WRITING FOR THE
EYE AND EAR
Chapter Eighteen
Writing for the Eye and Ear
In other words writing for reading and
speaking……
The objective in writing is to be as clear as
possible. Each piece needs to be in the
correct format and style, carefully proofed
and edited. This requires that the writer
thoroughly understand its client’s intent
and prepares accordingly.
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Writing for the Eye
Types of Publications
Media Kit
 Biography
 Backgrounder
 Fact Sheets, Q&A, Photos, Etc.

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What is a Biography?
Sometimes called a bio, it provides
information about a key executive in the
form of facts about the executive
 There are two types of biographies

 Straight
Bios
 Narrative Bios
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Writing for the Eye Types continued
The Case History
 By Liner
 Op-Ed
 Roundup Article
 Pitch Letter
 Newsletter

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Internal Writing Tools
E-Mail Memorandum
 Position Paper
 Standby Statement

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What is a Standby Statement?

Standby statements are used when an
organization anticipates it may be called
upon to give information to clarify a
position.
18-11
Question to ponder……..
Are electronic tools and techniques
as good as traditional types?
18-12
Writing for the Ear
The speech is an important part of the
public relations mix.
 The Speech Writing Process

 Preparing
 Interviewing
 Researching
 Organizing
and Writing
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Making Presentations
The intent is generally to sell a product,
service, or idea
 In order to make an effective presentation,
it is important to do the following:
Plan and organize
Get to the point

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Making Presentations continued
Be logical
 Write it out
 Anticipate negatives
 Speak, don’t read
 Be understandable

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Making Presentations continued
Use graphics wisely
 Be convincing
 Know when to stop

18-16
Exercise

Visit Vital Speeches of the Day either
online or at your library
Search for a recent speech given by a
CEO, can you identify any research used
and cited in the speech?
Is the speech organized? Can you identify
the pattern or organization?
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Question……

Name some further examples of writing for
the eye and ear.
18-18
Question…..
MS&L public relations and Kraft were finalists for the best
use of the of Internet award. Kraft puddings teamed up
with a favorite childhood menagerie treat for this kidfriendly dessert. Name this treat.

Hint: Originally imported from England, celebrating its
l00th anniversary, Shirley Temple sang a song about
them in her soup.

Answer: Barnum and Bailey Animal Crackers
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Exercise
Visit the website
http://www.cdc.gov/powerfulbones/index2.html
Assess the National Bone Health Campaign:
Powerful bones. Powerful girls.
What was their written objective? Does it work?
Does the site have both appeal and credibility?
What is your assessment of their campaign effort
on the web?

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