Why and how communicators should improve their writing

Amid a torrent of information in the industry today, verbal prowess is essential for success. Follow these guidelines to step up your game and stand out in an increasingly crowded field.

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As paid and earned media converge and branded content rises in popularity, PR pros who can write well are more in demand. Journalists, too, have infiltrated PR, where they can continue to write stories, but with more job security and higher salaries.

According to a recent report from the USC Annenberg Center for Public Relations, writing is the top skill that PR firms look for in new hires—yet it may be the hardest to find.

“Please make sure they have good writing skills! That is so important and yet missing in most college grads,” said one survey respondent.

Dorothy Crenshaw of Crenshaw Communications says that as PR evolves, writing skills are more important than ever for its practitioners.

Not everyone agrees.

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