You've got to approach every writing assignment the same way with the basics. Think first, then write. The primary fallacy of PR writers is that they write first and think second. The idea must precede the expression. Few people are talented enough to observe an event or get debriefed on an issue, grasp the meaning, and return to their desk to immediately compose several pages of sharp, incisive prose.
Writing requires ideas, and ideas require thought.
More often, it comes more slowly. That's why . Number two Have a system for being creative . Public relations writers are expected to be creative. But, as noted, often in public relations projects, the inspiration isn't immediately there.