In this week’s column, we will take a different approach to our usual mode of answering readers’ questions related to public relations.
This is because everywhere I go, people ask me about the importance of writing in public relations. On one hand, technology has democratized communications, making it possible for almost everyone to express herself or himself in blogs, posts and messages. In the process, there is less attention placed on the basics of good writing—good grammar and sentence construction, resulting in cringe-worthy pieces.
On the other hand, friends in the industry constantly lament the fact that it is difficult to find good writers and I myself am aghast at how practicing PRs leave everything, even writing a simple letter to an agency. And sadly, they don’t enhance their skills.
As such, the next two columns will be about writing and public relations. Is it still important in PR today? What are the trends? And how can we improve our writing style.
How important is writing in public relations today? In a recent PR News survey, 80 percent of senior-level communications at agencies, corporations and nonprofits identified writing as the top skill their team needs to improve. In short, writing is the biggest weakness for communicators.
But how do we become better writers? In an article for Inc-Asean.com, Glenn Leibowitz says it is simply following time-tested principles. As someone who has written and edited “hundreds of thousands of words over the course of my career,” he suggests that one ask himself eight simple questions throughout the process of writing and editing.
These questions, Leibowitz says, should serve as a framework for organizing and writing and fleshing out the meat of your piece.
What’s your story?
“People love stories,” says Leibowitz. “The need for stories is hardwired into our DNA as some writers have told me.” There are fiction and nonfiction stories, but at their core, “most stories are about someone [the hero] who struggles to overcome a challenge, obstacle or enemy to reach their goal.”
What’s new or different about your story?
What fresh point of view are you lending to your subject? What distinctive perspective are you adding to the debate? What new insights have you discovered that you’re sharing? Leibowitz says that “you should challenge yourself to ask any of these questions of any piece of writing you do.”
He adds that even if you’re writing about a topic that has been well-covered—how artificial intelligence and robots are likely to eliminate jobs in a range of sectors across the economy, for instance—what twist are you putting on the subject? Today’s audience tends to be jaded, and a fresh perspective can make more people interested in your piece.
What facts, analyses and examples will bring your story to life?
Now that you know what your story is and you’ve found a new approach, what facts, analyses and examples are you using to bring your story to life?
“Your story will feel hollow and unpersuasive if you don’t back it up with numbers, quotes or case studies,” says Leibowitz. Research is very important and it will add more credibility to your article.
Does your story flow logically?
I was blessed to have very good English teachers in school, and we were trained to be able to express our ideas logically. During tests, we would get lower grades for essays where ideas jumped from one topic to the other, and we learned from those lessons. We can say that our audience looks at our pieces in the same way—good ideas should be well expressed.
“Every paragraph and sentence should follow each other in logical sequence,” says Leibowitz. “If you leave out a lot of links in your logical chain, you can be sure that your reader will sense that, and will likely be confused.”
Is your story clear?
Is what you are saying immediately clear to the reader? Or are you “using vague imprecise language, making references to ideas and facts that you are not sharing explicitly in your writing, or clouding your message with industry jargon or terminology that only a handful of readers will understand?”
Leibowitz cites Harvard psychologist Steven Pinker who believes that what’s behind so much unclear—and just plain bad—writing is a phenomenon he calls the “Curse of Knowledge.” It stems from the fact that writers often known a lot more than their reader about a subject.
As such, “when it comes to conveying their ideas in writing, they fail to translate their ideas into words that are understandable by their readers.” In his book, The Sense of Style, Pinker argues that the Curse of Knowledge is the “single best reason good people write bad prose.”
Are you avoiding technical terminology, industry jargon, and clichés?
“One of the most common mistakes many writers make occurs when they use language that makes them think their writing sounds smart, but instead confuses readers,” says Leibowitz. “Technical terms and acronyms might be useful for communicating with other experts. But if you’re trying to reach a broader audience, translate these into clearer, simpler language.”
The same goes for the use for words that you think may make you sound cool, but in the end, make you seem trying hard and uncool. Also, avoid littering your prose with buzzwords when you are writing for a bigger audience.
And clichés? Just avoid them, please, says Leibowitz.
Are you writing in the active voice?
Where did the use of passive sentences originate? Academic writing? Bureaucratic documents? And why does this style continue to exercise such a powerful sway over so many people? Do they really think it helps make their writing sound better? No, it makes their writing weak and fearful.
Leibowitz adds, “use active verbs: they will immediately inject energy and power into your sentences.”
Are you using correct grammar, usage and spelling?
“English is flexible and accommodates an enormous range of syntax and styles,” says Leibowitz. “But this flexibility still sits atop a web of strict rules about what words go where and how exactly they should be used. Understanding how to adhere to these rules confounds many people, but it’s an essential part of mastering the craft of writing well.”
He adds that, “when in doubt, Google it. Your searches might yield variations in usage or spelling of a word you’re unsure of, but at least you’ll find examples of how they’re used in context.”
We will talk more about PR and writing next week.
PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (Ipra), the world’s premier association for senior professionals around the world. Millie Dizon, the senior vice president for Marketing and Communications of SM, is the former local chairman.
We are devoting a special column each month to answer the reader’s questions about public relations. Please send your comments and questions to askipraphil@gmail.com.
Image credits: WWW.FREEPIK.COM