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Chapter 1 Reading Notes

Chapter 1


  • The PR writer’s purpose is advocacy, not accuracy.  Persuade and motivate, not inform.
  • Traditional Journalists write for one audience, PR writers however, often write for numerous, and radically different audiences.  Journalist is broad, PR is refined and specific.
  • PR writers not only pick the message, but the medium, sometimes many mediums.
  • Up-to-date information is key.  Blogs and news site watching helps, and is imperative.
  • References: Encyclopedias, Dictionaries, and other scholarly sources such as databases, are extremely useful to have around.
  • An active voice should be used.  That is to say, present-tense, and avoiding overused nouns and adjectives.

Tips for Success

  • Be Clear
  • Use action verbs
  • Use active voice
  • Avoid Jargon
  • Focus on People
  • Don’t neglect the first paragraph
  • Include quotes
  • Write for the ear
  • Allow for mistakes
  • Take chances

Taken from:PR Book

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