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.