JMC 3423


Unit 2.2 of public relations writing (JMC 3423) was all about writing basics: the elements of news,  the big five, the ABC’s of journalism, the inverted pyramid, ledes (or leads) and bridges, and body. All of these aspects are vital to writing.

The elements of news: Mass appeal

  • Suspense
  • Prominence
  • Immediacy
  • Conflict
  • Emotion
  • Consequence
  • Oddity
  • Proximity
  • Progress
  • Sex

The big five

The top elements of mass appeal that all public relations practitioners need to use in their writing.

  • Consequence
  • Interest
  • Timeliness
  • Proximity
  • Prominence

ABC’s of journalism

  • Accuracy
  • Brevity
  • Clarity

The inverted pyramid

The writing style of journalists.

  1.  The Lead: The most important information.
  2. The Body: The crucial information.
  3. The Tail: The extra information.

Ledes (lead) and bridges

Lede (lead) : Most important paragraph of a news story.

Bridge: A transition from the lede (lead) to the body.

The body

Body: Detailed portion of a news story.

You might think this information is only useful for journalists (I used to think that), but it is also extremely useful for public relations practitioners.

One thing that I have heard from many sucessful public relations practitioners, is that they wish students would realize the importance of knowing how to be an effective writer.

Why do public relations practitioiners need to know how to write?

To gain the trust of your stakeholders, client, organization, etc. and to build your credibility in the public relations field.

If you want to be the best of the best in the public relations sphere, you must know how to be an effective writer.

Tagged ,

Leave a Reply

Your email address will not be published. Required fields are marked *