Posted by sherrilynne under public relations , PR , writing
It doesn’t matter if it’s a news release, some brochure copy or a blog post, before you write the first word you need to get organized. Foremost in your mind should be the main communications objective of the overall program, whether it is to:
raise awareness of a product or brand
educate an audience about a new public service
engage people in an ideological discussion
achieve any other communications objective.
Once you have this clear in your head, make a list, by priority, of the messages you wish to communicate. It’s best to keep to the ‘rule of 3′ when honing your message list. You can always underline major messages with sub-text within the copy. Now you’ve come some way to developing a compelling headline and lead paragraph.
Next, work out a good description of your primary target audience and a comprehensive list of benefits of the product, service, idea that you are promoting. Which benefits are most appealing to your audience? Make sure you exclude reference to benefits that are irrelevant.
Now, list facts and proof points to back up any claims made. Industry statistics, quotes from disinterested authorities and references to recent news items are all good back ups.
You now will likely have resolved any conflict between what you want to tell and what your audience wants to hear at this point too.
List what you’d like someone to do after reading your copy. Is it to buy a product, visit a website or vote for a specific candidate?
Now you have a good solid outline and your copy will just about write itself.
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