Public Relations Writing

Chapter 6

Asst. Prof. Dr Vimala Govindasamy

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 Learning Objectives
• To illustrate standard conventions of the news
release
• To present techniques for preparing fliers and
brochures

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 Introduction
What is Public Relations?
• a system of delivering newsworthy information to
readers, listeners and viewers
• a strategic process that involves research, planning,
decision making and problem solving
• helps an organisation create a mutually beneficial
relationship with its publics
• uses techniques and communication tools associated
with journalism and advertising

3
Why is writing so important to Public
Relations?
• Even in the age of technology, writing remains the
key to effective public relations.
• Most of us know how to write and speak, but Public
Relations professionals should know it better than
their colleagues.
• PR practitioners are professional communicators,
and communications means writing!

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 Writing for the Eye and the Ear
• Writing for a reader differs dramatically from writing
for a listener. How so?
• Readers:
• can scan material
• can study printed words can review passages
• can check the facts
• Listeners:
• get only one chance to hear
• get only one chance to comprehend
• may tune out messages or speakers early
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 Fundamentals of Writing
• Few people are born writers! Writing takes patience
and hard work. Here is a foolproof, four-part formula
for success:
• The idea must precede the expression. In other
words, think before writing. This requires ideas.
• Don’t be afraid of the draft. Drafts enhance writing
clarity; consider outlines as well.
• Simplify, clarify. Use standard English. Write tightly
and cut unnecessary words.
• Aim at a particular audience. Think about who this is,
and tailor your message to them.
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 Flesch readability Formula
• Rudolf Flesch believed that anyone could become a
writer. He suggested that people write the way they talk.
• His suggestions:
• Use contractions (short forms)
• Leave out the word that whenever possible
• Use pronouns
• When referring to a noun, repeat the noun or use a
pronoun
• Use brief clear sentences
• Cover one item per paragraph
• Use language the reader understands.
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 The A’s and B’s of PR
writing
 Avoid  Be
• Big words • Active
• Extra words • Simple
• Clichés (phrases) • Short
• Latin • Organized
• Convincing
• Understandable

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 The
TheBeauty
Beautyof
ofthe
theInverted
InvertedPyramid
Pyramid
• If readers lose interest early, they won’t finish the
story.
• The inverted pyramid places the critical facts up top.
• If the reader loses interest or the story is cut, the
essential facts remain intact. Here’s how it works:
• Most important facts in the lead
• 2nd level facts
• 3rd level facts
• 4th level facts

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 The New Release

• The “granddaddy” of PR writing vehicles. Everyone uses

them to publicize their organizations, products, and
services.
• The overriding purpose is to influence a publication to
write favorably about the organization.
• Practitioners distribute them via mail, and websites.
• News releases are rarely used verbatim. Rather, they
may stimulate editors to consider covering a story.

*granddaddy - the largest or most notable example or instance of a particular thing.

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 Why do news releases fail?

• They are poorly written.

• They are not localized.
• They are not newsworthy. Key news values:
• Impact
• Oddity (unusual occurrence)
• Conflict
• Known principal
• Proximity

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 Writing News Releases
News Value in Public Relations

Interest of
News Media

Interest of Interest of key

Organisation publics

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 Writing News Releases
What is a News Release?
• a news story supplied to the media by a public
relations practitioner
• may announce a scheduled event, an award or
provide a follow-up report
• may present the organisation’s position on an issue
or report significant progress within the organisation

* the proper term is news release, not press release!

(radio and television reporters are not the press)

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 Writing News Releases
Functions of News Releases in PR
• provide an opportunity for an organisation to convey
its ideas to various publics
• provide journalists with both information and
interview possibilities on a particular subject
• motivate journalists to write news articles on the
topic, giving good media attention to the story and is
done for free

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 Basic Elements of a News Release
Heading Structure
• name and address of the sending organisation
• news flag (optional)
• name and telephone number of the public relations
contact person E-Z Ryder Bike Factory, 123 East Fourth, Wakenaw, KY
• release date NEWS RELEASE

March 22, 1997

To For additional information, contact
Charles Smith Jeanette Miranda O’Keefe
Sports Editor Information Director
Wakenaw Daily Bugle E-Z Ryder
789-001-0002

Release date: FOR IMMEDIATE RELEASE

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 Basic Elements of a News Release
Text Structure
• begin with a headline or summary
• the first paragraph begins with a dateline
• presented in short paragraphs in double-spaced,
professional-looking type with standard indents and
a ragged right margin New bike for seniors hailed by 50-plus test riders
Warrenville, KY, February 13, 1997 Twenty-nine
volunteers, ranging in age from 50 to 81, today test drove
the new E-Z Ryder bicycles especially designed for
seniors to give them more mobility for both entertainment
and basic transportation. While only 5 said that they
currently use bicycles regularly, 27 said that they might do
so in the future because of the E-Z Ryder’s special
features.
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 Basic Elements of a News Release
Footer Structure
• a visual signal indicates the conclusion of the text (####
/ ((END)) / -30-)
• page break
– page 1 ends with ((more-more-more))
– page 2 begins with a slug line that recaps the
headline or uses the name of the sending
organisation along -30-

with the page Photograph herewith.

number Broadcast-quality video available.

Contact J. O’Keefe for details.

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Basic Elements of a News Release
Summary News Lead
News Brief

Benefit Statement

Inverted-Pyramid Style
Info/Action Statement

Secondary Details

Background

Organisational ID

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 Components of a News Release
Summary News Lead
• Gives Primary Information (5ws 1H Element)
• Highlights basic facts and their significance to the
audience
Benefit Statement
• Clearly Indicates The Value To The Audience
• Tells What The Audience Might Derive From The
Activity Or Issue Being Reported
• Often presented in the form of a quote

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 Components of a News Release
Action/Info Statement
• Indicates how the audience can become involved by
providing additional information for further enquiries
• Presented as useful information rather than a
directive
Secondary Details
• Less important details, kept to a minimum

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 Components of a News Release
Background Information
• Provides a context for the summary and benefit
statement
• Sometimes gives relevant history or explains the
environment of an issue
Optional Organisational Identification
• A standard final paragraph (or note) providing
background on the organisation

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 Types of News Releases
Announcement Release
• Provide advanced information about a planned
organisational activity
• Describe upcoming events or personnel activities
(e.g., promotions)
• Focus on progress within an organisation or new
programs being developed
• Announce new products (more likely used by
specialised trade publications than by the general
media)
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 Types of News Releases
Response Release
• Provide organisational comment on events, ideas or
previous reports (may tie into current events linked
to the organisation’s mission)
• New-information releases – contain follow-up
information on previously reported activities
• Comment releases – address messages to the
organisation’s publics on matters of mutual interest
• Provide follow-up publicity related to speeches given
by organisational representatives
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 News Release Writing Style
• keep news releases within one page, no more than two
Keep It • additional materials (secondary release, backgrounder
Short or biographical narrative)
• broadcast releases – maximum 12 to 16 lines

• keep word choices simple (use said rather than

Use proclaimed, declared)
• be careful when using objective variations – make sure
Simple that the words reflect the appropriate content
Languag (pointing out additional faculty information, replying to
a question)
e • avoid subjective superlatives (greatest, best) and make
sure objective superlatives (first, only) are actually true

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 News Release Writing Style
• Contain facts, not opinion of the writer
Attribute • Opinions must be attributed to the person or
Matters organisation holding it
of • e.g., quote the head of a fund-raising campaign or a
recipient of the campaign-support services as calling it
Opinion a worthy cause

Write
• Don‘t tell the audience what to do – refrain from using
For, But directives and motivating statements (if deemed
Not To, necessary, present as quotes from an authoritative
source)
the • Provide information of interest to the audience in an
Audienc impersonal way
e
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 News Release Writing Style
• Begin with the newsworthy aspect of the story
Lead • Avoid reporting topics without significant information
• e.g., The trustees of Alma Mater University will meet
With the Wednesday morning to discuss important business.
News (name the items discussed)
• Delay specific information

Use • Emphasis on the news: Melvin Chick has been

Passive appointed executive director for the Center for the
Voice Enhancement of Poultry Farming
When • Self-focused on the news maker: The Center for the
Appropriat Enhancement of Poultry Farming has appointed Melvin
Chick as executive director.
e
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 TheTheMedia Kit
Media Kit
• This public relations piece is your “calling card” to
introduce your organization to the media. They can
include:
• The biography Advertising Schedules
• The backgrounder Ad slicks
• Fact Sheets CD-ROMs
• Q&As Speeches
• Photos

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Example of Ad Slicks

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 Summary
• Writing is the essence of public relations practice,
whether involved with print or online work.
• The public relations professional, if not the best
writer in his or her organization, must at least be one
of the best.
• Writing is the communications skill that sets public
relations professionals apart from others.

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 Summary
Summary
• Some writers are born. But most are not.
• The fact is that most frequent complaint of employers is
that “public relations people cannot write. The why any
public relations student who “ can write” is often ahead of
the competition.
• Writing can be learned by understanding the
fundamentals of what makes interesting writing; by
practicing different written forms; and by working
constantly to improve, edit, and refine the written
product.
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 Writing Flyers and Brochures

Products, services and

various programs Controlled media

History, mission, Stand-alone pieces

vision, value and published once
accomplishments

Presumes the
Activities and events
reader has no
prior information
about the topic

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 Writing Flyers and Brochures
Fliers
• alternatively called circulars, broadsides, bulletins, handbills, fact sheets
• meant to be read as single units
• may either be poster-style sheets dominated by artwork and a few facts or
editorial-style sheets with prominent textual information
• unfolded sheets designed to be posted or circulated
• usually time-specific, addressing a particular event to promote audience
involvement or participation
• generally inexpensive to produce; best for small scale marketing
• primarily serve as awareness and action objectives by presenting
information

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 Writing Flyers and Brochures
Brochures
• also called leaflets, folders, booklets, pamphlets and tracts
• meant to be read as a series of panels
• likely to be editorial-styled panels with accompanying artwork
• folded sheets designed to be circulated but not posted
• seldom time-specific; more likely to focus on organisations and programs
rather than individual events
• relatively expensive to produce and complicated to print
• serve awareness and action objectives by providing detailed information
• address acceptance objectives by focusing in the interests and attitudes of
readers

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 Creating Readable and
Functional Flyer or Fliers

 visual appeal
 clean layout
 graphic elements

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Creating Readable and Functional Fliers
Guidelines
• Use a single family of type
Arial Times New Roman Garamond
• For emphasis, use variations within that type family
Times New Roman Times New Roman
• Underlining can also provide emphasis as can all-
capital letters
• Type centered between margins
(some informally balanced for a contemporary look)

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 Designing Brochures
• Brochure design is a strong marketing tool that could
boost an organisation’s campaign.
• Designers are often hired by public relations writers to
make quality brochures.
• The purpose or message to be conveyed to the publics
of an organisation determines the basic design and
style of the brochure.
• Several guidelines in the designing of a brochure
should be applied by the writer so their work
complements the designer’s.

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 Designing Brochures
Make the Cover Interesting
• attract favourable attention from potential readers
• emphasize the top third for display purposes
Use Reader-Friendly Type
• fonts and sizes readable in paragraphs
• usually between 10 to 12 points
Use Easy-to-Read Text Formats
• combine short paragraphs with lists
• narrative text is best presented in paragraph form
• list items are preceded by hyphens, bullets, squares, asterisks or assorted
graphic images called dingbats

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Design Brochure

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Thank You

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