So, do you want to know how to write like a PR specialist?
1. Write a strong title
Your blog title is like the handshake at a job interview. It is the first impression readers have of the piece. Therefore, like the handshake, the title should be firm, affirmative and confident.
The writer should also understand what keywords get the most attention. For example, "How to" articles are extremely popular and will automatically attract more traffic.
For more on writing strong titles, watch "PR Scorecard Improvement Tip 1: Increase Blogging Frequency".
2. DO NOT begin any piece with a quote
As we say in the business, it's a "cop out." Rather begin with an eye-catching, original line that entices the audience to read beyond your first sentence.
As such, instead of beginning this post with "Benjamin Franklin once said..." a better hook might be, "Effective blogging is the key to job security in the PR industry. Either learn it or get out." That's a hook. It's bold, it's urgent, but most importantly--it gives the audience a reason to read on!
3. DO NOT ask rhetorical questions
It's a sign of weakness. A rhetorical question essentially asks if your readers would like to continue reading. You don't need their permission or their approval! You do not ask them if they want to continue reading, you tell them. You tell them through strong, self-assured statements and interesting information.
4. Write simply
It is incumbent upon you, as a PR practitioner, to use words that are easily
comprehensible by the plebeian public.
[Translation]
It is important that you (the PR professional) write so that anyone can understand your message. The best way to make sure your writing is clear and simple is to imagine a sixth grader reading the information. If a twelve year old can't understand your writing, it's not "plebian" enough.
5. Use "You"
Unlike other PR publications that must be written in an ultra-professional format, blogging is a conversation between you (the writer) and the reader. So talk to them! The "you" pronoun is personal and direct.
6. Know Your Audience
The worst thing you can do as a writer is to not familiarize yourself with your audience. Like I said above, a blog is a conversation between the writer and the reader, but it's difficult to carry on a conversation if you don't know who you're talking to. Or worse, forget who you're talking to.
Secondly, I can't forget my audience when I'm writing. To write an effective blog, I have to link all my information back to your needs rather than ranting about a topic you don't care about or find relevant. In other words, I have to constantly reassure you that I have the information to answer your questions.
7. Remember Your Objectives
No matter what you're writing (be it a blog, press release, or executive summary) never forget your organization. You may have a fabulous story, with a great human interest component and in-depth research to back up your claims. But if the story doesn't meet company/client objectives then writing it is a waste of your time. Remember, you are a PR professional which means you serve two masters: the organization you represent and the audience with whom you communicate. To favor one over the other is a failure on your part. Therefore, make sure what you're writing has a strong connection to the organization's objectives.
8. Know Your Angle
There are several angles (or points of view) for any and every topic you cover. Typically, for a blog to be effective the author will write from two different angles: the surface (or obvious angle) and the secondary angle (or the "heart" of the story). For instance, the surface angle for this post is how to write a successful blog as a PR specialist. The secondary angle is how to be a better writer in general as many of these tips are applicable to different forums of writing.
9. Build Relationships
PR is all about communication, so use that to attract more traffic to your blog. Find other like-minded writers who are blogging on many of the same issues your are. Or find a blog that mentions the organization you represent or has something in common with your client. Read that writer's work and understand her or his stance on given topics. From there, start a conversation. Either post thoughtful, educated comments on blogger's site, or (as suggested in the video) meet the blogger face-to-face at a conference or something of the like and build a relationship from there.
Once the relationship is established and you've built a strong rapport with this other blogger, ask if you can do a guest blog for him or her. If the writer says yes, this is an opportunity to bring more people to this blogger's site as well as your own.
10. Grammar and Spelling
Never publish ANYTHING without meticulously going proofreading and editing. If readers find mispellings, txt spk, or missing words your credibility decreases faster than you can say "Spell Check." It's jarring to the reader and its simply unprofesional. This is the most tedious part of writing but this small tip seperates the amateurs from the professionals.
Conclusion:
Blogging is quickly becoming the most popular way the public gains information. As such, PR specialists need to understand the basics for writing a successful blog. It's like Marshall McLuhan, the communication theorist, once said: "The medium is the message." The better your can manipulate the medium determines the effectiveness (and reach) of your message.
PS: Never end a blog with a quote, either.
