Writing That Moves People, and the Women Advancing Our Profession

As we publish our annual writing and storytelling issue, I’m reminded of something we all know — but don’t always practice when deadlines loom: Strong writing doesn’t just share information. It moves people.

That’s why I recently had the privilege of co-hosting Ann Wylie’s first LinkedIn Live on Jan. 9. A longtime writing trainer who celebrated 30 years working with PRSA last fall, Wylie shared practical tips communicators can use right away — whether you’re drafting an employee message, shaping a media pitch or refining an executive talking point.

I asked Wylie what she sees as the biggest difference between writing that informs and writing that persuades.

“The New York Times writes to inform,” she said, “while in our business, we write to persuade. That doesn’t mean it’s going to sound like a sales pitch. Keep in mind what you want people to know differently and do differently.”

That distinction matters, especially in internal communications, where attention is limited and every message competes with dozens of others. Wylie offered a simple gut-check: If you’re writing because you want employees to know something, pause and ask: “Is this the best use of my limited access to my audience’s attention?”

She also emphasized the importance of writing for readers — not organizations.

In PR and internal communications, she said, “We write the messages that we wish people wanted to read. We don’t write messages that people want to read.” And if people don’t want to read it, they won’t absorb what you want them to know — or do what you want them to do.

Wylie calls this “selfish altruism” — give people what they want, and you’re more likely to get what you want.

Her final reminder: Skip the extra adjectives and adverbs. Lead with verbs, short words and short paragraphs — and keep the message moving. “Two hundred words is more than enough,” she said of a news release. “By the time they read the headline and the deck, readers should know 80% of your story.”

It’s a helpful north star for any draft: Respect your readers’ time and write with purpose.

Introducing the Women of Impact Awards

This year, we’re launching something new: the Strategies & Tactics Women of Impact Awards, recognizing women whose work is advancing the profession.

There are two groupings — Sector Impact and Leadership & Expertise Impact — with nominations open to leaders at every career stage. Self-nominations and peer nominations are welcome.

The early deadline is March 27, and the late deadline is April 10.

Keep an eye on PRSA’s website or social media for more information.