Newsletter - Early Spring 2011
- A Message from the Chair
- It's All About Great Writing
- Quick Essential Writing Tips
- Articles of Interest and PRSA Resources
- Recent Posts From the PRSA New Pros Blog
- Member Spotlight
- Welcome New Members
Content is king. PR is the new publisher. Keep it simple stupid.
As PR practitioners, we wear many hats including media relations manager, event planner, marketing consultant, website designer, social media manager … and the list goes on. However, there is one skill that leads to success (or failure) in each of these areas – writing.
In this month’s newsletter, we explore the increasing importance writing skills play in our evolving and expanding role as content creators. The executive committee looks forward to bring you this, and other, professional development opportunities related to writing. We encourage you to continue this discussion online with other new pros across the country.
Have a question for your peers? Post to our Online Discussion Forum or tweet with our hashtag
Want to expand your network? Join our LinkedIn or Facebook pages
Looking to get published? Apply to be a guest blogger
Want to learn something new? Participate in a brown bag or webinar
Seeking a mentor? Stay tuned for the launch our mentoring program.
If you have any questions, ideas or feedback please feel free to contact me via email.
It’s All About Great Writing
By Fran Stephenson
While the decline of the publishing industry over the last decade is no secret, there is one emerging trend that new professionals should be watching. – the role of brands as publishers. At the 2011 South by Southwest Interactive Festival in Austin, Tex., this topic was covered heavily. One panel had a razor-sharp view on the subject.
“Brave New World: Debating Brands Role as Publishers” examined the intersection between the decline in traditional journalism and the opportunity for brands to use storytelling to talk directly to consumers using great content.
One member of the panel said all brands should think and act like publishers. Another talked about how different content channels can be used by brands to talk about different things. Yet another believed we should be eliminating the middle men – journalists – altogether. One panelist was concerned about how we would police brands when they lie.
What does this mean for the new public relations professional? It means that public relations pros in organizations of all sizes have more opportunities to tell their story directly to the consumer – through blogs, wikis and other online places. And organizations also have an obligation to tell stories honestly, in a timely manner, and using the most basic tool of all – great writing.
Lately great writing has a lot of new buzz words in the online community – dynamic content, content creation, content strategy. All of these titles are jargon for writing with purpose, or writing with the audience and market in mind.
The labels may be new, but the principal behind them is not. William Zinsser is the quintessential journalist and nonfiction writer whose landmark work On Writing Well has been the reference against which all others are measured.
At the heart of Zinsser’s beliefs about writing is that it’s a transaction between writer and reader. When done well, two qualities will emerge: humanity and warmth.
“Good writing has an aliveness that keeps the reader reading from one paragraph to the next, and it’s not a question of gimmicks to ‘personalize’ the author. It’s a question of using the English language in a way that will achieve the greatest clarity and strength,” Zinsser says in the first chapter.
This advice rings true for all forms of nonfiction writing – magazine, newspaper, web site, blog and any others you could imagine creating as a public relations professional. As PRSA members telling the stories of a brand, cause or an organization, we are also obligated to tell it honestly and ethically.
New professionals can be confounded by the actual process of writing – it may or may not have been part of a degree program. So where should you look if you want to improve your writing skills?
Here are four ideas to improve your writing immediately:
- Read “On Writing Well” by William Zinsser
- Start a daily journal in which you write about something that interests you in a journalistic style.
- Find a writing buddy and exchange and critique each others’ work.
- Set aside time each day for writing, even if it’s only 30 minutes.
There are many more steps you can take to improve your writing, but these are a great way to get started. So when your boss starts to talk about the new content strategy, or creating dynamic content, you’ll know that all he or she is looking for is great writing with a purpose and an audience. And you will be ready to deliver it.
Fran Stephenson is a writer, Solo PR Professional and PRSA member. She teaches news writing as adjunct faculty at Northwest Vista College in San Antonio, Tex.
Excerpted from and used with permission by Doug Newsom and Jim Haynes, Public Relations: Form & Style, 9th ed. 2011 Cengage copyright.
- Determine your goal—what you want to have happen as a result of your writing, whatever it is from a tweet to a proposal.
- Know your audiences—everyone likely to see or hear the message.
- Be clear—simple words.
- Fit style to the medium.
- Check grammar, spelling and punctuation.
- Be prepared to respond.
Articles of Interest and PRSA Resources
Boxes and Arrows: Hybrid story forms go beyond news and features
From Wylie Communications Inc.
Seven Ways to Improve Your PR Writing
From Canary Promotion + Design Blog
The Five Elements of Authoritative Content
From ProBlogger
Find more conferences, seminars, webinars and on-demand professional development opportunities from PRSA on the PRSA Event Calendar
PLUS: PRSA is offering deep discounts on select Professional Development webinars.
Recent Posts From the PRSA New Pros Blog
Check out our latest blog entries written by New Pros for New Pros!
We invite members of the New Pros Section to contribute posts to our blog, and we invite everyone, including non-members, to contribute comments. Blog posts may consist of career advice, personal experience, case studies and more. If you are interested in contributing, please reach out to Blog Chairs Heather Sliwinski or Diahnn Henderson.
Visit the PRSA New Pros Blog
Don’t Press “Send”! E-mail Lessons from a New Pro by Joshua Romero
Intro to Independent PR: Part Two with Susan Rink
Intro to Independent PR: Part One with Robert Udowitz
Higher education PR: who controls the college website? by Elizabeth Rhoads
Take a risk to get out of the rut! by Brianne Bromberek
Intro to Sports PR: Professional Sports Not the Only Game in Town with Alex Prosperi
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Member Spotlight
Whitney Elizabeth Gray, information specialist, Easter Seals Project ACTION (Accessible Community Transportation In Our Nation)
Type(s) of work performed:
As a member of the communications team, I help promote ESPA products, services and events to both the transportation and disability communities through supporting the production of newsletters, brochures, fact sheets, web pages and curricula. I actually hit my four-month anniversary at ESPA this week and am looking forward to an exciting first year.
Specializations or areas of interest:
Through many hours spent using InDesign and Adobe Acrobat, I recently finished updating the Introduction to Travel Training workbook and CD-ROM used at training events across the country. I enjoy design work and learning new programs, and I hope to take design courses in the future.
Educational background:
Bachelor’s degree from Brandeis University with majors in American Studies and Theater Arts with a minor in French, and a Masters from The George Washington University in Strategic Public Relations.
Hobbies:
When I’m not trying to (still) master ‘downward dog,’ you can probably catch me cycling on the Mount Vernon trail here in D.C. or perusing knick-knacks at Eastern Market.
Community service or extracurricular activities:
PRSA, and my bocce team just finished in the top eight of our league.
Awards/Honors:
Graduated Magna Cum Laude with Honors (in Theater) in undergraduate.
Mentors that have had the greatest impact on you and why:
My previous boss at the George Washington School of Business Career Center. She supported my efforts in discovering where I wanted to take my career and gave me helpful insight from her own career.
Memorable moment in your PR career so far:
While interning at the PR firm Stratacomm, I sat in the second row at an energy event on the hill, just feet from the keynote speaker Department of Energy Secretary Steven Chu. It motivated me get involved with the exciting world of public affairs and public relations in D.C. There’s just so much going on in this town!
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Welcome New Members
The following members have joined the New Professional Section from Jan 1 to Feb 28. You can view the entire Section roster on the PRSA Member Directory.
Jennifer Leigh Almond, BioCryst Pharmaceuticals, Inc., Durham, NC
Kristine Lynn Andrews, Lake Tapps, WA|
Ashley Anne Areeda, PCGCampbell, Wayne, MI
Sloan Armstrong, Chicago, IL
Amanda Aviles, Edelman, Atlanta, GA
Jillian Ray Baronoff, University of Maryland, College Park, MD
Kara Bautch, CPS Insurance Services, Huntington Beach, CA
Rachel Marie Besonen, Examiner.com, Chelmsford, MA
Nardy Baeza Bickel, Amway Corporation, Ada, MI
Amy M. Bierman, Sharp Business Systems, Indianapolis, IN
Rachel Bisswanger, University of Central Arkansas, Conway, AR
Samantha Bontemps, MBA, New Jersey Law Journal, Tenafly, NJ
Sara Brubaker, Sun Realty, Kill Devil Hills, NC
Amy Bryant, Weber Shandwick, Dallas, TX
Julia Grace Bucciero, Maxim Hygiene, North Bellmore, NY
Rachell Buell, Duo Marketing and Public Relations, Parker, CO
Elizabeth Burzenski, VPPPA, Inc., Falls Church, VA
Claire Suzanne Calderbank, Associated Credit Union, Norcross, GA
Isabella Calderon, University of Florida, Boca Raton, FL
Meredith L. Carlile, M Carly Design, Midvale, UT
Brittany Carson, SC Technology & Aviation Center, Greenville, SC
Zach Chizar, York County Convention & Visitors Bureau, York,PA
Katherine J.M. Clough, R.W. Baird, Milwaukee, WI
Crista Leigh Collins, The New School of Radio & Television, Albany, NY
Kaitlyn Cox, Minneapolis, MN
Angela Davarn, Foster Swift Collins & Smith, P.C., Lansing,MI
Karen Davis, Tristate, Armature, Collierville, TN
Onike Camille Decker, Gaithersburg, MD
Katy Dow, Southern Governors'Association,Washington, DC
Rob Entsminger, II, Jackson Spalding, Atlanta, GA
Jessica Nicole Etter, American Podiatric Medical Association, Bethesda, MD
Michelle Phillips Fay, Esq, PREP-Oration Marketing, Cleveland, OH
Michaelia Marie Figgins, Mooresville, NC
Nicole Fischer, Padilla Speer Beardsley, New York, NY
Kaci L. Fowler, The Atlanta Falcons Football Club LLC, Lithonia, GA
Kathryn Christina Friedmann, Atlanta, GA
Becky Furnival, Cetera Financial Group, El Segundo, CA
Whitney Gray, Easter Seals Project ACTION, Washington, DC
Elise Rosemary Grosso, Asheville, NC
Marisa Harriston, Arlington, VA
Lauren Hayden, Holstein Law Group, St. Louis Park, MN
Abri Hochstetler, Girls Inc. of Greater Indianapolis, Indianapolis, IN
Brittney Lynn Horn, Franklin, WI
Janelle Huelsman, Fahlgren Mortine Public Relations, Columbus, OH
Sarah Elisabeth Hunt, Vasche Sole Practitioner, Salem, OR
April Ingle, Mentor-on-the-lake, OH
Kelley A. Johnson, Lane Powell PC, Portland, OR
Donyel L. Johnson, Chattanooga, TN
Melissa Jones, Morgan State University, Baltimore, MD
Hilary Hollandsworth Kelley, Foot Levelers, Inc., Roanoke,VA
Stephanie Kennard, RMR & Associates, Inc., Columbia, MD
Mary Kathryn Kennon, Carter, Atlanta, GA
Courtney Knox, Zeta Tau Alpha Fraternity, Bradenton, FL
Natasha Danielle Kormanik, People's Securities, Sandy Hook, CT
Stephanie Kornblum, Rockville Centre, NY
Tessa Kurman, Porter Novelli, New York, NY
Kayla LaFata, DS Simon Productions, New York, NY
Jessica Lam, Chapel Hill, NC
Kelsey Nicole Lamon, Lane Powell PC, Seattle, WA
Jaclyn Larkin, Great Communicators, Coral Gables, FL
Jessica Lawlor, Cancer Treatment Centers of America, Philadelphia, PA
Colleen Leahy, The Limited, New York, NY
Vera Lease, Gensler, San Francisco, CA
Ally Ley, Westminster, CO
Abbey Elisabeth Linville, Crowl, Montgomery & Clark, North Canton, OH
Sarah Lipkin, Mid-Hudson Valley, Federal Credit Union, Kingston, NY
Melissa Ranae Loera, Erie MetroParks, Huron, OH
Nick Lucido, Edelman, Chicago, IL
Carolina Madrid, Ameredia, Inc., San Francisco, CA
Rafael Mangual, International Trademark Association (INTA), New York, NY
Lyra Manning, Charlotte, NC
Alyssa Mariano, Monmouth University, Freehold, NJ
Stephanie Mathias, Kent State University, New Philadelphia, OH
Adam Wade McCormick, Raleigh, NC
Jessica Rae McGrady, Dazatar Media, North Royalton, OH
Ryne Meadors, Ketchum Directory Advertising, Los Angeles, CA
Liliana Medina, Wayne State University, Farmington Hills, MI
Jessica Lynne Miller, Columbus, OH
Dionne Moore, Gilbreath Communications Inc., Houston, TX
Megan Roswyn Murphey, GCG Marketing, Fort Worth, TX
Megan Neal, Allen Family Foods, Seaford, DE
Brandi Neloms, Earth Fare, Akron, OH
Carolyn Neuhausen, Los Angeles, CA
Brian Newsome, Memorial Health System, Colorado Springs, CO
Kimberly Nogi, Atlanta Symphony Orchestra, Atlanta , GA
Sarah Norton, Nashville, TN
Amanda Lorine Oboza, East Lansing, MI
Jasmine Ojeda, Woodland Hills, CA
Craig Orsi, Millis, MA
Jenna Overbeck, University of Texas, Austin, The Woodlands, TX
Sara Peterson, Gonzaga University, Spokane, WA
Tiffany Marie Peterson, USN, San Diego, CA
Nicholas E. Pipitone, Secane, PA
Jessica Rector, Bedford, TX
Elizabeth Rowland, strat-igence, Long Valley, NJ
Daniel Saenz, Chantilly, VA
Stephanie Scheer, Henry Ford Wyandotte Hospital, Wyandotte, MI
Glorianna Schinagl, Fashion Folio, Denver, CO
Lindsey Serhan, San Diego State University, San Diego, CA
Lisa Smid, The Press Office, New York, NY
Joseph Sorbera, Staten Island, NY
Xiao Tan, Michigan State University, East Lansing, MI
Audrey Taubert, JODesign, Fort Worth, TX
Scott Wesley Thornburg, Red Square Agency, Mobile, AL
Whitney M. Veit, Washington, DC
Jamila Vernon, Association of American Medical Colleges, Washington, DC
Cynthia Viramontes, Montebello, CA
Meghan Wagonseller, University of Nevada, Reno, Reno, NV
Rachel Moon Walker, Jacksonville, FL
Lybbe Ward, Elanco Animal Health, Greenfield, IN
Nekita Sheville Watkins, Honolulu, HI
Jason Charles Werden, Fleishman-Hillard, Washington, DC
Mary Architzel Westbrook, Physicians for Peace, Norfolk, VA
Lisa Paik Whelihan, Fashion Careers College, San Diego, CA
Kali Wicks, Montana Department, Commerce, Helena, MT
Mallory Brooke Wiggins, SBC Advertising, Galion, OH
Kelsey Ann Williams, The Ritz-Carlton, Cleveland, Rocky River, OH
Angela Wilson, Aurora, CO
Alissa Winberry, Irving, TX
Todd Winkel, Houston, TX
Adam N. Wojack, Office of the Chief of Public Affars, United States Army Europe, APO, AE
Kenya N. Woodard, Step Up For Students, Tampa, FL
Kyle D. Worthington, City of Raymore, Raymore, MO
James Francis Yurek, Geneva, NY
Jackie Zureich, R/P Marketing Public Relations, Holland, OH
