{"id":7531,"date":"2016-11-18T08:00:34","date_gmt":"2016-11-18T13:00:34","guid":{"rendered":"http:\/\/progressions.prsa.org\/?p=7531"},"modified":"2018-08-08T11:17:32","modified_gmt":"2018-08-08T15:17:32","slug":"strategic-writing-for-public-relations-practitioners","status":"publish","type":"post","link":"https:\/\/progressions.prsa.org\/index.php\/2016\/11\/18\/strategic-writing-for-public-relations-practitioners\/","title":{"rendered":"Strategic Writing for Public Relations Practitioners"},"content":{"rendered":"
\"M.<\/a>
M. Larry Litwin, APR, Fellow PRSA, former associate professor at Rowan University<\/figcaption><\/figure>\n

As I write in <\/span>The Public Relations Practitioner\u2019s Playbook for (all) Strategic Communicators<\/span><\/i> our best communicators write and speak to be understood \u2014 to express, not to impress. Former presidents Ronald Reagan, John F. Kennedy and Franklin D. Roosevelt adhered (whether subliminally or intentionally) to the adage: \u201csimple-relevant-repetitious.\u201d<\/span><\/p>\n

Two quotes, which have lived on for more than half a century are Roosevelt\u2019s \u201cToday is a day that will live in infamy,\u201d responding to the Japanese attack on Pearl Harbor, and JFK\u2019s \u201cAsk not what your country can do for you, ask what you can do for your country,\u201d from his inaugural address.<\/span><\/p>\n

Becoming a good writer takes practice. Becoming an excellent writer takes experience. Earning the reputation of being an excellent strategic (and persuasive) writer takes both. Writing is effective<\/span> only when the transmitted message evokes the intended response from the receiver, which is a partial definition of clarity. Strategic communicators strengthen their position by becoming their organization\u2019s writing resource \u2014 helping colleagues understand the value of writing copy that gets read and achieves its objectives \u2014 changing, maintaining or reinforcing behavior. That is why we get paid.<\/span><\/p>\n

While some might argue that strategic writers must embellish to persuade, look no further than the daily newspaper (traditional or online) to prove them wrong. A goal should be making molehills from mountains rather than mountains out of molehills. <\/span><\/p>\n

\"Photo<\/a>
Photo courtesy of pexels.com.<\/figcaption><\/figure>\n

Strategic writers are not creative writers. Strategic writers are not novelists. That doesn\u2019t preclude using dynamic, action verbs \u2014 words \u2014 that (in editors\u2019 terms) make a story move. Avoid using so-called \u201cweasel\u201d words.<\/span><\/p>\n

Strategic writers must be persuasive in crafting and delivering an organization\u2019s key message points (KMPs). Excellent writers are adept at preparing news releases, media advisories, fact sheets, backgrounders, op-eds, pitch letters, position papers, etc.<\/span><\/p>\n

NFL Films<\/span> founder Ed Sabol and CBS 60 Minutes founding producer Don Hewitt built their success on four words:<\/span><\/p>\n

\u201cTell me a story.\u201d<\/span><\/p>\n

Here are some rules followed by the best writers \u2014 journalists and strategic writers \u2014 compliments of the \u201cWriters Digest School\u201d:<\/span><\/p>\n