Public relations writing

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Public relations writing

• Many hats, important job

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A use-use relationship

• The relationship between journalists and PR folks
  is often like the one between parents and
  teen-agers they often disapprove of one another
  but theres a lot of mutual need. Also, teens
  become parents, but parents dont return to being
  teens (not literally, anyway). Journalists may
  leave to go into PR, but rarely is the reverse
  true.

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Nicky the good Hilton sister
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• Anchor learns Nicky isn't a Mrs. anymore
• WCCO-TV's morning anchor Karen Leigh would like
  to annul an interview reference to Nicky Hilton's
  marriage.
• Hilton was in the Twin Cities at malls and on TV
  promoting Chick, Nicky's sportswear collection.
  "You recently got married ... congratulations on
  that," Leigh said.
• "No," Hilton responded. Oops!
• Unhip to the Hilton sisters' antics, Leigh was
  unaware that Nicky had her Vegas wedding to Todd
  Meister annulled in fewer than 90 days.
• Leigh has a great excuse for the gaffe. "In the
  press folder that they gave us, the first article
  in there is from the Fashion Wire Daily and it
  talks about her being married. 'Mrs. Todd
  Meister, otherwise know as Nicky Hilton, launched
  her collection of ready-to-wear casuals ...' "
  Leigh said.
• From whom did Leigh get this info? "Whoever the
  press people are."
• The packet came from PMK/HBH public relations
  with offices in Hollywood and NYC, according to
  WCCO spokesman Kiki Rosatti.
• "I don't even know that that was in there," said
  PMK's Victoria Harvie, who declined to spell her
  name when reached in L.A. "Fashion Wire Daily is
  online they could have looked that up. We sent
  them all the clips that have run on Chick. They
  should ask questions relevant to the line and
  not be delving into her personal life."
• Leigh said, "That's what I went on. didn't
  realize that was the big no-no. I felt awful.
• Source Minneapolis Star-Tribune

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On The Patriotism Angle, Carrying It a Little Too
Far
C
old hands that turn red, white and blue may
be patriotic, But they can be an early symptom
Of an autoimmune disease called Scleroderma.
Opening sentence / lead in a news release from
the Scleroderma Foundation, sent to news agencies
just before July Fourth (My thanks to the
Chronicles Burke Watson)
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A former student of mine

• George Carlton Deutsch III was a press officer of
  the United States space agency NASA. He was
  appointed to the position by George W. Bush,
  having previously worked in the Bush/Cheney 2004
  campaign "war room."
• Deutsch gained notoriety in February 2006, when
  it was reported he ordered the adjustment of NASA
  Web sites mentioning Big Bang to include the word
  "theory" afterward. His comments in the internal
  NASA email quoted by the New York Times raised
  concerns because of its religious overtones.
• Deutsch wrote It is not NASAs place, nor
  should it be to make a declaration such as this
  about the existence of the universe that
  discounts intelligent design by a creator... This
  is more than a science issue, it is a religious
  issue. And I would hate to think that young
  people would only be getting one-half of this
  debate from NASA. That would mean we had failed
  to properly educate the very people who rely on
  us for factual information the most.
• He was also connected with Dr. James Hansen's
  allegations of censorship of global warming and
  other science reporting within NASA.
• Source Wikipedia. Also note that his email
  handle was MRBIGSAC

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Public relations a definition

• Public relations is the discipline that looks
  after reputation, with the aim of earning
  understanding and support and influencing opinion
  and behavior. It is the planned and sustained
  effort to establish and maintain good will and
  mutual understanding between a business (or
  organization or person) and its public(s).
• -- PR consultant Renee A. Prejean-Motansky
• Additions mine

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Public Relations (PR)

• Todays PR professional wears any number
• of hats. In fact, PR encompasses a number of
• specialties
• Media relations -- dealing with media questions
  and needs, seeking publicity
• Government affairs -- no, not Monica.
  Communicating with legislative and regulatory
  bodies and doing some lobbying

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Public Relations (PR)

• Industry relations -- dealing with other firms
  in the industry and with trade associations
• Investor or financial or shareholder relations --
  working to maintain investor confidence and good
  relations with the financial world.
• Public affairs -- engaging in matters of public
  policy, writing position papers

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Public Relations (PR)

• Crisis manager -- handling internal and external
  communications during a crisis. Knowing what to
  do when you get a call and are told 60 Minutes
  is in the lobby or that the Bonfire stack has
  fallen and kids are dead.
• Community relations being the intermediary
  between an organization in the public, often
  involved in charitable work

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Public Relations (PR)

• Because of the variety of hats the PR person
• has to wear, the term strategic
• communicator has become the in vogue
• descriptor as an umbrella term for what they
• do.
• PR professionals are also faced with a variety
• of tasks that are much broader than those of a
• general assignments reporter at a newspaper
• or broadcast station.

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Public Relations (PR)

• They have to do much more than simply put out
  news releases. They also
• Supervise photography and graphics, assist the
  Web site
• Handle media questions, needs and requests
• Screen charity requests
• Set up news conferences and similar programs
• Do research and evaluate the effectiveness of
  programs
• Contribute to corporate decision-making
• And then take care of publicity in their spare
  time

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Public Relations (PR)

• What they have to write
• News releases, the most popular way for an
  organization to deliver its message to the media.
  (Video news releases are also common now.)
• Newsletters, to employees or special interest
  groups.
• Pamphlets, brochures, manuals to convey facts
  about an organizations history, operations or
  policies.
• Position papers, or white papers, to explain an
  organizations stance on an issue.
• Byliners and op-ed pieces crediting an
  organization official but actually written by a
  member of the PR staff.
• Web writing news releases, blogs, etc. that
  allow PR practitioners to bypass the media.
• Speeches to allow an organization figure to
  deliver key talking points directly to interested
  groups

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VIEW FILM
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Similarities and Differences
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Similarities and Differences

• First of all, what journalists and PR
• professionals have in common is a shared
• need and appreciation for good writing. Your
• writing skills will go a long way toward
• determining your success level, no matter
• which track you pursue.

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Similarities and Differences

• Additionally, to be most effective, journalists
  and PR people must place a high value on
  accuracy. That is essential to nearly all
  communications goals.
• Thirdly, they all use the same mediums to get
  their messages out -- print, broadcast and the
  Web, so they share common ground in the
  advantages and disadvantages of each medium.

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Similarities and Differences

• There are some major differences between
  journalists
• and PR professionals, and this is where the
  retort
• about enemy lines comes in to play.
• Both sides serve different masters
• -- Journalists serve the public.
• -- PR folks serve an organization or a client.
• Folks in PR are paid to put that client or
  product in the best possible light (spin). But
  they shouldnt LIE.

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PR vs. journalism
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PR vs. advertising
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A MATTER OF PERSUASION

• PR writing is a form of persuasive communication.
  It can be the
• soft sell of trying to get publicity for a
  charitys upcoming fund-
• raiser or the hard sell of laying out a political
  candidates stand on
• the issues.
• There are three root beliefs of persuasive
  communication
• People are essentially good. You need to believe
  that to appeal to their basic fairness and
  goodness.
• 2. People are intelligent or at least can be
  educated. Dont talk down to people and dont
  assume you can trick or fool them.
• 3. People are changeable. You must not only
  believe that but also have the confidence that
  YOU can change them.

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A MATTER OF PERSUASION

• To be an effective PR communicator you have to
  establish and maintain your own credibility and
  that of the organization you work for. A sterling
  reputation takes a long time to build -- but can
  be destroyed in an instant.
• In addition to the principles of news-gathering,
  persuasive writing etc. that a PR professional
  must know, they must also have an acute awareness
  of three other elements the Message, the
  Audience and the Medium.

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MESSAGES, AUDIENCES AND MEDIUMS

• The message You have to know the signals or
  message your organization is trying to send out,
  the impression it is trying to make. A newspaper
  sends an explicit message in the content of the
  stories in publishes, but it also sends an
  implicit message with how the information is
  presented (story play), what is covered and what
  isnt, what stories are left out.
• In PR, you send an explicit message in how you
  conduct yourself and an implicit message in what
  organizations or products you choose to
  represent.

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MESSAGES, AUDIENCES AND MEDIUMS

• 2. The audience Just as a newspaper or magazine
  must know all it can about its target audience,
  so must the PR professional. This allows the PR
  message to be directed with laser accuracy.
• Now, audience in PR is divided into three
  sub-groups

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MESSAGES, AUDIENCES AND MEDIUMS

• A. Publics -- In PR, there is no general
  public. It has to be a much more specific target
  to better refine the message. A public is a
  group of people who have a shared relationship
  with an organization (the client) but may have no
  demographic or other similarities. The
  relationship tries to meet the needs of both
  parties.
• Students at UHCL or fans of a professional
  sports team, for example, are publics. They can
  be supportive or non-supportive of the
  organization. A fan or employee can be
  supportive the contractor who supplies bottled
  water may be non-supportive but still has a
  relationship with the organization.

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MESSAGES, AUDIENCES AND MEDIUMS

• B. Markets -- A very specific type of public.
  These are folks who are potential buyers,
  customers, patrons, patients, clients etc. In
  short, they are generally willing to spend money,
  but have a choice. Think of publics vs. markets
  as family vs. friends you have almost no choice
  on selecting your family members, but you do have
  a choice in selecting your friends. Your family
  has to support you (in theory, anyway) but your
  friends have a choice in spending money on you.

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MESSAGES, AUDIENCES AND MEDIUMS

• C. Wide audience Purveyors (readers, listeners
  and viewers) of a particular medium. Their chief
  commonality is the use of a certain medium.
  They are generally passive, not really seeking
  the organizations message. Theyre just there,
  in the line of fire of the message despite a
  potential lack of interest. Whereas, publics
  and markets allow the message to be significantly
  narrowed, this category utilizes the shotgun
  approach.

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MESSAGES, AUDIENCES AND MEDIUMS

• 3. The Medium Once you have mastered the
  message and targeted the audience, you have to
  choose the medium that best allows you to achieve
  your goals.
• For a product that nearly everyone wants -- beer
  or soap -- you would probably choose TV because
  the product appeals to a general audience.
• Radio allows you to play a message over and over,
  and since radio listeners demonstrate loyalty to
  a station, that is a market you might aim for.
• Print is handy for more complicated messages, has
  a higher credibility image than other mediums and
  allows the consumer to return again and again to
  the message.
• The online audience is generally better educated
  and affluent, and the Web allows you to combine
  print, audio and video. But the consumer can
  click away a pop-up ad its a bit more difficult
  to click away a TV or radio commercial.

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MESSAGES, AUDIENCES AND MEDIUMS

• In the end, defining the message, targeting the
  audiences and choosing the medium or media
  becomes part of an overall campaign or strategy.
  Your textbook (Page 178) outlines how to create
  an effective public relations plan
• Analyze the situation 2. Plan the strategy
• 3. Implement the plan 4. Evaluate the
  results
• Such a campaign assumes that you cant just tell
  an audience just once what your message is, that
  your goals will take time to achieve. Public
  relations writers have to be ready to adapt the
  message to the whole spectrum of media and to
  changing circumstances.

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News Releases
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News Releases

• Novices and even seasoned veterans all use news
• releases as a primary tool to get their message
  out. Its a
• fundamental method for trying to get publicity.
  Heres
• where all of your newfound writing skills come
  into play.
• Here are some general guidelines
• 1. Know what news is and how to write it
• 2. Know the structure and operations of the news
  room (deadlines)
• 3. Know the news people and their jobs
• 4. Know the style of writing that fits the medium

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Types of news releases

• Why issue a news release
• 1. Announce upcoming events, appearances or
  personnel matters/changes
• 2. Give information about worthy causes, blood
  drives, food drives, aid fund-raisers etc.
• 3. Give information about a breaking news event
  involving the organization
• 4. Publicize an anniversary or milestone
• 5. Release survey/poll results or statistical
  data
• 6. Alert the public about health/safety issues.
• 7. To introduce new products, services,
  facilities

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Writing the news release

• The good ol inverted pyramid is the primary
  structure used by the PR writer, largely because
  it speaks the language of news professionals.
  Some PR writers will take the IP to the extreme,
  using who-what-when-where subheads/categories
  in the news release.
• The inverted pyramid is the place to start but
  that doesnt mean there isnt room for
  creativity. You can jump outside the confines of
  the news summary lede with a colorful quote -- or
  perhaps use a short delayed lede. (See sample in
  handout)
• Note that PR professionals often have to
  manufacture or massage quotes for organization
  officials.

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News release preparation tips

• 1. Always include the name and address of the
  organization putting out the release
• 2. Always include contact information. Phone
  numbers, email addresses and Web sites
• 3. Indicate the release date. Any embargos?
• 4. Fit the style to the medium. Generally AP
  style.
• 5. Watch your length. Try to confine you message
  to no more than 2 pages or 500 words. Email news
  releases should be shorter than that.

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More news release tips

• 6. Avoid breaks. Its a subliminal thing for the
  reader. Avoid hyphenating at the end of lines and
  dont break sentences between pages.
• 7. Write clearly, fact-check, proofread. Avoid
  corporate jargon and legalese. Get it right!
• 8. Remember the pyramid.
• 9. Beware of exaggeration/distortion. Especially
  avoid superlatives -- the best detergent ever!
  (Exxon Valdez example now the Sea River
  Mediterranean)
• 10. Get it to the right person. Tailor the
  content in your release to the appropriate beat
  (business angle for business desk lifestyle
  angle for features desk etc.)

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More news release tips

• 10. Make it local.
• 11. Include visuals.
• 12. Attribute news to a person.
• 13. Indent the paragraphs. Another subliminal
  reader trick.
• 14. Headlines. If you can write good ones, use
  em. If not, stick to what you know. (Headline
  Good news Bears Smith signs with Baylor)

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Creating Kick-Butt News Releases (and Bonehead
Mistakes to Avoid)

• Even more tips (from PR Insider Web site)
• The news release is your only chance to make a
  good first impression.
• Sloppy, inaccurate, pointless releases are the
  first to hit the newsroom wastebasket or recycle
  bin.
• To make sure yours isnt one of them, avoid these
  seven deadly sins.

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Seven Deadly Sins

• 1. Providing insufficient or wrong information.
  Particularly telephone numbers. Releases must be
  complete, accurate and specific.
• 2. Writing too long. They should be no longer
  than two pages.
• 3. Sending it too late. Mail or fax it at least
  two weeks before an event, preferably three or
  four. Send them four to six months ahead for
  major magazines.

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Seven Deadly Sins

• 4. Sending a release with no news value. News is
  what happens that is different. If it isn't
  different, it isn't news.
• 5. Blatant commercialism. Avoid hackneyed words
  and phrases such as spectacular, incredible, the
  only one of its kind, breakthrough, cutting-edge,
  unique and state-of-the-art.
• 6. Omitting a contact name and phone number. At
  the top of the first, page in the left corner,
  let editors know who they can call if they have
  questions.

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Seven Deadly Sins

• 7. Calling after you send a release. Questions
  like "Did you get my news release?" or "Do you
  know when it will be printed?" will brand you as
  a pest. Don't follow up with a phone call to see
  if the media got your release, unless you are
  absolutely sure that someone will check for you.
  Most reporters and editors don't have time.

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EXAMPLES OF GOOD AND BAD NEWS RELEASES
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(No Transcript)
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SELECTED WEB SITES

• 1. PublicityInsider.com -- Contains info on
  effective news releases, PR resources and insider
  tips by PR professional Bill Stoller.
• 2. online-pr.com -- Helpful site for anyone
  interested in PR. A resource for numerous other
  Web sites
• 3. sonic.net/cuclis/news.html -- Explains how
  to be newsworthy and provides a checklist on how
  to figure out your news angle
• 4. prsa.org -- general information about the
  Public Relations Society of America includes the
  Code of Standards

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SELECTED WEB SITES

• 5. prssa.org -- Site of the Public Relations
  Students Society of America includes job
  listings
• Helpful for new ideas and creativity
• 6. silveranvil.org -- Site for the annual
  awards given to PR practitioners.
• 7. prnewswire.com and medialink.com -- Help
  with distributing news releases online

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One last writing exercise

• Edit and rewrite the following information (on
  the Web site or delivered to you electronically)
  into a usable news release. Remember to look over
  the tips and sins regarding news releases.
• Remember to fact check.
• Be creative with the logo/style, if you wish
• Due next class