With 2012 well under way – and plans to launch Buzzwords’ new copywriting courses (online and face-to-face) at an advanced stage – what better time could there be to spill a few beans on how to improve your PR writing. Here are four things that may set you thinking:
1. Use short, simple words
Don’t show off! French phrases and rare words might cut it in certain circles, but copywriting is all about communication. You need to make sure ALL your readers know what you’re talking about without them having to scurry off for a dictionary (or, worse still, abandoning any attempt to read your gems altogether!).
2. Know who you’re writing for
Create a mental picture of who your readers might be. Think about their age, interests, educational level, social influences and so on. What will turn them on? And what might put them off? These are largely common sense things, but it’s wise to give them a thought before you start blazing away on the keyboard.
3. Research your subject
With business-to-business PR, you’re talking to specialists. With consumer PR, you’re talking to savvy consumers who will twig right away that you’re not really on their wavelength and therefore not worthy of too much of their time. Research material is everywhere on the Internet – so use it!. You don’t need to regurgitate dry facts. Think around the subject. Put facts and events in the context of your own particular message. Be relaxed in your writing by all means; but most of all, make sure you’re credible.
4. Aim high – and keep it that way!
Quality PR writing is all about clarity and energy. If you can achieve that in everything you write, then your readers will stay with you until the bitter end. If you’ve read this far, you’ll know what I mean!