Transcript The Public Relations Writer

Some words about PR
writer
Perova Lena
SO31
Novosibirsk 2006
PR-writer – who is..?
Sociable
Purposeful
Mobile, active
With broad outlook
With sense of humour
Responsible
PR-writer – who is..?
Knowledge of PR, Marketing, Economy
Knowledge of foreign language
Journalistic skills
Presentation skills
PC and Internet user skills
Knowledge of psychology
Selling skills
Skills of work in team and team leading
Project management
The Public Relations Writer
Differs from journalist in at least three aspects:
Objectives
Inform
Persuade
Motivate
Channels
Traditional media
New media: direct
mail, newsletter,
special event etc.
Combination of
channels
Audiences
Defining the
audience and its
composition
Numerous and
different audience
Research audience
Writing Guidelines
Outlining
List of topics in the order which they will be presented
Brief or comprehensive
Sentences and
Paragraphs
Sentences clear and concise
Mixing short and long sentences
One paragraph – one idea
Paragraph no longer than 6-8 lines
Word Length
Use short word (about 1.5 syllables per word)
Word Choice
Prefer short Anglo-Saxon words for general public
Use professional words of target audience
Errors to avoid:
Spelling
Poor sentence
structure
Wrong words and
“Sound-alike” words
Gobbledygook
and jargon
Errors to avoid:
Too many
words
Redundancies
Gender bias
Politically
incorrect
languages
Too many
numbers
Persuasive writing
Content and structure
Source credibility
Clarity of massage
Examples
Suggestion for action
Symbols, Slogans and acronyms
In conclusion…
Remember this advices and use it in
professional life to be successful in PR.
Material for presentation was
taken from
1. Е.В. Захарова, Л.В. Ульянищева.
Welcome to the World of Public Relations.
Пособие по английскому языку для
гуманитарных вузов.
2. www.imagebank.com
Some words about PR
writer
Perova Lena
SO31
Novosibirsk 2006