OVERVIEW. PR Writing Styles. Rebecca L. Cooney, MS Clinical Associate Professor Washington State University

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1 OVERVIEW Rebecca L. Cooney, MS Clinical Associate Professor Washington State University

2 COMPANY OVERVIEW Focuses on: (aka backgrounder, company one-sheet) Company origin and history Products People Process Who they serve Objectives Philosophies TALKING POINTS (aka quick facts) Define your main message Are short and to the point for ease in reference and relaying Organized with most important facts first Straight and to the point Include examples Professionally written and executed PRESS RELEASE (aka news release, media release) Written on plain, white bond paper with no border Margins are 1 to 1-1/2 inches on all sides Sender address is in upper left corner Release date appears on the right margin Body of the release begins one-third of the way down the page Title can be in sentence case or all caps

3 STORY PITCH How journalists judge news value Consequence Will the audience care Interest Is the information unusual and interesting Timeliness Is the material current? What can you do to make it new or fresh? Proximity Local angle how does it hit home? Prominence Is the person or product important, popular Pitches are delivered in person, via phone, or online form: 1. Find the relevant section editor or if unknown contact the main editor 2. Outline your idea in 200 words or less (about 10 sentences) 3. Explain whether it is news, an event or informational 4. Why is it relevant to the news outlet? 5. What is the local angle? 6. Why should anyone care? 7. How can they learn more, get it contact with you?

4 MEDIA ADVISORY (aka fact sheet) Who What Where When Why How PRODUCT ONE SHEET (aka one-pager) Product description Features Specifications Audience profile Instructions for use or application STORY-STARTER Story starters are a great way to entice the media into delving deeper into the stories of your cast of characters your people, products and services. They can be personality profiles, story ideas or new initiatives worthy of news coverage.

5 Types BACKGROUNDER Focusing on problems and its solutions Explaining technology and its history over the years Example NAVTEQ distributed a feature about how it generates the data used by MapQuest, Google, and almost all GPS systems FEATURE STORY (aka human interest story, op-ed, person profile) Provides additional background information Generates human interest Creative Entertaining Imaginative Slides 6-7 Source: Wilcox and Reber, Revel Public Relations Writing and Media Techniques, 8e Ch 7 ADVERTORIAL (Ads made to look like articles fit into the magazine framework) Advertorials are advertisements, regardless of how you try to dress them up while content marketing is educational, advertorials are biased The two may share a commercial motive, but are completely different and should be treated as separate entities. -Adam Stetzer, Hubspot

6 OP-EDS Appears on editorial page Viewpoint of an individual Deals mostly with controversies and issues CASE STUDY Objectives To generate publicity for an existing product To follow-up on the launch of a new product To relate the success of a product or service Example A Microsoft blog featured how a Marine mom on duty in Afghanistan was able to celebrate Mother s Day with her two children through its Skype service SURVEYS / MARKET RESEARCH Surveys and polls Collect information Analyze data Topics can be seasonal Examples Residence Inn got extensive coverage with a research study about the effects of long business trips on female managers and executives

7 PERSON PROFILE Common subjects Celebrities Influencers in business Key execs C Suite Unique lifestyles Tips Paint a picture, set a tone Articulate individual motivations Avoid chronological narration of events Don t only write about the good stuff; success HISTORICAL PIECE Topics Anniversaries Major changes Centennials Example The Hershey Company celebrated the 100th anniversary of Kisses Chocolates by issuing a feature about the evolution and unique packaging of the product HOW-TO S Application story Focuses primarily on the use of a product Describes the use of a product in an innovative manner Shows multiple, practical applications of a product Consumer tips For the benefit of the consumer More room for writer s imagination