Transcript Word about words

By Maciej Ulita
(Fraser P. Seitel, Public Relations w praktyce, Warszawa 2003.)
 Is not clear,
 PR specialist must write in a specific way,
 PR specialists must speak in a speific way,
 In order to do that they have to think in a specific way,
 So
 How to write for PR?
 Writing for reader and listener
•Can overview text,
•Can go back to
chosen parts,
•Can check the
author,
•Can verify facts,
Writing for an
eye, if is to be
efficient, must
stand even most
vicious critic
•One chance to listen,
•One chance for
understanding,
•One chance to catch
the main idea,
Writing for an ear must
interest the listener
really fast and keep him
there
 Only few are born writers,
 Writing takes time an d hard work,
 The more you write the better you are,
 But first
 YOU NEED TO KNOW THE RULES
 A thought, an idea must be first
 Ideas for writing should:
 Be connected to the reader
 Gain his/her attention
 Can not be indifferent to him/her
 Be in a circle of interest of the reader
NOT TO BATTER DOWN OPEN DOORS
 Do not avoid draft version
 Simplify, explain, write
The simpler – the better
but
- Avoid colloquial language,
-Clear, straight language is enough,
-Use simple facts,
-Each word used must be there for a reason
Writing needs critical verification
 Text must be written for a certain reader
 TV journalist – Bill Moyers gives his recepie for good
writing:
Use active voice. Avoid: lack of precision, being
polysemantic and full of pathos. Turn down well-worn
phrases and overused expressions. Writing is like walking
– do not multiply adjectives, adverbs and sentences which
slow you down and disturb your march. Walk slightly.
Remember that the most meaningful sentences in English
are the shortest – King’s Dead!
 Write the way you speak – do not darken.
Thanks for notices Tom, I sleep with
it and let you know as soon as
possible
right
Your suggestions have been received. After
it being deeply considered and analysed
we will provide you with our opinion
wrong
 Not many would remember Shakespeare’s words if it
was:
Should I act under the influence of certain factors, or stay passive
and therefore stop living?
But he wrote
TO BE OR NOT TO BE
And it will be remembered for ever
 Use simple sentences,
 Word „which” use only when necessary,
 Use personal pronouns such as: „I”, „we”, „they” and




„you”,
When you use a noun used before, use it again or use
pronoun – do not use sophisticated equivalent,
Use sentences equivalents,
in one paragraph put only one thought,
Use language understandable for reader
 AVOID LOFTY WORDS,
 AVOID TO MANY WORDS,
 AVOID CLICHES,
 AVOID LATIN,
 BE PRECISE,
 WRITE IN LIVING LANGUAGE,
 WRITE STRAIGHT,
 WRITE SHORT,
 WRITE CLEAR,
 WRITE CONVINCINGLY,
 WRITE TO BE UNDERSTOOD.
Fact 6
Fact 5
Fact 4
Fact 3
Fact 2
Fact 1
Article’s author has to choose
facts importance
Most important facts. In press
materials called „head”
„lead” – first paragraph which
should give answers to most
important questions
TITLE
 Used most often by PR specialists,
 It may show company official stance,
 Most often – it is used to influence media in order to
inform about company in good (wanted) way,
 MAIN IDEA IS TO FORCE MEDIA TO SHOW THE
COMPANY IN POSITIVE WAY
 The most important thing is that text must be short,
 Use plenty of 1), 2), 3)… and bullets
 Average length of information in the internet is 500
words (by Business Wire)
 Turned pyramid works here too
 First rule is that - information needs to be new
 In general press releases should:
Give detailed explanation why public should know
about it.
2. Show one, main news.
3. Make sure that press release has value for
organization, business or public,
1.
4.
5.
6.
7.
8.
9.
10.
Contain information about product or service.
Give streight facts.
Avoiding needless slang.
Give names of quoted managers.
Give specific information concerning product (price,
distribution, etc.).
At the end, have a short information about the
company.
Be clear, short and convincing.
Basic
ilustrations
Press
release
biograms
Topical texts
(backgrounder)
CD-ROM or sth similar
The idea of basic kit is to provide journalist with answers for most
probable questions
 Make sure that given information is precise, true and






neat,
Make sure you provided set of information which allow
to show facts in wanted way,
Avoid being too commercial,
Try to be as objective as it is possible,
Use only reliable sources,
Never lie – being caught os suicide,
Use graphic elements to catch attention
 Biographical summary
 Called „BIO”,
 Set of facts about certain peron,
 Concerns top management
 Media like to have bios in archives in order to be
prepared
 Used to complete press releases,
 May contain more specific information about what was





given in press release,
May contain information about company,
May inform why press release was sent,
May contain other information useful for presenting
main subject,
Are longer (5-6 pages) and more general,
May be written in press release style or descriptive
style.
 Should be available in no time (internet or part of
media kit),
 Should contain most actual information about the
product, the problem, the organization,
 Should be prepared in a way which allows to find what
one needs in no time,
 Should be prepared in a way which allows to go
through it really fast and remember what is most
important
 Contain most probable questions which may appear to
the subject,
 Contain answers to those questions,
 Must illustrate the subject,
 Must be available on the internet (80 % of all used
photos are taken from internet),
 PHOTOS SHOULD
 Not be posed,
 Be taken in natural environment,
 Be of real persons not models in studio,
 Show the problem, product, person or image which




organization wants to show,
Not be distracting,
Be dynamic (angle of shot),
Show (not directly) opinion on photographed
situation,
Make an impression!
 Media kit should contain everything which could be
needed,
 It mustn't be boring or tiring,
 Journalists are not patient so media kit must be easy to
work with
 Are written by PR specialists,
 Are about what happened when I used product X,
 Provide 5 types of information:
1. About a problem that company had, but which may
happen to others,
2. Show how a company using the product defined scale
and range of the problem,
3. Inform about possible ways of solving the problem,
4. Explain advantages of applied solution,
5. Inform about experiences after applying solution.
 Editors of marketing books are willing to share case
histories, which may become general, because that will
allow to get to broad range of readers.
 Well written stories are the most sophisticated way
of suggesting buying – profitable for organization and
valuable for readers
 Description of certain case signed by someone from




top management,
It is written by PR specialists,
Is published in renowned magazines and newspapers,
Rise prestige,
But, what is most important
 It shows that THE BOSS is an EXPERT
 Sort of press release,
 Written by high rank manager,
 Published in top ranked magazine or newspaper,
 Put opposite editor page (that’s why „op-ed”),
 Because of given above op-eds must be better than
go0d. According to Jeffrey D. Porro (writing advisor)
contain following elements:
1.
2.
3.
4.
5.
GRABBER – opens article and „catches” attention.
POINT – shows essence of the problem.
CHAIN OF EVIDENCE – facts supporting
argumentation.
SUMMATION – gathered proved thesis.
GOOD-BYE ZINGER – leaves reader with something
to think about
 Summarizing articles,
 May be used be smaller agents – comarison with huge
players may be profitable,
 Are about certain issue but in wider aspect – X-thinks
this, Y – thinks that, etc.
 Show something new,
 Show some trend or fashion – eg. SPA is good
 It’s goal is to interest journalist or editor with a proposition
of event, interview or a subject,
 It may consist of:
1. Challenge – Are you ready to solve the mystery?
2. Question – Will you make your readers a favor?
3. News – Important message for all interested!
4. Invitation – We are glad to inform that you…
5. Reminder – We have just decided to organize a special
meeting”
6. Narration – You don't need to check it yourself to know,
that
7. Action – If you can meet us, we must arrange it
immediately, in order to…
1.
2.
3.
4.
5.
Meant for listening not reading.
It is written in concrete manner – general
information are boring for listener. Use facts. Be
unhesitating.
Needs positive reception – each word should „force”
a reaction. Should be lively.
Should be subordinate to a precise goals.
Must be adjusted to the auditorium.
PREPARATION
WHO
 Is giving a speech?
 To whom a speech is given?
WHAT
 Is the subject? – Subject must be clear for writer
WHERE
 The speech is given? (formal occasion, historic place –
context matters )
WHEN
 Time of day (morning is better),
 Season of year (maybe Christmas are soon).
CONSULT WITH SPEAKER
SENSE OF SPEECH MUST BE PRECISE
 Sense =goal of speech – what speaker wants listeners to do,
DEFINE MAIN THOUGHT
 Should result from sense,
 Pick 3 up to 4 – more will not be remembered
SPEAKER CHARACTERISTIC
 Sense of humor,
 Formal or informal language,
 Sayings
 Etc.
KNOWING THE ISSUE
KNOW SUBJECT LITERATURE
THINK ABOUT SPEECH SUBJECT
 Give your own opinions
 Consult it with speaker
CONSULT OTHERS
 Ask experts
TECHNICAL ASPECTS
INTRODUCTION
 Do not loose control
 Must arouse attention and keep it that way
 May start with a joke – gives listeners time to sit, and
speaker to organize notes
THESIS
 Sense of the speech
 It’s main goal and main thought
 It may be one, strong sentence which show what it is all
about







ARGUMENTATION/REASONING
the essence
All evidence to back 3-4 main points
Use comparison
Use contrasts
CONCLUSION
Finish fast
Must be short and regarding subject
Remind main points and thesis
1.
2.
3.
4.
Writing skills are the essence of PR. PR specialist are
professional communicators.
Before PR specialist starts writing he/she needs to
know:
Is writing dedicated to a precise goal? – if you do not
know purpose – do not write!
Is writing most effective way of communication?
What is the risk? – writing is always risky – what’s on
paper is a fact, what’s on the internet is live for it’s
own.
Is time and writer the best it could be?
Pen or a computer is a powerful weapon.
So, if you want to succeed, write
carefully and reasonably.
Thank you
©Maciej Ulita