Transcript PR Writing is all about telling stories:

The Story of PR Writing
PR Writing is about telling stories:
• People like stories. PR writers get paid (and
paid well!) to tell stories.
• PR writing is a particular kind of story-telling,
in journalistic style.
• PR writers write for a very specific primary
audience -- editors.
• Editors aren't interested in ideas. Editors are
interested in stories.
Public Relations writers
have three audiences
1. The person who sees your story in the
newspaper or on TV – your public …
2. The person who gets your story into the media –
the editor…
3. The person who cuts your paycheck – because
PR writing is always in the service of a client,
an employer, or a cause…
But the most important audience is the editor!
Stories need a hero
Who is your story about?
Are you sure about that?
Who else can it be about?
Remember the importance of casting.
What is your hero doing?
What is going on that is newsworthy?
This is your second big decision
in framing your news story
Ask yourself: What’s the headline?
Now you have a
Who
and a
What
Who + What = Sentence
The backbone of your PR writing
The 5 W’s of journalism
Who
What
Where
When
Why/How
The elements of your story
The 6th W = So What?
“Your story is heartwarming and
you’ll probably go to heaven
for all your good works, but
why should my readers be
interested? Where’s the story?”
The News Angle
Editors aren’t running a charity.
Your story must be news.
What do editors look for?
Also:
Timeliness = “now”
Proximity = “here“
Conflict
Human Interest
Important people
Impact
Develop your Why/How
Why is your hero doing what s/he is doing?
– or they are doing?
How is it being done? A new technique?
Why should a reader be interested?
How is it different from anything else? How
is it unique?
Why will it have an impact?
This will help you sharpen your news angle.
The Message
Most important element of your PR Writing
What’s the headline?
What’s the sound bite?
Needed: a two-sentence statement that
contains
• The story (5 w’s) for your readers
• The news angle for the editor
This will help you write your lead.
The Message Planner
The Message Planner
The lead
• The lead = first paragraph(s) of your story
• Should contain
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The basic story: your hero, what he did
The news angle: So What?
The Message, of course
A reason to keep on reading
Usually, the lead is all the editor will ever read
The
nd
2 ,
rd
3 ,
th
4 ,
th
5
paragraphs
• The four most important points to support
your message.
• Inverted pyramid = order of importance.
• Start at the end.
• The importance of the simple declarative
sentence.
• The use of quotes.
The final paragraph
• Restate your message (in different words)
• Use a strong, memorable quote from your
hero.
The formula:
• State your message loud and strong
(remember, it’s a sound bite that tells the whole story)
• Organize the four strongest points to
support your message (how?)
• Restate your message in different words,
(perhaps a quote)
The formula:
• Message
–
–
–
–
Point #1
Point #2
Point #3
Point #4
• Message
The formula for a pitch letter:
• Opening: Use your message to get attention.
• Mid-text: Develop the points that support
your message.
• Conclusion: Return to your “best stuff”
(the message)
The formula for a speech:
• Introduction: State your message clearly
(tell the audience what you’re going to say)
• Body: The points that support your message
(in a series of illustrations and examples – “say it”)
• Conclusion: Restate your message clearly
(perhaps a memorable quote: tell them what you just said)
The formula for a PSA:
• Public Service Announcement = one point.
• Purpose: to create “buzz” (not to convey a
lot of information).
• People won’t remember much, so it’s
important they remember the right thing.
• Always send a complete press release.
• PSA = just the message, not the rest.
Who is the hero of your story?
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What is s/he (they) doing?
Where? – here, of course
When? – right now, of course (now=news)
Why/How – what makes it unique?
• Can you flow these 5 W’s into a simple
declarative sentence?
So what?
Is this a first?
Does it impact a lot of people?
Does it involve a lot of money?
Does it include any well-known people?
Is there human interest?
Is there controversy or conflict in your story?
How would you convince an editor?
What is your Message?
• Make sure it includes all 5 W’s
• Make sure it anticipates the question, So What?
• If your entire story were compacted down to
this paragraph or two, would it be complete?
• Could it appear as a photo caption without
leaving anything out?
• Could it be a sound bite in a radio news item?
Lead vs. Message
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Message is written in conversational language.
Lead is written in journalistic style.
Subject of your lead may not be your Who.
Message may involve hype: Lead must not.
Lead: the facts must speak for themselves.
Lead may be a strong, colorful quote, from
your hero or from someone else.
Press Release vs. Media Alert
• Press release = the story you want them to write.
– May be distributed at a special event for your organization
(press conference, bake sale, gala fundraiser, speech by your
boss, etc.)
– Will also be distributed after the event to press who could
not attend (with photos).
– Always written as if event had already happened.
• Media alert = exciting facts to lure them to the event
Press Kits
• Information Kit = always available.
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Bio material on key people
Background on your organization
Photos
Brochures and fliers, including fundraising info
Articles that have appeared
Awards, citations, official credentials
One or more current releases
• Press Kit = Information kit + current release/photo
Quotes
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Quotes add personality
Quotes add authority to a press release
Quotes allow you to use colorful phrases
Quotes allow you to inject opinion
Quotes make the client happy
YOU write the quotes
Always attribute quotes
Organizing your points
• List every fact you know about the subject
• Group key ideas by category
• What are the most important facts that give
support to your message? Order of importance.
• Think in terms of “For example”
• You need to “win an argument”
• Write a simple outline
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