I work in PR. There, I said it, no going back now….
Actually I work in marcomms but it’s the PR bit that everyone picks up and makes a judgement call on.
Not just any old PR, I hasten to add. In the last 10 years the bulk of my ‘expertise’ has been focused on B2B, specifically in Print & Publishing, Finance and Healthcare, and a large proportion of that time spent writing Technical PR and collateral.
“Oh”, you might say…
“Poor you that you didn’t manage to get into retail or fashion or any of those other ‘sexy’ areas”
And, there was a time that I might have agreed with you, but not anymore.
You see, there’s a craft involved in technical PR & Marcomms. There’s lots of people out there doing it, as with any strand of communications, but how often do you pick up a product brochure, or access a website only to look at the images and put it straight down again because it’s, well, dry? I mean proper, Death Valley, every ounce of humanity wrung out of it, dry?
Undeniably it’s a challenge at times. But a good, healthy challenge because that’s where the craft comes in: engaging the reader from the get-go, freeing the content from the stranglehold of regurgitated statistics about performance and instead creating an interesting narrative, because everything has got a story.