Has writing become a lost art, a nice-to-have skill but not a necessary one? I sure hope not. For those of us who cherish the written word and are prone to find typos on cereal boxes or wine bottles, we appreciate a well-constructed sentence that concisely conveys a point. Smart communicators know that good writing is essential, not optional.
PR News hosted a Writing Boot Camp at the National Press Club on May 14, and I was pleased to see hundreds of PR professionals of all levels taking time to hone a skill that can be a game-changer for their career. That is, if you’re a terrible writer, how far can you really go at your company? If you can’t consistently communicate a message creatively and succinctly, how likely is it that your stakeholders will look down on your brand and possibly move on?
If you recognize you have writing deficiencies, do something about it now. Don’t wait. It’s all well and fine to be a social media expert or a great account manager. But sooner or later, you will be found out:
“She’s great with the clients in person, but have you seen her emails? They make no sense.”
“We can’t give him that report to write, because we’ll be up all night rewriting it.”
“Did she miss the punctuation class in grade school?”
To avoid such maligning, I’ve compiled seven tips to help you become a better writer:
Read at least 3 articles a day: Whether online or in print, read about current events and take note of how the writer is articulating a point, how quotes are being used, how the article begins and ends.
Resist the urge to abbreviate: In a short-messaging world, we think what works in a text or tweet is OK in an email, a memo or a press release. It’s not. Spell out words. Make your sixth grade English teacher proud.
Say it out loud: after you’ve written a business piece, read it out loud. Does it make sense? Can it be improved? Is it so long that you tire of hearing your own voice?
Avoid jargon: At the Writing Boot Camp, trainers implored the audience to avoid hyperbole and be real about how “innovative” your company is or whether “best” and “great” are really the right words to make your stakeholders believe in your product. For more tips on avoiding jargon, check out my Boot Camp coverage.
Know your channel: It’s been said that Twitter is the office and Facebook is the dinner table: your messages should reflect the channel you’re writing for. Where it gets sticky is with email communication. Know these things about email: your email can be forwarded, especially if it’s irresistibly incomprehensible; don’t use emoticons in emails to people you’re not close with, and (drumroll…) you can use spell check with your emails.
Break the right rules: let’s face it, the AP Stylebook is a guide not a rule. You can break rules in writing in the interest of creativity and keeping people awake. Every now and then start a sentence with the word “And” or remove a verb from the sentence, for effect.
Think in headlines: As you begin to write a piece, ask yourself what the headline would be. Likely you’ll change that headline several times. If you can’t come up with a headline, then you are unclear about the message you’re conveying. Every story has a headline.
Any other tips you’d like to add? If so, please chime in. And don’t abbreviate.
– Diane Schwartz
On Twitter: @dianeschwartz