PRDV002: Professional Writing

This second video highlights strategies for generating content. The presenter employs an inverted pyramid with five recommendations for formatting news releases – where you are pitching a story to a print or online news outlet. For example, you may want them to run a positive story about your client or include a public service announcement (PSA) in their next report or newsletter.

1. At the beginning of your news release, focus on answering the five w's or your audience's five immediate questions – who, what, where, when, and why.
2. The second paragraph might offer key quotes and supporting facts.
3. Next, you might offer additional but less important facts and quotes for someone using your information to write a longer piece.
4. Next, you provide background information.
5. Finally, you should list general information about your organization and contact information.

The presenter discusses other public relations tools or methods, such as social media, fact sheets, a backgrounder, a one-on-one pitch, features and op-ed pieces for media, a media kit, and speechwritingز