A Context for Public Relations Writing

Journalists write to inform.

Advertisers write to persuade.
Public relations practitioners write to build relationships.
Yes, PR people also write to inform and persuade, but its
in the context of relationship-building.
Public relations writing usually is a tactic in a relationshipbuilding plan.
It is the most time-consuming task we do.
It is the centerpiece of our profession.
Its the most valued skill sought by employers.

Typical PR tools

News releases, feature releases, media kits

Pitch letters, fact sheets, spec sheets
Letters, memos, e-mail blasts, editorials, commentaries
Newsletters, magazines, annual reports
Web pages, blogs, wikis, YouTube, Facebook, Twitter
Broadcast scripts (radio, television, podcast, satellite radio)
Public service announcements, video news releases
Policies, proposals, position statements
Event plans, programs, flyers, tickets
Advertising copy, marketing plans, sales pitches (IMC)
Each one involves a different approach, every single time you do it.

The Writing Process

Evaluation
Distribution
Approval
Microediting
Macroediting
Revision
Writing
Organization
Research
Credibility

The Writing Process

Stage One: Credibility
Credibility is how publics perceive us.
Credibility, like beauty, exists in the eye of the beholder.
You could do everything right and still be seen as not
credible.
Remember that competence and character are NOT the
same thing. You need to be seen as both competent and of
good character, because both of these contribute to
credibility.

The Writing Process

Stage One: Credibility
Credibility comes about in three ways:
It is established initially (before you say or do anything)...
It is derived through exposure (resulting from what you say/ do)...
It is developed over time (as a result of contact with publics).
Enhancing your credibility:
1. Display your competence
2. Illustrate common concerns
3. Show how your PR action solves problems.
4. Demonstrate conviction and professionalism.

The Writing Process

Stage Two: Research
What is my purpose in writing?
Who are my targeted publics?
What are the values and interests of each targeted public in
this situation?
What message should I send?
What information (symbols) will best support my message?
In what medium am I sending the message?
What are the rules for use of this medium?
ALL OF THIS IS SUPPORTED BY RESEARCH, NOT
GUESSES OR A HUNCH.

The Writing Process

Stage Three: Organization
Organization draws readers attention to the message and
the supporting information.
Writers should use an outlinewhether formal or informal.
News releases usually use the inverted pyramid
organizational format.
Other tools use other organizational formats.
What works best is dependent upon what you learn through
studying research and past practice.

The Writing Process

Stage Four: Writing
Strategies for getting started:
Dont stress, just start!
Because of your outline, you can begin at any point.
Just start writing! You can always revise later (and you
should!)
Some revision during this stage is almost unavoidable.
Evaluation occurs throughout the writing process.

The Writing Process

Stage Five: Revision
Set your document aside for as much time as you can. This
allows you to clear your head so that when you come
back to the document you see things clearer.
It also allows you to avoid the euphoria of creation.

Imagine a reader leaning over your shoulder and asking

pertinent questions.
Test each sentence, each phrase, and each individual word
against the documents goal.

The Writing Process

Stage Six: Macroediting
Is the message clear?

WIIFM? readers will ask. Have you answered?

Does the document answer the important elements of who,
what, when, where, why, and how?
Is the document fair to all concerned?
Does the document have any unproven claims?
Is every word used the correct word?
E.g.: over / more than
E.g.: less than / fewer
E.g.: cut, reduced, restricted, abolished, eliminated, filtered, limited

The Writing Process

Stage Six: Macro-editing

This is big picture editing.

Are the main points in a logical order?
Does one paragraph lead gracefully to the next?
Is the format correct?
Does the format assist the meaning?
Is this message in harmony with what targeted publics
already know about the subject? (remember IMC?)
Is this message in harmony with what one would expect
from this medium, at this time and place?

The Writing Process

Stage Seven: Micro-editing
Check the document sentence by sentence, line by line, and
word by word.
Double-check all names, titles, numbers, and all other facts.
Misspelling of a client name or misstatement of a fact is a FATAL
ERROR in public relations. You can easily lose the client or lose
your job over just one little error in one document. Thats the truth.

Double-check grammar, including spelling and

punctuation. No mistakes are acceptable.
Is AP style an expectation in this document? If so, check
carefully and correct as needed.

The Writing Process

Stage Eight: Approval
Seek your supervisors advice on who should review the
document before distribution. At least two other pairs of
eyes should review.
Follow a well-documented approvals system.

The Writing Process

Stage Nine: Distribution
Distribution differs from document to document.
As more distribution channels become electronic, writers assume more
responsibility for distribution.
Writers may wish to confirm that distribution occurred as planned.
The channels of distribution should be those preferred by the targeted
public(s).
Make no assumptions that other peoples software will allow your
electronic document to show up on their computer the way you expect
it to.

The Writing Process

Stage 10: Evaluation
Evaluation actually occurs throughout the writing process.
Was the document received through channels preferred by the targeted
public? How do you know?
Did the document achieve its purpose as a public relations tool? How
do you know?
Did the tool have a supporting tactical step?
Is the clients overall strategy being supported?
Keep in mind that a train wreck can happen at any stage of this process.
It is your responsibility to keep that from happening!

Supporting handouts
added value!

Review these supporting handouts for

further guidance with public relations
writing:
Common Copy Errors
Balancing Art and Craft in Your Writing
Letters (handout with examples)