Course Review Part 3: Key Documents in Public Relations

 Course Review Part 3: Key Documents in Public Relations

Document Type	Purpose	Target Audience	Structure & Key Features	Tone & Language	Examples of Typical Content
House Organ	To inform, engage, and align internal stakeholders with the organization's values, news, and achievements.	Employees, managers, internal stakeholders	- Regular sections: editor’s note, employee highlights, project updates, HR announcements - Company branding and visuals - May include photos, interviews, and success stories	Friendly, professional, and motivational	“Meet our new team members” “Results from the annual staff survey” “Upcoming training opportunities”
Brochure	To promote a product, service, project, or event through persuasive messaging and appealing design.	Prospective clients, customers, investors, event attendees	- Cover: brand, slogan, image - Inside: key features, benefits, testimonials, contact info - Call to Action (CTA) at the end	Persuasive, promotional, concise	“Discover our all-inclusive service packages” “Why partner with GreenTech Solutions?”
Press Release	To announce something newsworthy to the media in a clear and objective format.	Journalists, bloggers, media outlets	- Headline - Lead paragraph (5Ws + H) - Body paragraphs (background & quotes) - Boilerplate (about the company) - Media contact details	Factual, neutral, professional	“GreenWave Launches Coastal Cleanup Initiative” “New CEO Appointed at GlobalCom”
Corporate Letter	To handle official, formal communication between an organization and external stakeholders.	Clients, suppliers, government entities, corporate partners	- Company letterhead - Date and addresses - Salutation - Clear body paragraphs - Formal closing and signature	Courteous, formal, precise	“We are writing to confirm the receipt of your application…” “We appreciate your continued partnership…”
Formal PR Letter	To respond or initiate contact on public-facing matters, including invitations, complaints, agreements, or proposals.	General public, organizations, media, clients	- Similar to a corporate letter - Often includes persuasive or problem-solving language - May be printed or emailed	Clear, structured, persuasive or apologetic depending on purpose	“We are pleased to invite you to…” “We regret any inconvenience caused by…”
Circular	To inform quickly and efficiently, usually within the organization, about updates, decisions, or instructions.	Staff, departments, internal teams	- Brief and to the point - Subject or header line - One to three short paragraphs - May be printed or posted digitally	Neutral, informative, sometimes directive	“Reminder: Submit expense reports by June 5” “The office will close early this Friday at 2 p.m.”
Instructional Guide	To provide clear, step-by-step instructions on performing a process, task, or operation.	Employees, users, clients	- Title and brief introduction - Numbered or bulleted steps - Use of imperatives (“Click”, “Open”, “Check”) - Visuals or diagrams if necessary

 

Tips for Writing PR Documents

• Match tone and register to the audience (formal, informative, persuasive).
• Keep the structure clear and predictable for easier comprehension.
• Always include relevant details: contact info, dates, names, objectives.
• In press releases and brochures, prioritize clarity and visual appeal.
• For internal documents, balance formality with approachability.

 

Questionniare: 

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