Innovating Your Writing

Superior writing skills are a PR professional's bread and butter. Everything that we do stems from the ability to use and manage language. Whether it be writing a news release or designing content for a social media plan, strong writing skills can be found at the core of almost any assignment.

It is not uncommon to become comfortable in your writing. If you read over things that you've written, you may find that you commonly use the same phrases, adjectives or expressions. It isn't just PR pros who fall victim to this writing plateau, professional writers are susceptible as well. 

Breaking writing habits that have been heavily instilled and feel comfortable to us can be challenging. Nevertheless, stepping out of your writing comfort zone is the only way to produce not only the best work that you are capable of, but the work that your client is paying for and deserves. Take small steps every day that will help to enhance the bigger picture in your writing. Read newspapers, magazines, blogs or articles online that are written in a style that you aren't familiar with. Take bits and pieces of what you read, and see if you use them as additions to your own style.

When you edit your work, don't just look for format, style and grammar mistakes. Look for phrases that you use repetitiously and try to use different wording. Take a trip to the thesaurus and look for strong and engaging synonyms. Writing and editing are different from revising your work. When you're finished editing your work, it shouldn't be uncommon for paragraphs to be changed, language and wording to be enhanced and for the piece to look different than when you first drafted it. Always be willing to rewrite for the sake of innovative and strong writing.

Do you think that your writing is innovative? Have you been stuck in a writing rut? What do you do to better your writing abilities as a PR pro? Please share with us in the comments!

(photo via) 

Junk the Jargon

One of the core principles behind PR people generating content for clients is that our specialty is making language accessible across multiple audiences. Certain fields like technology, medical services and finance have more trouble with this than others. Jargon, that is, terms that are not comprehensible to the general public, can make the difference between a consumer choosing your client over another.

When a company generates content that uses jargon, people may not be able to pull out key points and messages that the brand is trying to express. Those within the company often don't realize that they're using jargon, of course, because they are using these terms on a daily basis. This makes it even more difficult to remedy.

When buying into a particular company, people are looking for how well this particular product will serve their needs and wants. People in general do not like buying into something they don't understand and may frown upon a company for failing to tailor to their audience.

Have you ever witnessed a company that succumbed to jargon? Let us know!

PR Pro: The Perfect Social Media Manager

Behind many company social media sites sits a public relations professional. While this is a general majority, some companies are weary or confused as to why the PR department or a PR pro should manage social media. Below are a few reasons as to why PR pros can, and should, manage social media:

We are experienced storytellers: It is the PR professional's job to reach multiple audiences through multiple means of communication. We generate content and engage our audience with relevant and newsworthy topics. Social media is the perfect way to do so and PR pros its perfect master.

We are expert communicators: We are trained perfectionists in proofreading copy. PR pros are well versed in writing and editing and are less likely to publish errors.

We are experienced in relationship building: It is our responsibility to build relationships with journalists and investors in our brand. The goal of social media is to build relationships from across the world and trained to answer questions fast and with a plus in customer service.

We know crisis communications: With many crises, social media response is encouraged if not required. PR professionals are accustomed to responding to a crisis in a timely, appropriate and helpful manner for both the brand and it's customers.

We have always sought feedback: We have a thirst to find out what others are saying about our client. Social media is a great way to monitor public perceptions and gain feedback from consumers at all times that can be used for future organizational change and improve productivity.

Check!

I am often guilty of speeding through a news release, without paying attention to the nitty gritty details. Bad. Yesterday, however, I came across a great checklist to use post-release writing. Check it out:

1. Is my headline specific? Be sure that your headline matches your content. While this may seem obvious, your release will bode better if you pull specific words and terms from your release to use in your headline. Not only will this give you a more specific headline, but it will also be more  effective, thanks to search engine optimization (SEO). 
2. Did I use active voice? I am especially guilty of this. Tone down the extra words and phrases in favor of more direct statements. Instead of "Jane Doe has been awarded Grammy Award for excellence in songwriting," try "Grammy Awards select Jane Doe for Best Songwriter." This serves as a more impactful statement.
3. Can I chop three words from my headline? Remember: short, sweet, and to the point. Eliminate useless fillers that garble up your headline, instead chop off 3 words from your first headline. Of course, be mindful that your headline is still coherent. The point is to be brief yet effective.
4. Does my release answer the five Ws? I always advise other students to answer the 5 Ws in the lead paragraph of a release. Who? What? Where? When? Why? The rest of the release should focus on details, relevant quotes and resources.
5. Did I do a five-step proofread? 
1. Read out loud: I swear by this. Just reading things in your head will not help you very much. Reading out loud will give you a sense of how you actually sound, and help you with grammar, tone and syntax. 
2. Get a second pair of eyes: No matter what you are writing, this is strongly recommended. A second opinion never hurts, and a fresh set of eyes will do wonders for your release because your release may make sense to you, since it is your expertise, but it may not be in layman's terms.
3. Read your story backward: If you want to be extra vigilant, try reading your release backwards. Because you are not accustomed to reading this way, it will be that much more obvious for you to catch a mistake.
4. Focus on the numbers: Triple-check your dates, times, data, etc. It is a HASSLE and honestly a crack in your credibility if you are publishing incorrect information.
5. Print it out: We receive so much information via the computer screen that we are used to just scanning a page. Try the old fashioned way and just print your piece out and take a red pen to it. Guaranteed you will find something that your eyes glazed by.

Do you use any of these methods when proofreading your release? Have any additional suggestions? Let us know!

How To Improve Your Writing

It is hard to believe the fall semester is already underway. Assignments, essays and other homework is starting to pile up. For many PR students, these assignments will consist of writing, writing and more writing! Personally, I always seem to, in the three short months of summer, completely forget how to write.

Writing is hard work. It takes a good understanding of English, plenty of practice as well as a lot of rewriting and editing to produce interesting material. The following are some good tips found in an article by Katie Badeusz on www.Ragan.com.

1. Be Clear: The best advice I ever recieved from a professor was to KISS (Keep It Simple Stupid). Avoid using techinal terms or convouluted sentences. It may sound great to you, but if people cannot understand what you are trying to say then it won't matter anyways.
2. Apply Active Voice: Avoid writing in the passive voice! Sentences in the active voice are more concise and direct. Noun-verb construction is best. Say "She made a pizaa," not "A pizza was made."
3. Include Quotes: But avoid using too many or long-winded ones. Instead, incorporate quotes that sound authentic and reflect what a person might say in a normal conversation.
4. Write With Your Ear: The best way to edit your writing is to read it out loud. This way, you can hear what actually works in terms of sentence structure and pacing.
5. Allow Yourself To Write Crap: Don't focus on perfecting your sentences. Let your thoughts go and then fix them. Good writing involves rewriting!
6. Take Chances: Writing is all about creatvity. Don't forget to have fun and think outside the box.

Do you have any other writing tips you use? Let us know!

For The People, By The People

Everyone has someone to answer to, it's a fact of life. But when you are writing a press release or blog, whether it will be read by reporters or the general public, it can be hard to think about who you're writing for, when you have to hand it up to your boss to look over. I experience it myself, all of the time. I want my supervisor to like what I've written, and I want to make them happy, but the bottom line is that you are not writing for you supervisor or board of directors, etc. You are writing for an audience. Check out the tips below on how to write for your readers--not your executives:

Use the words your audience would use when describing your product: While you may work for a company that manufactures technology used in space, using industry jargon will get you no where. If you are aiming at a younger audience in an effort to gain more widespread support, think about the language they use. The culture they are in. Adjust to that, and you will get more of a response and a better understanding of the product you're selling.

Your customers are people; treat them that way: In some industries, companies will refer to their customers as "insureds" or "patron". Using these terms can sometimes de-humanize clients. Your customers are people too, and most likely don't refer to themselves as such, and may not even appreciate it. I would personally prefer someone to cut to the chase and call me what I am--a consumer, or a customer.

Writing informally is not dumbing down: Nix the ain't and the ya'll, writing informally is getting rid of the static and getting down to the roots. Who, what, where, when? Try to write in such a way that your reader won't have to keep going over what you wrote. This saves both you and the customer time, energy and frustration.

Have you ever been met with the challenge of writing to your audience while still keeping appearances with your boss? How did you manage? Let us know!

5 Ways To Prevent Writer's Block

Public relations and writing go together like math and science, you can't do one without encountering the other. But when it's time to write that perfect pitch or media advisory, writer's block is the last thing you want to deal with. Here are 5 quick and easy tips to prevent writer's block:


1. Write Daily: If you write every day, it makes writing almost effortless and quickly becomes second nature. Even if you only write for 15 minutes a day, it will help you develop a habit.

2. Change Your Surroundings: Finding inspiration can be difficult when you're always surrounded by the same 4 walls. Try talking a walk, writing at a coffee shop, or relocating your workspace to keep your creative juices flowing.

3. Read: If you're having trouble putting together your own words, seek out inspiration by reading a good book. You never know when one sentence or paragraph will give you just the boost you need to write something brillant.

4. Sleep: Writing while sleep deprived is a recipe for disaster. Getting 8 hours of sleep at night helps recharge your brain, allowing you to think more clearly and creatively!

5. Keep Learning: Opening yourself up to new experiences helps to keep you fresh and cutting edge. Try visiting museums, taking day trips, or a class. The more experiences you have, the more you have to add to your writing.

What tips do you have to prevent writer's block?

Plan B

You've spent hours crafting and proofreading a press release, one that you just sent out to the media. A couple days go by, and not a bite from reporters. So now what? Yeah you can follow up by emailing, calling, the works. But before you pull your hair out from frustration, consider the following points via PR Daily:

• Remember that timing is critical when pitching: Consider what is going on in the world when you are pitching. If you are pitching a farmers market in the midst of a national disaster, then obviously your pitch is going to get pushed to the back burner. Sometimes reporters will pick up on your story after a couple rounds of pitches, simply because the time is right. 
• Sometimes it takes a while, too: Of course it's better when a reporter gets back to you immediately. But sometimes it'll take a while, depending on several different factors like time, place, market, etc.
• It's not always about timing, of course, so trust your instincts: While someone can get back to you months after your initial pitch, maybe its time to switch it up after a while. Sometimes we can be so focused on just getting the pitch out and running that we neglect to see when the body of our story is lacking. 
• Regrouping with colleagues always helps if you need a new perspective: Another set of eyes are always beneficial when you're in need of an extra push. A colleague may be able to show or tell you something that you missed. Even a family member or friend could be of help, after all, they're representative of your target audience. 

Have you ever been stuck when reporters don't respond to your pitch? What was your Plan B? Let us know!

PR Writing: Revamping Your Quotes

A big part of writing the most effective press release you possibly can, is including quotes. Quotes are your chance to back up your words with a credible source and to even give a more personal touch, something that is not normally encouraged in news writing. Check out the following tips to improve your quotes:

Trash those lazy verbs: There is a kind of science behind including quotes; word them too corporate and it sounds contrived. But use buzzwords like revolutionary, virtually and etc. will annoy journalists. “We expect our new, revolutionary technology to not only leverage, but virtually sweep out competitors.” This quote serves no purpose in a press release, besides to take up useless space. Instead, try rewording your quote as: “We have heard our customer’s needs for a more reliable update to our mobile app. In response, we have fixed any bugs in our system and are confident in our title as the leading competitor in the mobile app market.” This way, you have both met your customer’s needs, as well as delivered it in a straightforward, understandable manner.

Keep it conversational: No one likes a phony. One of the biggest problems with quotes coming from the head honchos of major companies is that the audience knows that execs have “people” do write things for them. After all, who says “We expect our new, revolutionary technology to not only leverage, but virtually sweep out competitors?” Keeping your language conversational will foster a more trustworthy connection between your client and their audience.

Step up your interviewing skills: It’s hard to grab great quotes when you’re not interviewing your subject thoroughly enough. Make sure to hit the following points:

• Anecdotes: a real-life example will bring a personal touch to your release and often catches the attention of readers. 
•  Metaphors: how does your client’s product compare to something that is familiar to your audience? 
• Listen for crossroads and epiphanies: does your client have a rags to riches story? A journey to reach where they are now? 

Do you ever have trouble finding good quotes to include in your release? Do you have any tips to add? Let us know!

Downsizing Your Boilerplate

Let's cut to the chase, PR pros love to ham it up in the boilerplate area. It's the place where we can push in all of the not-so-newsworthy info about our client. But by doing so, are we doing more harm than good? Below are 3 reasons your boilerplate should be shorter.

1. It costs less: I didn't actually think about this, but some press release distribution websites like Business Wire charge an additional fee for releases over 400 words. If you're in a crunch to get under the word limit, nix the fluff and just make sure you have all the facts and specifics in the release to give you the best chance of gaining coverage for your client. 
2. It's what journalists want: Remember that it's one of our goals to give journalists no reason to have to go back and change anything in our story. Journalists see numerous press releases every day, so it's understandable that they won't want to read long releases. Cutting down on your boilerplate will do the trick, without having to downsize on the rest of the body of your release.
3. It looks too corporate: It's a finicky world out there, if your press release looks unprofessional and messy, then no one will pick up your story. But if your release is too straight-laced and corporate-looking, then people won't believe that your story isn't just a needle in a haystack. Cut to the chase with the basics of your client to ensure the overall meaning of your press release. 

Do you know of any other benefits to shortening your boilerplate? Let us know!

Extra! Extra! Read all about it!

I love a good headline. Whenever I sit down on Sunday nights to write my weekly blog posts, the first thing I do is try to think about a witty or catchy headline. However, in my News Writing & Media Relations class, I'm starting to find myself struggling over what kind of title to go with. Unfortunately, press releases aren't the same as blogs. You have to be strategic with what kind of tone or purpose to have in mind when writing a headline. Below are a few different types of headlines to consider when writing:

• Direct: These are the headlines you'll usually see on the Classifieds page, like "Car for Sale". This may seem kind of abrupt, but some people do like things short, sweet, and to the point.
• News: This type of headline is most commonly used with media writing. "President Obama to unveil new healthcare reform" is a good example, it tells you what happened, no questions asked, while conveying an air of authority to tell the reader "read me, I know what's going on."
• How-to: You probably find yourself beginning most of your Google searches with "how to..." Creating a post beginning with how to will undoubtedly garner more views, and let people know that you're here to help.
• Question: People are inherently curious...and anxious. Having a headline posing a question like "Are you feeding your kids the right foods?" will stir the curiosity in people, and encourage them to read more to make sure they're doing the right things.
• Testimonial: "Why I Chose to Go Vegetarian" people will more likely look for a second opinion when making a decision. If you establish yourself as a reliable resource for a topic, people will come to you in packs because they'll know you're the expert.
• Teaser: Titling a piece with something like "The Biggest Event of the Year" could encourage readers to find out more. But take care, if you hype it up too much, people won't appreciate being let down.

Do you find yourself creating these headlines? Have they made a difference in your views? Let us know!

Newsworthiness: Lessons from First Year PR Writing

Right now I'm in the middle of my first PR writing class, ever. So far its proven to be challenging, but in a good way. My professor is Dale Wilcox, who actually doubles as a PR pro when he is not molding minds in AP Style. Lately, he's been assigning us to write short news stories in 5 paragraph pyramid style. That is; lede, quote, transition, quote, followed by the last important details. But along with trying to make us cut down the information we're given to what is most important, Prof. Wilcox also urged us to keep in mind: is it newsworthy?

So what is newsworthy, exactly? Below is what I've learned from News Writing & Media Relations:

Timeliness: Did this happen recently? Is it still relevant? Pitching a story to a reporter from 2 weeks ago doesn't exactly make a lot of sense, so make sure you're keeping the timeline of your story in mind when pitching to media.

Proximity: Will this affect your readers? Say you are pitching to a local newspaper in Philadelphia, will a car crash in Phoenix, Arizona make much of a difference to your readers' life? Probably not, so consider this when pitching your story.

Prominence: People love a tragedy. Chances are, people are going to pay more attention to the death of famous person than a farmer. But just like before, while the death of a farmer might now be international news, it will likely affect the farmer's local newspaper, maybe even make the front page.

Novelty: Is there anything unique or quirky about your story? Anything that deviates from normal, i.e. 3 headed cat, will prove to be newsworthy because its something that will surprise readers and encourage them to pick up the paper.

Weather: Weather trumps everything. Natural disasters will always affect a large portion of people. Therefore, a storm will be more newsworthy to a larger population than the majority of local news.

Always keep in mind who you're pitching to, and consider, as Prof. Wilcox likes to say: "We're here, you're not, so here's what's happening."

AP StyleGuard: The Magic Solution for Writing in AP Style?

Last week the Associated Press released new “StyleGuard” software, which acts as a system to check for AP style mistakes in Microsoft Word documents. When I heard this, I was in shock, as well as many PR students probably are, that the idea had not been thought of before! This application could be the perfect way to avoid constantly checking your stylebook when initially learning how to write in AP style.

When I further investigated the product, I found out it is probably not the magical solution to writing in AP style that I originally thought it seemed to be. Subscriptions start at $60 for an individual user, which puts the product out of price range for most college students, considering that the AP Stylebook is only about $12. Also, it has only been developed for PCs, so Mac users will not be able to use the product at all. Last week, @APStylebook even tweeted “StyleGuard is a useful tool but it's not a substitute for the skills you develop as a knowledgeable writer.”

The software is a great idea that can be developed further and eventually become widely used to help prevent PR students and professionals from making minor AP style mistakes. For now, it looks like it would be best for us to pay attention in our news writing classes and aspire to be our own StyleGuard!

This guest blog was written by PRowl Public Relations staff member Kyra Mazurek.

Rejuvenated Releases: Writing a Punchy Press Release

You’ve been asked to write a press release for a client. You go over the steps in your head: Start with an enticing lead sentence, find a quote for the second paragraph, gather statistics and include a few lines about the organization. Although this may be the correct procedure, is this really all that can be done to draft an exciting, newsworthy release? According to a recent blog entry on Ragan.com, much more is involved in making a press release effective and enjoyable to read.

Consider the following guidelines:

• Give readers a reason to care: If you’re covering a bland topic, brainstorm for unusual leads and less obvious angles. This will help in making the release more interesting. Never hesitate to ask a colleague, “Do you find this enjoyable to read?” Remember not to be offended when they offer suggestions. A colleague can provide needed insight into how successful a press release will be once in the hands of a reporter.

• Go beyond text: Audio, screenshots and videos can help aid in delivering a message. If you see a chance to stray from the traditional press release, go for it!

• Include a call to action: Reporters must enjoy your release if you expect them to cover it. Remember, however, that once this happens, readers outside the media will see your content. Readers can help spread the word and do some PR leg-work. Links to a survey on Facebook or a suggested tweet are excellent additions to the end of a press release.

• Edit well: Your writing must meet the grammatical standards of journalists and reporters but beyond that, a press release is a reflection of your client. Poorly edited press releases bring about negative attitudes and diminish reputation.

The above suggestions can help turn seemingly dry content into a relevant, newsworthy press release. In addition to these guidelines, using as much creativity as possible can only help in PR writing. Get your media list ready, it's time to send out your press release! Let us know if you have any additional suggestions to make!

This guest blog was written by PRowl Public Relations staff member Frank Kunkle.