Writing for the media by PR/Communication Executives who are just starting out can be very intimidating. Here are a few things to consider in order to come out with impactful content thus attracting the media’s attention for coverage.
- Link the lead paragraph to a bigger picture/issue
More often than not, the scope of the content that you are writing about is narrow or limited. As a PR writer, you need to be able to relate the subject matter to a bigger issue that society is facing or trying to resolve. This will attract the attention of editors who are selecting the materials to publish. - Balancing PR nuances with media requirements
PR writing is unique as we need to incorporate some key statements or phrases that are expected by the organization we are representing. However, going overboard with these nuances will lead to rejection by the editors. Careful selection of words/phrases is important to ensure the PR writer meets the needs of both sides. - Shorten the sentences
If the command of the language is weak, it is important to ensure the sentences are kept short in order to avoid making glaring grammatical mistakes that irks the editors. You can start using long sentences as you gain confidence and experience. However, it is important to note that for lead paragraph writing, you should not use more than two sentences to highlight the significance of the story. - “Sketch” your thoughts
Develop the material by “sketching” your thoughts on a piece of paper before drafting it. It can be in point forms, key words, quick scribbles, symbols or anything that you are comfortable with. This will allow you to strategies the content and visualize the finished draft. - 5Ws & 1H
Incorporate all the elements of the 5Ws & 1H. Add value to the material by injecting creativity into the piece. A standard 5Ws & 1H will not create the desired impact, it is just the basic of reporting. The piece will need to be surrounded with strong narratives in order for it to be chosen and published by the media.
By Abdul Latiff Puteh, Founder White & Associates, Malaysia
