3 kinds of written content every PR pro should create

The modern wordsmith must be a compelling storyteller. This means writing content in a variety of ways.

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In today’s fast-changing PR world, new tools and tactics are inducing practitioners to change their approach.

Gone are the days when writing a press release produces your desired result.

Here are today’s three most relevant PR writing styles and why we love them: 1. News/brand journalism style

When: To tell your brand’s story in a credible and engaging way, brand journalism is a favorite.

How to approach it: Writing in this style means understanding “news value” as it applies to a brand. Recognize what your target audience cares about. Skilled brand journalists seamlessly combine journalistic storytelling principles with elements of strategic communication. To master this style, you must understand when a story is right for brand journalism and when it’s simply too commercial. Credible brand journalists can transform a company initiative into a compelling story with real news value for its target audience.

Why we love it: Consumers are accustomed to journalistic content in practically every news outlet, which makes this approach credible. This tactic can hold its own alongside stories written by the top global news organizations, resulting in a boost in credibility and reach.

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