Strong writing skills required

By Posted in - Public Relations on December 7th, 2011 0 Comments

They say that writing is a dying art, with the advent of smart phones and texting.  However, PR professionals throughout the day are continually finding new and creative ways to weave in clients’ key messages into a variety of activities – through writing.  This is why strong writing skills are crucial to anyone who wants to succeed in the industry.

Many times, we’re responsible for crafting messages far beyond a press release, feature story or media interview – and we often get seats at the copywriting table, where we write content for websites, flyers, brochures and catalogs.  So, what should you focus on when tackling any (or all) of the above?

According to Cobyblogger, here are a few things to keep in mind.

  • A strong, compelling headline is critical (This content actually came from a post titled, “Don’t read this or the kitty gets it,” which I would say is attention-getting.)
  • Immediately focus on the benefit to the reader (You have to answer the reader’s question, “What’s in it for me?”)
  • You must make a promise to the reader that you later fulfill (So glad no kitties were harmed from the post’s promise above)
  • Back up everything you’ve said with very specific proof (This is a great time to include testimonials, statistics or key benefits that can be applied in real world settings)
If you ever find yourself suffering from writer’s block, just put yourself in the intended audience member’s shoes – and ask yourself what you’d expect from a marketing piece.
Have any other tips to share?  We’d love to hear from you.
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