3 tips for quick, catchy and correct stories

Good writing still matters, especially for PR pros. According to the latest HarrisX/Ragan survey, it’s actually the No. 1 most valued skill for communication executives.

It’s also the top skill communicators would like to see improved among their team members. Here are three principles to help you tune up your writing prowess and storytelling chops:

For example, she uses the IDEAS acronym to gather and generate concepts:

Here’s how it works: “Think about your ideas as being ‘the chickens crossing road,’” she explains. “[Who] are these chickens and how are they relevant to the audience? [Why] are they crossing the road now [When]? And [What] is the impact on the audience?”

That last question is especially important. “Communicators often overlook why the story idea or announcement matters to the audience — not just the company,” says Lazette. “The stories that best serve your organization are also those that best serve your audience.”

But you can do that while also being disciplined. Here’s how:

Her advice is to substitute them with verbs that create a sense of movement.