Lost in the various trade journal hysterics about the rise of public relations and our unique ability to play lead dog in the social media explosion is the simultaneous decline in the quality of the average PR practitioner's writing.
Poor writing has been the subject of numerous articles and surveys over the years. It's been blamed on everything from an underfunded primary and secondary education system to the inherent informality in blogging, texting and Tweeting. I'd agree that both have contributed to the mediocre copy many senior corporate and agency executives review nowadays. I'd also add that the word 'copy' itself is part of the problem.
As the traditional lines separating advertising, direct mail, sales promotion, digital and PR have blurred, I've noticed an alarming increase in the use of superlatives and hyperbole once reserved solely for the copy in a full-page print ad.
PR and journalism graduates from the very best schools have somehow forgotten that our press materials need to be written in an objective, factual manner. Instead, I routinely hear industry leaders lament the plethora of poor prose from juniors. They shake their heads and speak of receiving press releases and opinion pieces with endless, run-on sentences that include adjectives ranging from “thrilling” and “remarkable” to “game-changing” and “awe-inspiring.”
It's fine for the advertising and marcom types to use such hype. But, as I wrote in a recent blog ('A Wigotsky in every agency'), the generation of PR editors that included Victor Wigotsky of H&K and John Artopeous of Burson, wouldn't have permitted such an atrocity.
Today's industry leaders are not only allowing poor writing to take hold, we're enabling it. Heck, PR Week actually asked two professionals to debate whether good writing EVEN MATTERED anymore. If our leading trades aren't endorsing the need for a “back to basics, just the facts, ma'am” approach to PR writing, what hope do we have?
It's our responsibility to counsel clients on what is, and isn't, newsworthy. It's also our responsibility to write a release, a bylined article or other communications piece in a classic, objective journalistic style.
The more our product looks and reads like advertising copy, the more likely an organization is to cede control of its overall marketing communications to a digital or direct marketing shop. And, trust me, there's nothing thrilling or remarkable about that possibility. That said, it will be an awe-inspiring, NEGATIVE game-changer if our industry leaders and journalists don't step up and address the issue more seriously. Oh, and there was no hyperbole in that last paragraph. Just facts.