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The Practice of Public Relations

Thirteenth Edition

Chapter 15

Public Relations Writing

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Part IV: Execution

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.

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.

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.

Opening Example: Blake Leeper (2 of 2)

Figure 15-2 Publicity leaper.

Figure 15-4 Publicity leaper.

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.

Learning Objective 15.1

To discuss the reasons that the public relations professional must be the best writer in the organization.

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

Communication – that is, effective writing and speaking – is the essence of the practice of public relations.

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

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.

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

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.

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

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.

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

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.

Learning Objective 15.1: Discussion Question

Why is writing the foremost technical skill of public relations professionals?

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.

Learning Objective 15.2

To explore the fundamentals of writing, from drafting to style to ensuring worthwhile content.

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

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.

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.

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.

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

Rudolf Flesch staged a one-man battle against pomposity and murkiness in writing.

Substitute simple words for 25-cent words

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

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.

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.

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.

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?

Learning Objective 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.

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

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.

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

Human interest stories, which touch on an emotional experience, are regularly considered newsworthy

A Well-Written, Newsworthy Release

Figure 15-6 Ready for prime time news release. So . . .

Courtesy Rivkin & Associates

The example above concerns a captivating topic, is well-written, and newsworthy.

Courtesy Rivkin & Associates

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

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.

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

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.

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.

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.

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.

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.

News Release Content

Proper newspaper style

Clear and concise

Who?

What?

Where?

When?

Why?

And sometimes How?

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.

To be Newsworthy

Gist of story must be communicated in the lead

News release should be objective; fair and accurate

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.

News Release Essentials

Rationale

Focus

No puffery

Nourishing quotes

Company description

Spelling, grammar, punctuation

Clarity, conciseness, commitment

Beyond the necessity of being newsworthy, news releases must include several time-honored essentials that will help get them considered for inclusion in print.

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?

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.

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

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.

Internet Releases

One reporter per “To” line

Limit subject line headers

Hammer home the headline

Limit length

Observe 5W format

No attachments

Remember readability

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.

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

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.

Fundamentals for a Successful Pitch

First, do your homework

Second, personalize

Third, be polite and honest

Fourth, localize

Fifth, use celebrities

Sixth, be creative

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.

The 30 Year Sweatshirt

Creativity can pay off

Figure 15-9 Creative pitch.

Figure 15-8 Creative pitch.

Sweatshirt designer Tom Cridland was honest, respectful, and creative in pitching his guaranteed 30-year sweatshirt in 2015.

Learning Objective 15.3: Discussion Questions

What is the purpose of a news release?

What are style considerations of news releases?

Learning Objective 15.4

To examine the requisites of writing for the ear that differ from writing for the eye.

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!

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.

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.

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.

Four Sections

Introduction

Thesis

Body

Conclusion

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.

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

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.

Learning Objective 15.4: Discussion Question

What are the keys in writing releases for the Internet?

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?