Public
Relations as a practice contains the art and science of analyzing trends,
predicting their consequences, counseling leaders of organizations, and
implementing planned programs of action which serves both the organization and
public interest.
One of the most common practices in
Public Relations is writing for mass media. Mass media writing is different
from writing essays, research papers, letters, and emails. Those styles of
writing are usually only designed to address one to just a few people. Mass
media writing takes on a different approach. It is intended for very large
audiences. Whenever organizations need to educate their customers about
existing products or new products or to provide
clarification on issues or concerns, they lean towards writing to the masses.
The heart of Public Relations
remains in communication, and particularly in mass media writing. PR
specialists must be able to masterly tailor and style their messages for each
and every unique communication situation. Those unique situations include
writings for the different media channels of newspapers, radio, television,
magazines, and the internet. Any media channel that can convey information, is a
potential PR mass media writing distribution resource.
Mass media writing can be considered
a mass distribution tool, but it can also be used in more precise practices.
Mass media writing is styled in a way that can be understood by the masses, but
it can also be distributed to small target audiences as well. When we write
mass media messages, we want it to conform to the many unique individual readability
styles, for mass acceptance. However, that same style of writing can also
provide just as much impact when distributed to fewer
people, and that is by targeting what is known as the influencers, or brand
ambassadors.
Your most important concerns in
writing for mass media are not the length, or how smart and fancy it sounds. Instead,
your most important concern is actually writing for clarity. Clarity includes writing
simply, to be understood. It also includes transparency, the message must be truthful,
honest, and factually realistic. If there
is one single occurrence of doubt, the entire message will be dismissed by the
reader.
Press releases, advertorials, editorials,
and OPED’s are some of the more frequent mass media writings a PR specialist
will encounter. Press releases are used primarily for news announcements, and
typically when organizations have something important to announce to their customers.
They can have
subjects of good news or bad news.
Mass media writers must be knowledgeable
not only about the media channels they will use
but about all aspects of their organizations as well. This knowledge also includes
all aspects of the law, the rules, and regulations regarding the subject they
are writing about. In addition to a broad knowledge base, PR writers must be
able to research their specific subjects with a high degree of importance and
accuracy. Good writing can only come from well-understood
subjects. You never want to sound like you do not understand the topic you are
writing about.
Other mass media writings such as
media kit backgrounders, position papers, newsletters, speeches, opinion
articles, advertorial articles and editorial articles, all require the same
level of commitment to knowledge and
research, as compared with the press release.
Mass media writing can appear and be
designed in many different formats. I especially like to begin by grabbing my
readers attention and interest. I then create the desire to read on. By including
a few elements of credibility, this help’s
support your reader's perception of you
and the subject you are writing about. I always support my writing by
incorporating an element of action. This element is the driving force that
changes the reader's behavior, and it
motivates the reader to take action. Isn’t that your purpose for writing? Attention,
Interest, Desire, Credibility, and Action is the formula for mass media writing
success.
Whatever your next mass media
writing subject may be, whether it is to bring greater awareness to your
organization, to introduce a new product/service, or to educate your customers
about a particular product, developing your knowledge of the subject in its
entirety is a necessary prerequisite. There exist many mass media writings that
came before the ones you will write. Use them as examples, as part of your
research even. Call and make contact with the representatives of the media
channels you plan on using, most have their own unique structured requirements for writing. Make sure you know what they
are before you send out your writings.
For
more information about mass media writing, or to begin your mass media campaign
Contact:
Outstory
Public Relations
A
Modern Public Relations Agency
Solving
Problems, Changing Attitudes, Creating Understanding, and Influencing Behaviors
Outstory
PR Group solves business and public relations problems. We serve organizations
of for-profit, non-profit, governmental authority, and well-known persons. We
develop and manage creative problem-solving campaigns for businesses small and
large, both nationally and globally.
Call
Outstory PR Group Today: 704-904-0682
Website:
http://outstoryprgorup.com
Owner:
Shawn Stoffel
Shawn@outstoryprgroup.com
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