Today PR writers must hone their skills using a wide variety of writing tactics as well as media. Given this reality, why should they also become experts in particular subjects?

What will be an ideal response?

When you consider the expanded range of possible forms of communication--e.g. brochures, blogs, wikis, annual reports, videos, podcasts--and importance to the credibility of an organization or individual, it is imperative that they are written not only strategically but also respecting legal, societal, and professional norms. Such scope generally requires more extensive background research and careful thinking before writing. By becoming experts in their subject areas PR writers are better equipped to support their views with fact, and not fiction or exaggeration.