ADV 225
Writing for
Public Relations:
Session 2
Andrew Corner, M.A., APR
Instructor
330 Communication Arts and Sciences
E: cornera@msu.edu
P: 517-896-8995 (cell)
Deadlines
Several assignments are due along with this session.
Review the current due dates in the
Calendar and News sections of your
Course Home on Desire2Learn.
Reminders
Some lecture material was recorded in prior semesters.
I have done my best to update for the current semester, HOWEVER ...
Some out of date references may still appear in the videos.
If that occurs, please use your common sense and apply your understanding of the current assignments and deadlines.
Reminders
For Example:
We are not using the SONA System.
• Any reference to SONA or extra credit related to participating in research studies is outdated.
• SONA does not apply for this semester.
There won’t be any group projects.
• Any reference to group work or “Learning
Teams” is outdated and does not apply for this semester. • Please disregard such references.
Reminders
For Example:
All assignments are due on Tuesday or
Thursday.
• If the video announces a due day of Monday,
Wednesday, or any day other than Tuesday or
Thursday, that reference is outdated.
• Deadlines announced in lectures that don’t match the Syllabus or refer to a day other than
Tuesday or Thursday are outdated and should be disregarded.
Reminders
For Example:
All dates should be 2015.
• Any reference to 2014 or earlier is outdated.
• Update the instructions to 2015.
2015 deadlines are published in the
Syllabus and will be provided through
Course News postings.
• Any deadlines announced in lectures that don’t match the Syllabus are outdated.
ADV 225
Writing for
Public Relations:
Strategic Writing
Andrew Corner, M.A., APR
Instructor
330 Communication Arts and Sciences
E: cornera@msu.edu
P: 517-896-8995 (cell)
Strategic Writing
Career writing
Creative but goal-oriented
Brief, concise, clear: Shorter is always better
Minimize – not maximize
Begin with the end in mind
Strategic Writing
Shorter is always better
Premium on crystal-clear expression
– not filling up pages
“I didn’t have time to write you a short letter, so I wrote you a long one instead.” – Mark Twain
Strategic Writing
Various Forms
Letters
Memoranda
News releases, media advisories and fact sheets
Newsletter copy
Brochure copy
Web copy
Strategic Writing
All carefully crafted to resonate with an identified audience or audiences
Seeks to compel some kind of action:
Give something
Sign something
Buy something
Go somewhere
Call someone or visit a Web site
Vote
Raise awareness/invite a relationship
Strategic Writing
It’s NOT about what YOU have to say. It’s about you applying your skills to help someone else say what they need to say.
Check your ego at the door!
The Writing Process
Research
Brainstorm
Organize
Write
Revise
Edit
Submit for Approval
Distribute
Evaluate
ADV 225
Writing for
Public Relations:
English Grammar and
Associated Press Style
Andrew Corner, M.A., APR
Instructor
330 Communication Arts and Sciences
E: cornera@msu.edu
P: 517-896-8995 (cell)
