Public relations is a melting pot of industries – journalism, political science, public affairs and business – to name a few. However, no matter what background, there is one thing that creates successful public relations – exceptional, concise writing. To ensure you get plenty of calls and interest, follow the four rules of PR writing:
1. Keep it brief—make every word matter. Learn to give blasé bloggers and reporters the one quality they find irresistible. Make their work easy for them – they are busy people and there are plenty of other stories out there that are quick to the point!
2. Don’t bury your lead—get to the point, FAST. Cut down unnecessary words – but keep your message intact and unforgettable. Give “teaser” information that provides journalists with everything they need to know – but leave a little to the imagination to ensure they get in contact and find out more.
3. Write a great headline—don’t give readers a chance to turn their head away for a second! Learn to write a headline that anchors readers to your teaser and first paragraph every time. Headlines and teasers are more important than ever in the Twitter age, and with so much information out there, it’s important to make sure your story stands out from the crowd. Stop people in their tracks with inspirational, novelty or human interest headlines.
4. Create a powerful narrative—if your story isn’t interesting, dramatic, with a real human for a hero, it doesn’t matter how well written it is. Create content your readers crave. Readers want to be able to relate stories to themselves, their own personal struggles, successes and aspirations. Part of creating a powerful narrative is also providing information that is useful to the reader in relation to the story. A story about how a failing business woman turned her life around with a home-made product that made her millions is interesting – but tips on how readers could also tap into their creative business side and make millions is intriguing!