Every copywriter has their own style. So where does mine come from?
For that, we’ve got to rewind to 1995 (yes, I’m THAT old) - the start of my PR career in the UK.
I spent nearly 20 years helping corporates and brands shape perception, manage reputation, and communicate with purpose.
That PR background is where my writing style comes from.
Because when you’ve sat in the room during a crisis, written media statements under pressure, and worked with CEOs and marketing heads to refine messaging before it hits the headlines, you develop a sharp instinct for how things might land.
And that instinct now shapes every sentence I write.
What makes a PR-trained Copywriter (like Me) Different
Because I write like a PR person, it means your copy is:
Strategic: I don’t just ask, “What do you want to say?” I consider, “What do you want to be known for?” Every sentence works toward positioning you clearly in the minds of your audience.
Reputation-aware: Years in PR sharpen your instinct for risk and reptuational blind spots. I’m an expert at spotting vague, overstated or unbalanced phrasing that could subtly undermine credibility. Especially in B2B, professional services and sensitive sectors, tone and nuance matter - and they’re often overlooked. I bring that scrutiny to every project, making sure your words work for you, not against you.
Audience-focused: PR teaches you to understand people. I’ve written for CEOs, pitched to journalists, and crafted messages for customers, investors, and internal teams. I tailor language to build trust with whoever’s reading.
Built for the long-term: PR is the long game, building reputation over time. I write with that in mind. Not just for quick clicks and wins but to strengthen your positioning, help you stand out, and grow your credibility.
Why Copy Affects Your Reputation
One of the biggest lessons PR taught me is that copy is never neutral.
A rambly homepage makes you seem unprofessional
A vague case study makes you seem unproven
A capability statement full of fluff makes you fade into the background.
Clients often tell me something ‘feels off’ in their existing copy - but they can’t say why. And they’re right. It’s not because of grammar or structure. It’s about perception. It’s what the copy is saying (or isn’t saying) about the business.
And if you feel it? I guarantee your clients and customers do.
That’s why I never approach copy in isolation. I always ask:
What impression does this leave?
Does this sound credible?
Are we overclaiming? Understating? Sounding like everyone else?
This bigger-picture thinking is where PR and copywriting overlap.
It’s also where the real value lies in what I do.
How This Translates to Your Copywriting Project
A PR mindset shapes every word I write - and everything I ask.
Yes, I will flag that slightly off headline and question a phrase. And yes, it matters.
It’s why, in a current website project for one of Australia’s largest corporates, I’ve gone well beyond the original brief - ensuring each headline and intro reinforces the right perception. Because I know how even the smallest wording choice can subtly shift perception at scale.
Here’s what that looks like in practice:
Websites that position you clearly, confidently and credibly - without the corporate waffle
Bios and About pages that strike the right tone for your industry
Case studies that persuade without bragging - and prove your value with clarity
Capability statements that balance personality, professionalism and real pain-point solving
Messaging that unifies your voice across platforms - so everything you say feels like you.
PR-trained Copywriting in Action
GDB Systems needed more than a well-written website for the launch of their trade promotion tool, Prophet. They needed credibility and clarity.
That’s where my PR approach made the difference, resulting in a clean, concise website that not only showcased Prophet’s value but positioned GDB Systems as a trusted name in the technical FMCG space.
Why it worked:
Strategic messaging around pain points like fragmented data and lack of clarity
Reputation-aware copy that built trust without overclaiming
Audience-focused tone that spoke directly to FMCG decision-makers
Long-term thinking - copy designed to support their positioning, not just quick wins.
Read more about Prophet (and see more copywriting examples) here.
Final Word: What’s Your Copy Really Saying?
Plenty of people can write a sentence.
But not everyone can see how that sentence might land. How it could build or break trust, influence a decision, or shape your reputation six months from now.
That’s the difference a PR-trained copywriter brings.
I keep one eye on your message and the other on how it will be received. And I’ve spent years helping businesses, corporates, and brands to get that balance right.
Because every piece of copy is doing PR - whether you realise it or not.
Let’s shape your brand’s reputation with purposeful, PR-driven copy.
Contact me here or email: elizabeth@elizabethwilsoncopywriting.com