Week 8

If any media product is substandard in spelling, grammar or punctuation it is a double setback; not only is it unimpressive, but it can also be just plain confusing. The way a message is received depends first on whether it reaches its target. The first hurdle to pass is often the scrutiny of journalists and others in the media who act as filters for the immense volume of random material that comes their way en route to the public, if it is selected for inclusion or coverage. If the writing skills of its author are poor, 1. It will be heavily altered before it is seen as fit to pass on, thus distorting the intended message because the original was so inadequately expressed or 2. it may simply be discarded as too troublesome to correct or decipher. Either way, any badly written material will almost guarantee a frustration, lack of interest, and a disinclination to publish on the part of editors, writers and anyone else with a say in its chances of being passed on to the intended audience.
Not only will poor writing skills hinder individual PR projects, they may even damage client satisfaction or even career prospects because they are a major handicap compared to others who can be more eloquent, concise and effective at driving their point home.
Unlike journalists and advertisers, Pr-actitioners often have no certainty that their efforts will gain the desired coverage and attention, and must vie for the opportunity to have their messages received by those who could make or break a campaign, namely, those employed in journalism or media organisations, and the specific demographic that is the ultimate target. Often they compete with completely unrelated contributors, or rival PR-actitioners. Who do you think has a better chance of being heard or read, the clear, cogent and pithy media operative with slick writing skills, or clunky, mangled pigeon typography replete with inaccuracy and error?
What I have learned is that no amount of superficial glibness and sparkle can make up for a good old fashioned education.