This document provides guidance on effective and ineffective word usage in crisis communications and news releases. It discusses common word usage mistakes to avoid, such as confusing stationary and stationery. It also covers punctuation and grammar mistakes. Effective quotes are described as being simple, visual, and aspirational. The document warns against using words that could be used against you by the media. It provides tips for crafting statements and news releases, including using simplicity, brevity, credibility, and consistency. Industry examples of redefining perception through language are given. The document also offers guidance on communicating with employees, unions, and the media.

1. EFFECTIVE & INEFFECTIVE
WORD USAGE
CRISIS COMMUNICATIONS
NEWS RELEASES & ADVISORIES
WEEK 5 - OCTOBER 1, 2012

2. COMMON WORD USAGE MISTAKES
 When crafting pitch letters, press releases, email correspondence or social
media outreach, a public relations professional must be mindful of using
words that can sabotage their efforts with the media, clients and consumers
COMMON WORD BLUNDERS
• Stationery vs. Stationary • To vs. Too
• For all intents and purposes • Who vs. That
• Illicit vs. Elicit • A lot vs. alot
• Irrespective vs. Irregardless • There vs. Their vs. They’re
• Affect vs. Effect • Principle vs. Principal

3. COMMON PUNCTUATION & GRAMMAR
MISTAKES
“Change will not come if we wait for some other person or some other time.
We are the ones we've been waiting for. We are the change that we seek.”
President Barack Obama.
 When quoting an individual in a press release, a comma or period should be
included inside the quotation marks (not outside).
 Titles of books, magazines and newspapers are italicized
 Titles of television shows and movies should include quotes
 Do not end a sentence with a preposition (ie. with, of, at, etc)

4. Why Quotes Become Memorable
 Simplicity
“Read my lips. No new taxes.” George Bush, 1988 Presidential campaign
 Visual & Aspirational – In times of crisis:
“The crew of the space shuttle Challenger honored us by the manner in
which they lived their lives. We will not forget them, nor the last time we
saw them this morning as they prepared for their journey and waved
goodbye and slipped the surly bonds of earth to touch the face of God.”
President Ronald Reagan, January 28, 1986

5. BEWARE OF USING THE WRONG WORDS
 Far worse than making a spelling or word usage mistake is making a
statement that includes words the media could use in a negative way.
Word blunders, Politicians & Public Figures:
 Richard Nixon – “I am not a crook.” (On the Watergate scandal)
 Rush Limbaugh – advertisers pull their support after incendiary quotes
about gays and women. (2012) (links to derogatory statements in week 5
folder.
 Todd Akin: “Legitimate rape victims rarely get pregnant” (link to video
available in week 5 folder)

6. CORPORATIONS AND CRISIS
 Former Chairman and CEO of GE Jack Welch said it best when discussing how
corporations should deal with employees and the media (Words that Work):
“Simplify, simplify, simplify – too many messages are just internal gobbledygook.”
 Silence = Guilt
 It’s human nature for audiences to regard silence as a tacit admission of
wrongdoing.
 A company’s communication with the public must be proactive, consistent and
ongoing.

7. 10 Rules of Effective Communication
 Simplicity • Alliteration
 Brevity • Aspiration
 Credibility • Visualization
 Consistency
• Questioning
 Novelty
• Context

8. HOW INDUSTRIES REDEFINE THE PUBLIC’S
PERCEPTION THROUGH WORD USAGE
 By utilizing descriptive words that are more positive in tone, a corporation
or industry can effectively alter the public’s perception.
1. Gambling vs. Gaming industry
2. Liquor to Spirits
 When crafting a description of a company, industry or organization, think
visually rather than verbally. Use aspirational words, but keep it simple in
tone.

9. COMMUNICATING WITH UNION OFFICIALS
 Most employees start with an anti-company, pro-union bias. Therefore, the
corporate side needs to be the first to provide employees with answers to
their questions – preferably in writing.
 Never let any union communication go without an immediate rebuttal
 Tough questions: Real Answers – a company that is responsive to the
“tough questions” has an advantage.

10. COMMUNICATING WITH EMPLOYEES
 Use of aspirational, truthful and informative messaging.
 To win over your employees, emphasize the need for more information,
facts and an honest approach that addresses their concerns.
 Employees want security of knowing that their job, paycheck and benefits
will be there when they need it.
 Being valued transcends dollars and cents.

11. COMMUNICATING YOUR MESSAGE WITH
THE MEDIA: NEWS RELEASES
 NEWS RELEASE GUIDELINES:
 PURPOSE: To deliver a strategic message to the news media—in hopes the
media will publish or broadcast the message.
 AUDIENCE: Journalists,broadcast producers, bloggers (for social media)
 MEDIA: E-mail, paper, website postings, digital satellite transmissions and
more.

12. NEWS RELEASES -- CONTINUED
 Three styles of traditional news releases:
 Announcement – A company announces a new product, service or response
to a newsworthy event that involves their brand.
 Feature – A story driven press release which gives you an understanding of
the people behind the brand.
 Hybrid – an announcement which includes a story driven approach to the
company’s success.

13. FORMAT OF NEWS RELEASES
 FOR IMMEDIATE RELEASE should appear above the headline
 Headlines are boldface and in newspaper style
 Journalists often prefer images that are embedded in the e-mail message rather than
connected by a link.
 Some e-mail news releases have standard templates (similar to paper news release
stationery). (Refer to examples in Strategic Writing book)
 Include approved company boilerplate (description of company) at end of release
 “-30-” or “###” appears after the final sentence but above the contact information
 “For More Information” or press contact data appear at the bottom of the news release.

14. MEDIA ADVISORIES & ALERTS
 Media Advisories
 Purpose: To quickly deliver the what, who, where, when, why, and how of a
story to journalists
 Audience: Journalists seeking news relevant to their audiences – typically tied to
an event
 One page single spaced
 Key to success: Conciseness, details, timeliness
 Include ### and relevant press contact info. at the end of the media alert

15. CRAFTING A STATEMENT TO THE MEDIA
 SIMPLE, CONCISE & FACTUAL
 If you do not respond to media, the story will inevitably be unfavorable to
your company or organization.
 If you arrange an interview with a corporate head, craft talking points and
approved statements so that they do not veer off the messaging even if a
reporter attempts to probe further.
 Do not release a statement to the media until it has been approved by your
supervisor and by the client.

16. ASSIGNMENT 5A - INSTRUCTIONS
 5A -- Identify a negative news story involving a business or corporation (ie.
bad 4th quarter earnings; a tragedy happens within the company; company
goes public and the stock plummets). Craft a statement to media that the
company would want to share with the press in order to respond to negative
comments. Post in Assignment 5A area as a Word document by midnight,
Oct. 4. (20 points)

17. ASSIGNMENT 5B – NEWS RELEASE
 5B – Based upon your statement to the media, write a press release about
this news as well. (350 words). Post in Assignment 5B area as a Word
document by midnight, Oct. 6. (15 points)

18. PERSONAL FINAL PROJECT
 Re-cap – engagement of your company’s involvement with its community
via social media.
 Assignment 5C: Develop outline that illustrates how the company is
currently engaging with employees, stock and shareholders (if applicable)
and the media. Once the outline has been drafted, you will follow this
outline in order to provide a more thorough investigation of how the
company and/or organization engages in all of these categories. Each
category should also include a “brainstorming” section where you will
provide creative ideas that the company can be utilizing in order to
effectively engage both with others both internally and externally. (15
points)

19. GROUP PROJECT DISCUSSION -- WIMBA
 We will be using the group chatroom on wimba to determine project leaders
and responsibilities for all group members.
 The following critical elements will be required for the group project:
 PR Strategy Plan that outlines your group’s objectives and includes creative ideas
that will be implemented in order to achieve your client’s deliverables (ie. Media
placement goals).
 Timeline outlining the length of time to execute the PR plan or event.
 Media Kit – containing press release, fact sheets, innovative packaging, bios, etc.

20. GROUP PROJECT – MEDIA KIT GUIDELINES
 Purpose: To deliver to journalists or bloggers more information than a news release could
supply
 Audience: Journalists and bloggers
 Media: Websites, CDs, DVDs, USB Drive, paper
 Other traditional documents: News release, backgrounders, fact sheets, photo
opportunity advisories, photographs or videos
 Key to success: Focus on one core news story and supply extensive supporting,
supplemental information
 Format: Innovative packaging. Product samples and press materials to be found on a USB
drive along with a folder containing a print version of all background information