About This Chapter
Effective Writing for Public Relations - Chapter Summary and Learning Objectives
Public relations professionals have an advanced skillset they must draw from to successfully execute the many tasks their job entails. Effective writing is one such skill. In these lessons, you'll examine the key concepts of effective writing for public relations communication. This combination of interactive video and text lessons will guide you through the inverted pyramid structure of journalistic writing and how to write a newsworthy news release. You'll also identify strategies for:
- Applying the essential guidelines for writing news releases
- Using the internet as an advantage when distributing news releases
- Organizing sentences and paragraphs to create cohesion and readability
- Writing for both listening and reading audiences
- Avoiding common writing pitfalls by self-editing
|What is Public Relations Writing? - Characteristics & Skills||Identify the key characteristics of effective PR writing such as readability and coherence.|
|What is a News Release? - Essential Guidelines||Define the components of a news release and what guidelines should be followed when writing one.|
|Writing a News Release: What's Newsworthy?||Determine what constitutes an effective news lead and the elements that make something newsworthy.|
|The Future of News Releases in the Internet Age||Discuss how news releases are affected by the internet.|
|Effective Prewriting: Instructions and Examples||Develop a prewriting strategy after evaluating some examples.|
|The Inverted Pyramid in Journalistic Writing||Integrate the elements of the inverted pyramid into your public relations writing.|
|Structuring Paragraphs and Sentences: Tips and Tricks||Experiment with various ways to organize your sentences and paragraphs to create an effective news release.|
|Readability: How to Write So Others Will Understand||Distinguish the factors that make a document readable and cohesive.|
|Writing for Listeners: Tips & Tricks||Evaluate how to best convey a message to a listening audience.|
|Writing for Your Audience||Consider your audience when writing each public relations piece.|
|Common Writing Pitfalls and How to Avoid Them||Investigate common writing mistakes and methods to avoid making them.|
|Self-Editing: Definition & Concept||Strategize how to use self-editing techniques to clarify and strengthen your writing.|
1. What is Public Relations Writing? - Characteristics & Skills
Writing is a part of many of our lives, but those who do it well often pursue it as a career. In this lesson, we will look at the characteristics and skills needed to be a successful public relations writer.
2. What is a News Release? - Essential Guidelines
News stories sometimes begin as a news release sent to a media outlet to announce something new or noteworthy about a business or organization. In this lesson we will learn about news releases and what to include when writing one.
3. Writing a News Release: What's Newsworthy?
This lesson will define a news release and several of its components. You'll learn about the journalistic elements of news releases, as well as key components which help to make a news release effective.
4. The Future of News Releases in the Internet Age
Explore how the Internet Age and its current trends influence the future of news releases. Learn how companies and brands manage their image in press releases and the elements of a successful press release for the Internet Age.
5. Effective Prewriting: Instructions and Examples
You should learn prewriting techniques, such as brainstorming, mapping, and freewriting, to produce well-planned, focused essays. This lesson explains the basics for how to conduct effective prewriting.
6. The Inverted Pyramid in Journalistic Writing
For generations, journalists have been taught to formulate their stories in the shape of an inverted pyramid. This lesson explains the inverted pyramid in journalistic writing and why it is used.
7. Structuring Paragraphs and Sentences: Tips and Tricks
Once you've developed an outline, it's time to begin drafting your essay. This lesson will walk you through the steps of putting together a body paragraph and show you how to ensure that your paragraphs are unified, coherent and well-developed.
8. Readability: How to Write So Others Will Understand
This lesson will discuss how writers can use different tactics and practices to make sure that their intended reader understands the meaning and is able to follow along easily.
9. Writing For Listeners: Tips & Tricks
This lesson will explore the importance of writing for listeners, and give some tips and tricks for accomplishing this. Then we will look at an example of writing for listeners to show it in action.
10. Writing for Your Audience
By understanding some fundamental characteristics about your audience, you can write more effectively and be in better control of how well your writing is received by that audience. This video explains the basic points that you should consider in order to provide more informative and more persuasive essays for your readers.
11. Common Writing Pitfalls and How to Avoid Them
In addition to all the other things you do while writing an academic essay, you'll need to think about how to avoid common pitfalls. This lesson discusses how to steer clear of some common problems.
12. Self-Editing: Definition & Concept
Self-editing is an arduous task that most writers do not particularly enjoy. It's tedious and often times grueling. But it's also necessary. Learn how to make the process easier and ultimately improve the overall quality of your writing.
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Other chapters within the Public Relations 101: Intro to Public Relations course
- Defining Public Relations
- History & Growth of Public Relations
- Communication in Public Relations
- Public Opinion & Attitudes
- Management in Public Relations
- Ethics in Public Relations
- Law & Public Relations
- Research Methods in Public Relations
- Types of Media
- Employee Relations
- Government Relations & PR
- Community Relations & PR
- International Consumer Relations
- The Public Relations Plan
- Integrated Marketing Communications
- Crisis Management in Public Relations
- Launching a Career in Public Relations