Unit 3: Writing for Public Relations

3a. Identify resources to enhance proper writing style, such as AP guidelines

  • What is the Associated Press (AP) Stylebook?
  • How do corporate communication styles differ from AP Style?
  • Why should PR professionals regularly engage with traditional media sources?

The Associated Press is an American nonprofit news agency with bureaus worldwide. Their writing standards are documented in The Associated Press Stylebook and respected as the most comprehensive standards for style and language usage. Members of the mass media rely on AP Style in writing for all media outlets – traditional or digital content. PR professionals learn the AP Style and prepare all materials for the media using that style. Some organizations modify the language rules to create a personalized corporate communication style.

Seasoned professionals and entry-level PR practitioners should regularly read, watch, and listen to the content of media outlets. Keeping up-to-date on news issues will help the practitioners get to know the issues and topics that are of concern to members of the mass media and their users. The mass media users will become the publics of the organization.

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3b. Select the right public relations research methodology, such as surveys, based on the specific needs and objective

  • Where does research fit into the PR planning model?
  • What is the difference between primary research and secondary research?
  • What are examples of primary and secondary research that a PR practitioner can use to learn about the organization's stakeholders and publics?

Research starts and ends the public relations planning model, known as RACE (research, action planning, communication, and evaluation). Research occurs in the first step (research) and the final step (evaluation). A good practitioner will apply research findings throughout the process to ensure their campaign meets its goals. Primary research is research that the organization or practitioner collects specifically to meet the needs of their situation. It is unique to the organization, such as customer surveys. Secondary research refers to research previously collected by another source that is useful for learning about the situation and the public, such as the U.S. Census data.

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3c. Identify a range of public relations communications, such as press releases

  • What is a news release?
  • What is a news conference?
  • What are some examples of multi-media PR tactics?

PR practitioners write a range of materials on behalf of their employer organization. The most common writing assignments are media relations tactics such as news releases and media advisories. A news release (also known as a press release) is a news story written for media members. The media members use the news release content to write an article or a broadcast news story about your organization. A news conference is an event that PR practitioners hold to share organizational news with a crowd of media members. PR professionals create materials to attract attention from traditional media (broadcast and print) and digital media (social media influencers and news bloggers). Some multi-media tactics include public service announcements and video news releases. Public service announcements (PSAs) are short messages often used by nonprofit organizations or government agencies, which are aired free of charge by radio and television stations to share public information. Video news releases (VNRs) are news releases supported by images and sound that electronic journalists can use to produce a news package about your organization. VNRs should look like news (not advertising), and require script-writing skills. 

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3d. Apply techniques that effectively convey key messages and positively influence audience perception

  • What does it mean to pitch a story?
  • What is the POEM framework used for?
  • What is the difference between paid media, earned media, shared media, and owned media?

Pitching is a media relations skill that requires creative thinking, persuasive communication skills, and knowing how a story idea benefits a news producer, such as a reporter, and their audience. PR professionals pitch stories to members of traditional media and social media influencers. There is no guarantee that a story will get published. It is an interpersonal communication tactic.

POEM is an acronym for the types of media PR practitioners may choose from to reach their audiences. The media mix includes paid media, earned media, shared media, and owned media. Paid media are message strategies that an organization pays to have placed, such as advertising. Earned media are publicity or media coverage the organization does not pay for, such as news articles and packages that result from a news release. Shared media refers to social media with content that is produced by the organization as well as other social media users. Owned media refers to channels that the organization owns and controls, such as the corporate website.

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Unit 3 Vocabulary

This vocabulary list includes terms you will need to know to successfully complete the final exam.

  • earned media
  • news conference
  • news release
  • owned media
  • paid media
  • pitching
  • primary research
  • public service announcement (PSA)
  • secondary research
  • shared media
  • The Associated Press Stylebook
  • video news release (VNR)
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