PR, copywriting & storytelling

Many marketers write a lot—blogs, emails, social media posts—and wonder why it doesn’t work. The reason is a lack of skill, not a lack of creativity. Good writing can be learned—using principles that journalists have been applying for 100 years.

The same goes for storytelling: Anyone can tell a story. But few can tell a story in a way that makes people listen, get involved, and remember it. That, too, is no mystery—it’s a skill.

Here, you’ll learn journalistic skills combined with marketing applications. The result: you’ll write content that not only informs but also persuades. You’ll do PR work that gets results. You’ll tell stories that stick.

The Craft of Writing: Timeless Fundamentals

Good writing follows simple rules—ones that many people aren't aware of:

Keep your sentences short. The average sentence length should be under 15 words. Why? People don’t read on the web—they scan. Long sentences lose their attention.

Use active verbs, not nominalizations. “We conducted an analysis” instead of “We analyzed.” (Or better yet: “We analyze.”)

Concrete examples, not abstract concepts. Not “innovative solutions,” but “we help CFOs save 20% on their expenses.”

Structure over style. Readers need guidance: headings, paragraphs, lists. This enhances readability and is more than just formatting.

These rules apply to blogs, press releases, emails, and social media posts. If you master them, you’ll write better everywhere.

Press releases that journalists read

Most press releases end up in the trash—not because they’re poorly written, but because they aren’t written like news stories.

A press release is not a sales tool. It is a news package. Journalists need to be able to tell right away: Is this a story that will interest my readers?

This means:

• Clear headline: Who, What, When, Where, Why—all in one sentence.
• Newsworthiness: Not "our product is great," but "this is changing the industry."
• Quotes: Authentic, not marketing jargon. Journalists like quotes that reflect genuine opinions.
• Context: Why is this relevant now? What trend is driving this?

A well-written press release generates media coverage. A poorly written one does not.

Storytelling: What Really Resonates with People

Stories are powerful—but not all of them. Not the ones that tell the tale of “a heroic entrepreneur starting a company.” Rather, the ones that depict challenges, conflict, and change.

The best structure (combining journalism and screenwriting):

1. Setup: A situation, a problem.
2. Conflict: a challenge, a turning point, a moment when things could have gone wrong.
3. Conclusion: What has changed? What is the lesson?

This works in case studies, LinkedIn posts, presentations, and videos. People remember stories 22 times longer than they remember facts—that’s neuroscience, not just wishful thinking.

PR in the Digital Age: More Than Just Press Releases

PR has always been about relationships. Today, that means, specifically:

• Find journalists: Who needs my story? Which journalists cover this topic?

• Working with journalists: Pitching stories that aren't promotional. Providing background information. Being available.
• Content Partnerships: Don't just "have articles written"; collaborate with media outlets.
• Leverageowned media: Your blog, your email list, and your social media accounts are also PR channels—if you write well.

The best PR results come from genuine relationship-building, not from mass mailings.

These top 3 seminars cover safety and technique

1. Cross-media storytelling in B2B communication – Storytelling for business communication: How to present case studies, examples, and testimonials in a way that captures your customers’ attention.

2. Digital Storytelling & KPI-Optimized Copywriting – The Connection: Storytelling + Copywriting Techniques + Measurement. Stories That Convert.

3. Effective Writing for Marketing and Product Management – The Craft: Sentence Structure, Verbs, and Specificity. Practice under real-world conditions.

View all PR, copywriting, and storytelling workshops

Authenticity in the Age of AI

AI can generate text. But AI-generated text sounds like AI—smooth, formulaic, and emotionless. Today, the most valuable texts are still those written by people who have something to say—with a genuine voice.

This makes good writing more important, not less important. AI will serve as the foundation (drafts, structure), but humans must edit the text, bring authenticity to it, and infuse it with genuine thoughts.

FAQ

1. I’m not a journalist—can I still learn to write well? Yes, absolutely. Journalistic skills can be learned; they aren’t innate. With feedback and practice, you’ll learn to write better in just a few weeks.

2. PR is outdated—is my timetraining well spent in atraining ? PR has evolved—it’s no longer primarily about press releases, but about strategic communication across all channels. Those who understand and leverage this shift gain a powerful advantage.

3. How does B2B storytelling differ from B2C storytelling? B2C stories are more emotional and personal. B2B stories are more rational, but conflict and resolution are still key here as well. The best B2B storytelling highlights real business challenges, not just human ones. The technique is the same; the scenarios are different.

4. As a marketing professional, do I have to write myself? No, but you need to be able to recognize and guide good writing. If you work with freelance writers or agencies, you need this understanding to know what “good” writing looks like.

5. How important are social media posts in the context of PR? Very important. A LinkedIn post that tells a good story well can sometimes have a wider reach and greater impact than a press release. Both are important.

6. Is there a difference between “marketing copywriting” and “journalism”? Yes and no. The technical fundamentals (sentences, verbs, structure) are identical. But journalism focuses on neutrality and truth, while marketing has a specific goal (persuasion, action). The best marketing communication is still honest—not manipulative.

Other Marketing Topics

• Content Marketing – From content planning to successful publication.
• Social Media Marketing – Sharing Stories – Authentic content across all channels.
• Personal Skills: Communication and Public Speaking – Communicate more effectively and present with conviction.
• Marketing Essentials – Communication Strategy – Developing messages tailored to the target audience.
• Marketing Management – Strategic Communication – Coordinating all communication channels.