PR-Writing Doesn't Require any Unusual Talents

            Writing does not require any unusual talents. It is not something that can only be taught, instead, it must include a large degree of self-teaching.

            Reading for the sake of writing is an extraordinary way of increasing writing ability. Reading, while being alert to the unique techniques of professional writers is a perfect method for self-instruction.

            All writing secrets can be obtained through reading the works of other writers. Combining your unique and natural writing style, with that of what you can learn from other writers, is how the professional writer excels.

            Note how other writers have formulated their subject matter into the form they have chosen for their readers. Note how the style and tone they used captures the attention and behavior of their reader. In writing, it is essential to understand that reading is the true art and craft of better writing.

            The twenty-First Century reader is a hurried reader, and that fact has many consequences for the twenty-first-century writer. Readers today are simply overwhelmed with digital distractions and are likewise overwhelmed with reading matter. If they can find time to read at all. To size up this situation, it is essential to understand just how the twenty-first-century writer needs to view readers today.

            When viewing the contemporary reader today, it is wise to imagine the writing material you present being thrust upon a mother of three, who not only runs an entire household including every meal plan but also endures all of the grocery shopping, the PTA meetings and after school activities. Don't forget that she most likely holds a part-time or full-time job as well. All while maintaining relations between family, friends and social media networking. This situation, by all means, does not even come close to describing the truly complex day-to-day activity of twenty-first-century readers. Yet, it is a reality, and this information must always be in the minds of today’s twenty-first-century writers.

            Two of the most common literary broadcast forms used on the internet today are the article and feature story. The article can be presented in many variations on the web: from “how-to-do-it” articles, to interview articles, product reviews, arguments, and so forth. Articles known as “evergreens,’’ contain subject material of newsworthy notability, but they are relatively timeless pieces, meaning they can be published at just about any time, they are not as time sensitive as news releases, hence the term evergreen. They commonly go by the name of “feature stories.” The feature story is a valuable publicity tool and the ideal platform, for helping people understand how to select, buy, and use products and services. You can find many examples of feature stories on most internet news websites.

            Some important aspects to note about articles are that they essentially all produce two common effects no matter what variation you choose. Articles provide writers with the ability to present information, and they provide the powerful element of persuasion. Both effects are capable of providing extremely memorable results. Articles follow another common pattern as well. They consist of only two main types. The first type, the informatory article, contains useful, helpful or relevant information and details. The second type, the argumentative article, is meant to persuade someone to think the way you want them to; however, argumentative writers must take great care to appear absolutely fair and to not misrepresent opponent’s information. By far, the most common online type is the informatory article.

            When writing, It’s simply good manners to take whatever measures are needed to ensure that readers understand your points of reference without unnecessary trouble. This does not mean that you are restricted to a single standardized forms or layouts, like in academic essays. For best readability results you should always be capable of custom formatting rather than standardizing. Your points of reference along with your reader’s preferences will oftentimes dictate how you organize information in an article. But, creativity and surprise are always welcome elements, as long as they make sense to the reader.

            When preplanning for the informative article a few criteria will need to be established. Before writing anything meaningful and memorable, research and fact finding will be necessary. It is important to make note of as many main points as you can, this will provide credibility to your subject and encompass the body of your work. Once you have a good number of main points, it will be necessary to arrange them into the most readable order possible. You arrange the main points in a way that supports your main objective. Objectives should provide the reader with a clear and memorable impression of the subject. Readers should have no doubts from beginning to the end of what you’re trying to say.

            While preplanning it is also important to determine which tone or emotional sense your subject and message objective will require. An easy way to determine this is to imagine the emotion you will want your reader to feel when the last word is read. But, be sure that emotional tone matches well with the subject. The writing style is the essence of the material. It determines how a reader will interpret the information. Remember, human beings are emotional creatures. Emotions control every inch of our being.

            Most informative articles are at least 300 to 500 words and can be as large as you need them to be. The rules, if there are any, are defined by the gatekeeper’s who guard the entry control points. If you control the channel such as a blog, website, or other, it really doesn’t matter how short, long, or even what font size you use. Your reader’s thoughts are your only concern, the communication method is just the technique. But, be sure your audience will accept your style, this is the most important rule in writing. Rules related to writing are simply a control feature for those who need to feel in control. As-long-as your readers can interpret your writing style, you make the rules.

            Writers will spend a great deal of time "looking back." But, if preplanning had been performed adequately enough, and the writing resonates that planning, revising may interrupt what was thoughtfully written. Revising with caution is always a wise decision. Writing should be preceded by reflection and planning. The most impactful writing that occurs comes right after great reflection has hit upon a style that suits the writer, the subject, the audience, and the occasion. It is the emotional tone that transfers the right understanding, through the words.
            There's only one real rule when it comes to revising: exercising great awareness to readers taste. Be sure the reader experiences the emotions you intended for them, and be sure that the writing leaves the reader with the understanding that you intended.

            There are many things to check on, tighten up, and tune up when revising. Revising, as a reader and not as a writer, will be most beneficial. Rereading, with a different eye than when you wrote it is extremely important. Place yourself in as many different reader psychological variations as possible. Imagine your reader standing over your shoulder, he/she will ask many questions, be sure those questions can be answered well. Read, and read again to revise. But, read your work by imagining that you are as unique as every other reader who will read it.
            Reading aloud is not a recommended revising approach. Speaking and reading, both present two very different communication emotional tones. Don’t try and confuse the two. Your reader will be reading, not reading aloud. Be sure it reads well. The essence of meaning will be derived from the emotional tone used in your writing. Be sure that emotional tone is conveyed well throughout the writing.

            With your facts arranged, and your main points presented in the most meaningful and memorable orders best suited for your readers, you can now turn to utilizing the most appropriate and memorable emotional tone to convey your subject material. Never forget that you write to gain your reader’s thoughts, make those thoughts powerful, clear, and memorable. You are the rule maker. You determine how your audience will best receive your information and give them that.

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Shawn Stoffel

Shawn@outstoryprgroup.com