Why is it that PR people still expect copywriters to write their press releases for them?
I don’t have a big problem with it generally but sometimes you just know the account manager is being plain old lazy. No matter how quick you are at getting up to speed or how insightful or well-trained you are, you will inevitably be too far from the account to really offer valuable input.
It’s strange. People seem to treat copywriters as if we’re telepathic. They think that we should just know all about their account through some weird osmosis. They think we find writing somehow ‘easy’. We don’t: we just do it better than them, but the information-gathering stage is just as hard, in fact harder for us because we really have to read around a subject to familiarise ourselves with it.
There is generally a tremendous amount of knowledge about an account that goes into producing a press release for it. I’d say it’s the return of the old nutshell about commonsense: it takes a lot of knowledge to acquire it. There’s nothing common about it at all.
And apart from anything, isn’t a press release a core PR competency, not a core copywriting competency?
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