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What is Public Relations Writing? - Characteristics & Skills

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  • 0:02 Public Relations…
  • 0:41 Skills
  • 2:14 Characteristics
  • 3:14 Lesson Summary
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Lesson Transcript
Instructor: Brianna Whiting
Writing is a part of many of our lives, but those who do it well often pursue it as a career. In this lesson, we will look at the characteristics and skills needed to be a successful public relations writer.

Public Relations Writing Overview

We have all had to write something at one point in our lives. Perhaps we received a writing assignment, and didn't give much thought to how important these skills could be in our future. For some, writing is more than just an assignment, it becomes a career. Public relations writing is a prime example. For those entering this field of work, finely tuned writing skills dictate just how successful they will be.

Public relations is the act of creating a likable and acceptable company image for the public. In other words, it is the task of portraying a company in a way that the public approves of and is also intended to gain new customers.

Skills

So what skills should a good public relations professional possess? First, communication skills are critical. Your job as a public relations employee is to communicate between a company and the public. This means you need to communicate in a way that reaches your target audience. This could mean writing for a variety of media outlets, such as television, social media, and radio, to name a few. For example, if your target audience is that of an older generation, then communicating via radio or newspapers might be best. If, however, you are trying to reach a younger generation, like those just out of high school, then social media might be the most effective method.

Research skills are also important. If you are going to write with the public interest in mind, you need to ensure that your information is accurate. In other words, conduct plenty of research, only using reputable sources. This allows you to gather the important facts that the public needs and wants.

You'll also need keen writing skills. A good PR piece is engaging and has only the necessary details. Proofreading is essential. Grammar and punctuation should be accurate and clear, so as not to distract from the message being communicated.

Creativity skills are also necessary. Everyone has read a piece that is boring and dry. This makes us lose interest and quit reading. A good PR writer knows how to spark the public's attention. They know how to take a topic that may not be exciting and find a way to retain the interest of the audience, so that the crucial information gets across.

Characteristics

The following are characteristics often found in a well-written public relations piece:

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