PUBLIC RELATIONS WRITING
Begin with three questions
What is the audience?
What is the information or message to convey?
What is the image we want to project?
When will you publish?
weekly, monthly, quarterly or yearly
Regular meetings to brainstorm topics for issues
Deadlines for copy submission, review, revision,
Journalistic, but more conversational
Short sentences and paragraphs
Strong verbs, avoid excessive adverbs and adjectives
Inverted pyramid style
Communicates the essence of the story
Always includes a subject and a verb
SEO and headlines
Keywords: foods (11,100,000), fiber (4,090,000), cancer
Web headline: Eat Fiber, Fight Cancer
Email headline: Fiber: Food for Thought
Keywords: recipe (55,600,000), recipes (37,200,000), fiber (4,090,000), almonds
(450,000), bananas (9,140,000)
Web headline: Fiber – ful Bites! Quick & Easy Recipes
Email headline: Fiber-ful Recipes
Keywords: doctor (13,600,000), colon (5 million), colon cancer (450,000), aspirin (1
million), colonoscopy (450,000), cancer
Web headline: Colon Cancer Headlines: Doctor “Nose” Best
Email headline: News Breakdown
Keywords: prevention (2,240,000), health insurance (3,350,000), health services
(823,000), costs (3,350,000), colonoscopy
Web headline: Health Services to Cut Colonoscopy Costs
Email headline: We’ve Got You Covered
Take horizontal and vertical
Use appropriate resolution
Use color (so you can use for web)
Go for action; no grip and grins
Use photo releases
Get the info
Don’t take art from Web
Provide enough facts to help readers make
associations with previous events or with what is
going on outside the frame.
Photos describing moment belong in present tense.
Do not describe what is obvious in the picture.
University of Kentucky fans cheer
players with signs and pompoms.
University of Kentucky basketball fans
wait for the men's basketball team to
arrive in the lobby of the Hilton Post
Oak Wednesday, March 30, 2011, in
Houston. The University of Kentucky
is playing the University of
Connecticut Saturday in the NCAA
Men's Basketball Tournament
National Semi Final.
Persons depicted prominently should be identified.
Never use a phrase like “pictured above,” “shown
Every mug needs a cutline.
Include ages for children.
Logo, volume number, issue number, date & banner
Recurring features, jumps and masthead
Calendar and mailing info
Layout – photos & cutlines
Proper order: Photo, cutline,
Heads and cutlines use
Spreads need dominant photo
Action never runs off the page
Layout – fonts and color
Never more than three fonts
Avoid script and pastels unless you want it to look
A sales and marketing tool
Needs to be directed to a specific audience
Needs to identify who you are and why you’re
Needs to include a call to action
Needs to have some shelf life
Give the customer a reason to keep the brochure
E.g. a cooking school might include a conversion chart or
A performing arts center might include a calendar of
events for the year