Author Q&A: Public Relations Specialist Lana Rushing

For an alternate take on the world of writing, Write On! interviews Public Relations Specialist Lana Rushing. Based in Los Angeles, Rushing offers senior-level PR counsel drawing on her 14 years of communications experience. She has worked both in-house and in the PR-agency environment, so she knows what it's like to be the client and the advisor. With a specialty in Tech PR, Rushing has launched countless products and services.

Why did you choose PR as a specialty?
I chose public relations because I enjoy the process of understanding a concept from the inside out and then making it meaningful to others.

What are the main skills a publicist must have? How does the actual writing fit into your field?
PR people must be effective strategic communicators, first and foremost. This seems obvious, but it is about more than simply being able to write well. A true PR pro must be able to bring concepts and positioning to life through written and visual mediums as well as with descriptive language in the art of the "verbal pitch" when speaking with reporters.

How important are writing skills in PR?
Writing skills are a foundational requirement in PR. You write every day in this industry whether you are developing a long-term strategic plan for a client, crafting an email pitch to a reporter, or writing a speech or a bylined article--there are so many ways PR is tied to writing.

How important is it for a writer -- or publicist -- to have a niche?
I am a big believer in developing an area of expertise, but also in remaining flexible in taking on assignments outside the scope of that expertise to offer new, fresh experiences and creative thinking. From a PR perspective, no matter what industry your campaign touches, the most important thing is to "dive deep" into that space before attempting to launch a product, service, or initiative. You need to know the competitive landscape, the lingo, and how best to prepare your client for the possibility of tough questions from reporters covering your news.

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