Writing in a PR mode

The role of writing in public relations

Now we change our hats. 

Public relations professionals at all levels need to have solid writing skills. White (2016) says, “To succeed as a PR pro, it’s vital to have a passion for writing and communication, and to be committed to excelling in both. You’re bound to fail if you don’t” (para. 9). 

Public relations professionals are responsible for developing communication materials intended to influence the attitudes and/or behaviors of key publics. Many employers require candidates for public relations positions to complete a writing test and provide a writing sample to demonstrate proficiency in this skill. Therefore, it is critical to understand how to craft effective messages through written communication.

Here are some of the many materials and messages that public relations professionals have to write:

• Press/News releases
• Fact sheets
• Feature articles
• Social media messages
• Blog posts
• Speeches
• PowerPoint presentations
• Brochures
• Media pitches
• Statements
• Website messages

If you are saying to yourself, "I don't like to write so I think I'll go into PR," you need to think again. PR practitioners tend to writer even more than "professional writers" and they need to be more versatile in the kinds of things that they write. (See above)

The workhorse of the PR writer is the press release. It is information that goes out to the media in order to get coverage. Let's look at it first from a media perspective:

 The five rules to make sure that your press release actually drives prospects to contact you:

• RULE #1: Use the press release as a sales tool. The idea is to communicate a message to customers and prospects, through the vehicle of a print or online article, hopefully adding the authority and credibility of the publication, website and/or reporter to the message.
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• RULE #2: Have a newsworthy story. To get your message communicated through the publication, you need to convince the reporter/editor that your message (or the story surrounding it) is newsworthy. So it's got to have appeal to the entire readership of the publication.
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• RULE #3: Write it like a reporter would write it. If your press release looks and feels like a real article, reporters will often just file it as a story with minimal editing. Therefore, it's up to you to make sure that your press release looks and feels like a real article. Don't make it sound like marketing. 
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• RULE #4: Provide some good quotes. Even if your CEO is a complete idiot, don't make him sound like one by providing a quote that's a series of business cliches. Have him say something memorable and personal, if possible.
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• RULE #5: Contact your top outlets personally. In addition to sending a press release, personally contact the reporters that you really want to cover the story. Send them something personal. You might even want to rewrite the press release to fit their beat.

• Now to think from the PR practitioner's POV: 

• Here is the most BASIC template to use to develop your release. 
• From PR Web on getting coverage
• Eight tips for writing press releases that journalists will read
• Here is what this looks like in action

• Your assignments for Weds and Friday and Monday:

• Wednesday first:
• 1. Find three press releases from industries that you have interest in working for. 
• 2. Compare what you read to the rules and conventions we have learned.  
• 3. Write out your critique, what works, what doesn't, and why to share for Wednesday's class.
• (Make sure you can the links so we can airdrop the examples so we can look at them together in class.)
• 4. Choose one release and apply what you have learned about the product/event/idea to rewrite the release.  
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• For Friday: 
• 1. Look for articles that have been written based on the release you chose. 
• 2. Critique the article based on what you know about both journalism and PR.
• 3. Have it typed out and ready to share in class on Friday. 
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• For Monday: 
• Two press releases are due:
• INSTRUCTIONS: The following information is from an actual news release. Write a news release from the information provided. Remember to use Associated Press style. Use as much information as you think necessary to create an effective release. Add phrases and transitions to make the news release acceptable to editors. List yourself as the contact person for the sponsor of the release, decide on the release date and write a headline.
  FROM: MADISON PANCAKE FESTIVAL
             P.O. Box 5029
             Madison
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• NEWS RELEASE

• MADISON PANCAKE FESTIVAL

•       MADISON'S Seventeenth Annual Pancake Festival takes place this Saturday and Sunday.
        The Festival has always been non-profit, sponsored by the Betterment Association of the Madison Area, Inc. and for the past three years, has been co-sponsored with the Madison Area Jaycees.
        Civic organizations, churches, school children, City Hall employees, inmates from the Copeland Road Prison, local businesses and residents from surrounding areas all work together to stage a smooth-running two-day event that over the past 16 years has drawn almost a million people to this small town of 3,200.
        From last year's proceeds, money was donated to the city of Madison to be used for park improvements.  Monies also were donated to the Madison Volunteer Fire Department and the Gateway Ambulance Service.  Also a portion of the proceeds were set aside for scholarships for local high school students.
        The volunteers' successful efforts to stage the Festival show what communities can do on their own—with ingenuity, determination, and effort.  Nobody gets paid.  All work is volunteer.  Chief lure of the Festival is the picturesque and historic town itself.
        The menu consists of pancakes with your choice of delectable toppings such as nuts, berries (blueberries, raspberries or strawberries), jams, syrups, bananas, and much, much more.  These Pancake Plates will be served both days, from 7 AM to 9 PM on Saturday and Sunday.  A Pancake Plate will cost $12 for adults and $6 for children 12 and under.  That one low price includes the cost of admission to the festival and free refills for an entire day.
        Visitors will also be able to purchase tickets for a drawing on a 16-foot boat, a trailer, and a 45 HP outboard motor sponsored by the Madison Volunteer Fire Dept.
        There will be over 100 booths to display a large selection of the finest arts and crafts.  Booths manned by local clubs and residents will also offer other special foods.
        Country music is played continuously both days.  The Festival will feature Country and Western artist "Lionel Cartwright" on Sunday at 1:00 and 3:00 PM.  Also featured will be clogging, kiddie and carnival rides, hot dogs, ice cream, popcorn, pies, soft drinks, coffee, iced tea and cold beer served in Festival mugs that the purchaser gets to keep as souvenirs of his visit to our event.
  Madison has campgrounds and motels for guests who would like to spend the weekend.  There are many other attractions in Madison and the surrounding areas:  swimming, fishing, camping, hiking, horseback rides, boat tours, glider and plane rides, an observation tower to climb and shopping at the town's many fine antique stores.  In addition, there will also be a gigantic flea market with bargains galore.  Visitors are welcome to set up a table of their own.  The registration fee for the flea market is $10 per table.
        For those planning to come by plane, the City has an airport with a 2400-foot runway.  There is no charge for landing your plane.  Volunteers handle plane parking.  There is also an area close to the Festival at which arrivals in RVs may park for overnight stays for a modest fee. 
  
  
  Next, find an article in any news outlets and reverse it. Write the press release you imagine resulted in this news story.


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