By Don Bates, APR, Fellow PRSA, PRSA-NCC Writing Workshop Instructor

Before you write anything for professional public relations purposes, you need to review 25 accepted criteria, below, to ensure that your assignment is well-written, its structure is correct and its content is sensitive to the needs and interests of the target audience.

These criteria apply to all PR writing. They are based on what PR managers, writers, researchers, journalists, editors, teachers and consultants consider as essential, based on their professional knowledge, experience and expertise.

Print the list below, which is alphabetical, on a large note card or half sheet of paper you can attach to your computer, printer, bookcase or somewhere else close at hand where you can easily read it:
1. Accurate
2. Actionable
3. AP styled
4. Attributed
5. Audience-centric
6. Benefits focused
7. Clear
8. Concise
9. Credible
10. Direct
11. Engaging
12. Evaluated
13. Factual
14. Incisive
15. Informative
16. Insightful
17. Logical
18. Measured in tone
19. Persuasive
20. Positive
21. Readable
22. Researched
23. Simply stated
24. Strategic
25. Substantiated

Please share the list with colleagues, students, clients and employers. You have my permission.

Don Bates next Washington, D.C., workshop is April 30, 8:30-4:30, at The George Washington University.  More here.

About Don Bates, pictured above.

Bates, APR, Fellow PRSA, is a well-known PR/PA executive, writer, teacher and consultant. He has worked for national and international corporations, nonprofit causes, professional associations and agencies. He conducts writing workshops worldwide. He has taught in China, Japan, Singapore, Italy, Switzerland, Peru, Spain and other countries. Don also teaches graduate public relations courses at New York University and is a senior advisor on PR agency M&A with Gould Partners. He owned and operated The Bates Company, NY/DC-based PR and marketing firm, which he sold after 12 years in business. He is a member of the PRSA-NCC and PRSA-NY chapters, and an honorary trustee of the Institute for Public Relations, which he helped to establish.

3 Responses

  1. Diane

    Fantastic advice. It cuts away all the noise and gets straight to what’s needed.


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