How to Write Like a PR Pro

Although being memorable, consistent, colorful, purposeful, and using bite-sized language in writing might "sound so PR," they are essential aspects of public relations writing. These are just a few characteristics of this unique writing style discussed by a public relations professional at a recent guest appearance at American University in Washington, D.C.

Jeffrey Weintraub, co-leader of Fleishman-Hillard’s public affairs group in Washington, D.C., spoke to a communications class on Thursday about how to write clearly, how to convey messages in public relations writing, and how he used these techniques in specific examples of his writing.

On clear writing, Weintraub emphasized the use of simple words. More specifically, he said to examine carefully any words that were “more than three syllables, even more than two syllables.” Beyond just simple words, he also mentioned the use of simple sentences, encouraging students to ask themselves, “How do I break up those ideas?” In speeches, specifically, he cautioned against using complicated clauses, as they are not only difficult to understand, but difficult to deliver as well.

One of the major focuses of conversation was Weintraub’s “pet peeve” of the use of “jargon” in public relations writing. He referred to it as “shorthand within the context of our world” that simply didn’t belong in public relations writing. It’s a “question of accessibility,” he said, telling the students to put themselves in the place of the audience and keep in mind who that audience is. And don’t even get him started on acronyms – they “drive me crazy,” he said.

In his presentation he focused on three main characteristics of public relations writing to remember: memorable, purposeful, and consistent. He presented in a list format, emphasizing that the students’ should make their writing colorful (yet civil) and use “bite-sized language.” He said public relations writing should accomplish goals, making sense of the world and answering the question “Why should I care?” And finally insisted upon consistency in public relations writing, both across all communications and among all messengers. It’s very important to avoid conflicting messages, he said.

Which brought him to the final part of his writing presentation, discussing how to best convey messages in public relations writing, and how to use supporting evidence to make your case. Messages should be “no more than three, maybe four, key thoughts,” he said, and should be reiterated frequently. “What’s the quote you want to give them?” he asked the class, illustrating his point that there should be a key goal for the message, something the press can quote that you want the public to know. For supporting evidence he discussed the use of flagging key points, headlining by making the most important point your first point, and even using op-eds to your advantage as a public relations writer. They provide credibility and a fresh take on the topic, reinforcing the message, and never seem like promotion.

At the end of his presentation on writing, a fire alarm threatened to derail his guest appearance, forcing the class to move outside. Luckily they were met with sunny weather and only a light breeze, making it entirely bearable to continue the conversation.

Outside the discussion was more informal, focusing on Weintraub’s public relations strategy with clients, and their methods of conveying the message through a variety of media. He called it an “integrated campaign,” how they use various different tools working together to get an organization’s point across. Whether it is using e-mail, search engine marketing and optimization, speeches, op-eds, events, or just finding credible independent sources, he clearly showed that there were a myriad of options for the public relations specialists, and he encouraged using as many as possible to “hit audiences in all the different ways within their line of sight.”

He ended his guest appearance by discussing several articles and press releases, some written by
him, and others written by the media as a result of press releases he had put out. He discussed the wide variety of clients he worked for, including the King Abdullah University of Science and Technology, a yet to be built university in Saudi Arabia.

At the end of his talk, many of the students said they felt they had gained a great deal of insight into the public relations field. Weintraub’s presentation and examples from his own experience in the field seemed to serve as an excellent introduction into the subject for the communications class.