If you’re just starting out in public relations, you’ve probably realized how important writing is in this field. Whether you’re drafting a news release, crafting a social media post or preparing a pitch, writing is at the heart of what you do. But writing a great first draft is only part of the process—editing is where the real magic happens.
Editing helps ensure your message is clear, your tone is right and your content is polished. If you’re new to PR (or even if you’re not), here are some simple editing tips to help you sharpen your writing and make sure it hits the mark every time.
1. Check If Your Message Matches Your Goal
Before you dive into the details, take a step back and look at the big picture. Ask yourself: does this piece do what I need it to do? If you’re writing a news release, are you getting the key points across clearly? If it’s a social media post, is it engaging and on-brand? Editing starts by making sure your message aligns with your goal.
Questions to ask yourself:
- Am I making my point clearly and quickly?
- Is this aligned with the campaign or client objectives?
- Will the audience understand what I’m trying to say?
When you have a clear goal in mind, you can make sure every part of your writing supports that goal.
2. Make Sure the Tone Fits the Brand
One of the most important things in PR is making sure your writing sounds like the brand you’re representing. Whether you’re working for a laid-back tech company or a high-end fashion label, the tone of your writing needs to reflect that brand’s personality. This is especially important when you’re working across different platforms—what works on X/Twitter might not be right for a formal email to stakeholders.
Ask yourself:
- Does this sound like the brand I’m representing?
- Is the tone consistent throughout?
- Would this tone work for the specific platform (like social media vs. a news release)?
Getting the tone right is key to building trust with your audience and keeping the brand’s voice consistent.
3. Keep It Simple and Clear
In PR, you don’t have much time to grab your audience’s attention. Journalists and readers don’t want to wade through jargon or long, complicated sentences. Make your writing as clear and straightforward as possible so people get your message quickly and easily.
Tips for clarity:
- Break long sentences into shorter ones.
- Avoid using jargon or industry-specific terms unless necessary.
- Make sure your main point is clear right from the start.
Remember, people are busy, and you want your writing to be as easy to understand as possible.
4. Double-Check Your Facts and Grammar
This step might sound basic, but it’s incredibly important—especially in PR. Mistakes like misspelled names, incorrect dates or grammar errors can really hurt your credibility. Take the time to go through your work carefully and check for any small mistakes that could slip through.
When proofreading:
- Make sure all facts, figures, and names are correct.
- Look for spelling and grammar errors.
- Pay attention to any words that could be unclear or lead to misinterpretation.
Accuracy builds trust. It’s always worth doing one more check to make sure everything’s spot on.
5. Tailor It to the Platform
In PR, you’re often writing for different platforms and audiences, so you need to make sure your content fits the format. For example, writing for Instagram requires a different style than writing for a news release or email. Tailoring your message to the platform will help it perform better and connect with your audience in the right way.
Think about:
- Are you using Associated Press style (if that’s relevant for this content)?
- Have you followed the format for a news release or media pitch?
- Does your headline grab attention and fit SEO best practices if needed?
- For social media, is your post the right length and tone for the platform?
Customizing your writing for each platform ensures it resonates with the audience wherever they’re reading it.
Wrapping It Up
If you’re new to PR, editing can feel a little overwhelming at first, but it’s an essential skill that will make your writing stronger and more effective. By focusing on your message, keeping the tone consistent, ensuring clarity, double-checking facts, and tailoring your content to the platform, you’ll be on your way to creating PR pieces that stand out.
Remember, editing is where you get to polish your work and make sure it represents you and your brand in the best possible way. Take your time, follow these steps, and soon enough, editing will feel like second nature. You’ve got this!
A Question for You (Especially PR Pros)
What’s the biggest challenge you’ve faced when editing your PR content, and how do you tackle it? Share your tips or struggles in the comments!