Good public relations (PR) writing starts with a plan, tells a story the audience cares about, opens with a strong paragraph, uses accurate facts and figures, and goes through several drafts and a careful proofread. Here are those 5 tips in more detail.
PR professionals handle a wide range of communication for companies and organizations. Writing for public relations includes press releases, event plans, and content for both offline and online media. Its purpose is to get a message across to a wide audience and to earn positive attention.
1. Plan it
Understand what your end goal is and how it fits the company's goals and mission. When you know the goal, you can make sure your writing always stays in context.
Also, do your best to understand the audience you are trying to reach. Why should they care about what you have to say? What do they expect from your company? What is the best way to get a message across to them?
Keep your deadline in mind too, and make a timetable so that you deliver the content on time.
2. Tell a story
People love a good story, and that is why many companies use stories in their ads, landing pages, and campaigns. PR writing is no exception.
A good story gives your writing a warmth that readers can relate to, and it shows your brand in a good light. It also goes a long way toward making your writing memorable.
So what makes a good story? A story that focuses on your audience's needs and interests is always a fine one to tell. Put your audience first, and think about how your company's products and services can help them solve their problems.
3. Start with a strong paragraph
Once you start the actual work of putting words on paper, try out several versions of the opening paragraph and see which one grabs the reader's attention best. Many readers decide after the first few lines whether to read on, so put your most important news there. The same goes for the headline: the perfect headline explains what makes one work.
4. Use facts and figures
Facts and figures give readers the specifics about the company and its products and services. Double-check them to make sure they are accurate and do not mislead your audience. Volkswagen got into deep trouble when it came out that the company had cheated on emissions tests to make its diesel cars look cleaner than they were.
Don't trick your customers. It never ends well.
5. Draft, rewrite, and proofread
If you don't get it right in the first draft, don't worry: that is perfectly normal. Write as many drafts as your deadline allows, and rewrite sentences or replace them altogether when you need to.
Once you feel you have the finished piece, proofread it. The Spell Checker catches spelling and grammar mistakes. In addition, ask a colleague to read the piece aloud to you. Your ears may notice mistakes such as awkward phrases much more easily than your eyes.
Follow these tips, and you can write a PR piece that meets your organization's goals every time.