1 Comment for The Public Relations Writer’s Handbook: The Digital Age

• 1. Annis  |  January 18th, 2010 at 10:24 am

  This review is from: The Public Relations Writer’s Handbook (Hardcover)

  This book should be a desktop essential for every public relations writer. It is a manual for all aspects of writing in this field, from news releases to brochures to speech writing to obituaries. This all-encompassing handbook provides step-by-step instructions for the different types of public relations writing and applies them to real-life examples and hypothetical situations. As an aspiring public relations writer, I found this book to be quite effective. It breaks down each type of document and walks the reader through the process. It gives the reader a sense of priority-importance, chronology within the text, what to always include and things to avoid. The writers’ explanations are understandable, and the concepts are easy to grasp. There is no question that the most vital factor in a news release is newsworthiness: “If your release is to be read and considered for coverage, it must offer a newsworthy story, stated clearly and simply, long on information and short on adjectives.” The authors state their point clearly and simply, just as we should when we write our news releases. Although the descriptions and directions are thoroughly helpful, the examples are somewhat stale. Aronson and Spetner say that the purpose of the lead in a news release is to “grab the reader’s attention and compel him to continue reading.” The example they give, however, is anything but compelling. “Welch Foods has announced it will market a new selection of all-natural frozen juice concentrates that will be available to consumers in supermarkets this November. The new Welch’s Orchard 100 percent Natural Frozen Concentrate products include three tangy flavors-Grape, Apple-Grape and Harvest Juice Blend.” (Yawn) It is the pitch letter that often determines whether a reporter pursues a story. So, not only must the news release be newsworthy and informational, the pitch letter must be catchy in order to spark the reporter’s curiosity. Aronson and Spetner suggest an initial phone call to the editor before pitching the letter in order to determine the correct angle to take in the letter. Speech writing can be one of the most difficult tasks in public relations. It is so important to understand the speaker’s style, speaking rhythm, and voice pattern. It requires a good deal of research and many rough drafts. Aronson and Spetner have made speech writing easier by breaking down the process into ten steps. Having a guide facilitates the writing of a good speech. While it is always important to personalize each speech, following the guidelines can guarantee a well-rounded speech. This book, published in 1993, is already outdated when it comes to electronic media. The internet plays a large role in public relations today, and this book is missing the entire genre. Electronic mail is mentioned once, but discounts it as an effective way to send messages because of “the limited number of terminals with modems that are accessible in newsrooms and the inability to transmit photographs.” It is amazing how far we’ve come in seven short years. As strictly a writing guide, this book is extremely useful. I checked it out from the library in order to write this review, and I am going to buy a copy to use as a guide in the future. The guidelines are clear and precise, and I learned a lot about correct format and presentation. Aronson and Spetner lacked originality and spunk in their examples, but personal writing style is something that will come with time and experience. I recommend this book to other aspiring public relations writers because, as Aronson and Spetner said, “good writing is always at the core of effective public relations.”

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