PR Writing Essentials: Write Like a Journalist for Greater Media Placement and Audience Engagement

Course Duration: Approx. 6 hours
Lesson Duration: Approx. 60–90 minutes

Note: The prices below are for this module only. The price of the entire course is $699 for PRSA members and $799 for nonmembers.
Full Price: $249
Members: $199

Category: Writing

Part one of the four-part e-learning course, “Writing Skills to Increase PR Reach and Results,” this module offers detailed, skill-building techniques to create compelling communications materials.

“PR Writing Essentials” is focused on writing techniques that position your copy to persuade while remaining unshakably believable. Lessons include:

  • The Current State of PR Writing and Why It’s Not Okay
  • How to Fix It: A New Definition of Good PR Writing
  • Writing Simple, Direct Sentences
  • Active Voice: Command Attention
  • Be Persuasive: Avoid Hype, Write Like Journalists
  • Show, Don’t Tell (Part I): Vivid Descriptions
  • Show, Don’t Tell (Part II): Validate Claims
  • Remove Jargon: Write Accessibly

Looking for additional online training? Also available are 60–90 minute live or on-demand webinars providing convenient access to expert tips, tools and resources on a variety of topics. View full training calendar.

Questions? Please contact


Michael Smart, principal, MichaelSMARTPR

Photo of Michael Smart

Smart has been landing top-tier coverage for 15 years. He also has trained more than 7,000 communicators across the globe on how to boost their media and blog placements, including pros from Allstate, Disney, Verizon, Hilton, Honda, Edelman and many other organizations, large and small. He has been among the top-rated presenters at the PRSA International Conference three times.



Participants with the APR credential earn 1.0 APR Maintenance Credit for each completed module of this course.