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When we write public relations material, whether it is a release, a case study or a script for a video, we need to be part journalist, part marketing person. However the former is always more important because the material we write has to tell a story and must be worthy of readership – see my previous blog ‘Is it worthy?’.

So how come, assuming we understand this, do so many press releases, case studies etc written by PR people, seem lack-lustre? I think it all boils down to the mental attitude of ‘brilliant’.

Remember that Fast Show character? The Manchester teenager who thought everything was brilliant! Whilst this character has his faults, not least falling down holes in the ground, you have to admit he was passionate.

And passion is the difference between lacklustre and sparkling, between a job and a calling, between a tenacious desire to hunt the best story out so that people will read.

You need to be passionate about writing. You need to be passionate about your subject. So, for some, this is ‘limited’ to: write what you are passionate about.

As for those ‘brilliant’ others, well they can get passionate about anything, if they need to. And this makes for brilliant PR writing. Keep a Zen Mind-Beginners mind, and develop the mind of a child again, a mind that is open to be filled with wonder about anything! And be Brilliant!

Here’s a reminder of how to do it!

My next blog post will tell you how to do ‘passion’ as a behaviour to change your writing success.

Visit Changeworks Communications for more brilliant PR