The most important thing that a PR person should master is how to create a compelling key message. It’s a shame how few actually can. More than just sound bites depend on strong key messages.

What makes a message work well is pretty much the same as what makes writing easy to read and follow. Good, strong, memorable key messages share traits with the best-written news releases and with the most memorable great speeches. They know what their job is and are single-minded in getting that job done. They say what needs to be said, but little more. They connect with their reader. They conjure up an image and prompt a response.

The key to writing well is being able to know what works in a key message and then making sure to follow the same rules. Most PR people don’t write that way, though. They usually start with a big, somewhat vague concept of what they need to say and then wander around trying to say it. Writing well takes work and it takes time. But it’s easy work, if they’re willing to take the time and know how to do it.

And that’s what PR Writing Class teaches. Take the basic PR skill of creating a key message, learn what separates the really good ones from the rest, then takes those lessons and apply them to writing.

Click here to see the class outline.