Introduction
Have you read a public relations (PR) piece and been left confused at one point or another?
When communications are not thoroughly considered, tone-deafness, misalignment, and ultimately the inability to connect with the intended audience are common. Brand damage, loss of reputation and credibility swiftly follow.
Why does this matter?
Content writing is like speaking another language. When your language is correct and your tone is appropriate, you’ll connect with your audience and build trust. On the other hand, errors in vocabulary or tone can create misunderstandings or even offend.
Public relations has evolved, raising the bar for expectations.
Whether the content is a collaboration with an influencer, some posts on social media or even deploying AI chatbots, the content needs to be adapted accordingly. It should reflect the voice, the language and the tone of the brand through the chosen medium. When you segment your audience, you might even consider a different style of communication: using Gen Z jargon in a social media post is fine, but is less appropriate for a press release.
The right choice of words, through the right medium and for the right audience, is paramount for any business to attract and retain customers. Whether you’re preparing for a sales campaign, or drafting a monthly newsletter, both will be written differently.
Adapting to different mediums
Below we’ve highlighted some of the types of content for public relations:
- Blog posts: Provide valuable insights and establish thought leadership.
- Website content: Create compelling copy that converts visitors into customers.
- Social media content: Engage audiences and build relationships.
- Press releases: Announce newsworthy events and share client stories.
- Case studies: Showcase client successes and demonstrate the value of your services.
- Infographics and visuals: Present information in a visually appealing and easily digestible format.
Considered communications help a brand build credibility and authority. This increases brand visibility and awareness. It helps drive the right traffic to your landing page and ensure better conversion for your sales teams. A properly considered website copy will naturally improve SEO and search rankings, leading to more organic traffic.
As an example, a copy for a high-end product should evoke luxury and exclusivity accordingly.
Advertising a new Ferrari model on Facebook Marketplace as “Only €250,000!” – doesn’t feel right, does it?
How about AI?
The evolution of Large Language Models (LLMs) over the last two years has concerned many copywriters and content creators in general. However, let’s be on the same page – if you’re using AI to generate content, you’re likely missing out on adding quality value, and any good reader will be able to instantly tell.
These chat models are notoriously awful at capturing nuance, local idioms and generational differences, mhux hekk?
Do you think you have the best writers? Let’s level up your copy game today!
