The past couple of weeks have been on the faster track of work at Identitywa, and it is no exception for the public relations and communication side of work.
I have been working on a couple of media releases and it can be rather tricky when it comes to the seemingly small detail of choice of words. Language is another important part of tying the whole media release together to reduce to risk of problems in future. Although I've learnt much about writing media releases from the PR units I've taken here at Curtin, these two aspects proved me that I needed to work on this skill more to be ready for the real world. And there I thought, "Hah, it'll be an easy task, since I'm well versed in the English langauge." How wrong I was.
As a student who have been writing countless academic essays and reports with complex terms, I often forget that I am writing for a different set of audience now. Wilcox (2009) states that "college-educated writers often forget that words common to their vocabulary are not readily understood by large segments of the public" and it rings true to me. A few times, my supervisor has raised the issue to me, that my choice of words are far too complex for media release standards. I ended up having to rewrite the drafts a few more times than I usually do in university assignments.
Wilcox (2009) also gave tips on writing for media releases, that s short word--one with fewer syllables--is more easily understood than a longer one. 'Reader-friendly' words, as he puts it, simplifies the message and makes it easier for a wider audience to read.
However, it is important to keep in mind the audience and their receptiveness to the style of the media release. Keeping in mind the audience is key to writing a spot-on media release.
Stemming from choice of words is the language used for the media release. As an organisation for people with disability, it is important to use politically correct terms. Wilcox (2009) wrote that writers should be sensitive to words that may offend individuals or groups.
It reminded me of a Malaysian article I read titled "No Benefit in Being Fat" that was published both in print and online versions. The writer for the article made many remarks that were offensive, such as labeling plus-sized people "whale-like". The article created an uproar among the Malaysians, with many of them complaining to the editor of the newspaper agency for allowing such an article.
As an organisation that provides services to people with disability, writing media releases can be risky without knowing the politically correct and incorrect language. Language, and its connotations are changing constantly, and more than ever now that communication is becoming more globalised. As a result, public relations writers must be aware of these changes to make informed decisions based on factors related to the sensitivity to the audience among accuracy and clarity of communication.
I'm glad that I learnt more about media releases through this mistake. I would have never known until I practiced.
Stay tuned for more exciting posts about my placement!
Regards,
Debbie Goh
15007119
Curtin University Bentley
References:
- Wilcox, D. L. 2009. Public Relations Writing and Media Techniques. 6th ed.. USA: Pearson International Edition
- Shanin, S. 2013. "No Benefit in Being Fat" receives backlash from net citizens. Astro Awani, July 23. http://english.astroawani.com/news/show/no-benefit-in-being-fat-receives-backlash-from-net-citizens-18915 (accessed September 1, 2013).
