copyright © allyn & bacon 2000 writing and presentation skills chapter 10 public relations: a...

Copyright © Allyn & Bacon 2000

Writing and Presentation Skills

Chapter 10

Public Relations:

A Values-Driven Approach

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A Context for Public Relations Writing

• Journalists write to inform.

• Advertisers write to persuade.

• Public relations practitioners write to build relationships.– Public relations writing usually is a tactic in a

relationship-building plan.


The Writing Process

Credibility

Research

Organization

Writing

Revision

Macroediting

Distribution

Microediting

Approval

Evaluation

Communication with Supervisors a

nd/or Clients


The Writing Process Stage One: Credibility

• Aristotle and ethos

• The importance of values


The Writing Process Stage Two: Research• What is my purpose in writing?

• Who is my targeted public?

• What are the values and interests of my targeted public in this situation?

• What message should I send?

• What information supports my message?


The Writing Process Stage Three: Organization

• Organization draws readers’ attention to the message and the supporting information.

• Writers should use a formal or informal outline.

• News stories often use the inverted pyramid organization.


The Writing Process Stage Four: Writing

• Strategies for getting started:

– Because of your outline, you can begin at any

point.

– Just start writing; you can revise later.


The Writing Process Stage Five: Revision

• Set your document aside for as long as possible.– Avoid the “euphoria of creation.”

• Imagine a reader leaning over your shoulder and asking pertinent questions.

• Test each sentence against the document’s goal.


The Writing Process Stage Six: Macroediting

• Is the message clear?

• Does the document answer the important elements of who, what, when, where, why, and how?

• Is the document fair to all concerned?

• Does the document have any unproven claims?


The Writing Process Stage Six: Macroediting

• Are the main points in a logical order?

• Does one paragraph lead gracefully to the next?

• Is the format correct?

• Does the format assist the meaning?


The Writing Process Stage Seven: Microediting

• Check the document sentence by sentence.

• Edit backward by sentences, starting with the last sentence.

• Double-check all names, titles, numbers, and all other facts.

• Double-check grammar, including spelling and punctuation.


The Writing Process Stage Eight: Approval

• Seek your supervisor’s advice on who

should review the document before

distribution.

• Follow a well-documented approvals

system.


The Writing Process Stage Nine: Distribution• Distribution differs from document to

document.• As more distribution channels become

electronic, writers assume more responsibility for distribution.

• Writers may wish to confirm that distribution occurred as planned.

• The channels of distribution should be those preferred by the targeted public(s).


The Writing Process Stage Ten: Evaluation

• Evaluation actually occurs throughout the writing process.

• Was the document received through channels preferred by the targeted public(s)?

• Did the document achieve its purpose as a public relations tactic?


Writing for the Ear

• Remember that the speaker has to breathe.

• Limit each sentence to one idea.

• Use concrete words and images.

• Use precise nouns and verbs.

• Challenge every word in every sentence.

• Spell out big numbers, and give phonetic spellings for hard to pronounce words.


Writing for the Ear

• Use traditional syntax (word order).

• Link sentences and paragraphs with clear transitions.

• Attribute direct quotations at the beginning of a sentence.

• Introduce important points with general, descriptive sentences.


Writing for the Ear

• Gracefully repeat main points.

• Avoid closing with “in conclusion.”

• Break any of these “writing for the ear”

rules if doing so will help the listener.


The Process of Presentations

• Research

• Planning

• Communication

• Evaluation


Researching a Presentation

• Research the targeted public.– What values and interests unite its members?– What do they hope to learn from your

presentation?– Who are the decision makers and opinion

leaders?

• Research the “when, where, how, and how long” aspects of your presentation.


Planning a Presentation

• Plan to be yourself.

• Plan a message that combines the values and interests of the targeted public with your goal in speaking.

• Plan the presentation for the requested length.



• Outline the presentation.

• Memorize the beginning, ending, and any

important anecdotes.

• Practice! Practice! Practice!

- Then practice some more!



• Using visual aids

– Visual aids can

• increase audience learning by 200 percent;

• increase audience retention of main points by 38

percent; and

• reduce explanation time by 40 percent.



• Planning for problems– Have a second copy of your script or outline

easily accessible.– Have backup projection systems for visual aids.– Ship materials well in advance -- or carry them

yourself.– Trouble-shoot your presentation technology

one hour before the presentation.


Making a Presentation

• Maintain eye contact.– Identify decision makers and opinion leaders

for extra eye contract.

• Avoid beginning with a joke.

• When possible, close by asking for questions.

• Follow the “75 percent rule.”


Evaluating a Presentation

• Wait 24 hours, then write yourself a critical memo:– What went well?– What didn’t go well?

• Give yourself a letter grade.

• Look for evidence that your presentation met the desired objective or goal.

copyright © allyn & bacon 2000 writing and presentation skills chapter 10 public relations: a...

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