Writers in the Storm

PR Therapy for Planners and Pantsers
by Robin Blakely

Over the years, I’ve offered PR therapy to hundreds of writers across every genre—fiction, nonfiction, romance, mystery, poetry, science fiction, fantasy, self-help, memoir, and a million more. Surprisingly, what truly sets writers apart isn’t their chosen genre—it’s how they approach their craft.

Writers tend to fall into one of two camps: planners and pantsers. And, here’s the thing—embracing your natural style isn’t just important for writing—it’s a gamechanger for marketing yourself, too.

Which camp are you in?

Many things—like PR success—will improve when you identify which camp is yours and officially accept your membership. The way you build your brand needs to align with who you truly are. So, pick your lane.

Planners meticulously outline their writing projects.

If that’s you, you probably delight in arranging ideas in mind maps and Post it notes. Even your wildest dreams take place in color-coded technicolor. Your idea of a great date night is a slow stroll through the aisles of Office Max admiring the endless array of whiteboards, binders, and fancy organizers that just might bring order to your creative chaos.  

Pantsers fly by the seat of their pants.

You might know Office Max has an aisle for project management… but you’ve never lingered there. Instead, you dive fearlessly into your storylines with little more than a sense of direction, letting inspiration strike where it may—often in the shower or just as you’re about to fall asleep. You may not even know if you have a real plot on your hands until you finish the last page.

Planner. Pantser. So, which one are you?

No matter your camp, embracing your natural style can be a marketing superpower. The key is to lean into your strengths—not just in writing, but in how you share your work with the world.

But what if you’re a bit of both?

Maybe you’re thinking: Wait, I’m a total hybrid—a plantser! Well, sure, we all have thought that. Balancing planning and spontaneity sounds ideal.

But here’s the truth: mastering that mix takes polished skill and incredible energy. So maybe, instead of forcing a perfect blend, start by embracing the side that feels most natural. Own it. Then, strategically borrow the best traits from the other side to strengthen your approach.

The good news? No matter where you naturally lean, you can still build a PR strategy that works for you.

7 PR Strategy Tips

1. Start with a Framework

Instead of treating PR as either a rigid strategy or pure improvisation, think of it as a flexible roadmap—clear enough to guide you, open enough to allow for creativity.

Here’s what to outline:

Define a Goal: What do you want to achieve?

• Pantsers, pick a goal that excites you. Find fans? Sell books? Raise awareness? Go with the one thing that has the power to drive you. One thing. Not everything.
• Planners, define a measurable target—gain a 1,000 newsletter subscribers, land five podcast interviews, or hit a specific number of book sales. Make the goal one you can visualize and get behind. Then act on it.

Identify Your Audience: Who are you really trying to reach?

• Pantsers, trust your gut—who do you imagine reading your book? Track those folks down and introduce yourself. Look for groups, not door-to-door, one by one.
• Planners, research reader demographics and niche groups. Make some focused choices. Just know: your audience is never everyone. Pick an identifiable group.

Choose Your Key Message: What do you want people to know, feel, or do?

• Pantsers, start with your natural way of talking about your book.
• Planners, refine your message into a repeatable hook for consistency.

Select Your Channels: Where will you share your message?

• Pantsers, go where you naturally enjoy engaging—social media, traditional media, live events. Pick a path and see what happens. Be aware that no usually means not now, not yet, not this time. No rarely means go back to your cave and never come out again, loser. 
• Planners, build a door-knocking strategy that points you to the places where you naturally enjoy engaging—social media, traditional media, live events. Choose a path. Your plan should rarely be a plan to go everywhere all at once. Pace your efforts. You are human and you need to breathe.

2. Keep Your Strategy Alive

You need to write your plan down so others can share your vision. But don’t imagine it’s a one-and-done deal. Your written plan needs to be alive and breathing. Whether it’s a Google Doc or a paper notebook, use a system where you can jot down ideas and adjust them as you go.

The best thing you can do for yourself promotionally is to keep your PR efforts in motion and evolving rather than being all lockdown and unchangeable. Things often change significantly along the way.  Be willing to react and go with the changes.

Pantsers, don’t avoid a written PR plan because you’d rather wing it.

Your hard work deserves a thoughtful approach to promotions. Commit to writing a real draft of a real promotional plan so others can look at it and react to it before you do it. Don’t expect others to read your mind.

Planners, put a time limit and a revision limit on your written plan.

You can revise the thing a million times or you can actually just do it. Too many revisions will kill the energy that can make you a success. Yes, it can be messy. Trust that when you leap, you’ll somehow land and you will survive even if you don’t always land on your feet.

3. Identify Your Core Stories

You need to identify your key talking points.  Even if you dislike structured planning, clarity around your key stories will help guide your messaging.

Planners and Pantsers, ask yourself:

• What makes your book or brand different from what others are doing?
• What human-interest stories can you share?
• Are there seasonal topics you can tie into?

Having a handful of go-to narratives makes it easier to make the most out of any PR opportunity you may discover along the way.

4. Set Up a Content Calendar

A good content calendar isn’t about locking yourself into a rigid schedule—it’s about creating a rhythm that balances structure and spontaneity.

Pantsers:

Okay, so it is not your nature to routinely tell people what they can do to help you. You need to tell them anyway. You might resist planning, but your audience won’t automatically know how to support you unless you tell them.

Schedule action moments—literally remind people to buy your book, leave a review, or sign up for your newsletter. Even a loose framework will help keep your efforts consistent and on track.

Planners:

You have to make room in your calendar for personality posts. Shake off that need for control. Structure is your comfort zone, but spontaneity keeps your brand human. Plan for flexibility—leave intentional space for sharing off-the-cuff remarks and real-time stuff. Talk about a funny moment from your day.

Your audience needs a chance to connect with the person behind your work. You are more than a planned strategy.

The big idea isn’t about changing who you are—it’s about making your approach intentional, so your efforts actually advance your goals.

5. Build Relationships

Traditional PR often involves carefully crafted media pitches, but building real connections with journalists, influencers, and industry peers is critical.

• Engage with them on social media.
• Attend networking events.
• Share and comment on their work before pitching anything.

Building relationships is not busy work. It’s how business works. One clear-cut end goal is when you do have something to promote, you’re reaching out to a warm contact—not a cold lead.

6. Leverage Your Strengths

If you’re a pantser, your passion to think on your feet is a major advantage.

Use your strengths to:

• Jump on trending topics
• Respond quickly to media opportunities.
• Spot relevant conversations online and join in authentically.

But don’t ditch what a planned approach can offer you. 

If you’re a planner…

You have a passion for visualizing the future and setting things in structured motion. But don’t ditch what spontaneity can bring to the table.

Having a plan will help you prioritize opportunities when they spontaneously show up. Some of the best opportunities come from being present in the moment and being willing to jump into the fray. 

7. Keep Metrics Simple but Meaningful

Don’t overthink analytics. Tracking PR success is important, but you don’t need a complicated system.

Choose a few key indicators based on your goals:

• Website traffic
• Social media engagement
• Media mentions
• Email open rates

Check in regularly, but don’t get lost in the numbers. If you’re seeing progress, you’re on the right path. 

Final Thoughts

You don’t have to be a meticulous planner or a wild fly-by-the-seat-of your-pants person to be a successful writer, build a successful brand, or run a successful PR campaign. But it sure helps to own your approach and find your PR rhythm. Whether you need structure or spontaneity, lean into your natural strengths and have some fun being who you are.

For both planners and pansters, having fun is not just fun, it’s powerful.

Are you firmly in one camp -- pantser or planner? Have you applied that camp to your PR strategy? What questions do you have for Robin? This is your opportunity to ask them, down in the comments!

Special Opportunity

Curious about working with a coach to strengthen your author brand? Check out how it works:  https://www.creativecenterofamerica.com/coaching 

HURRY! Reach out by May 1, 2025 for a FREE 20-minute PR Therapy session. [Email: Robin @ CreativeCenterofAmerica.com and place Writers In The Storm in the subject line.]

About Robin

A top business coach with an extensive background in books, brand development, and strategic planning, Robin Blakely is the CEO of Creative Center of America.

She is the author of four business books, which include PR Therapy and Six Hats. Thanks to SCORE and the US Small Business Administration, three of her national webinars are available on-demand for free to anyone starting a creative business.

Top photo purchased from Depositphotos.

No matter how many days or months or years it took you to get to the current draft of your story, revision is almost always in the cards. No matter how much some authors insist they never revise, my guess is that they do. They may revise as they write, revise the previous day’s words before each writing session, revise each section before moving on, or waiting until the end. It is beneficial to the story and to the writer to revise. Particularly if you are writing some style or genre or manner that is new-to-you. Approached with an open mind, revision can teach you a lot about your strengths, your weaknesses and your craft.

In Part One of this series, I talked about preparing to revise. In Part Two, you learned to boil your story down to its parts. Today’s post is all about analyzing all those parts. Once again, I need to remind you these aren’t rules set in iron. They are guidelines and questions intended to make you question your storytelling choices and discover areas where your story can be stronger. Write your answers to each question you choose to ask yourself. Putting it on paper or screen will help you remember and clarify your thoughts.

Analyzing Your Characters

Now it’s time to look at your list of characters and the roles they play in your story. Alphabetize your list. Do you see any patterns in the names? Are there any duplicates? 

How many? 

Every story must portray at least two forces.

• A protagonist, and
• An antagonistic force
• Another person whose goal is the same or obstructs hers
• A part of nature she must overcome
• A part of herself she must overcome
• A supernatural person, place, or thing she must overcome

Beyond that, there can be allies, love interests, mentors, jokesters, messengers, spear carriers, and background characters. Which characters you need depends upon your story, the genre of your story, and your readers’ expectations.

Some readers love an epic story with tons of named characters. Too many named characters in the wrong type of story can dilute your story and confuse your reader. So when you are editing, one of things you evaluate is how many roles are there in your story and how many characters fit in each of those roles. If you have more than one character fulfilling the same role, it’s time to consider getting rid of a character or merging the two characters into one.

Can you meld any characters with minimal storytelling jobs into one character?

If you decide your characters need to have similar names or similar roles, make sure that each is her own unique person. The way they dress, talk, and act differ from the name-twin.

A Name isn’t Just a Name

In real life, we know many people share certain names. But in a story, names that are the same, or sound alike, or start with the same letter or phonetic sound often confuse readers. I highly recommend changing one of the character’s names to something different. 

How many unpronounceable names do you have in your book?

While an unpronounceable collection of letters can make a cool-looking name on the page, if your readers cannot say the name in their head that name may frustrate them. One or two characters with such a name might work in your futuristic story about another planet. But think about how your protagonist speaks and thinks. Would she be able to pronounce that name? Would she give this character an easier-to-pronounce nickname? Help your reader by making names as individual, readable, and pronounceable as possible.

Can you label the character instead of naming them? Labels like, “the janitor,” “the little boy,” or “the librarian” is something we do in real life. If the character’s role is for one scene in the entire book, consider giving her a label rather than a name.

Are the Characters Complex Enough?

You unnamed characters don’t need to be complex. But the more the character appears in the story, the more dialogue spoken, the more complex that character’s goals, needs, and wants.

Pair your character with their opposites. Are their goals, needs, and wants opposites or complementary or the same? How badly do they want it? Are there opportunities for tension and conflict within their goals, needs, and wants? 

Do the actions your characters take match the goals they have? If they’ve taken actions that are counter to their goals, think about their motivation. Did their goals change? Sometimes they act counter to their goals in favor of their wants or needs. How can you make them appear more consistent or clarify the want or need for your reader?

Look beyond The Story Role

What is each character’s family role, daily life, or job in their story world? 

Are their physical appearances, speech patterns, habits, clothing, diet choices, quirks, actions different? 

Are there too many of the same? Don’t worry. All writers favor a “type” or even a particular word that will repeat with alarming frequency in their stories.

Can you make your characters more interesting by tweaking one or more of those?

What About Dialogue?

Dialogue is specific to your story, your characters, and has too many variables to discuss in this post. If you’ve read a book or seen a dramatic presentation (play, movie, etc) with a style of dialogue you like, study that source. Analyze the story in depth. Take the dialogue apart to see why it works for this character and not that one.

Read transcripts of plays or movies (they rely heavily on dialogue). Study books about dialogue. And most importantly, listen to the people surrounding you. Listen for cadence, word choices, patterns, inflection, tone, and all the qualities of voice. 

Analyzing Settings

We writers seem to fall prey to some fairly common habits regarding settings. Some of us have every scene in a new and different setting. Some of us have just one setting that never changes. Some of us include travel from one location to another as a setting. 

It’s time to look at your story through the lens of the scenes in which the story takes place. 

You’ll study the list to determine if you have too many settings, too few, or locations that aren’t working well. There is no right or wrong, but there are several things to keep in mind. 

Does Your Setting “Disappear?”

If an unremarkable setting fades into the background, that writer is missing out on a key way to engage readers. The setting needs to put the ground beneath the character’s and reader’s feet in the first few sentences of the scene. Without it, the character appears to be floating above an empty stage or still in the previous setting.

Besides putting your character in a place, settings can strengthen the mood or atmosphere of a scene, can add to the tension or conflict in a scene, or even be a counterpoint to the action or atmosphere of a scene. The more “work” you can get your setting to do, the more immersed your reader will feel.

Would One Location Work?

The fewer settings in your story, the less detail you and your reader will have to track. Can you combine two or more settings and make the scenes which happen there stronger? if two or more settings are so similar, you may also need to remove a setting or add unique features to a setting so you don’t confuse your reader.

Is the Travel Setting Necessary?

There are stories where lots of action and tension happens during a travel scene. There are also stories where the whole point of the travel is to get from location A to location B. Sometimes the story is about the exotic locale and that might be just what your readers enjoy.

Genre readers have certain expectations. Be aware of what your reader considers exotic.

Make certain your travel setting has a story purpose beyond travel. It can set up a later scene, or expectations that some exotic plant or animal shows up later or be symbolic of some internal struggle your character is experiencing. If your travel scene does not have a purpose beyond getting from one spot to another, consider using a jump cut instead.

Does the Setting Have Too Many Details?

Some details are important to the story. In mysteries, the author includes MacGuffins and red herrings and clues. But if there are too many details or the focus is on the wrong details, the reader gets confused or frustrated. The same is true for every story. The mission of and importance of the details varies by genre and story. 

Those of us blessed with sight often take our sight for granted. We assume we see everything. But we rarely do. 

Our eyes receive the images of our environment and send those to our brain. But our brains are busy keeping our hearts beating, our lungs working, keeping us upright, watching for danger, and performing whatever task occupies us at the moment. If it also had to process every single thing it sees, it could not assess danger quickly enough to move us out of the way or fight off the danger. So our brain doesn’t even try to notice everything in our environment. It sorts out what’s important to notice and what is unimportant. We focus on the important things and the unimportant stuff becomes background noise if we notice it at all.

Our brain decides what’s important based on your experiences and lessons learned. For someone born in the desert, certain patterns of color mean dangerous reptile. For someone in the city, that same pattern could mean expensive leather. 

Using details in the way your character sees things strengthens your reader’s understanding of who that character is. Too many details or details that aren’t important to your character muddies the water for the reader.

Analyzing Theme

How many themes do you have? More than three are probably too many (unless you’re writing a multi-volume epic).

Are two themes the same, worded differently? Are they opposites? Complimentary? 

What theme-related images, sounds, words, or symbols (motifs) appear and reappear in your manuscript? Do stronger choices occur to you now? Write it down.

How does the action in your story support (prove, disprove, or challenge) the theme? 

Does the tone and mood of your story fit the theme(s) in each scene?

Which elements of your theme(s) could be richer, more poignant, or more resonant with your story?

Analyzing Plot and Pace

Inciting Incident, Plot point one, Pinch point, Plot point two, pinch point, plot point three, crisis decision, denouement are one way to describe the major points of your story. They aren’t the only way. You may have seen plot demonstrated as a long line that rises to a point then drops off. Some illustrate plot with a jagged line. And still others use a circle. Use your terminology, your descriptions. Evaluate how effectively you’ve built the plot.

No matter how you describe plot, the reader needs to feel as if the characters are taking actions toward something. Sometimes their actions give them a win, sometimes a loss. Each builds, forcing your protagonist and antagonist into fewer and fewer options until a final showdown. If you can’t tell if your story has forward momentum, ask a trusted reader to read your story and give you their opinion.

What’s the pace like? Your word counts from the start of one plot point to the next should be similar. That doesn’t mean your pace is good, but it helps. The pace you should strive for depends upon your story genre. Literary and romance can meander more, while thrillers and horror stories need to keep the momentum (at least the tension) going. Your story should have a rhythm of ups and downs, wins and losses, danger and relative peace, questions raised and answers discovered. 

One way to check your pace is to look at the beginnings and endings of each scene. Is there an element of suspense or tension in the beginning? Does it end with something gained or loss and a need to find or do the next thing?

Does Your Story Need More Analysis?

It might. You can look more deeply into any of the above. You draw a line map of the rising and falling action of your story and check each page to be certain each of the five senses are used and list what the reader learns on each page and follow WITS guest blogger, Margie Lawson’s Edits System, (or any other editing system). 

Until you’ve mastered the breakdown and analysis of your own stories, it’s likely you’ll need to do one or more editing passes after you’ve finished this one. 

When I was learning how to write a story, I did what I called layers of the onion. I’d make one pass all about the characters. Another pass all about the plot. Still other passes each specific to add emotions, setting details, foreshadowing, and all the rest of the details that make a story memorable.

In time, your process won’t be as intense or comprehensive as this one. You’ll make passes to smooth out any rough spots, make certain your pacing works, and that all your word choices support the story you want to tell.

For now, you have all the information you need to begin rewriting your story.

You may not have all the answers on how to fix it, but you’re armed with the right knowledge and you can create a stronger story. 

Ready to Re-write

The next step is to re-work your manuscript. Plotters may choose to revise their outline first. Pantsers will work the way they do best.

Either way, with a clearer idea of what each part of your story does well and what isn’t working the way you’d like. You can make the narrative, the dialogue, and even your word choices work better. Is it fast? No. Will it be perfect when you’ve finished? No. None of us are perfect. But I believe it will be a better, stronger story and you’ll be a more skilled writer when you craft your next story.

If you only had time for an in-depth analysis of one part of your story, which would it be and why?

About Lynette

Lynette M. Burrows is an author, blogger, writing coach, and Yorkie wrangler. She survived moving seventeen times between kindergarten and her high school graduation. Her stories weave her experiences into speculative fiction stories that balance character growth with thrilling action and social themes. 

Her Fellowship Dystopia series is an alternate history dystopian tale of a young woman of privilege who faces losing control of her life. Her desperation to avoid her fate leads to an escape and learning her world is far darker and more dangerous than she knew. And she faces a choice: return to suffocate under the rules or fight for her country and her life. Book One,My Soul to Keep, and Book Two, If I Should Die, are available at your favorite online book seller. Book Three, And When I Wake, will be published in 2025.

When Lynette’s not writing she avoids housework and plays with her two yorkies. They live in Dorothy’s home state of Kansas. You can follow Lynette on her website or her Facebook page. But you’ll always be up-to-date if you sign up for her newsletter. 

Image Credits

Top image by Lynette M. Burrows

Second image by Brian Merrill from Pixabay

Third image purchased from DepositPhotos.com

by Jenny Hansen

Gaining confidence is an often-difficult task for most people, but for creatives it's exceptionally hard. We create something tangible out of our own imaginations. Our "something" is typically judged by others as valuable vs not valuable. Creatives rarely know in advance how their creations will be received.

It's quite the cycle. But. . .

Uncertainty is a cornerstone of a creative life.

We begin our creative journey with whatever gifts are innate, but then we have to build upon them. We spend weeks or months planning a project. Years learning the skills to bring those projects into being. Decades dialing in our creative journey so we understand our process, and can duplicate it from project to project.

Maybe we're armed with a mirage of a road map at the beginning.

Maybe we learn to overcome our doubts about whether we're heading in the right direction.

Maybe we choose the right tools and courses in our struggle to augment our innate skills.

The uncertainty of all those maybes has killed many a creative career. But, since you're here reading this, I'm pretty sure it hasn't killed YOURS. (Brava to you and your beautiful, persevering, creative soul!)

I offer you some inspiration from George Costanza

(Okay, it's from Jason Alexander, but I still hear George Costanza when he speaks...)

My brother sent me this very short video (under a minute) and it has given me several hours of thinking. Alexander is talking to a group of musicians, but really he's talking to every person who is trying to create something difficult. It's the gasp from the audience at the 17 second mark that got me.

Go ahead and listen to the video...we'll wait.

https://youtu.be/8lUweB40Mgw?si=uTesXsLMz3tJEEgL

To sum up:

• Sometimes we have big dreams or plans that we don't know how to achieve right now.
• The most important part of that video to me is the call to give ourselves patience. I'd add two more gifts to that -- grace and trust.
  • Patience - we're just not quite there yet.
  • Grace - it's okay. We are where we are. We don't need to beat ourselves up about it.
  • Trust - we will get there. The universe will provide, if we just keep working at our craft.

I don't know about you, but patience is by far the hardest of those three qualities for me. I do trust that I will get there, but I want to be there NOW. It is very hard to wait at being good at something you want more than anything.

What do you do while you're being patient?

When the business of writing drives you cray-cray, the way to move forward is to focus on the job that only YOU can do. Write the current story, or the next one. If your story is as good as you can make it, then you have done your job. If your story isn't yet as good as you can make it, learn some new writing craft skills so you can make it better.

Everything in your writing life starts with a story.

When the uncertainty creeps up the back of your neck and gives you anxiety, just know that at the bottom of it all, you have one job that rules all the others: Finish your story. Then start on the next one.

Focusing only on what you can control is, in my humble opinion, one of the only ways to achieve true happiness as a creative. Bring your trust and grace and patience to that.

Here's a great post if you get stuck: Getting Unstuck and Avoiding Writer's Block by Tiffany Yates-Martin

The wear and tear of uncertainty.

Most people don't like change. But creative growth thrives on change, even if it's just a change in your own skill level. Becoming more comfortable with uncertainty, and truly knowing that it's okay to not know something, is the foundation for that trust that I spoke about above.

You have to be able to trust that the answer will come to you for all manner of things:

• Your character's internal conflict
• A story's theme
• Your book's title (or blurb, or Amazon keywords)
• Deep POV (or whatever other writing mechanics you struggle with)
• Your character's all-is-lost moment

Everyone of these things might be something you start off not knowing. But, as you bring your story into being, you will come to know these things, and it will feel glorious.

What are the advantages to embracing uncertainty?

I talked about this in a previous post. There are advantages to embracing, or at least being able to cope with, psychological uncertainty. There are gifts and opportunities that come from the unexpected. Growth and resiliency tend to walk hand-in-hand.

Remember: we can do hard things.

HelpGuide.org offers five not-so-easy-to-follow tips on managing uncertainty (see below). To their credit, they break each tip down with a full section of actionable advice.

1. Take action over the things you can control
2. Challenge your need for certainty
3. Learn to accept uncertainty
4. Focus on the present
5. Manage stress and anxiety

Further Reading:

• The science of uncertainty, published by the American Psychological Association
• Dealing with Uncertainty by HelpGuide.org

Final Thought

It's hard to wait for "the good stuff," especially in this world where we rarely need to wait for anything. And waiting for ourselves. . .to learn, to know, to become. . .is the hardest of all.

To trust in tomorrow, we just have to be willing to try today.

People always say there are two best times to plant a tree -- today and ten years ago. And let's face it, lightning might strike that tree that you planted and nurtured along for years. It's okay. You got joy from the first tree, and you can always plant another.

Be brave. Plant the tree. And write your story, even if you don't know where it's going yet. You'll know soon.

Do you have confidence in your writing and creative life? Why or why not? Of the three behaviors I mentioned above -- patience, grace, and trust -- which is the hardest for you? I'd love to hear about your journey down in the comments!

About Jenny

By day, Jenny Hansen provides brand storytelling, LinkedIn coaching, and copywriting for accountants and financial services firms. By night, she writes humor, memoir, women’s fiction, and short stories. After 20+ years as a corporate trainer, she’s delighted to sit down while she works.

Find Jenny here at Writers In the Storm, or online on Facebook or Instagram.

Top photo created in Canva.