A wealth of information was learned in this chapter. The chapter effectively stressed the importance of being a great writer in the field of public relations. This is part of the communication component of public relations which aids in the strategies used by firms.
There are many things a public relations practitioner should consider before writing anything such as a news release or a pitch letter. A public relations writer is NOT a journalist. The job of a journalist is to accurately provide news to subscribers, viewers, and listeners through one channel. A journalist is objective and presents a neutral standing on what is being reported. A public relations writer communicates with various audiences through many channels such as news releases, brochures, and social media. The writer is an advocate for the firm so it imperative that the information is accurate. The goal is to positively sway public opinion.
A public relations writer should research to gain information on different target audiences to communicate better to them. There many different resources available to the writer such as encyclopedias, dictionaries, stylebooks, media dictionaries, professional publications, and of course, the Internet and blogs. Another way to understand the target audience to have an awareness of the world around you. Keep a keen eye on current events and trends. Watch the news and read newspapers.
Last but not least, follow the writing guidelines of the Associated Press Stylebook and Briefing on Media Law. For example, make sure the sentences are clear and concise and write in short paragraphs. There should NOT be any errors such as:
- using industry jargon when communicating to the public (unless the target audience is people of that profession)
- wrong words
- politically incorrect language
Source: Public Relations Writing and Media Techniques, 6ed., Dennis L. Wilcox