Public Relations Writing Module One: What Is Public Relations Writing? Writing is one of the most important skills for the public relations practitioner to master. In this module we will discuss the essentials of public relations writing as well as the role of the writer in implementing public relations activities.

Public Relations Writing Essential skill Newsletters Brochures Editorials Informative and persuasive copy writing Annual reports Internal and external audiences Media releases Feature and announcement copy Specialized writing for the media Public relations writing includes informative and persuasive copy. Informative copy is unbiased and offers the audience facts and details about important topics. Common informative written materials include newsletters and brochures that may describe a particular program or organization and explain the way that customers may gain access to the products or services within the organization.   The goal of persuasive writing is to convince an audience to adopt a certain belief or support a particular cause. This writing may be biased toward one position or another and generally appears in editorials or sales-related materials. Writers decide which type of material to prepare depending on their communication goals and the intended audience. Internal audiences, or those who are familiar with the organization, include employees, board members, and volunteers. External audiences may or may not have a relationship with the organization and include customers, vendors, government, and other individuals who may have an interest in the work of the company. Writers also prepare materials for the news media. The public relations practitioner uses special documents called news releases to communicate specific details to the media about certain events or topics. Practitioners may also prepare feature materials to send to the media for inclusion in special editions of their publications. Materials written for the media are generally free of bias and include information that has been checked and double-checked for accuracy.

Public Relations vs. Advertising ……. Advertising Advertising messages are paid and controlled Advertising messages are designed to sell products or ideas Advertising messages are intended to influence Public Relations Public relations messages are not paid and not controlled Public relations messages are planned, deliberate, and two-way Public relations messages provide relationship management Public Relations vs. Advertising While many communications plans include strategies for both public relations and advertising, the copy used in public relations is quite different from that used in public relations. Advertising messages are paid and controlled, meaning that the person sending the advertising message can dictate when and where that message will be placed and for how long.   Public relations messages are just the opposite. The practitioner creates the message and sends the material to the reporter or editor but cannot control when the material will appear in the publication. Even though there are some costs associated with preparing public relations materials, such as the cost of running the department, paying salaries, and maintaining the office, public relations activities are not paid for like advertising messages, which explains why the practitioner does not have control over their dissemination. Public relations messages also differ from advertising messages in their strategic purpose. Public relations is about developing and managing the relationship with each key public. Public relations messages are planned and deliberately constructed to engage the audience in two-way communication that elicits feedback.

Focus of Public Relations Writing What will you say? Message To whom will you send your message? Audience How will you deliver your message? Channel Public relations writing includes three main elements: the message, the audience, and the channel. It is often said that public relations is the art of “what you say to whom and in what way,” and these three components are part of the planning process for public relations writing.   Public relations writers must carefully define and segment their audience so that materials can be properly prepared. It is essential for the writer to know and understand the audience to craft an effective message and deliver that message through the channel most likely to be accessed by the audience.

Clear, consistent message Responsive to feedback Effective Communication Authentic Clear, consistent message Timely Responsive to feedback Constant monitoring Effective public relations writing follows the rules established to explain effective communication in general. This communication must be authentic and include clear, consistent messages. To capture the attention of the audience, the writer must appear honest, enthusiastic, and genuine and should be prepared using precise language that is free from errors and vague references.   Public relations messages must also be timely. Information that arrives too soon or too late will prove ineffective. Writers must also review feedback and adjust their writing accordingly. If the needs of the audience change or if circumstances change, the writer must be ready and willing to alter their messages.

The Role of the Practitioner Assess the audience needs constraints Develop the message Identify the channel Craft the message Disseminate the message Evaluate effectiveness Practitioners serve as the link between the organization and its audience. In this role, practitioners constantly monitor their audience and the unique needs that they have for communication as well as any barriers that may exist to their gaining necessary information. As a result, the practitioners become responsible for developing the message from a strategic level and then prepare, deliver, and evaluate the message on a tactical level.  

Executing Successful Written Communications Establish a goal for the communication Define the audience Use concrete language Revise, edit, rewrite Send the message The key to a successful campaign lies in the practitioner creating a specific goal for each form of communication, including identifying the audience and choosing words and phrases that will resonate with that group. Practitioners also become the stewards of the message, paying careful attention to how the audience reacts and whether or not the audience interpreted the message in the way it was meant. If this review reveals that the audience is confused or unresponsive, the practitioner then takes control of the message and makes necessary changes to increase the effectiveness.  

Writing as a Tool Send messages Prepare written materials for other staff members Speeches Remarks Develop strategy for corporate voice Setting the tone with language For public relations practitioners, writing remains one of the most valuable tools in their professional arsenal. Skilled practitioners use their written words to share messages on behalf of the organization as well as its leaders and other members of the staff. Through their efforts the organization is able to develop a voice that reflects its tone and culture to the public.