Public Relations Writing

Public Relations Writing

   Public relations writing differs from straight journalistic writing in that you're trying to promote a particular cause, event, etc. You always push the company line to a) get their view out, and b) control damage from unflattering events.

   You may have some ethical problems if your company asks you to lie through omission — i.e. writing a story without all the facts. For example, the tobacco companies persistently told the American public that scientists had not DEFINITELY found a link between smoking and cancer. It depends on your definition of definitely — it is true scientists are not 100 percent sure smoking causes cancer, but the proof IS around 98 percent.

   As a PR practitioner, you must have your own code of ethics first. Your second priority is putting your company in the best light possible in all situations. What will you do when the two priorities clash?

   In a PR piece, you do not want to emphasize problems with your product, but rather emphasize its attributes. You should not deny problems, but rather explain how your company plans to fix them.

   In order to get a press release into print, you must still follow AP style. Articles should be between 350 and 750 words.

Key P.R. terms

Publics — public relations writers must think in terms of publics, i.e. the groups to which he/she is targeting information.

Four-step process of communication — includes planning, research, communication and evaluation.

News release — must be a good news story or it hits file 13.

Intents and purposes — writer must have a good idea of what's happening before writing. Otherwise the writing will be insufficient and ineffective.

Embargos — time when the information in press release can be made public.

PR Flak — derogatory name given to PR personnel who refuse to give public all the facts about story.

Here are a couple of sample news releases from The Southerner. Note the form as you will be required to reproduce it when you write your press release.

All news releases sell an idea, product or person. News releases should be well written to have a fair chance at gaining media attention. But the best written material will still end up in File 13 (the trash) if it doesn't have newsworthiness.

Why news releases don't get used

poor writing
incompleteness
inaccuracy
poor timing
little local reader interest
no reader interest
no news (think TICCUPP!)

Writing News Releases
Write news releases as if you were a reporter. Use the following format:

1-2 pages maximum (400-500 words)
Two pages acceptable, but use both sides of the paper rather than two pages
Inverted pyramid format
Strong Lead
Typewritten, double-spaced, one side of the sheet
Slug top of page 2

Seven Basic Elements of a press release

1. Embargo date - located in the upper left-hand margin, just under the letterhead. It provides the date for media to release information prior to an event, though not all media honor an embargo. Capitalize every letter, e.g.

FOR IMMEDIATE RELEASE

2. Contact information – Skip two lines. List the contact information. Media personnel detest PR reps who continually call to see if they've received a press kit. If the media wants to call, however, they better have the correct information to contact someone. The inability to contact a source kills a story before it's even had a chance: BEWARE typos.

Contact Name
Title/Position of Contact
Company Name
Full Mailing Address
Phone Number (that can be reached 24 hours)
Fax Number
e-mail (hotmail doesn’t look professional)
Company Web site url

3. Headline -- Skip Two Lines. Boldface. Capitalize All Letters Except Articles and Prepositions.

Attract your reader. Write the headline first if guiding the reader to the content; write it last to summarize. Summarization seems to work better. Every word must count, so choose with care. This first hook catches the eye and leads it to the copy. It should be read without having to blink. Get reader’s attention by reaching out to their needs and interests, not yours. Newspaper headlines sell stories and papers. Avoid clever, cutesy or humorous headlines – not everyone’s as smart as you and most won’t get it. File 13.

4. Dateline -- Skip two lines. City where release originates (follow AP style), Date release mailed –

5. The lead -- Follow directly after the dateline. As the meatiest portion of an inverted pyramid, the lead must grab the reader in three seconds. The lead should state the most important and significant facts within a clear sentence or two, i.e. no more than 35 words. Make every word count and count every word.

State the problem first - don't start with how great our product is, but start by stating the problem that our product will solve. State your key points. Of the five W's, the lead should focus on the what or why, unless a prominent person shifts the focus to who. As a rule, save when and where for the second paragraph if more information is needed outside of the dateline.

Your lead provides the angle for the release. Focus on a single message. Get your angle via news values. Use AP style with correct grammar, punctuation and spelling. Make it interesting and current.

The one-paragraph punch: A short, one paragraph press release can be a powerful statement, both in its brevity and its surprise factor. Who doesn’t have time to read a brief paragraph? Media prefer you stick to the news item at hand and not try to include the entire history behind it. The one-paragraph release can be used efficiently when announcing a new product of a well-known company or when announcing a special event at a familiar resort, store, town or any known locale.

6. Body -- Double-space after the lead paragraph, then proceed to "Amplify the Lead":

KISS (Keep it simple stupid). Simple sells. Relevancy, style and grammar rule. Scarcity intrigues. Newsworthiness prints. This provides the bedrock on which your lead rests, i.e. the details. Flesh out the story. Sell your topic in just a few words of legitimate information. If you've used a question lead, answer it. When promoting an event, tell when and where, as well as the event's purpose, who will be involved, what it costs (if anything), how to get tickets, etc. If it is free, say so in the lead.

Deal with the facts, avoid the fluff. Avoid excessive adverbs, adjectives and jargon. Three effective words: Free, Best, New. Love them, as they should be about the only adjectives you want in your release. Use nails instead of flowers.

Include information on your topic in every release. Use charts, bullets and boldface to outline the pertinent facts, e.g.

Five things to sell in your release

Credibility – Your topic’s reputation, experience, knowledge and education (formal or hard knocks?)
Promotion – The quote provides the best place for a marketing pitch – that’s where it belongs. You might use client testimonials or quotes from other press releases. This hammer’s home your credentials. Use real quotes from real people; the public has a right to hear their voices, not fictitious quotes.
Research – Gather information on your topic through magazines, newspapers, the Internet, the library and personal experiences. Talk about the high points.
Topic – Get to know the topic. Ask yourself what you already know about your topic, and what you’d like to know about it. Have a passion for the subject, or get to know someone who does. Know your reader by observing current trends and universal interests. Find an angle to fit the reader you want to reach.
Examples – Provide examples of the most interesting elements of your topic that fits your angle and remains relevant. If using statistics, dramatize a startling fact, but make sure they’re right!

Do:
-Write for the editor, not your boss.
-Use all pertinent facts, even negative ones. Refute these if you can honestly.
-Use the AP Stylebook and determine if the targeted publication has its own style guide
-Use Webster's Third International Dictionary (adopted by AP)

Don’t:
-Write sloppily. Use a spell checker, but don’t rely on it.
-Beat around the bush. If you can’t understand the point, no one else can.
-State the mundane. Grab the reader’s attention, then use active verbs to pull them through the copy.
-Discuss a product or service without mentioning the client.
-Leave the reader hanging – double-check for current contact information

7. Recap -- Use boilerplate info (standard organization facts) at the very end of the story. At the lower left-hand corner of your last page, highlight a product release date. If you want to list specifications, provide a fact sheet/backgrounder.

Bottom of the page

-more- indicates another page coming

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  The sports information writer works as a public relations writer. SID writer's must convince voters with words - to move up a team in the Top 20, to promote a player for honors, etc.

   Politicians also need very good writers. Whether for press releases or speeches, the public relations writer must be able to convince people with words - or at least make an argument that will make people think.

   Consider the following position article — "America the Myth," written as a rhetoric assignment previously unpublished, but given high marks through reviews. You're trying to promote a particular cause, event, etc. You frame the speech in such a way to make the company or cause look good.

   Position articles must be factual, but you can espouse one point of view. Like a press release, you do not want to emphasize problems with your company, but rather emphasize its attributes. You should not deny problems, but rather explain how your company plans to fix them. It is the one of the few times opinions are allowed.

   A speech can run between 500 - 1,000 words for the purposes of this class. Use active writing to keep the listener's attention.

If you don't understand something in this Web note, please e-mail Dr. Sitton.