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Our tone of writing has changed RAPIDLY. In the past, written words were formal (almost COLD). Writing didn\u2019t have much soul. Then, over time, as our world has evolved, so have our words.<\/p>\n\n\n\n
Fast forward to 2022. These days it\u2019s all about writing that touches your emotions, especially if you want to succeed in PR. Companies connecting with the hearts and souls of their tribe are getting rewarded with loyal customers, followers, likes, comments, shares, and great press. GREAT messaging and branding might even get you the GOLDEN ticket. If you\u2019re really on point, you might even grow up to become a unicorn (a privately held startup company valued at over $1 billion.)
This heart-based writing trend is here to stay.
Companies that do good.
Let\u2019s face it. We\u2019re all hungry for good news. Good PR. The pandemic has taken its toll on most of us. Some people I know are making life changes and concluding that health, family, community, and kindness are really what matters. It\u2019s also driving the need to hear about companies and people that do good.
Our world needs MORE kindness.<\/p>\n\n\n\n
On top of this, Millennials and Gen Z are almost demanding heart-driven messages in writing, preferring to buy from companies that practice corporate social responsibility. Research conducted at the Haas School of Business at Berkeley reports millennials understand this, as \u201cmore than nine in ten millennials would switch brands to one associated with a cause.\u201d
Here is what Mary Leigh Bliss, VP of Content, Pulse (Forbes), concludes, \u201cWe know that authenticity is incredibly important to Millennial consumers – though we\u2019ve found that\u2019s not the exact word they think of when describing what brands appeal to them. Instead, they think of a brand that is true to themselves.\u201d
There\u2019s further evidence to support these writing changes in tracking studies. Companies like Dove, Nike, and Netflix scored among the highest on the Pulse\u2019s \u201ctrue to themselves,\u201d and all these brands are highly popular with younger people.
Writing must be RELATABLE and relaxed.
Millennials want words that are relatable and relaxed. This generation has grown up with the internet, and they\u2019re very news savvy. They don\u2019t fall for the tired old sales tactics and apparent attempts to manipulate customers. So, forget about phony \u201cflash sales\u201d and forceful sales copy and start writing words that are relatable and relaxed.
If used correctly with heart and soul, Words can reach their tribe and help attract and touch loyal customers. In PR, it\u2019s important to learn what kinds of social issues your audience may care about. By consistently advocating for these causes and opening up an honest dialogue, companies can publicly demonstrate both authenticity and their genuine devotion to making the world a better place.<\/p>\n","protected":false},"excerpt":{"rendered":"
These days it\u2019s all about writing that touches your emotions, especially if you want to succeed in PR.\u00a0Companies connecting with the hearts and souls of their tribe are getting rewarded with loyal customers, followers, likes, comments, shares, and great press. <\/p>\n","protected":false},"author":5,"featured_media":17130,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[8],"tags":[12,11],"class_list":["post-2709","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-writing","tag-public-relations","tag-writing"],"yoast_head":"\n