What is the purpose of a public relations writer?

Public relations practitioners write to build relationships.–  Yes, PR people also write to inform and persuade, but it’s

in the context of relationship-building.

–  Public relations writing usually is a tactic in a relationship-building plan.

–  It is the most time-consuming task.–  It is the centerpiece of your profession.

–  It’s the most valued skill sought by employers.

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 it’s

in the context of relationship-building.

–  Public relations writing usually is a tactic in a relationship-building plan.

–  It is the most time-consuming task we do.–  It is the centerpiece of our profession.

–  It’s the most valued skill sought by employers.

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Typical PR toolsNews releases, feature releases, media kitsPitch letters, fact sheets, spec sheetsLetters, memos, e-mail blasts, editorials, commentaries

Newsletters, magazines, annual reportsWeb pages, blogs, wikis, YouTube, Facebook, Twitter

Broadcast scripts (radio, television, podcast, satellite radio)

Public service announcements, video news releasesPolicies, proposals, position statements

Event plans, programs, flyers, ticketsAdvertising copy, marketing plans, sales pitches (IMC)

Each one involves a different approach, every single time you do it.

The Writing Process

Credibility

Research

Organization

Writing

Revision

Distribution

Microediting

Macroediting

Approval

Evaluation

The Writing ProcessStage 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 ProcessStage 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 ProcessStage Two: Research

•  What is my purpose in writing?•  Who are my targeted publics?

•  What are the values and interests of each targeted public inthis 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 ProcessStage Three: Organization

•  Organization draws readers’ attention to the message andthe supporting information.

•  Writers should use an outline—whether 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 ProcessStage Four: Writing

•  Strategies for getting started:–  Don’t stress, just start!–  Because of your outline, you can begin at any point.

–  Just start writing! You can always revise later (and youshould!)

•  Some revision during this stage is almost unavoidable.–  Evaluation occurs throughout the writing process.

The Writing ProcessStage Five: Revision

•  Set your document aside for as much time as you can. Thisallows you to clear your head – so that when you comeback 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 askingpertinent questions.

•  Test each sentence, each phrase, and each individual wordagainst the document’s goal.

The Writing ProcessStage 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

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The Writing ProcessStage 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 publicsalready know about the subject? (remember IMC?)

•  Is this message in harmony with what one would expectfrom this medium, at this time and place?

The Writing ProcessStage Seven: Micro-editing

•  Check the document sentence by sentence, line by line, andword 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 loseyour job over just one little error in one document. That’s the truth.

•  Double-check grammar, including spelling andpunctuation. No mistakes are acceptable.

•  Is AP style an expectation in this document? If so, checkcarefully and correct as needed.

The Writing ProcessStage Eight: Approval

•  Seek your supervisor’s 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 ProcessStage 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 people’s software will allow your

electronic document to show up on their computer the way you expect

it to.

The Writing ProcessStage 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 client’s 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!