Campaigns – This is a plan for how a PR program will be carried out, including the schedule of content and the overall brand messaging that’s needed.This includes understanding the topic, as well as knowing what the publication is looking for, so as to make the pitch as newsworthy as possible. Pitches – PR writers need to know how to pitch a topic creatively and compellingly enough to attract the attention of a journalist at a major publication.Profiles of leaders – These are crisp one-paragraph summaries of a leader’s career and experience that can be inserted into media coverage of or articles by the leader.People’s attention spans are even shorter on social media, so this copy needs to be truly unmissable. Social media copy – This is the Twitter version of the press release, and involves summing up the central message in a single, shareable line.A press release announces a piece of significant news, such as the launch of a product or an award received, and generally includes an introduction to the company as well as quotes from company personnel. Press releases – This is perhaps the most well-known form of PR writing, and one that every PR writer needs to be adept at.However, there are in fact several types of PR copy a writer needs to master. When the average person thinks of PR copy, it’s likely the press release that comes to mind. With thousands of news items competing for attention at any given point, PR writing of any kind needs to be versatile, engaging and memorable to stand out. Copywriting is tough in general, but PR writing requires a special kind of panache.
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