Recording-2025-07-23T03:52:00.311Z

Writing Effectively as a PR Strategist

  • Persuasive writing begins with clarity; if copy is unclear or overly wordy, it will not persuade.
  • Two major foci of the lecture:
    • Practising concise, audience-appropriate editing.
    • Understanding how messages and proof-points work together for persuasion.
  • Always write "in the language of the public":
    • If the public is the general consumer, use everyday speech.
    • For niche publics (e.g., physicians, engineers), mirror their professional lingo.
  • Adopt a dual mindset:
    1. Writer mode → generate ideas freely.
    2. Editor mode → step back, ask “Is this what people actually say? Is it the best way?”

Editing for Clarity & Conciseness

  • Illustration: “Mechanical professionals in the automotive industry have been known to recommend regular monitoring of fluids necessary for internal combustion vehicles…”
    • Problems: awkward noun phrases, needless formality, excessive length.
    • Edited version: “According to car mechanics, we should check fluid levels regularly and top them off as needed.”
  • Other wordy constructions & their concise fixes:
    • “In this day and age” → “Today.”
    • “Has a tendency to break” → “Fragile.”
    • “Prior to the time that” → “Before.”
    • “Susan is currently the director” → “Susan is the director.”
    • “Fire completely destroyed the town hall in the month of 66 (June)” → “Fire destroyed the town hall in June.”
    • “The performance will be at 11 p.m. Sunday afternoon and 77 p.m. Sunday night” → “Performances are Sunday at 11 p.m. and 77 p.m.”
  • Complex restructuring example:
    • Original: “The bricks in our new house are red in color… takes on a used, beat-up appearance.”
    • Edited: “Our new house has a vintage look thanks to the red bricks the builder used.”
  • Maya Angelou’s reminder: “Easy reading is damn hard writing.” Every line either pulls the reader in or pushes them away.

Word Choice & Impactful Language

  • Tip-sheet guidance: “Surprise readers with situations, perspectives, and words they don’t expect.”
  • International Gemological Institute (IGI) quote to The New York Times:
    • Phrases like “New York’s necklace lights illuminate the city… helping the city sparkle.”
    • Uncommon verbs (illuminate, sparkle) and embedding the organisation’s name (“IGI’s way of…”) increase memorability.

Messages & Proof-Points Framework

  • Definition of a message: What we believe the public must know to be persuaded.
  • Proof-points: Data, testimonials, or facts that make