The lost art of copywriting in PR – and why it remains immensely important

Admin

Words are all around us. They are in the books we read, the tweets we endlessly scroll through on our phones and the emails that clog up our inboxes. With the right words in the right order, they can bring people to tears or inspire them to do something they never considered before.

But they must also be treated with patience and respect. Every piece of advert copy that catches our eye or blog that captures our imagination has been painstakingly crafted, with care taken not just in the choice of words but the structure and order of each one. As Mark Twain once famously said, “the difference between the almost right word and the right word is really a large matter. ‘tis the difference between the lightning bug and the lightning”.

It stands to reason, then, that the written word should receive the same treatment within the B2B tech PR agency world — but this is not always the case. With PR workloads constantly increasing and responsibilities being shared more frequently across departments, copywriting has become something of a lost art in the 21st century.

With so few roles dedicated solely to copywriting within PR agencies, there is a steadily decreasing pool of people who have the skills necessary to convey a strong message in a way that will have a profound effect on the reader. Plus, in the age of citizen journalism, where anyone armed with a smartphone and a Twitter account believes they can deliver impactful storytelling, there has never been more of a need for competent, qualified professionals to help separate the wheat from the chaff.

The problem here is often exacerbated within the technology PR industry. All too often we witness the race for brands to publish blogs and thought leadership pieces on a certain hot topic, but this only leaves the reader with a barrage of half-baked content, none of which is particularly compelling for the reader. However, with a fresh angle, a carefully-crafted headline or a gripping lead paragraph, a dedicated copywriter can help your brand stand out among the competition and — most importantly — persuade the reader to click on your article over everything else.

This is exactly why we have a team of dedicated copywriters — or content creators, as we like to call ourselves — here at Whiteoaks. We are fully aware that our clients will ultimately be judged by the written content that is sent out into the public sphere, whether it’s a concise press release or a 4,000-word research report, and so we are able to dedicate all of our time to ensuring this is always of the highest possible quality. It also means that we’re able to dedicate more time to developing a deep understanding of the clients we work with, the tone of voice they want to adopt and the messaging they want to deliver to their target audiences.

PR is essentially a juggling act between quantity and quality. Of course it’s important to maintain regular brand exposure and increase public awareness through various forms of content, but this effort is all for nothing if the quality of what you’re delivering is below par. In a world with more ‘stuff’ than ever before, copywriters are more important than ever before in ensuring what they create leaves a lasting impression.