Writing for PR

According to the Institute of Public Relations, “Public relations is about reputation – the result of what you do, what you say and what others say about you.”

“PR starts the fire. Advertising fans the flames,” says business strategy guru, Jack Trout.

It’s about building your reputation and maintaining it, gaining trust and raising your profile.

One thing it’s not and that’s cheap advertising. That’s a common mistake. An editorial endorsement carries far more weight and credibility than a page of advertising.

Written PR communication covers a multitude of areas from press releases to advertorial features and newsletters.

A few words about the humble press release

The aim of a press release is to give journalists information. They need the facts, in a clear, precise format that they can work into their house style. It needs to get to the point in the first sentence.

It’s often confused with promotional copy. Journalists simply don’t have time to wade through waffle and a proliferation of excitable adjectives. Flowery prose that hides your message ends up in the bin.