Sparkles – Blog Journal – Week 6 – Louis Lee

Based on readings from Media Relations, Chapter 5, Writing Client Prose
Welcome back, the subject of this week’s blog entry is sparkles! No, it has no connection whatsoever with ponies or the word “twilight”. I am instead referring to the description used by Stanton in writing acceptable prose  for the clients.

Prose (a form of flowery written discourse, frequently seen preceded by the word “purple”) can be used for technical instructions, fiction and drama, legal reports, journalism and of course media and news releases.  Modern technology has accounted for prose writing in contemporary time to outnumber all other years and centuries before combined.

Like fans of the fantasy genre, media relations clients can be susceptible to prose, but that doesn’t mean they’d accept the news release equivalent of Stephenie Meyer’s Twilight. Instead, prose in media release has to have “standards”. For instance, a lead news par should have around seventeen to twenty words, be in active voice and in the present tense. It should also have a clearly defined purpose and provide the reader with what the story is about so they will keep reading.

The rest of the news release should follow these rules:

Finding an angle that localises the issue ore event, containing the news releases to a maximum of fifteen paragraphs, using the last three or four paragraphs for quotes, avoiding advertising the name of the client company, avoiding plodding articles and keeping things concise and easily understandable without technical jargon.

Prose is similarly (to the point and easil comprehended) applied when setting out news releases, writing out backstories, writing letters to the editor, annual reports  feature stories, brochures and personality profiles. The important thing to keep in mind is to be to the point and the writing should be easily comprehensible by even the dyslexic.


Stanton, R. (2007). Media Relations, Oxford University Press Melbourne.









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a public relations firm that specialises in helping independent media groups find an audience at modest compensation.

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