Introduction to public relations writing

Document Sample
Introduction to public relations writing Powered By Docstoc
					    Introduction to
public relations writing

         JMC Dept.
 Abilene Christian University
What do you most want to
  learn from this class?
What do you most want to
  learn from this class?
About the course blog and
   textbook Web site
  In the beginning …

let’s look at Chapter 1
What’s distinctive
about PR writing?
       What is PR writing?
• PR writing isn’t advertising:

  - PR writing’s purpose is communication
  or persuasion,
  not sales
  - PR writing is factual
  - PR writing isn’t hyped
      What is PR writing?
• Advertising “hype” to avoid:

  “New and improved”
  “First ever”
  “First annual”
  “Revolutionary”
  “Amazing new product … ”
  “Buy your tickets now … ”
      What is PR writing?
• PR writing isn’t journalism:

  - PR writing is not neutral or objective
  - PR writing is persuasive
  - PR writing is advocacy writing
      What is PR writing?
Dennis Wilcox (author/professor):


“The goal is not only to accurately
inform, but also to persuade and
motivate.”
      What is PR writing?
Harold Burson
(Founder/chairman, Burson-Marsteller):

“We are advocates . . . We are
advocates of a particular point of view --
our client’s or our employer’s point of
view. And while we recognize that
serving the public interest best serves
our client’s interest, we are not
journalists. That’s not our job.”
       What is PR writing?
• PR writing isn’t fiction writing

  - PR writing is fact-based (non-fiction)
  - PR writing is typically brief, to the
  point (novelists need not apply), tightly
  written
  - PR writing is “good writing in a hurry”
      PR writing is targeted
•   Employees
•   The community
•   Customers
•   Prospects
•   Stockholders
•   Investment community (analysts)
•   Is the news media an audience?
     Chapter 1 highlights
• What is meant by “uncontrolled”
  information?
• What are some examples of uncontrolled
  information?
• Why do PR people use “uncontrolled”
  media?
      Chapter 1 highlights

• What are some examples of “controlled”
  information in PR?

• Where do corporate blogs fit in this list?
      Chapter 1 highlights

• What are the common types of PR
  writing tools listed in the chapter?

• What is left off this list?
  (Hint: Some newer tools have become popular
  since this book was published)
                 Case study
Let’s look at the variety of public relations
writing assignments from one of the most
famous Texas-based companies, AT&T. How
many of the types of PR writing identified in
Chapter 1 are found on this company’s Web
site?
Public relations writers must be versatile, and
able to alter their writing style depending upon
the audience and situation.
     Careers in PR writing
• Most PR jobs involve some writing
• Governments, large corporations,
  universities hire writing specialists
• Freelance opportunities exist for
  experienced writers, editors
  Skills needed for careers
         in PR writing
• Appreciation for language, words
• Broad knowledge of the business and
  industry and current events
• Ability to work under deadlines
• Good multi-tasking and project
  management skills
  Skills needed for careers
     in PR writing (cont.)
• Research skills
• Interpersonal and team skills
• Write across many channels
         For the next class
• Read Chapter 2
• Expect exercise in class using the proofreading
  symbols in the AP Stylebook
• Read the Bivens Primer on Style and answer the
  questions in the post on the course Web site.
• Set up RSS feeds, e-mail alerts for your
  company and complete the “company reports”
  exercise.
• Browse through your assigned organization’s
  Web site and become familiar with who they
  are and where their examples of PR writing are
  stored.

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:18
posted:7/4/2012
language:
pages:21