This video was made in 1991 so the data in it is a bit dated, however, the premise is still valid. That is, to understand the subtleties of the Québec market you have to have lived here.
How important is writing in public relations today? A PR Week editorial has sparked a fresh discussion about the value of writing skills in today’s PR agency or corporate communications environment. In the op-ed, University of South Carolina’s Shannon Bowen, Ph.D. argues that as PR has evolved into a management discipline, college communications curricula must shift to make room for the teaching of skills like critical thinking and ethics.
Writing is at the core of persuasion.
The creation of compelling content is a fundamental communications skill, and honest persuasion tool. If you’ve crafted an op-ed about a business-critical issue or written a keynote speech for a C-level executive, you appreciate the power of the written word to convey ideas, evoke emotion, and build influence. Written and spoken words are still our number-one way for business and government leaders to communicate.
PR is content marketing.
Bowen asserts that, “The days of writing news release after news release have given way to the cleverly-worded 140 character snippet.” But social media posts are merely the entry point into a whole new world of content marketing. Today’s PR campaign incorporates a much wider variety of written (and visual) content than in the days of press releases, much of which is longer-form content or brand storytelling. In a given day we may be called to write web copy, a white paper, or a strategy document.
Hence, writing skills are more important than ever. So here are 15 amazing ways to write better fast by @DaisyHartwell.
Public Relations needs to adjust to survive.
For those not familiar with the expression, «Transmedia storytelling» I’ll refer to my favorite explanation found in Henry Jenkins book: Convergence Culture. Jenkins describes transmedia storytelling as «storytelling across multiple forms of media with each element making distinctive contributions to a fan’s understanding of the story world. By using different media formats, transmedia creates “entry points” through which consumers can become immersed in a story world.» In the Public Relations universe, efforts have been made to harness the digital word or the social media scene with new iterations of the proverbial press release generally called «Social Media Release». This social release adds multimedia elements and makes it easier to share information on Twitter and Facebook amongst others. But the delivery of the news itself hasn’t evolved. It is still a written text of about 600 to 800 words accompanied with images, links, and videos. In other words, it has only been slightly adapted for the digital realm without taking into account how people use the web to share the news and the strength of various social media platforms. Hence, I would suggest that Transmedia storytelling can teach Public Relations professionals new and more effective ways to reach bloggers and the social crowd.
Offering different entry points to a story that best suits the media needs to be in the PR toolbox.
– Gaven Dumont
Using Public Relations to reconnect with your community
Lately, business has been criticized as a major cause of social, environmental, and economic problems. In short, companies are thought to be making money at the expense of their communities. This might explain why many of them turn to Corporate Social Responsibility programs to reconnect with society. But a program that has an agenda determined by external reporting and personal preferences has limited impact. While we assume those activities reduce the harm coming from corporate activities, it does not really create value per say. Not surprisingly, CSR fatigue is starting to settle in just like green fatigue has in the media.
Enter the Share value Concept…
Michael Porter of Bishop William Lawrence University and Mark R. Kramer managing director of the social impact advisory firm FSG argue that «companies could bring business and society back together if they refine their purpose as creating a «Shared Value», generating economic value in a way that ALSO produces value for society by addressing its challenges. Firms can do this in three distinctive ways: by reconceiving products and markets, redefining productivity in the value chain, and building supportive industry clusters at the company’s locations.»
Their proposal is a shift from a financial economy to a product economy that can generate a Shared Value. A nice way to put a societal spin to the old product-driven economy.
An interesting idea that I believe has a lot of potentials.
Creating Shared Value…coming to a community near you!
– Gaven Dumont