PR Writing: Chapter 12

Op-ed pieces are extremely interesting because I have never studied in depth what an op-ed piece is. I have heard the word before, but did not know it mean opposite the editorial, which makes so much sense now. An op-ed piece is meant to allow the writer to comment further in depth on a topic, the example in the book being carbon emissions and how the first matter on Congress’s list should be global warming.

A position statement piggy backs off of op-ed, but allows the writer to state an official position for the company itself. The example in the book continues with the CO2 emissions and places the NRG company in a position that cares about greenhouse gasses and global warming. The stance they take is one of awareness and prevention. The section goes on to teach the reader how to write a powerful position statement, using techniques such as research, clear objective statements, logos, pathos, persuasion, etc.

The book also talks about talking points and speeches. This is interesting to me because having taken a public speaking class, I have written a few speeches in my time, but never looked at them from a public relations stand point. I enjoy writing speeches a lot so learning that I will have the responsibility to do that in the future is really encouraging to my career goals. Talking points keep the topic consistent, not allowing confusion or mixed messages. You must be able to write the speech tailored to the speaker. Keep it natural, conversational, and write it to where the audience will become engaged in what the speaker is saying.

For my writing, this chapter will help exponentially, allowing me to use these techniques and tools to write more professionally and cohesively. Professionally, this chapter was incredibly educational on all the different ways PR practitioners communicate with the world, especially about helping their company create stances and make marks on the world around us in positive and progressive ways.