Writing is one of the most important - if not the single most important - skill set you can have as a PR practitioner.

Take a second and think about what you’re writing this semester. If the only time you write is in response to an assignment, you’re already behind the folks who you’ll be competing with for jobs.

With that being said, let’s talk about some tips for writing.

Writing starts with reading. If you don’t read, you won’t have a clue about writing.

Read for fun, but also read the publications that you intend to pitch stories to.

Know who writes what

Learn what passion points reporters have- they all have them

Learn what they’re sensitive to and avoid it

You can’t write a single word until you’ve identified your audience.

Learn where your target audience interacts. Plan to reach them there.

You must write with the consumption in mind. That means you not only have to know your audience, but you must know the channel in which they’ll receive the message. And yes, sometimes this means writing the same information five distinct ways.

Write a clear and understandable call to action. (visit website, post picture, enter contest, etc.).

Thick skin is a requirement for public relations professionals. This applies especially to feedback about your writing.

Being a professional writer requires that you acknowledge the need to be better. That only comes with constructive criticism and practice. It isn’t personal, it’s business.

The inverted pyramid (or triangle) is still relevant, possibly more now than ever. In a headline savvy world, the words at the top matter most.

Headlines = Email subject lines. They’re both meant to pull the reader in. They must be written with the reader in mind.

Chances are, we haven’t met. That means you have the exceptional challenge of telling me everything I need to know about you in one sheet of paper.

I expect a cover letter that is tailored to my industry, the position you’re applying for and even acknowledging the clients we serve.

I just need to make a decision about you that will potentially affect the trajectory of my company, my livelihood and everyone who depend on this team to support their families.

Oh. And I’m also expected to pay you thousands of dollars a year based on this sheet of paper.

Tell me about your educational history. Less high school, more college.

Tell me about what you like to do when you’re not thinking about public relations.

We like to hire people, not qualifications.

Tell me about the experience you have developed during college.

Yes, greek organizations count
Internships are a must.

Don’t underestimate any experience you have that is relevant to the industry.
Give the fraternity example

Ok, so this is only your portfolio, but it’s what I’m most interested to see on interview day.

This is where you showcase your best work. Especially your writing

Include class projects and be prepared to talk about them, especially your role.

Writing samples AND clips. This is proof that what you’ve written has been published by someone.

Be genuine and be honest

We will Google you. A lot.

We will interview you many times before you get a job offer
Those interviews will show us if you’re being honest about your skill set, so be honest.

We will ask you to write if you make it past the first interview. That writing assignment(s) will come with a deadline. Don’t miss it.

Polish up your skills, both hard
and soft.

Be ready to join a meeting, type an email and think critically.
Know what it means to dress for business

It’s not your Sunday best

It’s not your club clothes

It’s not your beach outfit

If you haven’t had a basic etiquette and manners class, find one and take it.