(DGIwire) — Strong writing skills aren’t just for novelists and poets. In this digital era of texts and emails, writing that is polished, professional and precise can make all the difference. This is especially true when trying to promote your company and attract the attention of bloggers, journalists and other media influencers who can potentially drum up a huge market or audience for your products and services. Whether you’re writing a press release, a pitch, a blog post or just an email, your work is constantly scrutinized. An overlooked typo can make your emails seem unprofessional and sloppy, and an out-of-context joke can strike a negative chord with potential clients.
A PRWeek webinar conducted in November 2014, titled “Tips for Breakthrough PR Writing,” detailed crucial reminders about the importance of strong writing skills and the pitfalls that people can so easily fall into when pitching”
- Frame the news. For public relations purposes, your writing shouldn’t draw attention to itself; it should draw attention to the product, service or company. The opening paragraph of any article, blog post or email should be as simple as possible and relate the most important elements of the story. Ask yourself: Is it timely? Is there a reason to write about this now or can it wait? Can you tie your story to any current events or upcoming holidays? Making your writing relevant and keeping it simple are key to PR success.
- Master the 3 Cs: Clear, Concise & Compelling. There’s a reason why Nike’s slogan “Just Do It” works so well: it’s simple. While writing long, beautiful prose can work for novels, people in PR and media don’t have time to read detailed paragraphs. However, you should resist using shortcuts and acronyms, because they can come off as unprofessional. No one wants to have to send you a follow-up email to ask you what you meant by your acronym shorthand. Finally, only include key points in emails. This will ensure that all the important stuff gets read and answered, and not lost in a sea of unnecessary details.
- Make subject lines work for you. Remember that the point of an email’s subject line is to entice someone to actually open and read the email. If it’s too wordy or takes more than a few seconds to comprehend, your email won’t be opened. The subject line should help the editor or reporter picture the title of a potential article, so it should be just as short and punchy as the titles of the articles you are attracted to read.
“If you don’t represent your company well in that initial email, then journalists, reporters, bloggers and other major media influencers will pass you by,” says public relations specialist Dian Griesel, Ph.D. “If you don’t possess strong writing skills, you may be misrepresenting or under-representing your company.”
As President of DGI, a New York City-based media relations and news placement agency, Griesel has decades of writing experience. She has published several well-received books on a variety of business and health-related subjects, and knows exactly how to target the right media professionals to promote your company and brand. She and her knowledgeable team have helped their wide range of clients get their stories placed in distinguished print, broadcast and social media outlets via influential journalists and bloggers.
“Don’t get frustrated if you feel your writing skills aren’t honed to properly represent your company,” adds Griesel. “Teaming up with an established public relations firm can ensure that each email pitch, wire story or other written material is professional and laser-focused on getting you the media placements your company deserves.”