Reflecting on PR Writing
Past
Before taking PR Writing with Professor Jared Macary, my understanding of strategic communication was limited. While previous courses like Introduction to News Writing and Mass Communications provided foundational skills, I approached writing as “one size fits all,” without fully considering audience, purpose or the strategy behind messaging. I understood the broad goals of PR. I knew the importance of building and maintaining a reputation and fostering relationships, but I had little experience with specific deliverables beyond press releases. I also lacked confidence writing independently under deadlines and had not fully learned how to structure a message to achieve a desired outcome. During my summer internship, I taught myself to write press releases, but I did not yet understand how they fit within a larger communications strategy.
Present
This course changed the way I think, write and communicate. I now understand the purpose of each deliverable (pitch emails, media kits, fact sheets, and backgrounders) and how to craft messages that are persuasive, audience-focused and intentional. I learned to plan strategically before writing, considering the target audience, main points and desired outcome for each piece. Completing worksheets and outlines in advance allowed me to structure messages with clarity and impact.
My writing evolved significantly over the course. Reviewing early drafts against final deliverables, I see how I learned to cut unnecessary words, choose stronger verbs and write more clearly and intentionally. I also grew confidence in balancing creativity with clarity, ensuring that design elements like layout, visuals and typography enhance and support the message rather than distract from it. The course challenged me to write under deadlines, revise efficiently and produce professional-quality work, giving me a deeper appreciation for the nuance and strategy behind every communication. I am leaving this class with more confidence and skill. I now consider myself more than just a writer, but also a strategic communicator.
Future
In the future, I will continue to improve my skills and knowledge as a strategic communicator by pursuing courses, hands-on experiences and careers that align with my interests. I will take more courses that align with my interest in strategic communication. During the rest of my time at W&L, I plan on taking courses like Leading Public Relations Campaigns, Law and Communications, Social Media: Principles and Practice and Crisis Communications. These courses will further my knowledge and skills in communication. I also plan to pursue an internship this summer within the field of strategic communication to deepen my understanding through hands-on experience. Continuing to try new things and gain experience will help me narrow down my interests within the field and improve my skills.
In addition to my major in Strategic Communication, I am also studying Cognitive and Behavioral Science. I constantly notice overlap in coursework between my majors. In the future, I will continue to draw knowledge from psychology to inform my communication strategies that I learned in PR Writing. Blending these perspectives will help me better understand audience decision-making and motivation.
Looking toward the future, I aspire to pursue strategic communication, crafting messages that engage audiences effectively. My experiences in strategic communication combined with my psychology background prepare me to pursue a career that allows me to use both my creative and analytical skills. I hope to hone in on skills that I improved on throughout this course, including strategic writing, editing, creativity and leadership. I aspire to continue to grow as a strategic communicator and apply my multidisciplinary perspective to make an impact.