A well-crafted PR copy is a crucial component of an effective public relations drive. Even though PR and media professionals are responsible for writing and editing press releases, anyone who writes a PR copy must continually improve their skills and strive to engage their readers in the best way possible.
A press release should be precise and detailed and written with the audience in mind. The purpose of a PR copy is to spread valuable information to the public or gain positive exposure. Even the best writers have the room to perfect their skills when it comes to PR writing.
In this post, we look at the public relations writing tips for a compelling PR copy. Let’s read on:
Have your audience in mind: Every writer knows that content is king, and to produce dynamic content, it’s always necessary to know your potential readers and target audience. When writing a PR copy, ensure each word is curated to harvest appropriate awareness. The media have eyes for newsworthy content, and they will know your text is worthy or not from the title. Therefore, ensure your copy creates a tangible and lasting impression with every word.
Open with a catchy gripping lead: The first rule in PR copywriting is to create a compelling point that will catch the reader’s attention. A good lead sets up your writing in such a way that it doesn’t devastate the readers but offers them satisfactory intuition to continue reading. The lead can impact your copy positively or negatively, so be keen to come up with a truly catchy one.
Keep it short but detailed: Like articles, PR copies come with specific word count requirement. That’s the reason why it’s essential to avoid any unnecessary words in your writing. Alternatively, say more with fewer words by giving it a natural and smooth flow. The secret PR professional use to come up with a compelling copy is uprooting empty phrases as well as words that add no value to their writing while finding a more straightforward way to get the point home.
Avoid passive voice in your copy: Editors don’t like PR writing in the passive voice. For that reason, it’s important to practice how to use the active voice when writing so that your copy looks clean, sound natural and is precise but detailed. Good writers are also good readers, and the more content you read, the better you become every day, thus reading more enhances your skills and improves your understanding of a good PR copy.
Read your copy out aloud: Some people love to write, but not even once do they take time to read their own writing out loud. It’s essential that after writing a PR copy, you read it out loud to help you simplify your statements and get rid of any wrong choice of words. Even editors read out aloud each of the press releases, landing pages, news and feature articles, and emails on their desks. Reading your work out aloud fine-tunes the final copy and makes it ready for publishing or distribution.