Write An Eye-Catching Lead:
You probably have heard the phrase “well begun is half done.” In terms of PR writing, this means you must start strongly and grab the reader with an eye-catching opening line. The average reader has a short attention span, so you must be very convincing right from the start. Cut to the chase and present your ideas immediately.
Open With A Strong, Compelling Lead
When writing any kind of PR copy, the first step should be coming up with an engaging lead that grabs the reader’s attention. A good lead can set up your copy in a way that doesn’t overwhelm a reader but offers just enough insight to make them want to continue. We strive for brevity, unlike this too wordy version. So devote some time and attention to your lead and make sure you get it right – it can make or break your piece.
Don’t Hurry:
There are occasions when PR managers must react quickly, but most of the time they really don’t. What does it mean for you as a writer? It means you don’t need to hurry and risk making amateur mistakes.
Read Your Copy Aloud:
You can spend hours editing and proofreading your copy but still manage to overlook grammar mistakes, run-on sentences and awkward phrases. While several public relations writers often skip this step, reading your copy out loud before submitting to your editor or client is a helpful way to catch any errors that you might have missed. Following this step will assist you avoid gaffes like these.
Say More With Less:
Sometimes, PR bylines and articles come with strict word counts. That’s why writers usually feel the need to add unnecessary words to their copy. Instead, try tightening up the copy to give it a clean, natural flow and make it easier to read. Some things to look for include empty phrases and words that don’t add any value to the piece, simpler ways to get your points across, and wordy sentences.
Support Your Pitch With Concrete Details:
Don’t just describe things; try to show specific examples or statistical findings. That way you'll make the message more convincing, thus avoiding vague, pushy brand promotion.
Immerse Yourself In Written Content:
The best writers are usually the ones who are obsessed with the written word and like to read. Reading content from different writers is a simple way to assist you to improve the way you write. Whether you prefer books, magazines, newspapers or any kind of online content, any type of reading is a great way to expand your vocabulary and enhance your overall writing skills.
Eliminate Passive Voice:
If you’ve ever submitted copy to an editor, you know that use of the “passive voice” is one of their biggest pet peeves. Passive voice – “the Phillies were beaten by the mets” conveys less than active voice – “the mets beat the phillies.” It’s good practice to use active voice throughout your copy to make it cleaner and less wordy.
Let Your Copy Breathe:
Reading the same thing over and over again will cause you to miss mistakes. Try stepping away from your copy for a few hours, or even a day, and coming back to it with a fresh mindset. This strategy will assist you spot any extra words that don’t belong and allow you to trim and tighten up your copy.
Proofread Content:
No one will take you seriously if you create grammar or spelling mistakes in your pitches, official documents or presentations. You can take different approaches:
- Proofread the content on your own after you’ve taken some time to rest.
- Ask colleagues to do it, because they usually notice mistakes you never would.
- Use online proofreading services such as Grammarly. This solution is easy and highly efficient, but it generally misses contextual details.
- All these options have their pros and cons, but it's recommended to use at least 2 out of 3 proofreading methods to make sure your text is flawless.