who what where and start with that Soft Lead Electronic Simple sentences active voice 18 20 words maximum the first 2 3 words are thrown out Sometimes you will have a second sentence News Is it new Writing for features is different you may not know what is going on until the end where as in public relations the point is to know what is going on at the beginning Format for the News Release Spacing typed double standard 8 by 11 size paper Paper white light gray or brown Identification yourself contact organization Release date embargo date don t broadcast before out of respect Margins standard Length 1 page if you can 2 pages is fine 3 is a problem Need to know who covers what have a interpersonal relationship If they think anything is cute it will get thrown out Fax or e mail figure out what particular person wants Paragraphs short 3 sentences at maximum Slug line more or or 30 Suggested headlines may be changed by copy header based on space but you should write one to get the reporters attention Timing Using Internet Proofreading Use programs such as writeright and spell check Media Kits Bio straight and narrative Backgrounder things we need to know not the big issue Feature a who story Case History describes how we got started to today By Liner written by one signed by another Memorandum Internal document Pitch letter sales letter Round up article about class of products industry Fact sheet bullet points hot major points Position paper taking a side Standby statement you do when you know you may have an issue but wont talk about it now Speech What gets the reporter to run story News Conferences Held where it best suits the media unless the location itself is what is newsworthy Be mindful of media deadlines Hold for major events only If you can get the information to the media in a quicker simpler way e g a news release than do it Pick a Friday if possible They may or may not come because of a crisis Exclusives In general don t use these In exception news of limited interest might get coverage if given as an exclusive If you do rotate the exclusive with the media and don t play favorites Talking of the Record In general don t do it If you must establish the rules and offer the reporter something in return Lost credibility Crisis Definition Any situation that can affect the well being of an organization Crisis vs Emergency Need to be careful Timeframe of a crisis Shock Anger Siege mentality Adjustment Adaptation Types of Crises Fires Explosion Product tampering Tylenol example Law suits tobacco industry Environmental damage exxon and bp Product defects Gerber baby food Terrorism can happen a second time Labor actions Ramifications of a crisis Stock devaluation Decrease in consumer confidence Loss of the publics trust Types of Crisis Immediate Here today deal with it now Emerging In the future can see it coming Sustained won t go away Communication during a Crisis Do not speculate on the cause of the crisis Make your point and repeat it often Establish yourself as the most authoritative source Stay on the record Characteristics of Todays reporters Young Inexperienced Not well trained in Journalism Do not understand the organization and government and how they work Skeptical of any PR effort Tell the truth tell it fast and tell it all You want to get the news over with and get off the front page Take to the Media Speak first and often Do not speculate Stay on the record Stay with the facts Be open and concerned not defensive Make point and repeat them often Do not wage war with the media Establish yourself as the authority Stay calm and be truthful NEVER LIE
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