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PR Agency Advice: Corporate PR – Content Writing as Media Relations

Writing Content Reimagine PR

Content Writing the champion media relations:
It does a lot of the heavy lifting you don’t even know about. If you let it.

Here’s a little trade secret:
People value what they discover more than what is handed to them.

Especially media. Most journalists prefer to find a story rather than have one handed to them by a PR Agency.

It’s not that they don’t want the help but they know that when we try and engage them in a story, it comes with a point of view that favours our client or cause. And it’s their job to try and stay objective.

Good content writing can help:
And by content writing, I’m not just talking about blogs and articles. Content writing refers to all of your strategic content, including videos — anything written and shared.

Media are like the rest of us:
When they want to know something, they turn to Google.And what they find there will often shape their perspective or story.It’s also often where they find experts to quote.

Strategic content writing works:
But it must be strategic. And creative.

There is a reason items on TV or radio or in the newspaper are called “stories”.

They are not boring recitations of facts and figures. Stories have heart beats, they have drama, they start somewhere and build, they take us on a journey.

Your content writing needs to do the same. And if it doesn’t, don’t expect the media to come banging on your firm’s door.

It is not enough to be knowledgeable:
Your content must be engaging.

If it is not, they will not trust your executives to suddenly develop a personality on TV or even in a quote in the newspaper.

All stories are human interest stories. Even business. Even law. Even dentistry. Even…go ahead, pick a field.

So go on:
The facts of your articles and blog posts AREN’T going to be diminished just because they are actually posts people want to read. Don’t be afraid to encourage your executives to show their personalities.

If you do, you will stand out from the crowd.

And you will help media sell themselves on your thought leaders.

Doesn’t that sound a whole lot easier than trying to convince them to trust your thought leaders with their audience?

Photo: Helen Cassidy

Susan McLennan

Susan McLennan

Founder at ReImaginePR
Susan McLennan helps brands become better storytellers both through the media and through direct and digital communications. She is an award-winning communicator with a background in television production who has secured media coverage through some of the top media outlets in the world and created content that has won hearts and changed minds locally, nationally and internationally.
Susan McLennan

@SusanMcLennan