2. Why are we talking about business
writing in media relations class?
• Public Relations is about telling stories that
preserve or improve brands.
• The better a brand, the more likely is survives.
• A surviving brand means you still have a job.
Good business writing helps you eliminate
clutter, workplace drama and
other annoyances that prevent you
from doing the PR work you want to do.
3. Writing Basics
Before You Ever Start Typing
• You will write internal copy for two groups.
– Client statement of work.
– Memo to bosses and coworkers.
4. Writing Basics:
Before You Ever Start Typing
• Research the client
• Research the client’s competitors
• Research your company
• Research your company’s competitors
• Research the target audience
• Context Matters!!
5. Writing Basics
Before You Ever Start Typing
• Outline the purpose
–What outcome to you want?
• Inform
• Entertain
• Persuade
6. Writing Basics
Before You Ever Start Typing
• Outline The Purpose
– Who is the specific target audience?
– What concerns or needs does the audience have?
– What communication channel will you use?
– Who is the best source of this information?
• CEO
• PR Person
• Human Resources
7. The Main Theme of Good Writing
(Yes, remember this for the final)
• The key to good writing is brevity.
• Be concise and thorough.
8. Universal Truths to Achieve
That Theme
• Commitment Statement
– How can you explain everything you are talking
about in one sentence?
– That sentence should have emotional impact.
– Everything you write needs to revolve around that
commitment statement.
9. Universal Truths to Achieve
That Theme
• SVO Writing
– Subject
– Verb
– Object
10. Universal Truths to Achieve
That Theme
• Avoid passive voice at all costs
• Passive voice is confusing.
• Passive voice is cumbersome.
• Passive voice is not conversational.
Passive voice writing will hurt your grade.
Don’t use it.
11. What is passive voice?
• The man was bitten by the dog.
The dog bit the man
SVO writing shortens your sentences.
SVO writing is more clear.
SVO writing is better.
12. Universal Truths to Achieve
That Theme
• Every word should have a purpose.
• Write your copy
• Diet Coke break
• Review your copy
• Read it aloud
13. Laundry List of Writing Tips
I Hope You Know By Now
• Do use active voice verbs create immediacy.
Use them.
• Don’t use jargon. It’s confusing.
• Do vary sentence structure and length.
• Don’t overly hype something.
• Do think about tone.
14. Ways To Clarify Writing
• Example
– We all played show and tell in elementary school.
• Definition
– If you use a complex term, assume people don’t
know what it means
• Comparison
– We know about apples to apples
15. Ways To Clarify Writing
• Restatement
– Tell them what you’re going to tell them.
– Tell them.
– Tell them what you told them.
17. Memo Format
• Bosses gloss over stuff.
• You need to keep them updated on client
progress.
• Memos make that happen.
• They also cover you when something goes
wrong.
18. Memo Format
The Beginning
• Why are you writing?
– Mention this in the subject line
– Mention this in the first or second sentence
– Be nice
Tell Them What You’re Going To Tell Them
19. Memo Format
The Middle
• All those slides I just went over….use them.
– Bullet Points
– Outline
– Vary Copy
– Visual Aids
Tell Them
20. Memo Format
The End
• What is the next step?
• When will that step be delivered?
• Be nice.
Tell Them What You Told Them
21. Statement of Work
• Defines your work to the client.
• Overview
• Objectives
• Audience
• Tone
• Deliverable Product
• How many copies of said product?
• Timeline to create those deliverables.
22. Your Statement of Work
• Offers scope and scale
– In this case, your client can use the work as they
see fit.
– Some choose to use the releases.
– Others never touch them.
– None of the material you produce this quarter will
be published without the client’s written
permission.
23. Your Statement of Work
• Offers scope and scale
– What are the campaign’s objectives?
– How will you translate to them the work you’re
doing?
• Chances are, many people you work with have never
heard of a media kit.
• Chances are, many people you work with are terrified
of social media.
• Help clarify what you’re doing and why it matters and
how it will help.
24. What’s Next
• Wednesday by 3:10, you will send me a memo
about your client this quarter.
• If you have a client, I need to know the basic
who, what, where, when and why.
• If you don’t have a client, I want to know what
attempts you’ve made to get one and when
you’ll have a client in place.
• Remember formatting.
25. What’s Now?
• In class writing assignment.
• You’re the PIO for the local police department that
is handling this investigation. Write a release with
the information you have on the piece of paper
I’m handing out.
• Feel free to look back at my writing notes from
today.
