CHAPTER 11
Copyright © 2001, Prentice Hall, Inc.
Let’s Discuss
Public Relations Writing
What are the differences between writing for the…
OR
A READER can:
 scan
 dart ahead
 check facts
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?
A LISTENER must:

get the message
the first time!
2
Fundamentals of
Good Writing
1
The idea must precede the expression.
2
Write a rough draft.
3
Simplify, aim, and clarify.
4
Write for a particular audience.
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Let’s Discuss
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Flesch’s Good Writing Tips
Use contractions like it’s or doesn’t.
Leave out the word that whenever possible.
Use pronouns like I, we, they, and you.
When referring back to a noun, repeat the
noun or use a pronoun. Don’t create eloquent
situations.
Use brief, clear sentences.
Cover only one item per paragraph.
Use language the reader understands. (Avoid
jargon.)
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The
A’s of Good Writing:
Avoid big words
Avoid extra words
Avoid clichés
Avoid Latin
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The
B’s of Good Writing:
Be specific Be organized
Be active Be convincing
Be simple Be understandable
Be short
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QUICK QUIZ:
What is the…
?
LEAD-IN
Important Facts
Less
Important
Facts
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Who
What
When
Where
Why
How
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Writing a…
the bread and butter of public relations.
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Writing a…
the bread and butter of public relations.
To state an
organization’s official
opinion
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Writing a…
the bread and butter of public relations.
To influence a publication
to write favorably about
the material discussed
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Writing a…
the bread and butter of public relations.
To stimulate favorable
stories about their
organizations
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Writing a…
the bread and butter of public relations.
To provide editors a point
of departure
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QUICK QUIZ:
Why do editors reject news releases?

Releases are poorly written.
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Releases are often disorganized.

Releases are not newsworthy.
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Requisites Make
Writing Newsworthy
IMPACT
ODDITY
PROXIMITY
CONFLICT
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KNOWN
PRINCIPLE
14
Internet News Releases
Let’s Discuss
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Be brief and succinct.
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Appeal to the eye.
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Use short paragraphs.
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Stay under 500 words.
(1 or 2 screens)
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Link keywords to a
glossary.
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What constitutes…
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Have a specific reason for sending the release.
Focus on one central subject per release.
Be sure the subject is newsworthy in the
context of the organization, industry, and
community.
Include facts about the product or service
being discussed.
Avoid “puff’, bluff, or hyperbole.
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What constitutes…
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Avoid jargon.
Include appropriate quotations from
principals.
Include product specifications, shipping dates,
availability, and price.
Include a brief description of the company
(a.k.a. “boilerplate”) at the end of the release.
Write clearly, concisely, and forcefully.
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a print or online News Release

Spacing:
 Double-space
 One side of paper
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Identification:
 Name
 Address
 Phone number of release writer
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a print or online News Release

Margins:
 Usually 1 - 1½ inches
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Paper:
 Inexpensive stock
 8½ x 11 inches
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a print or online News Release

Date:
 Release date
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Embargoed date (“pull” date–if applicable)
Length:
 Usually 500 words or less
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Two online screens
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a print or online News Release
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Paragraphs:
 Short (6 lines max)
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DO NOT break words at end of lines
Headlines:
 Informative
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Fold release so that headline shows
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a print or online News Release

Timing:
 Publication deadlines
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Slug Lines:
 Journalistic shorthand
 Page numbers and one-word identifiers on
every page
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a print or online News Release
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Proofreading:
 Eliminate errors
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Internet Prudence:
 Know reporter’s or editor’s preferred way
to receive news releases
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Capitalization:
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Use sparingly.
Numbers:
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Spell out numbers through nine.
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Use figures for 10 and up.
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Using figures is usually acceptable.
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Abbreviations:
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DO NOT abbreviate days of week.
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Spell out first mention of organizations
and agencies; then use abbreviations.
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Spelling:
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Consult dictionary and use first spelling
given.
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Spell-checks DO NOT know
homonyms, so you should!
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Punctuation:
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Colons – introduce lists, tabulations, and
quotations
Exclamation points – use sparingly
Commas – before connecting words that connect
two complete thoughts; before and after
constrictive clauses
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Hyphen – use care and a dictionary
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Quotation marks – enclose quoted material
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of a News Release
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Relevant
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Factual
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Objective
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Accurate
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QUICK QUIZ:
Name 3 Types of News Releases:
1
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New products or developments
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Catchy lead-in
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Spokesperson’s quotations
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QUICK QUIZ:
Name 3 Types of News Releases:
2
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Must have local angle
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Play-up any unique angles
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QUICK QUIZ:
Name 3 Types of News Releases:
3
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Good lead-in
Clear thesis
Condensed remarks
Mention speaker’s name (lead with name
if speaker is well-known.
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Eliminate passive voice
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Use unabridged dictionary and thesaurus
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Other tools:
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Bartlett’s Familiar Quotations
World Almanac
Encyclopedia
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FOR FUN!
TRANSLATE:
Pulchritude possesses profundity of a
merely cutaneous nature.
Beauty is only skin deep.
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FOR FUN!
TRANSLATE:
Lack of propinquity causes an
effulgence of partiality in the cardiac
area.
Absence makes the heart grow fonder.
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FOR FUN!
TRANSLATE:
It is fruitless to become lachrymose
over precipitately departed lacteal
fluid.
There’s no use crying over spilt milk.
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