Writing for Public Relations 97202

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Writing for Public Relations97202

• Unit Leader / Lecturer - Elizabeth Dougall
• Public Relations Writing Tools
• September, 2000

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Learning Objectives

• On completing this workload for this week you
  should be able to
• describe the range of publications which may be
  used as communications tools by the public
  relations professional
• describe how to determine which publication
  medium is the appropriate tool for a specific
  audience or task
• explain some of the primary uses of brochures,
  newsletters and other publications and
• prepare a simple brochure or newsletter suitable
  for distribution to appropriate publics.

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Assignment Two

• Due Friday October 13.
• Questions?

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Essential Communication Tools

• Include
• Brochures / flyers / leaflets (ch 18)
• Newsletters (ch 17)
• Magazines (ch 19)
• Annual Reports (ch 19)
• e-zines
• e-newsletters

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Essential Communication Tools

• Sample e-brochure - CARMA

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Essential Communication ToolsQuestions before
starting

• Before starting ask
• What is the purpose of the publication?
• Who are the target publics?
• What type of information should be included?

• What format or medium will be most effective with
  the target public?
• What is the most cost effective means of reaching
  the target public successfully?
• How will the success of the publication be
  evaluated?

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Essential Communication ToolsSome Guidelines -
Content

• Be clear about who your readers are and how much
  they already know about your client or
  organisation.
• Check to see that every piece of information that
  will be included in the publication will interest
  at least one segment of your readership.

• Be sure that you have a mix of information that
  will give your readers a chance to find subjects
  of interest.
• Use a clear writing style with simple words,
  short concise sentences and short paragraphs.

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Essential Communication ToolsSome Guidelines -
Content

• Avoid jargon and buzz words that might confuse
  the reader.
• Be sure that the information fully explains
  something to the reader, otherwise youll
  frustrate the reader.

• Begin your writing with striking statements,
  dramatic contract, strong quotes, or provocative
  questions to gain the attention of the reader.
• Use eye catching headlines that help tell the
  story you want to get across.

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Essential Communication ToolsSome Guidelines -
Format

• The layout should be clean and modern.
• To get ideas for your publication look at others
  designs.
• Dont try to cram copy together so that it
  becomes difficult to read.
• Remember white space is important.

• Break it up with illustrations or photographs.
• Use bold type to highlight points of interest or
  put something in a box to make it stand out.
• Consistency of format in both layout and
  typography is important

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Essential Communication ToolsNewsletters -
Criteria for Success

• It must fill an unmet need.
• It must convey information in some unique way so
  people will pay attention to it.
• It must be distributed in a way that is efficient
  and regularly reaches its intended audience.
• It must be able to do things for its audience
  that other media cant.

• There must be a person or a staff of people
  interested in it, skilled enough to produce it
  and with time committed solely to its production.
• It must be a serial publication (Vol., No.)
  issued with enough frequencey that its contents
  remain timely in the eyes of its readers.

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Essential Communication ToolsBrochures

• Message statements are always singular
• Their purposes are to persuade, inform and
  educate.
• They are published only once, but multiple
  printings of some are common.

• They must attract and hold their own publics
• Because they arent parts of other media, they
  are their own delivery systems.
• They must have clear writing and be visually
  attractive.

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Essential Communication ToolsBrochures - the six
steps

• 1. Clearly define its purpose
• 2. Develop an organising concept for it.
• 3. Write the content
• 4. Design the presentation of information,
  including format and the use of type, visuals,
  paper, space and colour.
• 5. Produce the brochure, including the selection
  of a method of reproduction.
• 6. Distribute the brochure.

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Essential Communication ToolsBackgrounders

• Backgrounders are primarily a media tool.
• They are written to provide essential facts and
  figures about an organisation not appropriate for
  media releases.
• They are distributed on request to journalists
  who want more detailed information about an
  organisation or industry.

• A backgrounder does not have the same requirement
  for news content but it must be written in the
  same succinct and informative style as a media or
  news release.
• They are distributed on request to journalists
  who want more detailed information about an
  organisation or industry.

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Essential Communication ToolsBackgrounders

• The typical backgrounder includes the
  organisations
• purpose
• business or industry description
• size
• geographical location
• annual turnover, other significant financial
  information
• foundation information

• names of key personnel (the founder, Chairman,
  Chief Executive Officer etc)
• significant historical information and
• organisational structure.
• Any information which contributes to conveying a
  complete picture of the organisation or subject.

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Essential Communication ToolsBackgrounders

• They may be included in media kits which have
  been prepared for particular news events or news
  conferences.

• Backgrounders must be updated frequently to
  ensure the currency of the facts and figures they
  include, such as growth rates, profits, key
  people and key locations.

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Essential Communication ToolsBackgrounders

• Backgrounders may also be used as
• an information base for company executives and
  employees and interested members of the public
• as source materials for those public relations
  and advertising professionals who prepare the
  organisations advertisements, brochures, or
  newsletters or who are involved in preparing
  media releases, speeches and other communications
  tools.

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Essential Communication ToolsBackgrounders

• Like a good media release, a good backgrounder
  is
• accurate
• comprehensive
• thoroughly researched and
• professionally prepared for the consumption of
  the media and other publics.

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• Next Week - No Classes

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Contact Details

• Lecturer Elizabeth Dougall
• Tutors Elizabeth Dougall Alison Feldman
• Location Q211
• Phone [phone]
• Consutation Times
• Monday 12 - 2 pm Friday 12 - 1 pm.
• Ancillary materials are located at
• http//www.usq.edu.au/ancil/foa/97202/
• or via P drive accessed on-campus (Computer
  Lab)
• Links to PR Resources
• http//www.usq.edu.au/faculty/arts/MASSCOMM/PRHOTL
  1.HTM