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WELCOME TO THE WORLD OF PUBLIC RELATIONS

UNIT

_TWO

Writing Guidelines

Before beginning any writing assignment, take the time to ask yourself some key questions.

• What is the desired communication outcome? In other words, what do we want our audience to do or not to do?

• Who is our target audience? (The more specific the segment, the better.)

• What are our target audience's needs, concerns, and interests?

• What is our message?

• What communication channel is most effective?

• Who is our most believable spokesperson?

Answering these questions goes a long way toward helping you determine the content and structure of your message. You should also keep in mind the following techniques and concepts of effective writing.

Outlining

Before you start writing anything, make an outline of what you are going to include in your message. It may be brief (as for a short press release) or comprehensive (as for a large booklet). You will probably modify it as you gather information, but an outline will help to keep your thinking in order.

In the simplest terms, an outline is a list of topics to be written about in the order in which they will be presented. Usually an outline has major topics, and within each major topic there are minor topics.

□ Words and word-combinations

1. the communication outcome — конечный результат коммуникации

2. target audience — потенциальная аудитория; основная аудитория

1. spokesperson — представитель(ница), выразитель(ница) (чьих-то интере­сов); оратор

2. content — содержание (например, книги); суть, сущность (например, ста­тьи); pi. — оглавление; объем книги

3. structure — структура, устройство

4. techniques — способы, методы

3. outline — набросок, очерк, краткий обзор, конспект, либретто, краткое содержание фильма

4. press-release — пресс-релиз, официальное сообщение, сообщение для печати