PR Writing Basics

A public relations professional has many responsibilities, but a huge part of the job is writing which is a skill that continues to develop overtime. One of the goals of public relations writing is to spread the client’s message concisely, a method that usually doesn’t involve a ton of flowery language, however there is room for creativity.

• PR copy is short, sweet, and to the point.

  • Tip: Try to split longer sentences into two and use commanding verbs for greater emphasis rather than filler words.

• Get rid of filler words.

  • Tip: Words such as: "that”, “just”, “really”, “in order to”, etc. are unnecessary and don’t add value to your writing. Think of these words they way you would “like” and “um” when you’re speaking, best to cut them out!

• Replace passive voice for active voice.

  • Tip: This is the hardest advice to follow because many of us are used to writing in the passive voice. However, active voice allows for more direct communication and powerful messaging. Sometimes this can involve restructuring your sentences to lead with the most important part ahead of the commanding verb.

• Be quotable.

  • Tip: In PR you get one shot to communicate your message. Take the time to ensure that your main message is the takeaway. Prior to writing it’s helpful to write out what the takeaway should be and letting that sentence guide the rest of the draft.

  • Think: if a reporter were to read this press release what would be the ONE sentence, I would want them to pull out and lead with that or frame the rest of your release around it!

Ultimately, these tips are best practices which make writing easier to understand for general audiences. The idea is to control the narrative and allow your audience to take away the message you want them to!