By Abdul Latiff Bin Puteh, Founder White & Associates, Malaysia

Writing for the media by PR/Communication Executives who are just starting out can be very intimidating. Here are a few things to consider in order to create impactful content that attracts the media’s attention.

1.  Link the lead paragraph to a bigger picture/issue

More often than not, the scope of the content that you are writing about is narrow or limited. As a PR writer, you need to be able to relate the subject matter to a bigger issue that society is facing or trying to resolve. This will attract the attention of editors who are selecting the materials to publish.

2. Balance PR nuances with media requirements

PR writing is unique as we need to incorporate some key statements or phrases that are expected by the organisation we are representing. However, going overboard with these nuances will lead to rejection by editors. Careful selection of words/phrases are important to ensure the PR writer meets the needs of both sides.

3. Shorten your sentences

If you speak multiple languages, but your command of the language you’re writing in is weak, it is important to ensure sentences are kept short to avoid making glaring grammatical mistakes that irk editors. You can start using long sentences as you gain the confidence and experience. However, it is important to note that for lead paragraph writing, you should not use more than two sentences to highlight the significance of the story.

4. “Sketch” your thoughts

Develop the material by “sketching” your thoughts on a piece of paper before drafting it. It can be in point form, key words, quick scribbles, symbols or anything that you are comfortable with. This will allow you to strategise the content and visualise the finished draft.

5. 5Ws & 1H

Incorporate all the elements of the 5Ws & 1H (who, what, when, why, what and how). Add value to the material  by injecting creativity into the piece. A standard 5Ws & 1H will not create the desired impact, it is just the basics of reporting. The piece will need to be surrounded with strong narratives in order for it to be chosen and published by the media.

About the author

Abdul Latiff Bin Puteh has been in the strategic communication profession for the past 30 years. An experienced leader, Abdul has led teams of up to 30 people in various sectors, including a government agency. He is currently the Malaysian chapter President of International Association of Business Communicators (IABC). His involvement with IABC has enabled him to access the latest global development and information in the field of communication as well as allowing him to network with professional communication practitioners across the globe.

His area of expertise as a Strategic Communication practitioner includes media relations, crisis communication, social responsibility, corporate publications, TV productions, marketing, government relations, advertising and promotions, online communication, customer relations, corporate events and consultancy public relations.

Abdul Latiff is a certified trainer with HRD Corporation, and he specialises in topics such as effective communication, excellent supervision, change management, motivation, customer service, media relations and others. In addition, he was also a part time lecturer with various public and private institutions of higher learning specialising in communication and marketing subjects.

To add his skills and exposure as a wholesome communication practitioner, Abdul Latiff pursued his Diploma in Professional Translation (Communication) offered by DBP & Malaysian Translators Association in 2013. He holds a Master in Mass Communication, and a Diploma in Mass Communication. Connect with Abdul on LinkedIn or via email.