Writing

The Purpose

Before they start writing, public relations practitioners must decide whether the purpose of the piece is to educate, persuade, or motivate. What is the desired result of the piece? To create awareness, gain support for an issue, or prompt behavior?

Writing that seeks to educate usually consists of straightforward information, whereas writing that aims to persuade or motivate takes on a more emotional tone. For example, the purpose of an article that lets employees know about a new benefit is educational; however, a piece that tries to convince legislators why they should support a bill requires persuasive tactics.

The Audience

The purpose of the piece determines who should receive it, which in turn determines how it should be written. In most cases, a reporter does not want to receive a brochure and a customer does not want to receive a media release. Media formats (e.g., media releases, media advisories, pitch letters) are used in writing for the media. Creative brochures are used when marketing to customers, internal newsletters for informing employees, and businesslike memos when communicating with management.

The Message

More than anything else, the message determines the most appropriate writing format to use. Does the message need to be straightforward or is there creative license? Customers want to read information that reinforces their decision to patronize an organization. This requires the use of persuasive tactics. Such tactics, however, are not appropriate for a media release, which should contain factual, objective information.

Is the message brief or lengthy? How much space is needed to adequately deliver the message? How does it reach the target public? Detailed information aimed at persuading a specific [Page 976]audience is better suited for a brochure or position paper than a one-page flier. A flier, on the other hand, is more appropriate for announcing the date and time of a special event.