Becoming a Public Relations Writer

Becoming a

Public Relations

Writer

A Writing Process Workbook for the Profession

Second Edition

Ronald D. Smith

Buffalo State College

2003

LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS

Mahwah, New Jersey London

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Copyright ©2003 by Lawrence Erlbaum Associates, Inc.

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retireval system, or any other means, without prior written permission of the publisher.

Lawrence Erlbaum Associates, Inc., Publishers

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Mahwah, New Jersey 07430

Library of Congress Cataloging-in-Publication Data

Smith, Ronald D., 1948-

Becoming a public relations writer : a writing process workbook for

the profession / Ronald D. Smith.— 2nd ed.

p. cm.

Includes index.

ISBN 0-8058-4260-8 (pbk. : alk. paper)

I. Title.

HM263.S58 2003

659.2—dc21

2002153595

This edition published in the Taylor & Francis e-Library, 2008.

“To purchase your own copy of this or any of Taylor & Francis or Routledge’s

collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk.”

ISBN 1-4106-1761-0 Master e-book ISBN

iii

Preface xiii

Part One

PRINCIPLES OF EFFECTIVE

WRITING 1

1

Writing . . . and What It Means to You 3

2

Effective Writing 12

3

Communication Theory and

Persuasion 42

4

The Writing Process 61

Part Two

PUBLIC RELATIONS WRITING

THROUGH JOURNALISTIC MEDIA 93

5

News and the Public Relations Writer 95

6

News Releases 122

7

Working with the Media 159

8

Broadcast Media 187

9

Organizational Features 206

10

Advocacy and Opinion 229

Part Three

PUBLIC RELATIONS WRITING

THROUGH ORGANIZATIONAL

MEDIA 253

11

Fliers, Brochures, and Web Sites 255

12

Newsletters and Corporate Reports 275

13

Direct-Mail Appeals 299

14

Public Relations Advertising 316

15

Speeches and Interviews 346

Part Four

PULLING IT ALL TOGETHER 367

16

Information Kits 369

17

Writing for News Conferences 379

Appendix A

A Common Sense Stylebook for Public

Relations Writers 395

Appendix B

Copy Editing 410

Appendix C

Careers in Public Relations 412

Appendix D

Professional Organizations 419

Appendix E

Ethical Standards 421

Brief Contents

Preface xiii

Part One

PRINCIPLES OF EFFECTIVE

WRITING 1

1

Writing . . . and What It Means to You 3

Freewriting 3

Writing: Creative or Functional? 4

Creative Writing 5

Functional Writing 5

Creativity and Functionality Combined 6

Writing to Influence 7

Becoming a Better Writer 8

An Acquired Talent 8

Critical Observation 9

Making an Ongoing Commitment 10

2

Effective Writing 12

Standard Usage 12

Follow Rules and Guidelines of Proper

English 13

Avoid Grammatical Myths 13

Use Appropriate Levels of English 14

Be Aware of Changing Usage and Rules 15

Ensure Noun–Pronoun Agreement 15

Ensure Subject–Verb Agreement 15

Keep Punctuation Simple 16

Use Proper Word Placement 16

Use Parallel Structure 17

Simple Language 20

Write Naturally 20

Trim Wordy Phrases 20

Prefer Simple Words 21

Write Short Sentences 22

Contents

Avoid Redundancies 22

Give Preference to Active Voice 24

Use Adjectives and Adverbs Sparingly 25

Meaningful Language 26

Create Word Pictures 26

Use Precise Language 27

Use Strong Words 27

Avoid Clichés and Journalese 28

Avoid Loaded Words 29

Limit Technical Language 29

Don’t Create New Words 31

Be Wary of Foreign Words 31

Limit Pretentious Language 32

Use Only Honest Language 32

Nonbiased Language 35

Eliminate Gender Bias 36

Eliminate Bias Based on Physical

Characteristics 38

Eliminate Bias Based on Ethnicity, Culture

or Lifestyle 38

3

Communication Theory and Persuasion 42

Theories of Public Communication 42

The Process of Communication 42

The Object of Communication 43

The Effects of Communication 44

Communication and Persuasion 45

Persuasion Defined 46

An Ancient Art 46

Communication Research on Persuasion 47

Theories from Social Psychology

Research 48

Theories from Personality Research 49

Lesson From the Research 49

Persuasion and Effective Message Sources 50

v

Persuasion and Effective Message

Structure 50

Persuasion and Effective Message

Content 52

Persuasion and the Media 53

Persuasion and the Audience 54

Propaganda 56

Tactics of Persuasion or Propaganda 57

Codes of Ethics 59

4

The Writing Process 61

The Public in Public Relations 61

Analysis of Key Publics 63

Communication Objectives for Public

Relations 65

Characteristics of Public Relations

Objectives 65

A Progression of Objectives 66

Guidelines for Writing Public Relations

Objectives 69

Planning Sheet 72

Public Relations Situation 73

Selection and Analysis of Key Publics 73

Benefit Statement 73

Tone of Message 73

Public Relations Objectives 73

Readability Range 75

Evaluation Methods 75

Researching the Topic 75

Casual Research 76

Secondary Research 77

Primary Research 80

Media Directories 80

Writing Effectively: A Nine-Step Process 84

Plan 85

Research 85

Organize 85

Draft 85

vi Contents

Revise 86

Polish 87

Proofread 87

Get Approvals 88

Present 89

Going Through the Process 89

Part Two

PUBLIC RELATIONS WRITING

THROUGH JOURNALISTIC

MEDIA 93

5

News and the Public Relations Writer 95

Defining News 95

News Interest 97

Categories of News 101

Finding News 102

Systems Approach 102

Functional Approach 103

Generating News 103

Writing in Simple News Formats 107

Fact Sheets 107

Factoids 110

Calendar Listings 113

Writing Within the Law 115

Defamation 115

Privacy 118

6

News Releases 122

News-Style Writing 123

Short Sentences 123

Simple Language 124

Titles of People 125

Attribution of Quotes 125

Writing Objectively 127

Neutrality 128

Accuracy 129

News Release Format 129

Physical Format 130

Components 130

Basics of News Release Format 134

Leads 135

Benefit Statements 142

Info/Action Statements 142

Secondary Details 143

Background Information 143

Organizational Identification 143

News Briefs 143

Local News Releases 150

Specials 150

Tailored Releases 151

Types of News Releases 152

Announcement Releases 152

Follow-up Releases 156

7

Working with the Media 159

Relationship Between Public Relations

Writers and Journalists 159

Positive Practices 160

Counterproductive Practices 161

Gray Areas 161

News Release Distribution 164

Postal Delivery 164

Personal Delivery 165

Fax Distribution 165

Distribution Services 165

Electronic Mail 165

Web Dissemination 166

How Journalists Handle News Relases 168

Common Errors in News Releases 171

Why So Many Poor Releases? 174

Memos and Letters to the Media 175

Media Advisories 175

Public Advisories 177

Contents vii

Story Idea Memos 178

Pitch Letters 178

Photo Captions 181

Writing Photo Captions 182

Preparing Captions for Distribution 184

Using a Photo Consent Form 186

8

Broadcast Media 187

Broadcast News Releases 187

Writing for the Ear 188

Writing in Broadcast Style 181

Writing Broadcast Leads 191

Pronouncers 194

Creating Phonetic Guides 194

Using Pronouncers Effectively 195

Actuality Releases 196

Introducing an Actuality 196

Presenting an Actuality 197

Audio News Releases 199

Video News Releases 200

Using VNRs 200

Writing VNRs 200

B-Roll Packages 202

Nonbroadcast Video Opportunities 203

9

Organizational Features 206

Features and Public Relations Writers 206

Characteristics of Feature Writing 207

Feature Articles as Reprints 207

Writing About People 208

Biographical Narratives 208

Personal Profiles 209

Personal Interviews 211

Writing About Organizations 212

Organizational Histories 212

Organizational Profiles 216

Backgrounders 217

viii Contents

Writing About Issues 219

How-to Articles 219

Question-and-Answer Features 221

Case Studies 225

Information Digests 226

10

Advocacy and Opinion 229

Issues Management 229

Identifying Issues 230

Analyzing Issues 231

Communicating the Position 232

Position Statements 232

Issue Background 233

Position 236

Conclusion 237

Writing Elements 237

Design Elements 239

Organizational Statements 240

Letters to the Editor 240

Letters Generating Publicity 241

Letters Correcting Errors 241

Letters Advocating a Cause 243

Op-Ed Commentaries and Guest Editorials 244

Issues Advisories 245

Proclamations 246

Petitions 249

Part Three

PUBLIC RELATIONS WRITING

THROUGH ORGANIZATIONAL

MEDIA 253

11

Fliers, Brochures, and Web Sites 255

Fliers 255

Characteristics of Fliers 256

Visual Design for Fliers 256

Brochures 258

Characteristics of Brochures 259

Types of Brochures 260

Planning Brochures 260

Production Schedules 265

Web Sites 266

Concise Web Writing 267

Scannable Web Writing 268

Objective Web Writing 269

Interactive Web Sites 271

Evaluating Web Sites 272

12

Newsletters and Corporate Reports 275

Newsletters and Public Relations Writing 275

Newsletter Purpose and Objectives 276

Types of Newsletters 277

Effective Newsletter Writing 279

A Nose for News 279

Audience Focus 281

Writing Style 282

Newsletter Headlines 284

Headline Styles 285

Titles 286

Corporate Reports 287

Annual Reports 287

Quarterly Reports 288

Editing Organizational Publications 288

Intellectual Property Rights 293

Copyright 293

Trademarks 295

Service Marks 298

13

Direct-Mail Appeals 299

Making Appeals 299

Reader Interest 300

Targeted Mailing Lists 301

Reader Response 302

Copy Testing and Evaluation 302

Writing the Appeal 302

Putting the Package Together 308

Envelope 308

Contents ix

Appeal Letter 309

Response Device 311

Acknowledgment 312

Fund-raising and the Web 314

Nonprofit Organizations 314

Political Fund-raising 315

The Power of the Web 315

14

Public Relations Advertising 316

Creativity 316

Free Association Techniques for Creativity 318

Forced Association Techniques for

Creativity 320

Public Relations and Advertising 322

Product Advertising 322

Public Relations Advertising 323

The Public Relations Ad 326

Developing the Message 329

Types of Advertising Media 332

Writing Public Relations Ads 333

Public Service Advertising 337

Public Interest Topics 337

Eligibility Requirements 339

The Advertising Council 342

15

Speeches and Interviews 346

Speeches 346

Planning the Speech 347

Writing the Speech 350

Tips for Effective Speechwriting 353

Enhancing the Speech With Audiovisual

Aids 359

Evaluating the Speech 361

Interviews 362

Deciding to Give an Interview 363

Preparing for an Interview 363

Conducting the Interview 364

Tips for Effective Interviews 365

Handling Hostility 366

Part Four

PULLING IT ALL TOGETHER 367

16

Information Kits 369

Information Kits 369

Contents of Information Kits 369

Information Kits and Public Relations

Objectives 370

Information Kit Preparation 371

Sample Information Kits 371

Information Recycling 376

17

Writing for News Conferences 379

News Conferences 379

Planning Sheet 382

Invitations 384

News Statement 385

Media Kit 388

Q&A Responses 389

Followup 389

Evaluation 391

Appendix A

A Common Sense Stylebook for Public

Relations Writers 395

Appendix B

Copy Editing 410

Appendix C

Careers in Public Relations 412

Appendix D

Professional Organizations 419

Appendix E

Ethical Standards 421

Bibliography 433

Glossary 437

Index 447

Note to the Student

The one skill that employers consistently say they seek among candidates for public re￾lations positions is an ability to write well. Other skills are important; good writing is

crucial. If you develop your writing abilities now, you can look confidently toward a

bright professional future.

“Becoming a Public Relations Writer” can help you develop that writing skill. As a

student in public relations class, your progress toward becoming an effective professional

writer rests on four pillars—yourself, your classmates, your instructor and this book.

Your Role

As the student, you are expected to put forth your best efforts in this class. Work hard

and open yourself to advice and constructive criticism. You will need to face head-on the

challenges that this program of study will offer you.

Your Classmates

No student is alone in this learning process. You are part of a team, and your classmates

will be learning along with you. They also will share their ideas about writing in general

and about your writing in particular. They will expect you to share your honest thoughts

and advice about their writing.

Your Instructor

Every team needs a coach, and that is a major role your instructor will play. Your in￾structor will get you started and give you feedback and correction. You will get help

when you need it and receive praise when it is due. Don’t expect your instructor to have

all the answers. For some questions there may be no single right answer. Rather, look to

your instructor as someone who has traveled this road before you, someone who can

share the benefit of personal experience as a writer and who can help you draw on your

own experience and insight as you seek to develop as a professional writer.

This Book

“Becoming a Public Relations Writer” has been written to help guide you through the

writing process. It will lead you through the various steps and stages of writing and will

help you explore many formats and styles necessary to public relations writers.

Because this book grows out of the author’s professional and teaching experience,

it is limited to the insight of one person. Your own experiences and those of your in￾structor and colleagues are likely to add to the conclusions and the advice offered here.

There may be times when your instructor will disagree with something in this book.

So, too, there probably will be times when future employers and colleagues also

xi

Preface

disagree with this book—and with each other, with your instructor and probably with

you. Celebrate this intellectual diversity. Revel in the flexibility that is part of the art of

public relations. Your chosen profession is rich with nuance and alive to various inter￾pretations.

Note to the Instructor

“Becoming a Public Relations Writer” is based on a process approach to writing, which

builds into the class a significant interaction between the student and the instructor as

well as among the students. With this in mind, the book presumes and encourages an in￾teractive environment, and it has been written to make use of several course-related ac￾tivities. The following activities are likely to be part of your experience as you use this

book:

Classroom Writing

Because information necessary for students has been included in the book, the instruc￾tor can focus a majority of in-class time on practice writing rather than lecturing about

writing. Each chapter has exercises designed to provide a basis for these in-class activi￾ties. On some occasions, students may write in the presence of the instructor, who pro￾vides direction and feedback. At other times, students may use class time for rewriting,

an integral part of the writing process. In-class writing is meant to be critiqued but not

necessarily graded.

Homework Assignments

Each chapter includes exercises that provide the basis for out-of-class writing assign￾ments. When they receive homework assignments, Students should leave the classroom

knowing what needs to be done, perhaps having discussed in general terms how they

will approach the assignment. An effective learning situation is to invite students, upon

turning in these assignments, to discuss their experiences with the assignment, espe￾cially what worked and what didn’t work. It has been my experience that this provides

an opportunity to reinforce and/or clarify the concepts important to the assignment.

Throughout the interactive classroom environment, students should be encouraged to

share problems, successes and insights with their instructor and their classmates.

Discussion Topics

Many exercises in this book are designed for an interactive learning approach built on

discussion among students who help each other develop their writing skills. Each chap￾ter has certain exercises that call for students to gather their thoughts in free writing and

then to discuss particular topics. Such procedures are designed to encourage participa￾tion, foster shared learning and build levels of trust that will support student writing

groups. I have found that this is time well spent in the learning process.

xii Preface

Writing Models

This book provides models and samples of various kinds of public relations writing so

students can see in them patterns and guides. These models are not meant to be copied

but rather to stimulate ideas for students’ own writing. I provided some of these models

using both actual and hypothetical scenarios, while others are provided by public rela￾tions practitioners using examples of their professional writing. Students are also en￾couraged to share with each other samples of their writing. Instructors may find it use￾ful to share some of their own writing with students. Regardless of the source, these

models should be considered helpful samples rather than perfect examples.

Writing Conferences

Ideally, this course will include one-on-one writing conferences between the student

and the instructor. Such conferences can provide an opportunity for students to evaluate

their own progress and to discuss their strengths and limitations about writing. Confer￾ences also offer an occasion for seeking and giving advice about making the writing

process easier and better.

Writing Groups

As students move from the introductory materials into writing projects based on various

formats used in public relations writing, they are encouraged to participate in out-of-class

writing groups with other students in this class. Such groups provide opportunities for stu￾dents to share advice, learn from each other, and sharpen their editing and critiquing skills.

They also provide a valuable support to each student moving through the course work.

Acknowledgments

John Dunne was right that no one is an island. Neither does an author write alone, but

instead reflects in some way the insight of others in the field who write, teach and en￾gage in the practice.

“Becoming a Public Relations Writer” enjoys the input of many people. As the au￾thor of this textbook, I'll take personal responsibility for any errors or omissions, but I’m

confident these are fewer because of the advice and assistance of many knowledgeable

people who helped with this book.

Collectively, my students have been major contributors to this book. It is in the class￾room that I have tested and refined the ideas contained herein. My students have prodded

me to articulate my ideas and to bolster them with plenty of real world examples.

My academic colleagues at Buffalo State emphasize practical, applied communica￾tion, and I have benefited from ongoing professional conversations with them, Marian

Deutschman in particular. My professional colleagues within the Public Relations Soci￾ety of America consistently have helped me with their insight and constructive criticism.

Two publishing teams have been helpful and supportive throughout the progress of

“Becoming a Public Relations Writer.” Marisa L’Heureux at NTC/Contemporary

Preface xiii

Publishing was invariably encouraging as she guided the conceptual development of this

book. After a corporate transition landed me in the lap of Lawrence Erlbaum Associates,

Linda Bathgate fortuitously became the book’s pilot, steering it to its final form. My spe￾cial thanks go to Elizabeth McDonnell, who as editor has read this book far more than

anybody ought to. Liz has been a gentle editor, allowing me the freedom to say what I be￾lieve needs to be said, while guiding me to use language clearly and effectively. If you

find this book to be lucid and unconfused, much of the credit belongs to Liz.

Authors appreciate the comments and criticism of their peers, and I am particularly

grateful to the faculty across the country who took time from their busy teaching sched￾ules to review this book.

Personal Dedication

Like the entirety of my life, this book is dedicated to my family.

Though they don’t realize it, my three sons have been an inspiration as I worked on

this book. We sometimes would sit across the desk from each other, me working at my

computer, one of them at theirs.

As he progressed through college and now in his job in Japan, Josh has challenged

me to explain public relations every time I suggested he consider it as a career. As Aaron

maneuvers his way through college, he has settled in as a public relations major. With

his writing talents and his gift of being able to analyze any situation, he’ll be good if he

pursues this field. Matt is still in high school, safe for the time being from having to

make career decisions. But he, too, is a fine writer and an organized thinker, skills that

will come in handy if plan A (playing in the NBA) doesn’t work out.

My greatest appreciation goes to my wife, Dawn Minier Smith. During the evolu￾tion of this book, indeed during my entire teaching career, Dawn has been my sounding

board. A teacher herself, she has lent her ear as I tested ideas, tried out new ways to pres￾ent lessons, and attempted to make sense of theories, cases and observations. Since she

doesn’t see any domestic value in a wife fawning over her husband, Dawn’s construc￾tive criticism has been always trustworthy and thus most valuable. I always take her sug￾gestions seriously. Sometimes I’ve even had the good sense to follow them.

An Invitation

This book is the result of much dialogue with others, particularly feedback from my stu￾dents. But reader reaction inevitably is useful. I invite all readers—students, teachers

and practitioners—to share your thoughts with me. Give me comments and suggestions

for future editions. Share your success stories and your frustrations with this book. I also

invite you to use my Web site, where I have included an expanding number of pages and

links related to public relations and other aspects of strategic communication.

Ron Smith

[email protected]

faculty.buffalostate.edu/smithrd

xiv Preface