1. PART FOUR EXECUTION CHAPTER SEVENTEEN PUBLIC RELATIONS WRITING

2. 17-2 Public Relations Writing Communication includes effective writing and speaking Writing is at the heart of public relations activities. Effective writing is needed before public relations techniques can be applied.

3. 17-3 Fundamentals of Writing Knowledge of the basics Differences in writing for the reader vs. the listener Preparation is key—few are born— building skill and practice is necessary

4. 17-4 Four-Part Formula for Writing 1. The idea must precede the expression 2. Don’t be afraid of the draft 3. Simplify, clarify, aim 4. Writing must be aimed at a particular audience

5. 17-5 Reading Formulas Flesch Readability Formula  Developed by the late Rudolf Flesch  Flesch’s suggestions Use contractions Leave out the word that whenever possible Use pronouns When referring to a noun, repeat the noun or use a pronoun Brief clear sentences Cover one item per paragraph Use language the reader understands

6. 17-6 Flesch Suggestions contd. Remember the A’s Avoid: Big words Extra words Clichés Latin And the B’s Be: Active Simple Short Organized Convincing Understandable

7. 17-7 Readability Formulas contd. Gunning Fox Index  Developed by Robert Gunning  Measures reading ease in terms of the number of words and their difficulty, number of complete thoughts and average sentence length in a piece.

8. 17-8 Writing News Releases Use of the Inverted Pyramid Make every word count Lead is the first one to two paragraphs with the most important facts using the 5 W’s (who, what, why, when, where, and sometimes how) Paragraphs written in descending order of importance. Selection and organization are important.

9. 17-9 Function of News Releases Historically used as the basic interpretive mechanism to let the audience know what the organization is doing.  Could be a document of record to state an official position  Or to influence a publication to write favorably about material submitted and to stimulate coverage

10. 17-10 News Release Form Must be well written Follow the format Localized Newsworthy (think human interest stories)  Impact, oddity, conflict, known principal, proximity

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12. 17-12 Dos Only 10% of all news releases are published Should reflect actual news AP (Associated Press) style

13. 17-13 Format Spacing, Paper Identification Release Date Margins, Length, Paragraphs Slug Lines, Headlines Boilerplates Proofing/editing Timing

14. 17-14

15. 17-15 Internet News Releases Organizations regularly use releases to be included on online databases. Other sources include e-zines, Internet radio programs, bulletin boards, discussion groups, newsgroups, online services, and mailing lists. Use short paragraphs, sentences, frequent lists, bullets, dashes, and numbers.

16. 17-16 Question….. What famous late celebrity comedian was first reported dead in 1998 but didn’t die until 2003? Hint: Thanks for the memories, he was a classic. Answer: Bob Hope

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18. 17-18 Editing The rule of thumb for editing is self-edit first and rewrite Use active verbs Use sources for writing and editing support Be cognizant that editors will “slice and dice”

19. 17-19 Exercise Write a news release lead about an up- and-coming event taking place at your school. Remember to proof and edit your work.