As a former reporter, I know the struggle of finding the right hook to draw a reader in while being clear and concise so they stick with you until the last paragraph.
As a PR professional, you’ll gain respect if your copy—whether it’s a story, press release or a simple email—follows some tried-and-true tips I’ve picked up in the writing world.
1. Stay away from vague descriptions. It can be easy to fall into the trap of generalizing. For example, when describing a city, phrases like “diverse landscapes” and “popular attractions” are easy to fall back on, because a particular city probably does have varying landforms and a number of noted tourist stops. The problem? This vague description tells nothing about a place. Be specific.