A Copywriter’s Guide to Writing Effective PR Blogs

Imagine this: you’ve been handed a research-heavy piece of content, and you’re lost in the data. You need to find a way to present it that’s not just good, but great. Whether you’re a seasoned copywriter or just dipping your toes into the world of digital PR, writing an effective PR blog can feel a bit like Robert Frost deciding which path to take in a yellow wood. You want to inform, engage, and persuade—all without sounding too salesy or dull. That’s a heavy feat!

While writing the “perfect” PR blog may seem overwhelming, it can be a lot of fun. Rather than your usual structured service page or on-page optimization copy, you can let your creativity run the show. The biggest problem is keeping yourself from getting carried away, but how? Let’s dive into everything copywriters need to know to write effective PR blogs.

What Are PR Blogs?

PR blogs, or public relations blogs, are digital marketing tools companies use to earn backlinks, drive website traffic, and expand their reach beyond their traditional target audience. Think of them as a bridge between the brand and the general public, offering a way to communicate and build relationships. 

They take data from various sources (house-made surveys, Google Trends, etc.) to highlight interesting topics and trends using engaging copy. Although it differs by brand, PR blogs are typically written using informal tones to catch the attention of readers and journalists and make the data easily digestible. They also usually include visual graphics to make the data more accessible and appealing. 

PR blog topics can range from branded (obviously related to your products or services) to tangential (seemingly not relevant at first but can still be tied to the company in the end). While branded content can be beneficial, tangential content is the more eye-catching, curiosity-inducing content people can’t help but click on. To give you a better idea of the type of content found in tangential PR blogs, I compiled a list of some of my favorite examples that I’ll reference throughout the article.

• The Scoop on Every State’s Favorite Ice Cream

• The More Popular Half of Iconic Celebrity Couples

• The Most Expensive Airbnb in Every U.S. State

• The Best and Worst States at Family Feud

Tips for Writing Effective PR Blog Copy

Now that you have a better understanding of PR blogs, you’re almost ready to get writing! Before you put pen to paper (or fingers to keyboard, more likely), take a look at these 8 tips for writing effective PR blog copy.

1. Know Your Audience

Knowing your audience is key when writing PR blogs because it shapes everything from your tone to the topics you cover. Think about it: if you’re writing for industry experts, you can dive into the nitty-gritty details and use technical jargon. But if your readers are everyday consumers, you’ll want to keep things simple and relatable. Understanding who you’re talking to helps you craft messages that resonate, engage, and drive the right action. Plus, when you know your audience well, you can anticipate their questions, address their concerns, and ultimately build stronger connections. It’s all about making your content feel like it was written just for them.

2. Know Your Brand Voice

Knowing your brand voice is crucial when writing PR blogs because it ensures consistency and authenticity. Your brand voice is like the personality of your company—it’s how you “sound” to your audience. Whether your brand is playful and casual or professional and authoritative, sticking to a consistent voice helps build trust and recognition. It’s the difference between feeling like your content comes from a real, relatable person versus a faceless corporation.

3. Keep intent in mind

Keeping your intent in mind when writing PR blogs is vital because it helps you stay focused and ensures your message hits the mark. It’s easy to get sidetracked by interesting data or tangents, but straying off-topic can dilute your main point and confuse your readers. When you have a clear intent, every sentence serves a purpose and supports your overall goal. This focus not only keeps your writing sharp and effective but also helps your audience quickly grasp the key takeaways.

4. Balance Creativity and Data

Creativity grabs your audience’s attention and makes your blog enjoyable to read, while data provides solid evidence that backs up your claims. Think of it like the “based on a true story” disclaimer in the opening credits of a movie. Just like dealing with data, it’s easy to give your creative flair a bit too much free reign. You have to weave these elements together to create a narrative that’s not only engaging but also trustworthy. This balance ensures that your blogs are simultaneously entertaining, persuasive, and informative.

5. Focus on the Facts

While a spreadsheet full of data provides endless opportunities for interpretation, it’s important not to go overboard. The overarching goal of digital PR blogs is to generate backlinks. To do this, journalists and other media outlets have to want to share the information showcased in the content. They aren’t going to be interested in blogs that have already explored the data in depth because there isn’t a new perspective for them to take. While some interpretation might be necessary to craft a compelling narrative, it’s best to stick to the data itself as much as possible to give journalists room to put their own spin on it.

6. Don’t Oversell

This tip might seem counterintuitive, but hear me out: don’t put too much emphasis on your brand or services when writing tangential content because it can deter readers. You want to use PR blogs to get your brand out there, but you can (and should) do it without plugging them every chance you get. In my experience, the best way to prevent overselling is not to mention your brand or services in the body copy. It’s like an ad interrupting the most dramatic scene in your favorite show. So, try to discuss your company only in the introduction and conclusion sections of PR blogs. Even then, find an engaging way to tie them in, like the following example: “Just as MRO Electric services are essential to keeping your business running smoothly throughout the year, ice cream is the sweet fuel that helps us all power through the hot summer months.”

7. Craft Compelling Headings

This may be common sense to experienced copywriters, but it’s an important aspect of writing effective PR blogs to check off the list. Headings organize content and tell readers what to expect. In PR blogs, they have the added responsibility of encouraging them to keep reading. To achieve this, keep your headings clear, relevant, and pithy. Incorporate SEO keywords where possible and put yourself in the audience’s shoes—would that heading make you want to keep reading? In The More Iconic Half of Celebrity Couples, for example, we could have used a heading like “Which Ex has the Highest Search Volume,” but chose to go with “Battle of the Former Flames” instead to keep readers interested.

8. Make Your Methodology Clear

Although copywriters aren’t typically the ones gathering data or conducting surveys, we are responsible for making sure readers understand where the information we use comes from. This builds trust and gives the data a strong leg to stand on. Depending on your guidelines, you can include the methodology in the copy or have a separate section for it. Either way, keep your explanation concise and avoid using jargon that the average reader may not understand.

Conclusion

Writing PR blogs is an art form that any copywriter can master. It just takes patience, practice, and a lot of focus. Remember, it’s all about telling informative, engaging stories that boost your brand visibility. So, keep these tips in mind, and you’ll be well on your way to writing PR blogs that truly shine. Happy writing!