Is it true that the latest crop of new recruits in the PR biz lack basic writing skills? If so, what is the fallout, and how is the industry addressing the problem? PR NEWS
received an overwhelming response to these questions in researching last week's cover story. Some more insights from experts on the front lines:
"I don't think PR students are encouraged to work in a journalistic field while in college, either for a campus publication or as a stringer, whereas real-life writing
experiences are almost mandatory for J-school graduates. As a result, it's more than the writing ability that's lacking in these cases - it's the understanding of deadline
pressure, the hierarchy of a newsroom, the nose for news. Unfortunately, writing is not something you teach. It's something you hone. That takes time...time that could be better
spent working on the client's behalf."
-Michael Drabenstott Stiegler, Wells & Brunswick Bethlehem, Pa.
"There has certainly been a cultural shift since email took over. I've stopped bringing up small details (for instance, the proper format of a press release a la AP Stylebook)
because doing so merely brands me as old - as in a dinosaur. These days, I encourage newbies to communicate with the press and leave it up to them how to best achieve their goals
and get placements. I think PR will always be about telling stories, but the stories have to be fresh to be relevant...including the medium [in which they arrive].
-Peter Burke DKB and Partners Trenton, NJ
"Writing is an acquired skill. It requires practice. Our PR students [at University of Miami] learn [the business] by doing work for real clients such as local community groups
and on-campus groups. For example, students put together a media kit for the NOW chapter on campus. It gave them real experience and a portfolio piece they could walk out
with."
-Don Stacks, Professor University of Miami Miami, Fla.
"The best writing skills are found among those candidates with some type of previous journalism background. Writing for public relations is measured only in part by grammar,
vocabulary and grasp of the English language. PR writing skills are also measured by a professional's ability to develop the 'news value' of a story and position the topic in a
compelling way."
-Joan Cear The Wachsman Cear Group New York, NY