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Business Writing Basics for PR Success
- 1. Journalism 370 September 12, 2011
- 2. Why are we talking about business wri=ng in media rela=ons class? • Public Rela=ons is about telling stories that preserve or improve brands. • The beFer a brand, the more likely is survives. • A surviving brand means you s=ll have a job. Good business wri-ng helps you eliminate clu7er, workplace drama and other annoyances that prevent you from doing the PR work you want to do.
- 3. Wri=ng Basics Before You Ever Start Typing • You will write internal copy for two groups. – Client statement of work. – Memo to bosses and coworkers.
- 4. Statement of Work • Defines your work to the client. • Overview • Objec=ves • Audience • Tone • Deliverable Product • How many copies of said product? • Timeline to create those deliverables.
- 5. Your Statement of Work • Offers scope and scale – In this case, your client can use the work as they see fit. – Some choose to use the releases. – Others never touch them. – None of the material you produce this quarter will be published without the client’s wriFen permission.
- 6. Your Statement of Work • Offers scope and scale – What are the campaign’s objec=ves? – How will you translate to them the work you’re doing? • Chances are, many people you work with have never heard of a media kit. • Chances are, many people you work with are terrified of social media. • Help clarify what you’re doing and why it maFers and how it will help.
- 7. Memo Format • Bosses gloss over stuff. • You need to keep them updated on client progress. • Memos make that happen. • They also cover you when something goes wrong.
- 8. Memo Format The Beginning • Why are you wri=ng? – Men=on this in the subject line – Men=on this in the first or second sentence – Be nice Tell Them What You’re Going To Tell Them
- 9. Memo Format The Middle • All the slides I will go over in the next 20 minutes….use them. – Bullet Points – Outline – Vary Copy – Visual Aids Tell Them
- 10. Memo Format The End • What is the next step? • When will that step be delivered? • Be nice. Tell Them What You Told Them
- 12. Wri=ng Basics: Before You Ever Start Typing • Research the client • Research the client’s compe=tors • Research your company • Research your company’s compe=tors • Research the target audience • Context MaFers!!
- 13. Wri=ng Basics Before You Ever Start Typing • Outline the purpose – What outcome to you want? • Inform • Entertain • Persuade
- 14. Wri=ng Basics Before You Ever Start Typing • Outline The Purpose – Who is the specific target audience? – What concerns or needs does the audience have? – What communica=on channel will you use? – Who is the best source of this informa=on? • CEO • PR Person • Human Resources
- 15. The Main Theme of Good Wri=ng (Yes, remember this for the final) • The key to good wri=ng is brevity. • Be concise and thorough.
- 16. Universal Truths to Achieve That Theme • Commitment Statement – How can you explain everything you are talking about in one sentence? – That sentence should have emo=onal impact. – Everything you write needs to revolve around that commitment statement.
- 17. Universal Truths to Achieve That Theme • SVO Wri=ng – Subject – Verb – Object
- 18. Universal Truths to Achieve That Theme • Avoid passive voice at all costs • Passive voice is confusing. • Passive voice is cumbersome. • Passive voice is not conversa=onal. Passive voice wri-ng will hurt your grade. Don’t use it.
- 19. What is passive voice? • The man was biFen by the dog. The dog bit the man SVO wri=ng shortens your sentences. SVO wri=ng is more clear. SVO wri=ng is beFer.
- 20. Universal Truths to Achieve That Theme • Every word should have a purpose. • Write your copy • Diet Coke break • Review your copy • Read it aloud
- 21. Laundry List of Wri=ng Tips I Hope You Know By Now • Do use ac=ve voice verbs create immediacy. Use them. • Don’t use jargon. It’s confusing. • Do vary sentence structure and length. • Don’t overly hype something. • Do think about tone.
- 22. Ways To Clarify Wri=ng • Example – We all played show and tell in elementary school. • Defini=on – If you use a complex term, assume people don’t know what it means • Comparison – We know about apples to apples
- 23. Ways To Clarify Wri=ng • Restatement – Tell them what you’re going to tell them. – Tell them. – Tell them what you told them.
- 24. Let’s Talk Wri=ng Assignments
- 25. What’s Next? • September 19: Memo to me about your client: This will be graded as an in class assignment. First Reading Memo on Wilcox chapters: This is a graded assignment. • September 21: Statement of Work: This is a graded assignment.
- 26. What’s Now? • In class wri=ng assignment. • You’re the PIO for the local police department that is handling this inves=ga=on. Write a release with the informa=on you have on the piece of paper I’m handing out. • Feel free to look back at my wri=ng notes from today.