PR Writing Strategy and Style

Summary

This video emphasizes the importance of strategic thinking in public relations writing, likening it to the board game *Risk*. It highlights the necessity of having a clear purpose, understanding the audience, and using the 'Success' model (Simple, Unexpected, Concrete, Credible, Emotional, Storytelling) to craft compelling messages. The video also stresses the importance of adhering to AP style, using clear and concise language, and maintaining good form with proper grammar. Overall, the video encourages PR professionals to write with a strategic mindset to achieve clear, effective communication.

Takeaways

• 😀 Public relations writing requires strategic thinking, much like the game of Risk, where anticipating future steps and controlling emotions is crucial.
• 😀 Purpose is the foundation of public relations writing. Writers must always know their end goal to effectively guide their audience and write with intent.
• 😀 The 'SUCCESS' model from *Made to Stick* is a helpful guide for crafting effective communication. It includes Simple, Unexpected, Concrete, Credible, Emotional, and Story-driven writing.
• 😀 Simplicity is key in public relations writing. Focus on core ideas and avoid unnecessary complexity while keeping the message meaningful and clear.
• 😀 Unexpectedness in writing grabs attention. Engaging the audience’s curiosity and filling gaps in their knowledge can make communication more impactful.
• 😀 Concrete language is essential. Writers should use clear, vivid words that help the audience visualize ideas and avoid abstract language.
• 😀 Credibility builds trust. Public relations writers should aim to present information that is both accurate and aligned with the audience's needs and interests.
• 😀 Emotion can enhance connection. Writing should responsibly use emotional appeal to resonate with the audience and drive engagement.
• 😀 Storytelling is a powerful tool in communication. Stories make information more relatable and memorable by grounding it in familiar terms.
• 😀 Strategic thinking is critical in public relations writing. Writers must keep their end goals and audience in mind throughout the writing process to be effective.

Q & A

What was the speaker's favorite game growing up, and why did they enjoy it?

The speaker's favorite game growing up was Risk. They enjoyed it because it required strategic thinking, planning several steps ahead, and managing emotions, which appealed to them even as a young person.

How does the speaker relate their interest in Risk to their career in public relations?

The speaker compares the strategic thinking required in Risk to the strategic thinking involved in public relations. Both fields demand careful planning, foresight, and attention to purpose and goals, not just reacting in the moment.

What is the main focus of the video, and how is writing important in public relations?

The main focus of the video is on public relations writing, particularly its strategy and style. Writing in public relations must be both strategic and effective in conveying the message, while also ensuring that it aligns with the overall purpose and goals.

What does the speaker emphasize as the first step in public relations writing?

The first step in public relations writing is to focus on purpose. Writers must know where they want the writing to lead and what they aim to achieve in order to guide the writing process effectively.

What does the 'SUCCESS' model from 'Made to Stick' by Chip and Dan Heath include, and how does the speaker modify it?

The 'SUCCESS' model includes the following elements: Simple, Unexpected, Concrete, Credible, Emotional, and Stories. The speaker modifies it by adding a strategic element, making it 'SUCCESS' with an additional 'S' for strategic writing, which emphasizes having the end goal in mind and considering both the writer's and the audience's purpose.

How does the speaker define the concept of 'simple' in the context of public relations writing?

In public relations writing, 'simple' means making the material digestible by focusing on the core ideas. The writing should be brief, yet meaningful, breaking down complex ideas into easily understandable terms without losing their significance.

What role does 'unexpected' play in public relations writing?

The 'unexpected' element in writing engages the audience's curiosity. It involves presenting information in a new or surprising way, which helps to fill gaps in the audience's knowledge and stimulates interest.

Why is 'concrete' important in public relations writing, and how can it be achieved?

Concrete writing is important because it avoids abstraction and makes the ideas clear and specific. Writers should use language that evokes vivid imagery, focusing on clear, concrete examples that help the audience immediately grasp the message.

What is the significance of credibility in public relations writing?

Credibility is crucial in public relations writing because it establishes trust with the audience. Writers should demonstrate their competence and character by providing credible information that aligns with the audience's needs and interests.

How does emotion play a role in public relations writing, and how should it be used?

Emotion connects the audience to the topic. While it should not be used gratuitously, emotion can be harnessed to help the audience feel something that strengthens their connection to the message and motivates them toward the desired outcome.

What is the role of storytelling in public relations writing, according to the speaker?

Storytelling in public relations writing helps make the message relatable and believable. Grounding information in familiar, real-world terms enhances the audience's understanding and motivation by connecting the message to their own experiences.

What does the speaker say about following the AP Stylebook in public relations writing?

The speaker emphasizes the importance of following the AP Stylebook in public relations writing because it provides consistency and ensures that writing aligns with industry standards. This is important for media relations and maintaining professional credibility.

What are the key elements of 'good form' in public relations writing?

Good form refers to using proper grammar, punctuation, and spelling in public relations writing. Ensuring that the writing is clear, accurate, and professionally presented is essential for maintaining credibility and effectiveness.