Pitching to the press…
Just like a good movie, your pitch needs a plot.
To capture an audience writers and reporters need to have a good story. As publicists, we have to create a pitch that will be remembered for its authenticity and creativity.
Professional Public Relations personnel should and must be excellent writers. But as a publicist, you should be able to vary your writing styles. There must be distinct variations. To excel in this, we must be able to distinguish the message you have in hand and be able to select a writing style that will suit the message best. One of the best ways to do this is to understand 2 very basic writing techniques.
- Writing for the eye
- Writing for the ear
When we write for the eye, we have to be clear, sharp and to the point. Any message that consists of numbers and statistics should always be written for the eye. The reason for this is obvious. This will usually be a release or a factual sheet that people will have to refer to repeatedly. Which means people will most often will not read the words which you have spent hours typing out.
We use this technique very often when it comes to writing Corporate AGM’s, covering sporting events and in some cases government related statistical releases. When using too many words in a release, it can either work in your favour or against you.
Writing for the Ear on the hand needs a great story. We at RukeshVaran greatly believe in keeping our audience engaged by adding humour. We find angles and stories that we believe will suit reporters and our readers well. In other words, we save people from thinking and working too hard to understand a message.
On occasions, I have seen publicists create stories that spiral out of point or fail to address the intended message. We have to be creative but remember we are not at all required to be Spielberg himself.
Writing for the ear involves getting your audience emotionally involved in your message.
Send the right message and make it heard. Public Relations and communications is not completely about drawing the attention of the press- It is about spreading the right message to the right people at the right time. The press is usually a useful ally in this cause- but in today’s evolving communications industry; we communicators are trained and are at times required to relate directly to or with our consumers. Keep your readers absorbed, be creative and get your message heard!