News Releases Common Mistakes Use of descriptive, interpretive, subjective and speculative language? Using "article" style instead of "release" style? Writing in narrative style instead of expository style? Including facts that are not for external publics, e.g. "?public relations plan to change perception."? Inappropriate statements e.g. "big companies have shown little regard for their customers?"? Forget News Release Style? Using corporate officer as a contact e.g. CEO? Missing corporate address and phone number? Missing and improperly labeled contact information? Illogical dateline e.g."New Brunswick"? Using "For Immediate Release" & "Embargo until"? Missing or improper "more?"? Missing slug on following pages? Format? Lead should provide the essence of the announcement, should be able to stand alone? Lead Sentence? Feedback of information provided in assignment with no additional supportive facts? Minimal development of key points? Content development? Quoting persons other than CEO? Quoting people out of order? CEO quotes that contain details. CEO quotes should be high-minded, visionary?? PR people never get quoted, but they will get interviewed? Quotes? Use separate paragraphs for separate points? Paragraph Breaks? Too long; too brief; promotional instead of informational tone; first person? Boilerplate? Handwritten Elements? Organization/flow? Word choices? Syntax? Grammar? Run-on Sentences? Redundancy? Writing? Writing? Writing?? Lecture 13 Tuesday, March 09, 2010 1:13 PM Principles of PR Page 1
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