The Public Relations Writer's Handbook

The second edition of the Public Relations Writer’s Handbook offers a simple, step-by-step approach to creating a wide range of writing, from basic news releases, pitch letters, biographies, and media alerts, to more complex and sophisticated speeches, media campaign proposals, crisis responses, and in-house publications. In addition, the thoroughly expanded and updated second edition shows how to keep up with the best practices of the public relations profession, as well as with the speed made possible and required by the digital age.

About the Authors xi

Introduction xiii

1. Public Relations Goes Digital 1

A Few Words About the Truth

A Few Words About Grammar

E-Mail Is Not Private; E-Mail Is Forever

A Few Words About Style

Chapter Recap

2. News Releases, Photo Captions, and Media Kits: Making Your Story Newsworthy 13

Inverted-Pyramid News Style

Trade Versus Consumer Press

Adjusting Your Style: Consumer Versus Trade

Before You Write

Research

Conforming to a Standard Style

Content

The Appointment Release

The Product Release

Lifestyle, Trend, and Survey Releases

Localizing a National Release

The Delayed or Feature-Style Lead

Quotations

Photos, Samples, and Review Copies

Style and Form

The Q&A

Photos

Media Kits

Approvals

Chapter Recap

3. The Pitch: Creating Media Interest 49

Stage One: Analyze the Subject, and Identify the Target

Stage Two: Call the Editor

Stage Three: Write Your Pitch

Stage Four: Follow Up

Chapter Recap

4. The Biography and Backgrounder: Bringing Your Subject to Life 65

Biographies

Obituaries

Backgrounders

Writing the Bio

Fact Sheets

Time Lines

Bibliographies

Chapter Recap

5. Speech Writing: From Your Pen to Their Lips 85

Speech Writing I: Eleven Steps

Speech Writing II: Technical Guidelines

Chapter Recap

6. Multimedia and PowerPoint Presentations 107

Illuminating Difficult Subjects

The Script

Coordinating Text and Slides

Impact and Continuity

Putting It All Together: Rehearsal

Audiovisual Presentations

Chapter Recap

7. Writing for Broadcast: Communicating with Video and Sound 123

Pitch Letters and News Releases

Creating Scripts for Electronic Media Kits

Chapter Recap

8. Special Events: The Art of Getting Noticed 149

News Conference

Press Junket

Publicity Tour

Chapter Recap

9. Financial Writing 187

Learn the Basics of Business

Follow SEC Reporting Requirements

Confidentiality and Insider Trading

Regulation FD (Fair Disclosure)

Investor Relations Department

Plain English: The Official Style of the SEC

Business Release

Quarterly Earnings Release

Quarterly Conference Call

Annual Report

Annual Meeting

Chapter Recap

10. Publications: The Editorial Stage 211

Editorial Considerations

Newsletters

Corporate Brochures

Assigning Stories

Establishing Editorial Guidelines

Other Concerns: Format, Timeliness, Style, Approvals, and Copyright

Production

Files and File Copies

Chapter Recap

11. Writing for the Internet 225

E-Mail, Instant Messaging, Paging, and Wireless Internet

Web Sites

Blogs and the Blogosphere

Chapter Recap

12. Responsive Writing: Setting the Record Straight 243

Letters to the Editor

Web Responses

Guest Editorials

Chapter Recap

13. Crisis Communications and Official Statements: Preparing for a Crisis 263

Official Statements

Talking Points

Crisis Media Plan

Anticipating Needs in a Crisis

Disclosure

Crisis Releases

Minimizing Negative Reports

Threatened or Ongoing Litigation

Chapter Recap

14. Program Writing: Selling Your Concept to the Client 285

Structure of a Public Relations Program

Introduction or Situation Analysis

Objectives

Target Audiences

Strategies

Activities

Management, Staffing, Administration, Tracking, and Evaluation

Budget

Chapter Recap

Appendix A: Research and Interview Techniques 305

Appendix B: Grammar Reference 311

Glossary 321

References 329

Index 335

Merry Aronson is the founder and director of MerryMedia, a Los Angeles–based entertainment marketing and PR firm. She has worked as a journalist, entertainment publicist, and network television promotion executive, and has taught PR writing at New York University and University of California, Los Angeles.

Don Spetner is senior vice president for Global Marketing and Communications at Korn/Ferry International. He was named an “Industry All Star” by Inside PR magazine, and his essays on communications have been published in The Journal of Corporate Public Relations and PRWeek.

Carol Ames teaches entertainment studies and public relations on the faculty of California State University, Fullerton. She is an experienced independent public relations professional and executive producer of movies for television.

THE FIRST EDITION OF The Public Relations Writer’s Handbook has become the gold standard reference in the PR industry. However, since the book was first published, the digital revolution has changed the way we live and do business. Computers, e-mail, cell phones, and the World Wide Web have become a part of everyday life.

The second edition of The Public Relations Writer’s Handbook offers a simple, step-by-step approach to creating a wide range of writing, from basic news releases, pitch letters, biographies, and media alerts, to more complex and sophisticated speeches, media campaign proposals, crisis responses, and in-house publications. In addition, the thoroughly expanded and updated second edition shows how to keep up with the best practices of the public relations profession, as well as with the speed made possible and required by the digital age.

The Public Relations Writer’s Handbook is a handy guide for PR writers who must communicate ideas, information, and emotions in a clear, concise, accurate, and credible manner in many styles, tones, and voices, for many different audiences. The Handbook helps to simplify and demystify the writing process, so that your skills can be honed and your talent developed.

In this extraordinary resource, authors Merry Aronson, Don Spetner, and Carol Ames offer their secrets to cracking the public relations barriers and getting your message heard by as wide a public as possible. “Essential for any PR professional. Well written and easy to understand.”

--Richard Edelman, president and CEO, Edelman Public Relations Worldwide

“Despite all the rapid advances in technology, good writing is still the key to effective communications. And good writing comes from clear thinking. This book provides an excellent, step-by-step approach to both.”--Jon Iwata, senior vice president, Communications, IBM

“Good writing is still at the core of all great communications campaigns, and this book provides aspiring and experienced practitioners with practical guidelines and effective approaches to consider.”--Andy Polansky, president, Weber Shandwick Worldwide

“This is a practical, direct, and easy-to-use handbook for public relations writing, authored by top communications professionals. It’s a must-read for anyone serious about a successful career in public relations.”--Carl Folta, executive vice president, Corporate Communications, Viacom, Inc.

“This book offers no-nonsense, straight-ahead advice on how to compete and win in today’s digital world of public relations.”-- Paula D. Woodley, lecturer, Annenberg School for Communications, University of Southern California