With public relations being so competitive, it is extremely important to be able to be the one that stands out. Creativity, organization, knowledge and great writing skills are a must.
Public relations professionals produce information for the media, which includes press releases, fact sheets, advisories, media kits and pitches. All of these PR tasks need to be noticed out of the other hundreds an editor receives a day.
It’s important, when producing information to an editor to be creative. Using catchy headlines and subject lines is a way to draw attention to your work. If your pitch doesn’t seem interesting from the subject line of an email, I can assure you that the person you are trying to reach will not even give the pitch a chance.
Organization is also important. Most fact sheets and advisories have somewhat of a format to follow. To ensure the reporter understands your material, I think it would be a good idea to follow general guidelines.
Knowledge is a must. You must know important information needed when attempting to make any kind of news worthy publication. Also, when producing a pitch, it’s important to be knowledgeable with the “publications style, format, readership, deadlines, and regular features” of the particular publisher (p. 154).
Again, I cannot stress enough; writing skills need to be fabulous. Over and over again I hear how substantial writing is in the field of PR. But, it’s true. PR revolves around writing. PR professionals produce press releases, fact sheets, media advisories and so much more.
In conclusion, a PR professional must be creative, organized, knowledgeable and a great writer.