Writing

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Writing
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Fundamentals of Writing

• Idea must proceed expression
• Don't be afraid of the draft.
• Simplify, Clarify, Aim
• Writing must be aimed at a particular audience

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7 Suggestions for Readable Writing

• Use contractions like '"it's" and "doesn't."
• Leave out the word "that whenever possible.
• Use pronouns like "I," "we," "they," and "you."
• When referring to a noun, repeat the noun or use
  a pronoun.

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7 Suggestions for Readable Writing

• Use brief, clear sentences.
• Cover only one item per paragraph.
• Use language the reader understands.

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Remember your As and Bs

• Avoid big words.
• Avoid extra words.
• Avoid clichés.
• Avoid Latin.

• Be specific.
• Be active.
• Be simple.
• Be short.
• Be organized.
• Be convincing.
• Be understandable.

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The Press Release

• Inverted Pyramid Style of Writing
• PR Newswire distributes 1,500 per day
• Used to do a variety of things
• Let people know what an organization is doing.
• Announce news like product release or new hire.
• Influence a publication to write favorably about
  the material included in press release.

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Why most press releases are ignored?

• Poorly written
• Rarely localized
• Not newsworthy

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News Releases ought to include

• A well-defined reason for sending
• Focus on one central subject
• The subject must be newsworthy in the context of
  the organization, industry, and community
• Include facts about whatever is being discussed
• Provide the facts, factually no puff, bluff, or
  hyperbole.

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News Releases ought to include

• No unnecessary jargon
• Appropriate quotes from principals.
• Avoid superlatives that just inflate egos
• Include product specifications, shipping dates,
  availability, and price all pertinent
  information for telling the story
• Include a brief description of the company at the
  end of the release, what it is, and what it does.

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Format of a News Release

• Typed, double-spaced on regular-sized paper
• Regular copier paper expensive paper is likely
  to send a message you dont want sent.
• Identification name, address, and phone number
  of the release writer should appear in the upper
  part of the release.
• Release Date Always date. Label for immediate
  release or embargo date.

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Format of a News Release

• Margins wide enough for editor or reporter to
  make notes. 1.25
• Length no more than 2, 2.5 pages.
• Paragraphs should be short, no more than six
  lines. A single sentence will do.
• more and
• Slug Lines or Headlines are good may pre-sell
  the story
• Proofread mistakes in spelling, grammar and
  typing are the quickest way to the trash.
• Timing respect deadlines. Theirs, not yours.

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Other things you might expect to write

• Pitch letter
• Media Alert
• Fact Sheet
• Biography

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Keep the following things in mind when preparing
a Media Kit

• Be sure the information is accurate and thorough
  and will answer a journalists most fundamental
  questions.
• Provide sufficient background information
  material to allow the editor to select a story
  angle.
• Dont be too commercial. Offer balanced,
  objective information.

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Keep the following things in mind when preparing
a Media Kit

• Confine opinions and value judgments to quotes
  from credible sources.
• Never lie.
• Visually arresting graphics may mean the
  difference between finding the item in the next
  days paper or in the same days wastebasket.

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What can go in a Media Kit?

• Fact Sheets
• Historical Fact Sheets
• Biographical Information
• Backgrounders
• Position Papers
• Serial Publications
• Did you know? sheets
• Visuals

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Media Kits for Special Events

• Fact sheet about event
• Historical fact sheet about event
• Detailed schedule of activities
• Complete list of participants
• Bios and head shots
• Straight news story

• Longer news story
• Feature Story
• Page of Isolated Facts
• Visuals
• Co-operating Organization

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Media Kits for Crises

• Fact Sheets historical and product based
• Backgrounders
• Bios
• Detailed descriptions of all facilities and staff
• Information on all activities of the organization
• Visual materials
• Statistics about facility and organization
• Information and contacts for crisis at hand

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Other things that can be included when appropriate

• Case histories
• Byliners
• Op-Ed pieces

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Other things you may be called upon to write

• Speeches
• Positions papers
• Newsletters
• Magazine articles
• Power point presentations
• Brochures
• Handbooks
• Annual reports

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