Having Something to Say
A PR counselor helps clients in strategic communication with key publics -- employees, customers, news media, government and other groups with which it interacts and depends for continued success. The first step in message building is to conduct research. Students in Writing for PR (Comm391) begin work on client portfolios by completing a detailed fact-gathering worksheet. After analysis of what that research says about problems and opportunities, students form a message strategy that guides not only what to say but how to say it, what form the message must take.
The result, as these images depict, is a variety of PR materials. Most pieces are created for digital transmission or for websites but may printed as well.
The result, as these images depict, is a variety of PR materials. Most pieces are created for digital transmission or for websites but may printed as well.
PERSONAL WEBSITES AND PORTFOLIOS
Every semester of Writing for PR evolves a little differently. In 2018 and 2019, professionals have visited the class with an assignment -- something they want to add to their websites, or an apology letter, an appeal letter, a media pitch, news release, or any number of other PR writing tasks. Students listen and research the assignment and review each other's first drafts -- then revise. After the professor reviews and comments, the work is revised again. And, sometimes at least once more. In keeping with rapid improvements in desktop publishing, students ultimately created a personal website to house their many polished writing pieces. You'll find a sampling below.
What's a backgrounder?
For their portfolios, students are required to create a fact sheet and a backgrounder. The fact sheet is an all-in-one, all-purpose presentation of the client. At its simplest, it answers basic questions of who we are, what we do and how to reach us. Even this simple document, however, has a job to do: to establish a client image or brand and adhere to the message strategy. The backgrounder is an in-depth examination of an issue, trend or story that relates in some way to the client and offers useful, 'news you can use,' information. This piece presents the client as a credible source of that information. The backgrounder is used as a keyword tool on websites to help attract audiences searching for information. The backgrounder is also a tool in media relations in pitching a story to news and trade media.
A family of materials
The portfolio of client pieces represents a "family" of public relations materials. Each piece can stand alone but together, they present a full picture of the client and the environment within which the client operates. This family of materials supports the message strategy and provides a consistent brand image.
Form follows function.
How a PR piece will be used helps to determine what form it takes. An infographic works well for step-by-step information; a brochure can be used in counter-top displays. A Buzzfeed-style list encourages sharing; blog posts can highlight timely tie-ins. Writing for PR includes the spoken word. Students address one of their client's key audiences to begin to establish a relationship, explain how and why, include a call of action -- in 240 seconds or less. Writing for PR includes audio-visual content, in the form of a video message to new customers or video corporate storytelling.
How a PR piece will be used helps to determine what form it takes. An infographic works well for step-by-step information; a brochure can be used in counter-top displays. A Buzzfeed-style list encourages sharing; blog posts can highlight timely tie-ins. Writing for PR includes the spoken word. Students address one of their client's key audiences to begin to establish a relationship, explain how and why, include a call of action -- in 240 seconds or less. Writing for PR includes audio-visual content, in the form of a video message to new customers or video corporate storytelling.