I’ve been fortunate enough over the last few weeks to have met and spent some time with a few very talented and experienced professionals in the Media/Communications/Public Relations and Sales/Marketing/Advertising industries. We’ve had some wonderfully insightful and thought-provoking conversations.
Our discussions got me to thinking:
While copywriting may seem, on the surface, to be a horse of a different color, it actually plays an integral role in both Media/Public Relations and Marketing. In fact, I’d even go so far as to say that an effective PR and/or Marketing pro needs to have, at minimum, a solid understanding of the mechanics of good copywriting.
Why? Because PR and Marketing are rooted in creating and implementing strategic messages that sway the opinions of a target audience and elicit a desired action. And that’s precisely what copywriting is all about.
What’s more, many PR and Marketing tactics are carried out through written communication. Press releases. Media pitches. Brochures. Web site content. E-mail blasts. Scripts.
You get the idea.
So, while each profession demands unique skill sets (media savvy in PR, for example), each also shares a common thread: in order to be successful, professionals in Public Relations, Marketing, and Copywriting must be able to articulate a message clearly and persuasively and, consequently, achieve measurable results.
No matter one’s level of media or business savvy, a PR and Marketing professional without exceptional communication skills—that is, without the ability to write cogent, compelling copy— is pretty much doomed.