Not enough PROs can produce good copy says Mary McGarrie, PRO at VisitScotland

I recently read a PRmoment blog where five questions were asked to those thinking about choosing PR as a career. Granted, the questionnaire's tone was tongue-in-cheek, but I did notice that not one of those questions was – “Do you like to write?”

Since taking my first steps into PR, the entry criteria have changed significantly and those joining up are now required to have even more skills.

Only a few years ago, PR professionals would value writing ability above all else, whereas nowadays knowledge of social media and online communications seems in huge demand – both in agencies and in-house.

From writing crafted press releases and short-and-snappy Tweets to knowing how to use filming equipment to create broadcast content, the skill set for PROs has evolved.

I began thinking about the implications of this shift while watching the national news recently. There was a call to scrap written exams and to replace the pen and paper with computers. I suddenly felt very cross and very old (I’m only 27).

The ability to work with syntax and write properly began back when we were youngsters learning our nouns and verbs in primary school. I wondered with the rise of social media and “text talk“, was the importance of this skill diminishing? I still believe the basic ability to create original pieces of written work is vital for anyone entering the PR industry and all this laziness will result in worsening PR practice in the future.

I am the first to admit that I take advantage of copy and paste and the online thesaurus comes in handy every now and then. However shouldn’t we all be aiming to write something as correctly as possible in our first attempt? Just like an essay in primary or secondary school? We would probably get things done a little bit quicker if we fully committed to writing something accurately first time around.

PR professionals have a responsibility to keep up with social media and changes in the English language that result from it. We are always striving to be at the forefront of all things digital and sometimes I think we forget the basics of how we got to where we are today. Having a foundation of good writing skills MUST BE a determining factor when hiring a PR professional.

While we are in education we learn how to write in different ways. I remember narrative story telling was just as important as writing analytical essays. As a shy 12-year-old secondary school student, I was inspired by my English teacher who I am still in touch with on a regular basis. From him I found a passion for words; be it reading a novel or writing my own diary. Words became malleable and I discovered that I could use them to say whatever I wanted; just as PROs adapt copy to suit a different media type or to communicate something new on a daily basis.

The journey towards becoming a PR professional begins early in our lives and a good foundation in writing will give future PROs the ability to change and adapt with the media landscape. It will also ensure we are not relying solely on computer software to correct our mistakes and encourage us all to approach a piece of writing with confidence in our own ability. Let’s all remember the basics and ensure we keep our standards high when recruiting the next generation of PR prodigies.

With thanks to Mr S who inspired me with Shakespeare, Steinbeck and Yeats.