3 Tips for More Engaging PR Writing

Writing for PR is not an easy craft and requires considerable skill and constant practice. The main challenge in PR writing is telling stories in an engaging and informative way without overinflating or trying to create big news out of something insignificant. This is often easier said than done.

To help you continue sharpening your PR writing skills, we’ve come up with these three tips that could help ensure that your press releases, media pitches and corporate announcements get reader’s attention.

1. Tell a story.
Remember that simply communicating news does little to engage journalists and stakeholders. As natural storytellers, people connect much better with narratives that convey a sense of progress and an idea that is larger than the news itself. When writing for PR, make sure to put your information in a context that provides a larger picture and illustrates why this news is significant.

2. Provide substance.
Above all, PR writing is meant to inform and clearly communicate important details to the reader. Focus on the main points and avoid drowning the news in “fluff talk” and marketing lingo.

3. Don’t use non-standard formatting.
Avoid using cheap attention-grabbers, such as bold-faced, underscored, spot-colored words, as well as using all-caps, exclamation points, etc. Truly newsworthy and well-written material can speak for itself and does not need any additional gimmicks.

When writing for PR, ask yourself what is important for your target audience. Putting your reader’s needs and interests first will help your writing remain compelling, relevant and generate the positive media coverage you are looking for.


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