My PRgative

So here’s how I make sure corporate writing is interesting and important enough to rope in readers:

Focus on people

Just compare conversations about national health care reform to the amount of chatter about Tiger Woods.  People want to hear, talk, and read about people.  Likewise, stories about corporate policies, procedures and programs are best when they focus on the people affected.

Get out of the office, go find people and see what’s going on. Do interviews in person or over the telephone. Avoid e-mail interviews — they lack personality.

Compose high quality headlines

Because a headline is the first thing readers see, it’s crucial to get it right. A good headline should capture a reader’s attention. It needs to tell readers what the story is about in a nutshell so they can decide whether or not to read further. It should not imply anything unrelated to the story, and it must set the tone for the rest of the article.  That’s why I write it before I write the story; it’s too difficult when I put it off until the end. Sometimes, I start with something outlandish and then scale it back.  I may also throw a bunch of ideas out to several people and get their feedback.

Don’t forget the lede 

Like headlines, an enticing lede draws in a reader, especially if it’s short, punchy, and right to the point. Just ask, “What is this story about?” Answering in a creative, inviting way is sure to win reader attention.

Be clear

I don’t get caught up using technical terms and convoluted sentence structures. Straightforward language explains what I’m talking about. If it’s not written clearly, nothing else will matter because people won’t understand it.

Use action verbs

I use words that I can see happening.  I can see a company “deliver results,” but my vision blurs when I read that it “achieved established performance objectives consistent with strategic goals.”  

Apply active voice 

Sentences in active voice are more concise and direct because fewer words are needed to express action. Passive voice hides the “doer” and therefore muddles the sentence. Noun-verb construction works best.  For example, say “He made a mistake,” not “Mistakes were made.”

Specify everything

Concrete words that make direct statements help the audience understand what I’m talking about. And the more they understand, the more engaged they will be.

Avoid jargon

Jargon is intimidating and excludes certain members of the audience.  It can give some the sense that they’re not qualified to read the item.  If jargon is necessary or unavoidable, limit the number of terms and be sure to define them.

Include quotes

Quote should convey real points of view.  If they’re good but long, I like to break them up with attribution in the middle. 

Write with your ear

Good writing is just an edited conversation, that’s all. I read it out loud so I can hear what works and what doesn’t. I pay attention to rhythm and pacing. If I’m running out of oxygen or fumbling, that’s a signal for more punctuation.

Allow a little mess

I don’t try to write perfect sentences in my head.  I have to let my thoughts go and then fix them. Good writing involves rewriting, so I embrace the chaos, walk away, come back, reorganize, move things around, and change things up.  Then, I do it again.

Take chances

Look for the twists and turns. Ask, “Why should I care about this?” I find the fun in writing topics so my audience will enjoy reading about them.