{ "media_type": "text", "post_content": "Hi, I've been in Public Relations for 20 years, what is the best way to pivot into Copywriting? I've done a lot of PR writing (press releases, pitches, backgrounders, etc), but not Copywriting - would greatly appreciate any and all feedback. Thank you! \n", "post_id": "60e7102fb804d60024a766ee", "reply_count": 8, "vote_count": 3, "bowl_id": "591a223804ff130016b983f4", "bowl_name": "Copywriters" }

Hi, I've been in Public Relations for 20 years, what is the best way to pivot into Copywriting? I've done a lot of PR writing (press releases, pitches, backgrounders, etc), but not Copywriting - would greatly appreciate any and all feedback. Thank you!

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You need a portfolio that shows ideas and craft.

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👆

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I’d go on LinkedIn and look at copywriter’s portfolios. With press releases, etc, I’m assuming you’re speaking to an audience that WANTS to see your message. In copywriting, you’d likely be more pithy, clever, or attention-grabbing, since you’re trying to capture the general population - usually in moments where they’d rather not see your ad. So you’d need to create a portfolio that kinda reflects that - concise messaging, interesting enough that I’d stop and look. And that’s just the writing part. You’d also want to show conceptual ideas that aren’t necessarily dependent on the clever headline.

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Look into portfolio school if you know you want to take the leap. If you're not sure, there are lots of night classes at places like SVA, AdHouse and other creative programs that will run you about 1-2 nights a week for 4 months.

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I switched from a career on Wall Street to advertising. DM me if you’d like; I’d be happy to share how I did it.

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To keep costs in check, consider non-degree courses at SVA. https://sva.edu/academics/continuing-education/advertising Continuing ed classes are relatively inexpensive, and, IMHO, worth it. You’ll understand what goes into making an ad, and more importantly, whether you enjoy it or not.

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In my experience, writing press releases, pitches, etc. involve turning a little into a lot. Copywriting is usually taking a lot of information and making it as small and compelling as possible. Agree with the above advice about continuing education classes instead of full-on portfolio school. I used to be an account person, btw. Definitely prefer this gig.

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Second the reco on checking out a portfolio school. It's specifically designed to help creatives build their portfolios — with in-person instruction from experienced professionals. You'll also have a chance to partner with designers and art directors on projects, which is a key part of a copywriter's responsibilities. Can help with contacts, as well. Good luck!

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