1. Copyright © Allyn & Bacon 2000 Writing and Presentation Skills Chapter 10 Public Relations: A Values-Driven Approach This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program.

2. Copyright © Allyn & Bacon 2000 A Context for Public Relations Writing Journalists write to inform. Advertisers write to persuade. Public relations practitioners write to build relationships. –Public relations writing usually is a tactic in a relationship-building plan.

3. Copyright © Allyn & Bacon 2000 The Writing Process Credibility Research Organization Writing Revision Macroediting Distribution Microediting Approval Evaluation Communication with Supervisors and/or Clients

4. Copyright © Allyn & Bacon 2000 The Writing Process Stage One: Credibility Aristotle and ethos The importance of values

5. Copyright © Allyn & Bacon 2000 The Writing Process Stage Two: Research What is my purpose in writing? Who is my targeted public? What are the values and interests of my targeted public in this situation? What message should I send? What information supports my message?

6. Copyright © Allyn & Bacon 2000 The Writing Process Stage Three: Organization Organization draws readers’ attention to the message and the supporting information. Writers should use a formal or informal outline. News stories often use the inverted pyramid organization.

7. Copyright © Allyn & Bacon 2000 The Writing Process Stage Four: Writing Strategies for getting started: –Because of your outline, you can begin at any point. –Just start writing; you can revise later.

8. Copyright © Allyn & Bacon 2000 The Writing Process Stage Five: Revision Set your document aside for as long as possible. –Avoid the “euphoria of creation.” Imagine a reader leaning over your shoulder and asking pertinent questions. Test each sentence against the document’s goal.

9. Copyright © Allyn & Bacon 2000 The Writing Process Stage Six: Macroediting Is the message clear? 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?

10. Copyright © Allyn & Bacon 2000 The Writing Process Stage Six: Macroediting 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?

11. Copyright © Allyn & Bacon 2000 The Writing Process Stage Seven: Microediting Check the document sentence by sentence. Edit backward by sentences, starting with the last sentence. Double-check all names, titles, numbers, and all other facts. Double-check grammar, including spelling and punctuation.

12. Copyright © Allyn & Bacon 2000 The Writing Process Stage Eight: Approval Seek your supervisor’s advice on who should review the document before distribution. Follow a well-documented approvals system.

13. Copyright © Allyn & Bacon 2000 The Writing Process Stage 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).

14. Copyright © Allyn & Bacon 2000 The Writing Process Stage Ten: Evaluation Evaluation actually occurs throughout the writing process. Was the document received through channels preferred by the targeted public(s)? Did the document achieve its purpose as a public relations tactic?

15. Copyright © Allyn & Bacon 2000 Writing for the Ear Remember that the speaker has to breathe. Limit each sentence to one idea. Use concrete words and images. Use precise nouns and verbs. Challenge every word in every sentence. Spell out big numbers, and give phonetic spellings for hard to pronounce words.

16. Copyright © Allyn & Bacon 2000 Writing for the Ear Use traditional syntax (word order). Link sentences and paragraphs with clear transitions. Attribute direct quotations at the beginning of a sentence. Introduce important points with general, descriptive sentences.

17. Copyright © Allyn & Bacon 2000 Writing for the Ear Gracefully repeat main points. Avoid closing with “in conclusion.” Break any of these “writing for the ear” rules if doing so will help the listener.

18. Copyright © Allyn & Bacon 2000 The Process of Presentations Research Planning Communication Evaluation

19. Copyright © Allyn & Bacon 2000 Researching a Presentation Research the targeted public. –What values and interests unite its members? –What do they hope to learn from your presentation? –Who are the decision makers and opinion leaders? Research the “when, where, how, and how long” aspects of your presentation.

20. Copyright © Allyn & Bacon 2000 Planning a Presentation Plan to be yourself. Plan a message that combines the values and interests of the targeted public with your goal in speaking. Plan the presentation for the requested length.

21. Copyright © Allyn & Bacon 2000 Planning a Presentation Outline the presentation. Memorize the beginning, ending, and any important anecdotes. Practice! - Then practice some more!

22. Copyright © Allyn & Bacon 2000 Planning a Presentation Using visual aids –Visual aids can increase audience learning by 200 percent; increase audience retention of main points by 38 percent; and reduce explanation time by 40 percent.

23. Copyright © Allyn & Bacon 2000 Planning a Presentation Planning for problems –Have a second copy of your script or outline easily accessible. –Have backup projection systems for visual aids. –Ship materials well in advance -- or carry them yourself. –Trouble-shoot your presentation technology one hour before the presentation.

24. Copyright © Allyn & Bacon 2000 Making a Presentation Maintain eye contact. –Identify decision makers and opinion leaders for extra eye contract. Avoid beginning with a joke. When possible, close by asking for questions. Follow the “75 percent rule.”

25. Copyright © Allyn & Bacon 2000 Evaluating a Presentation Wait 24 hours, then write yourself a critical memo: –What went well? –What didn’t go well? Give yourself a letter grade. Look for evidence that your presentation met the desired objective or goal.