ENGL 354 English for Public Relations Week 5

1. ENGL 354English for Public RelationsWeek 5 Lecturer: Kathryn Davies

2. Part 1: 1. Review Context 2. Review background & stylistic characteristics. 3. Basics of news release writing 4. Types of statements / sentences. 4.1 Lead  Focus 4.2 Benefit Statement 4.3 Info/action 4.4 Secondary detail & background info 4.5 Organizational identification 5. Types of news releases Part 2: 1. Introduction to Feature Article 1.1 Language Background 2. Feature Writing Style 2.1 Lead 2.2 Nut Graf 2.3 Personal words 2.3 Kicker 3. Types of feature articles Today’s Topics

3. Presentation Overview • For Weeks 5 & 6 (next week!) • Work in groups of 3-4 • Choose a someone (celebrity, someone everyone knows) and analyze them based on: • Perloff’s Credibility Theory • The 3 C’s of an Effective Communicator • Personal brand, image • Remember, communicators don’t live in a vacuum, so be sure to include content on the context (message and audience). • Everyone should speak, and keep in mind good presentation skills. • Relax - don’t worry too much about this! 

4. Communications in PR Press Release – Part 1

5. Context • “PR is about reputation – the result of what you do, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” – Department of Trade and Industry (DTI) and UK Chartered Institute of Public Relations • Persuade  communicate • Model of communication  communicator • Communicator  build image

12. Tools for Developing Personal or Corporate Image  Messages Press or news releases – Week 5 Feature articles – Week 5 / 6 Websites / Brochures – Week 7

13. Press Release - Background • Press releases are used in all kinds of situations • Make announcement • Respond to critics • Report progress • Give information to reporters • Provide facts to radio and TV journalists. • Attract photographers to scheduled events. • Writing style is the basis for effective writing for organizational newsletters, websites and internal newspaper.

14. News Style Writing • A press release is a communication format commonly used by organizations to provide information to the news media. It is a piece of news-based writing that has the look and feel of a news story written by journalist (Smith, 2008: 116). • Example: Her Majesty The QueenThe Queen will no longer visit Swansea tomorrow as she is experiencing symptoms of gastroenteritis. She will be assessed in the coming days.Her Majesty is currently spending the weekend at Windsor, as usual.

15. Stylistic CharacteristicsShort Sentences • Readability studies suggest using words averaging 1.5 syllables. • Sentences should be brief with an average of 16 words. • Paragraphs should be short, generally 6 lines maximum.

16. Simple Language • Use basic word said rather than subjective alternatives. • Avoid subjective superlatives (best, most useful, greatest). • Use great care with objective superlatives (biggest, first, unique, only). • Avoid hard-sell advertising-based terms. • Use simple tenses – not “will be selling” • Prefer future forms of verbs. • Prefer past perfect forms of verbs for past action of indeterminate timing. • Use past tense only with specific times, and only when the time is relevant.

17. Titles • Identify people by occupations, job titles and functions. • Formal titles denote authority, professional activity or academic achievement, such as President, Queen, Bishop. (Precede the name capitalized without commas): • A. President Martin Adamson will visit next Tuesday.

18. Attribution of Quotes • A full sentence quote should begin as a new paragraph. • Attribution should follow a brief full-sentence quote. • Attribution may interrupt a longer full-sentence. • Attribution generally comes before partial quotes. • Paraphrases are appropriate substitutes for unimpressive or cumbersome quotes. • Attribution should be to people, not to organizations.

19. Writing Objectively Important to keep in mind: • Readers are obtaining facts, not opinion, speculation or editorial comments. • Opinions have to be presented with attribution. • A. Some scientists say that the disappearance of the dinosaur was caused by a meteor hitting the earth. • B. Scientists say that the disappearance of the dinosaur probably was caused by a meteor hitting the earth. • C. The dinosaur disappeared because a meteor hit the earth. • A. Critics say Mary’s musical repertoire ranges from jazz to classical. • B. Mary’s musical repertoire ranges from jazz to classical. • C. An outstanding musician, Mary has an amazingly broad repertoire, which easily ranges from jazz to classical.

20. Neutral • Direct to a particular public. • Cannot be writing personally to readers. • Avoid telling readers what to do. • Avoid you and your statements. • Give information, not directions. • B. Tickets are available through the box office at 1234567. • B. The registration deadline is Jan 15.

21. 3. Basics of News Release Writing:News Release Format Physical format 8.5-by-11-inch paper, white, standard black ink. No decorative borders. Justify the left margin, leave right ragged. Clean and professional-looking type. Use a quality printer. Set margins one inch of each side. (Preferably 1.5 in.) Indent paragraphs. 12-point Times Roman. It should be PERFECT in terms of accuracy and neatness!  First impressions are important!

22. Basics of News Release Writing:Newsworthy Information • The first question editors and journalists ask when they pick up your release is “Is this important?”. • News writing should not tell us what we already know/what we can easily conclude on our own. The CEO is proud of the company’s success. The employee said she is happy about her promotion. When the director asked the committee to meet, the committee chair said a meeting would be schedule. • How could we improve this?

23. Basics of News Release Writing • News involves information that is: • Significant • Local • Balanced • Timely • Unusual • And possibly involves famous people • Inverted Pyramid Style

24. Basics of News Release Writing Inverted Pyramid Style: present the most important information at the top, with information of lesser importance following.

25. 4. Types of Statements / Sentences Lead Benefit Info/action Secondary detail Background information Organizational identification

26. 4.1 Lead • “In the beginning God created the heavens and the earth.”  The Bible. • “Call me Ishmael.”  Moby Dick, Herman Melville. • “Now is the winter of our discontent. Made glorious summer by this sun of York”  Richard III, Shakespeare.

27. Lead • Attract the attention of your key public! 1st media gatekeeper  2nd the reader, listener, or viewer • The “media gatekeeper” decides whether or not to use it. • Editors won’t read the whole news release  need strong lead to grab their attention! • Most common type of lead: summary news lead • The most interesting and significant facts in the first one or two paragraphs.

28. Lead You can follow a: who, what, when, where, why, how approach.  But focus on the main newsworthy elements.

29. Elements of a Good Lead News Element Context Delayed Detail Names Reference Attribution Historical Context

30. Lead - News • Lead with the news • Torrance Lakeman, administrator of County Hospital, announced today that a cardiac care unit will be added next year to the hospital’s services • County Hospital will expand its services next year with the addition of a cardiac care unit, superintent Torrance Lakeman said today. • Don’t begin with minor detail, such as the attribution. Don’t focus on the organization (or head thereof).

31. Lead News - Example Scenario: Central Uni has received a $500,000 research grant from the Local Council to combat drug abuse. The purpose of this grant is to study persuasive communication, specifically the kind of messages that are effective in persuading teens and young adults to avoid illegal drug use.

32. Lead News - Example • First: write basic information, outline: • A researcher at Central Uni has received a grant. • Second: add some details, weave in newsworthy info: • A communication research at Central Uni has received a $500,000 council grant to study drug abuse.  Still too generic (plain). • Third: give more details to attract reader interest about project: • A communication researcher at Central Uni has received a $500,000 local council grant to study ways to persuade college students not to abuse illegal drugs.  We’ve said who, what, why, where. When and how can be explained later.

33. Lead - Context • Don’t focus on time, location or some other secondary detail at the expense of the real news! • At the morning news conference today, Mayor Michael Buckshincriticized the police department for failing to reduce the incidence of drunk driving.  Better: Mayor Michael Buckskin criticized the police department for failing to reduce the incidence of drunk driving. The reproach was part of the mayor’s news conference today.

34. Lead – Delayed Detail • First give information, followed by details. A Sullivan County pharmacist has been named vice president of the Tri-State Association of Hospital Pharmacists. Carolyn Chan, staff pharmacist at Sullivan-Memorial Hospital in Lake Point, was elected yesterday at the association’s annual meeting in Louisville.

35. Lead - Names Use the name only if most members of the audience would recognize it. If the speaker is the president of a company but not a person with strong name recognition, identify the speaker generically and then use the name of the president in the following sentence. The president of Midvale Hospital will be the keynote speaker at the annual recognition luncheon Wednesday evening sponsored by League of Community Volunteers. Dr. Laura Green will discuss the contributions volunteers have made to the quality of life in Midvale. OR Nobel Prize winnerPeter Diamond will be the commencement speaker at UCL next Saturday.

36. Lead - Reference • Make sure the link between a generic reference and an exact name is clear. • Applewood Public Relations has purchased controlling interest in a small agency begun by two Egbert College graduates. Baldwin Communications will specialize in public relations research. (unclear who Baldwin Communications is…)  The new subsidiary, Baldwin Communications, will specialize in public relations research.

37. at·tri·bu·tion [a-truh-byoo-shuhn] (noun) 1. the act of attributing; ascription. 2. something ascribed; an attribute.  Saying who said something. “Attributing” (giving) them the credit for saying it. Lead - Attribution • Attribution is necessary, but it doesn’t have to be in the lead sentence. The Hong Kong Hiker’s Club will hold an open house from 6 to 9 p.m. on Oct. 15, at the clubhouse on Squawker Road. The open house is part of the club’s annual membership campaign, said the club president Tony Philips.

38. Lead – Topic and Historical Context • You do have to give information and not just a “topic” for the first sentence. • The Employee Welfare committee met this morning to discuss items of concern to employees. (just identifies the subject matter…) • The Employee Welfare committee endorsed a new employee pension plan when it met this morning. • Avoid leads that begin with the background or historical context of a program or activity • The After-School Child Care program began three years ago at Briggs Elementary School. More than 75 children in kindergarten through 5th grade participate in this program, which currently is beginning a membership drive for the upcoming school year. The program features…  M.E. school is accepting applicants… . The program, which began three years ago, features…

39. Lead - Focus • Who lead • A Hillview physician will receive an honorary doctor of letters degree from Hill College because of his volunteer work with refugee children. • What lead • An honorary doctor of letters degree will be given by Hill College to a local physician because of his volunteer work with refugee children. • When lead • In commencement ceremonies Saturday morning, a Hillview physician will receive an honorary doctor of letters degree from Hill College because of his volunteer work with refugee children. • Where lead • In the Hill College theatre, a Hillview physician will receive an honorary doctor of letters degree from Hill College because of his volunteer work with refugee children. • Why lead • In recognition of his volunteer work with refugee children, a Hillview physician will receive an honorary doctor of letters degree from Hill College.

40. Lead - Focus Choose carefully what focus you want to have. Newspaper editors generally have a policy to focus on the who/recipient or the what focus. Keep this in mind when you strategically decide what to present to them. When or where are maybe less important, but this depends!

41. 4.2 Benefit Statement News release  public relations writer journalist/editor  news story A benefit statement is what distinguishes a news release (PR-written) from a news story (journalist-written). Journalists  don’t point out benefits for readers/viewers. PR writer  points it out! Benefit statement: clearly indicates the advantage or opportunity you are offering the key public audience. It answers “So what?” for them. Best to use a quote or a narrative.

42. 4.3 Info/Action Statement • Focuses on mobilizing readers/viewers. • Gives key how-to instructions. • Examples: • Buy concert tickets, • Visit a museum exhibition, • Call for more information, • Cast a vote, • Volunteer for the project, • Make a donation…

43. 4.4 Secondary Detail & Background Information Secondary detail: Amplifies information from the lead. Here is where you would fill in left-over: who, what, why, when, where, etc. details. Background information: Provides context. If a local hospital were to announce plans for its annual fundraising campaign, readers would want to know the outcome of last year’s appeal (how much money they raised, how it was used).

44. FOR IMMEDIATE RELEASE Child Abuse Prevention Is Everyone's Job North Brunswick Organization for the Prevention of Child Abuse Offers Free Brochure to Help the Public Identify the Signs of Child Abuse NBPCA Brunswick, RI, Thursday, August 01, 2009-- Child abuse goes up during hard economic times. Job losses, foreclosures, and fear for the future put tremendous stress on families. ( LEAD) The NBPCA believes that it is the responsibility of all Americans to participate in child abuse prevention in their communities. There are things that you can do to help children who are in danger. ( BENEFIT STATEEMENT) NBPCA has published a brochure on child abuse prevention that can be distributed freely in your community. The brochure will help the public identify and report suspected cases of child abuse, before irretrievable damage is done to an innocent child.

45. 4.5 Organizational Identification • This is an optional part of a news release. • Often this paragraph is dropped in at the end of a news release: Apache is the oldest pharmaceutical company in the Southwest. It is a division of Worldwide Medical Products, Inc., with offices and research laboratories in North and South America and in Europe.

46. 5. Types of Press Releases Announcement release: Event release: present information about something that will be happening soon. Logistical details (time, place, directions). Personnel release: promotions and personnel changes. Often management-level positions, well-known people. Focus: who. Progress release: developments within organizations. Often relate to local interests. Program release: new services of interest. Often non-profit org. Product release: about new products, etc. Maybe for trade publications. Bad-news release: plant closing, program cutbacks, corporate takeovers. Crisis release: deal directly, swiftly, accurate with crisis, which is major, unfortunately, sudden and unpredicted event. Financial release: intended for news venues and people with financial interest. Might have specialized knowledge.

47. 5. Types of Press Releases Follow up releases: New information releases Comment releases Position releases Public interest tie-in releases Speech releases

48. Communications in PR Feature Article – Part 2

49. What is a Feature Article? Feature articles can be informative, entertaining, persuasive or they may simply satisfy the reader's curiosity about a particular topic. A feature article may provide more information about an important issue, offer an opinion about current affairs or simply present a personal or humorous perspective on modern day life. Unlike news reports which can quickly go out of date, feature articles have a more general focus and do not go out of date after a few days. Feature writers are often regular contributors who have particular expertise or interest in their subject or topic. Article writers go beyond just the facts on the surface and add colour, detail, background and personal comment. The appeal of feature articles is usually the personal perspective on offer.

50. Language Background First: languagehas three overarching functions: To represent experience– people, place, things, events and qualities – in various configurations. 2) To enact social relations, for example giving and demanding either information or goods and services. 3) To present these representations and interactions as meaningful text  These are known respectively as the ideational, interpersonal and textual functions of language according to Halliday’ssystemic functional linguistics.