Writing for Public Relations
Wednesday, June 28, 2006
Okay, when was the last time that you read an article and wondered where some of the messaging came from? There's a whole lot of work that goes into drafting email pitches, press releases, and briefing documents. The most successful PR writing is never seen because it is the pitch that entices a reporter to focus on a product story. This writing is succinct, interesting, attention-grabbing, and personalized.
The key in writing pitches is to get right to the point and make it interesting. Spending a lot of time on the title is valuable since the message needs to stand out from the spam in order to get opened. Then, the message must be more than a stock pitch to get the reporter’s attention and get our message across.
Press releases must be carefully crafted to get all the important information across. This is where reporters will be picking up quotes and facts. Now that they are being posted on the web, it is also a place where the public can come and get their news directly. Press releases can be picked up in part or whole by bloggers and the news may spread to people who were not on the outreach list. While this is great for the news, it means that the press release needs to include the whole story.
Finally, once interviews are secured, the briefing document will prepare clients for the reporter. This will include possible topics of interest, sample questions, and past articles. This way, each interview results in the best possible coverage.Labels: blog, pr
posted by Jessica Ek
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