Chapter 15: Public Relations Writing – Flashcards

The ability to write and speak easily, coherently, and quickly.

1. The idea must precede the expression 2. Don't be afraid of the draft 3. Simplify, clarify 4. Finally, writing must be aimed at a particular audience

- Use contradictions such as "it's" and "doesn't" - Leave out the word "that" whenever possible - Use pronouns such as "I", "we", "they" and "you" - When referring back to a noun, repeat the noun or use a pronoun. Don't create eloquent substitutions - Use brief, clear sentences - Cover only one item per paragraph - Use language the reader understands

A written or recorded communication directed at members of the news media for the purpose of announcing something newsworthy.

A method of organisation in which facts are presented in descending order of importance. The inverted pyramid became a standard form in American newspapers early in the 20th century, and variations on the form remain common today in news stories, press releases, short research reports, and other forms of expository writing.

The news release

The style of writing is almost as critical as the content. Style rules include: - Capitalisation i.e. Used sparingly - Abbreviations i.e. Dec. 11. 2009 or just December 2009 - Numbers i.e. spell out numbers 1-10, then numbers after write normally - Spelling

A Social Media Releases are designed to reach nontraditional journalists, such as bloggers and podcasters. SMRs might use a photo or other technological tools such as video, audio, links etc.

- One reporter per "To" line - Limit subject line headers - Hammer home the headline - Limit length - Observe 5W format - No attachments - Remember readability

Because journalists wish neither to face the risk of a virus nor take the time to download.