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Like any job, snagging a good content writing gig requires dedication, practice, and wherewithal. There are seemingly endless content writing opportunities available online, but it is tricky to know where to start. Keep reading to learn how to stand out as an applicant and what it takes to prepare for the job. 

Writing Style

Many employers are seeking writers with strong stylistic voices. Companies are looking for applicants who can not only maintain brand tone, but elevate and enhance it. Content writers are expected to succinctly present their given material, no matter how dense it may be when it arrives on their desk (or to their inbox!). Translating complicated material in a strong yet simple manner is a major goal of the job. 

It is crucial to fit your writing style to the task at hand. Quality writing is clear, concise, and captivating. Focus on the message you are trying to convey and how you might have your interest piqued if you were the customer. We work with...

Congratulations, you’ve landed your public relations client a briefing with an important reporter or industry analyst! The hard part is over, or is it? Not quite. Now you need to make sure your client is adequately prepared for the interview. You can do a prep call, but what really helps executives or other spokespeople get ready for these important meetings is a briefing document, aka a briefing sheet. If several briefings are taking place in a condensed timeframe, such as for a trade show, these sheets might be upsized to a formal briefing book. 

While public relations is a creative field, a briefing document requires quite a bit of preparation as it incorporates all the nuts and bolts to make an interview run smoothly. A calendar invite will take care of simple things like time and date, but more in-depth info is needed  on what the reporter or analyst is interested in. Spokespeople are always on the go and might be reading your briefing document on a plane, train...

 In a world of shrinking media outlets, coverage is harder than ever to achieve. While some publications are folding completely, others are merely reducing their staff, or bringing on freelancers more than ever to cover additional stories. When reaching out in this environment, which is more beneficial for PR professionals in gaining media attention for their clients, a press release or a media pitch?

In most cases, it depends on the specific goal of the company. Here’s a look at the characteristics of each and when it makes sense to employ both to gain the widest reach possible:

Gaining Momentum Through Pitches

Simply put, a pitch is an attempt to get the attention of a reporter or editor at a media publication interested in your news so that they cover it. A pitch can be tailored or customized to each reporter and outlet, and  is designed to propose a larger, more in depth story. 

The benefits of pitches include:

• They provide the reporter or editor a unique...

As a PR professional, you’re well-versed in writing guest posts/contributed content (same thing) on behalf of your executives, spokespeople, or even yourself. You’ve determined the outlets your audience is reading or watching, you’ve created a refined media target list, and you have a great topic in mind for your client or subject matter expert (SME).

More often than not however, the first step to getting your content published is pitching the reporter an abstract of what it is about. An abstract is an effective description of what you are proposing to write and a lot of reporters will ask for this FIRST to be sure the final content you deliver is aligned with their media outlet’s own objectives. There are some exceptions where an editor won’t want or need an abstract, but it’s always important to ask and tailor your process to what best fits theirs. 

You May Also Like: Pro Tips to Creating a Media List

What is an abstract?

Think of your...

A contributed article is a great way to gain exposure for your brand and ensure your client’s name or company is considered a trusted authority. They are meant to serve as a vendor-neutral perspective by someone with concrete knowledge about a particular topic. Contributed articles (also called bylines) are one of the most used tools in a PR professionals toolbelt when it comes to serving their clients. 

However, before securing media coverage, there is a lot of groundwork that needs to be done before seeing your (or your client’s) name published. Placing a contributed article starts long before the content is written and even before the pitch is crafted. In fact, there is a bit of reverse engineering that must take place. Here are some of the most critical steps PR professionals should take when trying to place their content. 

Begin with the End in Mind When it Comes to Targeting Media

Creating a target media list for your PR goals isn’t necessarily...