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The PR Practitioner’s Guide to Beating Writer’s Block—No AI Required

You’re staring at a blank screen, the deadline is looming and your brain feels frozen.

Writer’s block is frustrating—especially in public relations, where content creation is a huge part of the job. Whether it’s crafting the perfect pitch, drafting a news release or composing an engaging social media post, new PR practitioners and students often struggle to get words flowing.

The good news? Writer’s block isn’t permanent. With the right exercises, tools and mindset shifts, you can break through and create strong, compelling content—without over-relying on AI.

Let’s dive into some proven strategies to get you writing confidently.

1. Ditch Perfectionism and Start With The Ugly First Draft (TUFD)

Many PR newcomers get stuck because they’re trying to write the perfect piece on the first try. PR and marketing expert Ann Handley calls this the “Ugly First Draft (TUFD)”—a liberating concept that encourages you to just get words on the page, no matter how bad they are.

Exercise: The 10-Minute TUFD Sprint

Set a timer for 10 minutes and write non-stop WITH PEN/PENCIL AND PAPER, even if it’s rough. Don’t worry about grammar, structure or making sense—just get thoughts down.

Why it works: TUFD frees you from the pressure of perfection. Refining comes later.

Real-World Example: PR professionals often draft “word vomit” versions of pitches or news releases before polishing them. The key is to get started—even if what you write isn’t client-ready yet.

2. Use a Storytelling Formula

PR is all about storytelling, but when you’re stuck, structuring your thoughts can feel like riding on the struggle bus.

Tool: The PAS Formula

If you’re struggling to frame a news release or pitch, try this simple formula:

  • Problem: Identify the issue or newsworthy angle
  • Agitation: Explain why it matters
  • Solution: Present the product, service, or news as the answer

Example:
Instead of starting a pitch with, “Acme Company launches a new app”, use PAS:

? Boring: “Acme Company is excited to announce the launch of its new app.”
? Engaging: “Busy professionals struggle to find time for healthy meals (Problem). With limited options, they often rely on fast food (Agitation). Acme’s new app delivers fresh, personalized meal plans in minutes (Solution).”

Why it works: This structured approach prevents you from overthinking your introduction.

3. Step Away from the Screen (Yes, Really)

If you’re stuck, staring harder at your screen won’t help. Sometimes, stepping away is the best way to move forward.

Exercise: The 20-Minute Reset

  • Walk around the block (this works best with a dog).
  • Listen to a podcast (but not about PR—give your brain a break).
  • Meal prep your dinner.

Why it works: Your subconscious continues working on the problem while you’re doing something else. Often, ideas will flow naturally when you return.

4. Limit AI Use – It’s a Helper, Not a Crutch

AI tools like ChatGPT can be great for brainstorming but shouldn’t replace your unique voice and strategy. Over-reliance on AI can make your writing sound robotic and generic—both of which are PR red flags.

How to Use AI Wisely

? DO:

  • Use AI for headline variations or brainstorming angles.
  • Run a draft through AI for readability suggestions (but tweak heavily).
  • Ask AI for industry stats or research sources to verify independently.

? DON’T:

  • Copy-paste AI-generated content without editing.
  • Use AI to generate full news releases or pitches—it lacks nuance.
  • Let AI think for you. Clients hire YOU for strategy, not automation. (What will happen when you’re F2F in a meeting with your client if you always rely on AI?)

Pro Tip: Use AI sparingly as a brainstorming tool but always inject your own insights and creativity into your final content.

5. Keep a “Swipe File” for Inspiration

Even experienced PR pros struggle with writer’s block, which is why they keep a swipe file—a collection of inspiring headlines, creative angles and past work to spark ideas.

Tool: Your Personal PR Vault

  • Google Drive/Notion: Store your best PR work, newsworthy angles, and media pitch templates.
  • Screenshots Folder: Save great news releases, headlines, or campaign ideas you admire.
  • Sticky Notes App: Jot down creative ideas whenever they strike.

Why it works: Instead of starting from scratch, you’ll have a bank of ideas to remix and adapt.

6. Talk It Out (Yes, Out Loud)

If writing feels impossible, say your ideas out loud—either to a friend or into a voice memo app.

Exercise: The “ELI5 – Explain It Like I’m 5” Method

  • Record yourself summarizing your news release or pitch as if you were explaining it to a child.
  • Play it back and write down what sounds natural.

Why it works: Talking forces clarity. If your pitch sounds awkward spoken aloud, it probably needs reworking.

Pro Tip: Many PR practitioners dictate ideas into their phones and transcribe them into rough drafts later.

7. Read Like a PR Pro

If you’re stuck, reading good writing will kickstart your brain.

Resources for PR Inspiration

? Books:

? Websites:

  • PR Daily – Latest industry insights
  • The Skimm – Great for headline writing inspiration
  • AdAge – Trends in media & brand storytelling

Why it works: Consuming high-quality writing trains your brain to recognize what works and why.

Final Thoughts: Build Your Writing Muscle

Overcoming writer’s block isn’t about waiting for inspiration—it’s about building habits that keep your creativity flowing.

? Quick Recap of Key Strategies:
? Write The Ugly First Draft (TUFD) – don’t aim for perfection.
? Use the PAS formula to structure pitches.
? Take a 20-minute reset when stuck.
? Use AI as a helper, not a replacement.
? Keep a swipe file for inspiration.
? Talk out ideas before writing.
? Read quality PR content regularly.

Next time you’re stuck, try one of these strategies. Writing in PR gets easier with practice—so keep at it!

A Question for You

How do you balance creativity with deadlines in PR writing? Do you have a personal strategy that works for you?

Signature Block: I'm listening, Barbara

NOTES

The framework of this article was inspired by ChatGPT. The image was created by DALL-E.

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“Wicked” Wisdom for Starting a New Semester

Image Credit: Fangirlish

As the start of the semester approaches, you might feel a mix of emotions—excited, nervous or even overwhelmed. That’s perfectly normal. After all, each semester feels like stepping into a whole new world (or maybe a whole new Oz). The good news? (See what I did there? Heh.) The songs from Wicked: Part One are full of lessons to help you navigate the challenges ahead. Whether you’re a G(a)linda or an Elphaba at heart, there’s something here to help you start strong.

“No One Mourns the Wicked”

“Good news! She’s dead!”

This song sets the tone for a clean slate. Sure, it’s a little dramatic, but the message is clear: leave the past behind. Whether you’re coming off a tough semester or just didn’t quite hit your goals, let it go (cue Elsa) and focus on what’s next.

Takeaway: A new semester is a fresh start. Use lessons from the past to shape your path forward, not hold you back.

Listen on Spotify: No One Mourns the Wicked

“The Wizard and I”

“When I meet the Wizard…all my dreams will come true.”

This is all about ambition and the belief that great things are possible. Think about what you want to accomplish this semester—academically, personally or even professionally. Then, create a plan to work toward those goals. Dreams are wonderful, but action turns them into reality.

Takeaway: Define your goals early and revisit them often. Big or small, they’ll keep you motivated.

Listen on Spotify: The Wizard and I

“What Is This Feeling?”

“Loathing…unadulterated loathing.”

Let’s be honest. There will be moments when you feel this—whether it’s aimed at group projects, overly packed schedules or that one classmate who always shows up unprepared. Instead of letting those moments derail you, use them as opportunities to grow your patience (and maybe your sense of humor).

Takeaway: Frustration is inevitable. How you handle it is what matters most.

Listen on Spotify: What Is This Feeling?

“Dancing Through Life”

“Dancing through life, skimming the surface, gliding where turf is smooth.”

This song reminds us to find balance. Sure, school is important, but so is self-care. Whether it’s grabbing coffee with friends or binge-watching your favorite show, don’t forget to enjoy the journey. Life’s not only about deadlines and grades.

Takeaway: Balance is the key to thriving this semester. Plan your time and leave space for fun.

Listen on Spotify: Dancing Through Life

“Popular”

“I’ll help you be popular!”

Networking might not involve a makeover montage, but it’s still one of the most important skills you can develop. Building relationships with classmates, professors and mentors can open doors you haven’t even thought of yet.

Takeaway: Take time to connect—whether it’s saying “hi” after class, sending an email to a professor or participating in group discussions.

Listen on Spotify: Popular

“I’m Not That Girl”

“Don’t dream too far; don’t lose sight of who you are.”

This one is a reality check for those of us prone to overcommitting. (This is one of my major struggles.) Yes, it’s great to aim high, but be realistic about what you can achieve. Perfection isn’t required, and burnout isn’t worth it.

Takeaway: Be kind to yourself. Success looks different for everyone, so focus on what works for you.

Listen on Spotify: I’m Not That Girl

“Defying Gravity”

“It’s time to try defying gravity.”

Is this the ultimate empowerment anthem, or what? This song is your reminder that you’re capable of more than you think. Take the leap, whether that means applying for an internship, volunteering to lead a project or simply stepping out of your comfort zone.

Takeaway: Don’t let fear hold you back. Your biggest growth happens when you take risks.

Listen on Spotify: Defying Gravity

Wrapping Up

Starting a new semester can feel overwhelming, but it’s also an incredible opportunity to grow, learn and create connections. Like the characters in Wicked, you’ll face challenges, but you’ll also have moments of triumph that make the effort worthwhile.

And here’s a question for you

What’s one thing you’re hoping to achieve this semester? Leave a comment below—I’d love to hear your goals and cheer you on.

Signature Block: Barbara is Listening

NOTES

The framework of this article was inspired by ChatGPT.