What Writing Means to Me (within the PR field)

As a public relations practitioner, effective writing is essential to being successful. Without good writing skills, one may find it hard to communicate goals and objectives with both clients and the media. I have also found that when making pitches to the media and journalists, the chances that one's story will be picked up increase the better one's press releases are written.
I enjoy writing in the public relations field because it is more creative, in my opinion. A practitioner must be able to incorporate several messages into a release, but do so in an elegant manner. Public relations practitioners are also able to write about things they may feel passionate about. This allows them to enjoy their writing even more, instead of thinking of it as a chore or "just their job."
Writing for public relations is very unique. While it is similar to journalistic writing in that it must convey certain information in a small amount of text, it must also include all the key messages of the organization that one is writing on behalf of. For example, PR practitioners must include points from a organization's mission statement and how they tie into the organization's current campaign.
PR practitioners must also have some training in writing for media. I believe this is very important because you will be able to relate to journalists more and create better relationships if you have effective writing skills. Journalists may learn to trust your writing, making them more likely to pursue stories from you in the future.