Decide what goods a retail store will sell, and how they will be marketed.
“Extra! Extra! Read all about it!” That’s the famous street-corner call of the Newsboys who sold newspapers in the late 19th and early 20th century. Their job was to persuade people to buy newspapers by promoting the content inside them.
As a Public Relations Writer, you’re like a modern-day Newsboy, since it’s your job to promote news, and to persuade people to read it. Newspapers aren’t your product, however; they’re your audience, along with magazines, websites, television stations, blogs and newsletters — all of which publish news stories based on information that’s compiled, written and distributed by Public Relations Writers.
It’s simple: When an individual or company has news to share — maybe they’re launching a new product, for instance, have received an award or are hiring a new employee — they pay you, the Public Relations Writer to write about it. Among the things you’ll write are press releases; media kits that include executive biographies, fact sheets, company profiles and corporate histories; speeches; newsletters; event listings; articles; and pitch letters, which are like sales letters targeting Editors and Film Producers.
No matter what you write, the goal of a Public Relations Writer is always the same: Free media coverage (as opposed to paid advertising). That is, you want Journalists to read what you send them, then share it with their audience, either by publishing an article or producing a broadcast segment.
Given your goal, your writing must be at once promotional and newsworthy so that it pleases your client while also attracting media attention. Like a Newsboy, you’ve got to both tell and sell the story!