Reflection

Entering the Public Relations Writing Class

 

Prior to the Public Relations class with Professor Macary, I did not truly understand what Public Relations meant or how it differed from marketing. I only knew that Public Relations firms worked with clients, but not how or why. Why did Public Relations firms even exist? I thought Public Relations meant learning about government policy and different legal actions a company faces when in trouble – not totally wrong. This past summer, I interned on the Hill, so I wanted to see if any of those skills translated to the course material and assignments. I expected the class to be assignment-heavy to get reps in with different types of writing and media, similar to the Environmental Health and Communications class I took with Professor Macary last year. That said, I could not create a presentation that looked professional to save my life. I did know about media kits and their contents, including a backgrounder, fact sheet, or media alert. I read press releases in the past, especially during my past internship on the Hill, but I did not understand the purpose of them or the style of writing used in them. News Writing 201 exposed me to a short, concise style of writing that I thought translated to Public Relations. While they somewhat translated, Public Relations writing ended up being different. Moreover, I still struggled with technology. I severely lacked presentation skills, media creation skills, and did not feel comfortable using Adobe Apps and Canva. Because Canva confused me beforehand, I thought I could escape it with a writing class. Things turned out differently, but for the better! Generally, my writing skills remained strong, especially after multiple classes for my major sophomore year, but my strategic communication skills needed work. I found it hard knowing what information to include for specific audiences, whether it be in a presentation, infographic, or a story. That said, I expected to struggle a little at first, but because Professor Macary taught the class, I knew he scheduled plenty of practice in class and for homework. However, I wanted to grow as a writer and a media creator.

 

Growing Throughout the Class

 

As I predicted, I completed many assignments per week, writing for different clients each week. It excited and entertained me to write for a wide variety of clients because it taught not only how to write differently for each company but also how to understand each company’s audience. When it came to the pitch decks or campaign building, I enjoyed creating collaborations between clients we worked with earlier in the term. It felt like a real partnership! While some clients do not exist and others dominate current markets, it felt real when I created the different deliverables for these clients, making the course very effective. I can confidently tell a company, firm, or internship recruiter that I can produce numerous deliverables in a short amount of time. My writing evolved to the public relations style very quickly. After the first few weeks, it felt natural. It did not feel weird addressing a journalist by their first name in a pitch email or writing a press release, though I did struggle with the latter. Through my writing, I became a better strategic communicator because Professor Macary taught me how to think like one. Being able to decide what to write and how to write lies at the heart of public relations writing. The first step took a whole term for me to grasp. Initially, I found pitch decks to be the hardest to make simply because of the assignment’s technology aspects. I never really made a professional presentation with effective visual and textual elements. Though trying to complete the assignment before its deadline, it took time and quite a bit of thought. Eventually, it clicked after our first pitch deck, and the next one, I understood how many slides I needed and what needed to be on each slide. I specifically communicated persuasively by putting myself in the client’s shoes. If Whole Foods marketed a “death cheese,” why should I buy it? How do I write to convince others to buy? In that specific situation, I mentioned the history of the cheese and appealed to a specific audience more likely to buy it. Professor Macary taught me that a successful strategic communicator must know their audience well.

 

Final Thoughts

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Looking back, I think reading and writing can always make me a better strategic communicator. A writer for a magazine once told me that the best writers read twice as much as they write. To many, that may be obvious, but easier said than done. I need the discipline to actually sit down and read or write. Outside of my free time, I aspire for an internship allowing me to practice these skills I attained throughout the course. In this way, I can not only grow professionally but also become a strategic communicator who can make or break a company. The strategic communicator who helps all sorts of clients, organizations, or individuals in the area. The strategic communicator who positively impacts a nation. Professionally, I want to use my writing to really make a difference in the music industry or environmentally. Going to school in Lexington brought an appreciation for the natural environment that I never knew existed. Taking Health and Environmental Communications showed me that I could apply this passion professionally. Public Relations writing demonstrated to me how to do so for a specific company or client. I enjoyed creating deliverables for environmentally focused clients and products because these topics circulate on news stations and create tremendous impacts around the globe. The work holds meaning. However, I do want to improve my presentation skills. I am not sure if my presentation does not look professional enough because of the resources I am using or the platform. However, Adobe Express looks much better than Canva, and I plan on using the apps more in the future. After Public Relations Writing, I not only feel like a better writer but more comfortable with the Adobe Apps. I can confidently tell companies and clients that I can use these apps to create visual and textual elements strategically.  Next year, I look forward to working with just one client and becoming an expert in strategic communication for a specific firm. I plan to work for a public relations firm because I want to work with the same people every day to form relationships with them and work in a team atmosphere. To achieve this goal, I plan to write as much as I can in my free time and to improve my website, specifically my visual elements. Importantly, I plan to gain an internship with a professional, detailed, and genuine digital portfolio.

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