Public Relations Writing

In The News Media

Learning Objectives
To illustrate standard conventions of
the news release
To present techniques for preparing
fliers and brochures

Introduction
What is Public Relations?
a system of delivering newsworthy
information to readers, listeners and
viewers
a strategic process that involves research,
planning, decision making and problem
solving
helps an organisation create a mutually
beneficial relationship with its publics
uses techniques and communication tools
associated with journalism and advertising

Introduction
Persuasion is a process of
communication that intends to
influence others using ethical means
that enhance society.
Communication cycle of interaction
Influence enhancing relationships
Ethics socially acceptable professional
standards
Social role free speech in a democratic
society
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Writing News Releases

News Value in Public Relations

Interest of
News Media

Interest of
Interest of
Organisatio
key publics
n

Writing News Releases

What is a News Release?
a news story supplied to the media by a
public relations practitioner
may announce a scheduled event, an
award or provide a follow-up report
may present the organisations position on
an issue or report significant progress
within the organisation
* the proper term is news release, not press release!
(radio and television reporters are not the press)
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Writing News Releases

Functions of News Releases in PR
provide an opportunity for an organisation
to convey its ideas to various publics
provide journalists with both information
and interview possibilities on a particular
subject
motivate journalists to write news articles
on the topic, giving good media attention
to the story and is done for free
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Basic Elements of a News Release

Heading Structure
name and address of the sending
organisation
news flag (optional)
name and telephone
number
of the
public
E-Z Ryder Bike Factory,
123 East Fourth,
Wakenaw,
KY
relations contact
person
NEWS RELEASE
22, 1997
release date March
To
For additional information, contact
Charles Smith
Jeanette Miranda OKeefe
Sports Editor
Information Director
Wakenaw Daily Bugle
E-Z Ryder
789-001-0002
Release date: FOR IMMEDIATE RELEASE
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Basic Elements of a News Release

Text Structure
begin with a headline or summary
the first paragraph begins with a dateline
presented in short paragraphs in doublespaced, professional-looking type with
Newa
bike
for seniors hailed
by 50-plus test
standard indents and
ragged
right
riders
margin
Warrenville, KY, February 13, 1997
Twenty-nine volunteers, ranging in age from
50 to 81, today test drove the new E-Z Ryder
bicycles especially designed for seniors to
give them more mobility for both
entertainment and basic transportation.
While only 5 said that they currently use
bicycles regularly, 27 said that they might do

Basic Elements of a News Release

Footer Structure
a visual signal indicates the conclusion of the
text (#### / ((END)) / -30-)
page break
page 1 ends with ((more-more-more))
page 2 begins with a slug line that recaps
the headline or uses the name of the
sending organisation along
-30Photograph herewith.
with the page
Broadcast-quality video available.
number
Contact J. OKeefe for details.

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Basic Elements of a News Release

Benefit Statement

Info/Action Statement

Secondary Details

Background

Inverted-Pyramid Style

News Brief

Summary News Lead

Organisational ID

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Components of a News Release

Summary News Lead
gives primary information (5Ws 1H
element)
highlights basic facts and their
significance to the audience

Benefit Statement
clearly indicates the value to the audience
tells what the audience might derive from
the activity or issue being reported
often presented in the form of a quote
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Components of a News Release

Action/Info Statement
indicates how the audience can become
involved by providing additional
information for further enquiries
presented as useful information rather
than a directive

Secondary Details
less important details, kept to a minimum

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Components of a News Release

Background Information
provides a context for the summary and
benefit statement
sometimes gives relevant history or
explains the environment of an issue

Optional Organisational Identification

a standard final paragraph (or note)
providing background on the organisation

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Types of News Releases

Response Release
provide organisational comment on
events, ideas or previous reports (may tie
into current events linked to the
organisations mission)
New-information releases contain followup information on previously reported
activities
Comment releases address messages to
the organisations publics on matters of
mutual interest

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Decisions to Rewrite News

Releases
Strategic thinking in writing good
releases:
Creating Powerful Quotes
help organisations package their message
to provide effective, accurate comments
for reporters
understand the wants and needs of the
organisation as well as the media and its
audiences
have excellent communication skills in
delivering strong and clear messages

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Decisions to Rewrite News Releases

Localising Releases
enhance the likelihood of releases being
used
prepare several different versions of the
same story, each tailored to the needs of
the news media in a particular locality
often, the only difference is the lead and
perhaps the benefit statement or quote;
the rest remains the same
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Decisions to Rewrite News Releases

Reasons why news releases are
rewritten
a poor reputation
a matter of policy
expansion for a more comprehensive
report

Techniques of rewriting
changing the news lead
changing the theme or genre
changing the structure or angle of writing

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News Release Writing Style

Keep It
Short

keep news releases within one page, no more

than two
additional materials (secondary release,
backgrounder or biographical narrative)
broadcast releases maximum 12 to 16 lines

Use
Simple
Langua
ge

keep word choices simple (use said rather

than proclaimed, declared)
be careful when using objective variations
make sure that the words reflect the
appropriate content (pointing out additional
faculty information, replying to a question)
avoid subjective superlatives (greatest, best)
and make sure objective superlatives (first,
only) are actually true
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News Release Writing Style

Attribut
e
Matters
of
Opinion

contain facts, not opinion of the writer

opinions must be attributed to the person or
organisation holding it
eg. quote the head of a fund-raising campaign
or a recipient of the campaign-support
services as calling it a worthy cause

Write
For, But
Not To,
the
Audienc
e

dont tell the audience what to do refrain

from using directives and motivating
statements (if deemed necessary, present as
quotes from an authoritative source)
provide information of interest to the audience
in an impersonal way
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News Release Writing Style

Lead
With
the
News

begin with the newsworthy aspect of the story

avoid reporting topics without significant
information
eg. The trustees of Alma Mater University will
meet Wednesday morning to discuss
important business. (name the items
discussed)
delay specific information

Use
Passive
Voice
When
Appropria
te

Emphasis on the news: Melvin Chick has been

appointed executive director for the Center for
the Enhancement of Poultry Farming
Self-focused on the news maker: The Center
for the Enhancement of Poultry Farming has
appointed Melvin Chick as executive director.
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News Release Writing Style

Avoid Promotionalism

* Flack:
a negative term referring to someone who poses as
a public relations writer but is just a fraud (the journalistic
parallel is hack).
not advertisements avoid overly polite and

formal phrases (proud to announce)

Oakwood Communications is proud to note
the appointment of Dwilla Gwenwivver as
assistant vice president in charge of new
business development. Gwenwivver is a
summa cum laude graduate of the School of
Public Relations at Ivy Lee University.
it should read as if it were written by an
objective news reporter journalistic style
enhances the likelihood of the release being
used
Dwilla Gwenwivver, an honors graduate of Ivy
Lee University, has been named assistant
vice president for new business development
by Oakwood Communications.
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Writing Fliers and Brochures

Products, services
and various
programs
History,
mission, vision,
value and
accomplishmen
ts
Activities and
events

Controlled media

Stand-alone
pieces
published once
Presumes the
reader has no
prior
information
about the
topic
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Writing Fliers and Brochures

Fliers

alternatively called circulars, broadsides, bulletins, handbills, fact

sheets
meant to be read as single units
may either be poster-style sheets dominated by artwork and a few
facts or editorial-style sheets with prominent textual information
unfolded sheets designed to be posted or circulated
usually time-specific, addressing a particular event to promote
audience involvement or participation
generally inexpensive to produce; best for small scale marketing
generally short-lived (marketing piece known as a throw-away)
primarily serve as awareness and action objectives by presenting
information

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Writing Fliers and Brochures

Brochures

also called leaflets, folders, booklets, pamphlets and tracts

meant to be read as a series of panels
likely to be editorial-styled panels with accompanying artwork
folded sheets designed to be circulated but not posted
seldom time-specific; more likely to focus on organisations and
programs rather than individual events
relatively expensive to produce and complicated to print
have a longer shelf-life (created to be kept)
serve awareness and action objectives by providing detailed
information
address acceptance objectives by focusing in the interests and
attitudes of readers
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Writing Fliers and Brochures

Planning Sheet
draft the message by focusing on facts and
relevant information without unnecessary
detail (keep it crisp and clean)
identify the topic and subdivide or chunk it
into sections (pages and panels)
emphasise on the layout by selecting and
placing information creatively (bullets and pull
quotes to enhance the flow of information)
add in the graphic elements
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Creating Readable and

Functional Fliers

visual appeal
clean layout
graphic elements

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Creating Readable and

Functional Fliers
Guidelines
Use a single family of type
Arial

Times New Roman

Garamond

For emphasis, use variations within that

type family
Times New Roman

Times New Roman

Underlining can also provide emphasis as

can all-capital letters
Type centered between margins
(some informally balanced for a
contemporary look)

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Creating Readable and

Functional Fliers
Paragraphs set flush left for casual look
Avoid reversed type

SPRING CONCERT

(though effective for headlines)

Use lines, boxes and dingbats (decorative marks)

Add in tints, spot colour or shading to separate

sections
Use a single visually dominant item to focus
attention
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Designing Brochures
Brochure design is a strong marketing tool
that could boost an organisations campaign.
Designers are often hired by public relations
writers to make quality brochures.
The purpose or message to be conveyed to
the publics of an organisation determines
the basic design and style of the brochure.
Several guidelines in the designing of a
brochure should be applied by the writer so
their work complements the designers.
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Designing Brochures
Make the Cover Interesting

attract favourable attention from potential readers

emphasize the top third for display purposes

Use Reader-Friendly Type

fonts and sizes readable in paragraphs

usually between 10 to 12 points

Use Easy-to-Read Text Formats

combine short paragraphs with lists

narrative text is best presented in paragraph form
list items are preceded by hyphens, bullets, squares,
asterisks or assorted graphic images called dingbats

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Designing Brochures
Set Text Flush Left

a fully justified paragraph looks formal

flush left text design has a more contemporary and informal
appearance
centered-text does not work well for paragraphs

Use Typographical Devices for Emphasis

boldface, italic, underline and ALL CAPS provides reader appeal

use emphatic devices sparingly

Dont Be Afraid of White Space

a crowded brochure gives a dull impression and discourages reading

Consider Using Spot Colour

a single colour for highlights is cheaper than

full-colour printing
useful with various graphic devices, even headlines
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