Ch 14: Effective Writing for Public Relations

About This Chapter

Explore some useful techniques for effective public relations writing in this chapter. After learning how to write news releases using journalistic principles, assess your comprehension by taking the lesson quizzes and chapter exam.

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

LessonObjective
What is Public Relations Writing? - Characteristics & SkillsIdentify the key characteristics of effective PR writing such as readability and coherence.
What is a News Release? - Essential GuidelinesDefine 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 AgeDiscuss how news releases are affected by the internet.
Effective Prewriting: Instructions and ExamplesDevelop a prewriting strategy after evaluating some examples.
The Inverted Pyramid in Journalistic WritingIntegrate the elements of the inverted pyramid into your public relations writing.
Structuring Paragraphs and Sentences: Tips and TricksExperiment with various ways to organize your sentences and paragraphs to create an effective news release.
Readability: How to Write So Others Will UnderstandDistinguish the factors that make a document readable and cohesive.
Writing for Listeners: Tips & TricksEvaluate how to best convey a message to a listening audience.
Writing for Your AudienceConsider your audience when writing each public relations piece.
Common Writing Pitfalls and How to Avoid ThemInvestigate common writing mistakes and methods to avoid making them.
Self-Editing: Definition & ConceptStrategize how to use self-editing techniques to clarify and strengthen your writing.

12 Lessons in Chapter 14: Effective Writing for Public Relations
Test your knowledge with a 30-question chapter practice test
What is Public Relations Writing? - Characteristics & Skills

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.

What is a News Release? - Essential Guidelines

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.

Writing a News Release: What's Newsworthy?

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.

The Future of News Releases in the Internet Age

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.

Effective Prewriting: Instructions and Examples

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.

The Inverted Pyramid in Journalistic Writing

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.

Structuring Paragraphs and Sentences: Tips and Tricks

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.

Readability: How to Write So Others Will Understand

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.

Writing For Listeners: Tips & Tricks

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.

Writing for Your Audience

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.

Common Writing Pitfalls and How to Avoid Them

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.

Self-Editing: Definition & Concept

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.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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