Writing for the Media

Adrian Wheeler was a reporter on a weekly newspaper before joining a City PR firm. He co-founded Sterling Public Relations which was acquired by Grey Advertising, where Wheeler became CEO of GCI UK and chairman of GCI Europe. He was chairman of the PRCA in 1999-2000 and chairman of the CIPR's Professional Practices Committee in 2008-2012. In 2010 he was awarded the Sir Stephen Tallents Medal. He is the author of Purchasing Public Relations for the PRCA and editor of Best Business Advice. He works as a crisis communications consultant, as a non-executive with four public relations agencies, and as a PR and media trainer.

• Foreword by Francis Ingham Introduction Good media writing - the business case The ROI – media messages The media writing challenge: editorial choice B2B and B2C – what’s the difference? How journalists write The journalist’s PR challenge Journalists’ rules Researching a story Interview tips Composition: Headlines and leads Format, structure Short-form and long-form The human factor and illustrations Media language Enemies of clarity Style Quotations Self-editing What the media want and don’t want What the media say they want and don’t want Story ingredients: the Trevor Morris system Writing for screens: advice from Steve Dunne Pitching a story to the media Making a soft story stronger Distribution: the PESO model Appendix Advice from journalists and editors Good media relations – five top tips Books about the media and media writing Improving your media writing A selection of journalism terms Media story platforms Putting it into practice (exercises) Media quotes about the media

‘At a time when journalists are becoming fewer in number, are being asked to do more and are under huge pressure to produce it faster, it is more important than ever for PR specialists to be able to write media material that journalists can work with. Long-time PR executive and doyen of the UK’s PR industry Adrian Wheeler leads by example, producing a well-written and highly engaging book that lays out the case for better writing in media material, and then in a clear, informative, entertaining and often witty way, sets about teaching the reader how best to achieve it.’