While there are five forms of communication—verbal, nonverbal, written, listening and visual—it is the written form that we rely on most in business.
Whether you realize it or not, we are constantly writing. From business proposals to simple emails, we call upon our written communication skills daily to get work done.
But it’s not as often that we are asked to use our written communication skills to create compelling imagery, get the attention of the media or wow a customer with an intriguing story.
We often leave that to writing professionals.
But is this becoming a lost art in the fast-paced world we live in?
If you haven’t reviewed your B2B public relations plan to ensure your message is clear, creative and compelling, you may be missing a big piece of your communication strategy.
Storytellers
There are many forms of effective PR. These include the ability to build relationships with the media and a great pitch that showcases your company’s expertise.
But if you don’t have well-written press releases, blogs and social media posts, you aren’t communicating your story effectively. That means you might be leaving business on the table. Potential customers won’t buy because they don’t understand what you do or who you are.
A strong writer will weave your company’s values and key messages throughout all your communications. And they will do it while still delivering the main point or call to action. Your business has a story to tell, but if you’re not using a strong writing team, it’s not being told.
Experience
Some truly great writers were born with an innate ability to use the right words. But it takes more than talent to get the knack for business writing.
That is usually obtained through experience. Famous authors and business communicators agree that practice makes perfect, and those who write daily hone their tasks regularly.
Writers who have worked in several industries or have had to prepare written communications frequently are more apt to understand your needs.
When it’s time to hire a PR team, you should read the content they’ve provided other clients. Writing a press release in Associated Press style or creating blog posts that pique interest are prerequisites for PR content writing.
Hiring the right content team may seem expensive at first, but the return on investment is high. Once you have the right content, it can continue to work for you over time. Repurposing a great white paper into press releases, blogs and social media posts and even an ad campaign stretches your marketing dollar.
At Ripley PR, we value the experience of our content team. When you hire our team of professionals, you get a stable of former journalists, marketing professionals and copywriters with years of experience.
Call us at (865) 977-1973 or contact us online to see if we have the “write” stuff for your business.
