Great PR writing isn't always about the "wordsmithing"

Don Bates, Academic Director of The George Washington University Graduate School of Political Management:

"Great PR writing isn't always about the "wordsmithing," though that's what people may think of first when they hear the phrase. The truth is great communications is really about the logic and insight behind the words on the page. So I think that's largely what's missing at a junior level in PR these days—the cursory research, talking to the client, backgrounding and true reportage that makes a release or whatever you're crafting solid, successful and really worthwhile."

And from his colleague, Jim Horton:

"I've often said I can teach anyone to write well. What I can't teach easily is how to think well. PR writing is explanatory first -- relating facts and the story in a clear manner such that reporters can use the information quickly. There is little need for adjectives and adverbs. Writing is nouns, verbs and objects. To some, it might seem flavorless but to journalists, conditioned to read hyped PR prose, clear writing is fresh air. It is bracing. It makes their jobs easier. It is credible. But, to write clearly means one must know what to write about and present it logically."

(Via Online Public Relations Thoughts)