How to match PR writing to journalists’ work

People often ask me  how “PR writing” differs from other writing. At base, it doesn’t; both disciplines aim to tell a story as effectively as possible. PR writers simply have to adjust their work to match a journalist’s writing process rather than their end product.

For both journalism and PR, understanding how the audience want to read and comprehend stories is the most important thing.

Any piece of writing should address the audience appropriately and in language they will find acceptable, whether it’s flat-pack furniture instructions or a press release.

  • In PR writing your starting point is to help the journalist. OK, that’s not quite true; you need to work for your client, not us, but the best way to do this is to make our lives simpler.
  • Journalists won’t care about your stories unless they are sure there readers will, so help them by focusing on the needs of their readers first.

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