Public Relations Writing

Public Relations - The Inverted Pyramid The Inverted Pyramid Begins with the summary lead Adds facts in a descending order of importance Done so

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: The Inverted Pyramid The Inverted Pyramid Begins with the summary lead Adds facts in a descending order of importance Done so that the story may be edited to fit available space by cutting off the end of the story; nothing of significance lost The Summary Lead The Summary Lead Who What Where When Why How Print versus Electronic Media Print versus Electronic Media Leads Hard lead (print) – Simple sentences – Active voice – 22­25 words maximum Soft lead (electronic) – Simple sentences – Active voice – 18­20 words maximum – First 2­3 words are throw­away Format for the News Release Format for the News Release Spacing: typed, double, standard page Paper Identification Release date Margins Length Format for the News Release Format for the News Release Paragraphs Slug line (­more­ or ###) Suggested headlines Timing Using the internet Proofreading Media Kits Bio (straight & narrative) Backgrounder Feature Case History By­liner Memorandum Pitch letter Round­up article Fact sheet Position paper Standby statement Speech News Conferences News Conferences Held where it best suits the media unless the location itself is what is newsworthy Be mindful of media deadlines Hold for major events only If you can get the information to the media in a quicker, simpler way, e.g., a news release, do it Exclusives Exclusives In general, don’t use exclusives An exception: news of limited interest might get coverage if given as an exclusive If you do – Rotate the exclusives with the media—don’t play favorites Talking off the Record Talking off the Record In general, don’t do it If you must – Establish the rules – Offer the reporter something in return ...
View Full Document

This note was uploaded on 04/09/2012 for the course PUR 3000 taught by Professor Rayburn during the Fall '12 term at Florida State College.

Ask a homework question - tutors are online