Is Writing the Most Important PR Skill?

What do you think is the most important skill for PR people to possess? Some options:

• Ability to pitch media
• Understanding of Facebook, Twitter and other online tools
• Multi-tasking and time management
• Knowing how to measure PR outputs and outcomes
• Networking/developing relationships
• Fostering/sparking online conversations
• Basic understanding of HTML
• Incorporating customer service into the PR mix

How about writing? People can learn to pitch media, be more organized, measure, or use social media for business; however, if you can’t write, it’s nearly impossible to execute any of these tasks well. As communicators, writing is our foundation. And, while some communication is becoming more conversational (even informal), clearly articulating ideas is what we do. This takes many forms: press releases, pitching bloggers and reporters, e-newsletters, case studies, speeches, message development, blogging, tweeting, and so on. PR 2.0 isn’t just about social media. There are lots of other facets to the industry. As such, writing for different mediums is a critical skill. In fact, the ability to write well across a variety of platforms can fast-track a PR person’s career.

If you need to brush up on your writing skills, here are a five helpful resources:

• 7 Ways to Improve Your Writing … Right Now
• How to Use a Writing Frame
• 73 Ways to Become a Better Writer
• Copywriting for Social Media
• Taylor Momsen Did Not Write This Headline (about the importance of strong headlines)

How do you keep your writing skills sharp?