WRITING FOR THE EYE AND EAR

Chapter Eighteen

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Writing for the Eye and Ear

In other words writing for reading and speaking……

The objective in writing is to be as clear as possible. Each piece needs to be in the correct format and style, carefully proofed and edited. This requires that the writer thoroughly understand its client’s intent and prepares accordingly.

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Writing for the EyeTypes of Publications Media Kit Biography Backgrounder Fact Sheets, Q&A, Photos, Etc.

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What is a Biography?

Sometimes called a bio, it provides information about a key executive in the form of facts about the executive

There are two types of biographiesStraight BiosNarrative Bios

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Writing for the Eye Types continued

The Case History By Liner Op-Ed Roundup Article Pitch Letter Newsletter

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Internal Writing Tools

E-Mail Memorandum Position Paper Standby Statement

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What is a Standby Statement?

Standby statements are used when an organization anticipates it may be called upon to give information to clarify a position.

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Question to ponder……..

Are electronic tools and techniques as good as traditional types?

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Writing for the Ear

The speech is an important part of the public relations mix.

The Speech Writing ProcessPreparing InterviewingResearchingOrganizing and Writing

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Making Presentations

The intent is generally to sell a product, service, or idea

In order to make an effective presentation,

it is important to do the following:

Plan and organize

Get to the point

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Making Presentations continued

Be logical Write it out Anticipate negatives Speak, don’t read Be understandable

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Making Presentations continued

Use graphics wisely Be convincing Know when to stop

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Exercise

Visit Vital Speeches of the Day either online or at your library

Search for a recent speech given by a CEO, can you identify any research used and cited in the speech?

Is the speech organized? Can you identify the pattern or organization?

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Question……

Name some further examples of writing for the eye and ear.

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Question…..

MS&L public relations and Kraft were finalists for the best use of the of Internet award. Kraft puddings teamed up with a favorite childhood menagerie treat for this kid-friendly dessert. Name this treat.

Hint: Originally imported from England, celebrating its l00th anniversary, Shirley Temple sang a song about them in her soup.

Answer: Barnum and Bailey Animal Crackers

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Exercise

Visit the website http://www.cdc.gov/powerfulbones/index2.html

Assess the National Bone Health Campaign: Powerful bones. Powerful girls.

What was their written objective? Does it work?

Does the site have both appeal and credibility?

What is your assessment of their campaign effort on the web?