best-practice writing tips for corporate communicators
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Strategic Public Relations & Media Strategy
ConferenceSpectacular Training & Conferences
January 2014
Best-Practice Writing Tips for PR Practitioners &
Corporate Communicators
5
3500
Everybody istapped out.
Everybody istime-poor.
Everybody wants torun away and hide.
I’m Tiffany MarkmanBusiness Writer
Columnist & Author Writing Trainer
@tiffanymarkman#writingtips
Writing withPOWER, polity & PERSUASIVENESS
MATCHINGclarity with
cleanliness, conciseness& CREDIBILITY
To repeat:
1.Power2.Polity3.Persuasiveness4.Clarity5.Cleanliness6.Conciseness7.Credibility
1.Writing with POWER
ABANDON:
waffle, archaic language,empty flattery,
and pseudo-apology
Herewith please find attached
I’ve attached
In light of the fact that
because
Kindly peruse
Please review
Should you have any enquiries, please do not hesitate…
Please feel free to contact me…
2.Writing with POLITY
If you are going to tell a lie, don’t tell a little one - it will be
recognised as a lie. Tell the biggest, most unthinkable lie. Keep telling it. People will think it must be the
truth and believe it. The greater the lie, the more effective it
is as a weapon.
“ “
What’s POLITY?
Diplomacy. Tact. Honesty.
Here’s how to do itWRONG.
We regret to inform you that
We’re sorry to advise
There have been negative implications
The bad news is that
With regards to issues of disability, we’ve directed all departments to ensure that we meet the target we set several years ago, of having 2% of our people be disabled persons.
*
WHAT?
WE’VE NOT MET OUR 2%employee disability target and
we’re taking real steps to change that…
3.Writing with
PERSUASIVENESS
It is compelling, real &filled with REASONS to act.
NOTE: THIS IS NOT HARD SELL.
Sign up for our newsletter NOW & be the first to know
We understand how important it is for you to
receive regular and proficient communication from us. Accordingly we are
pleased to introduce…
Sign up. Know stuff. Share stuff. Win stuff. Yes, the
whole world wants to send you newsletters, but ours has really good content in
it, every single month…
We pride ourselves on quality content, thought leadership and the early adoption of good ideas,
so this is what you will find in our monthly newsletter…
4.Writing with CLARITY
HOW ABOUT just saying
what you mean?
Our offices never open late.
Our offices always open on time.
High-quality learning environments are a necessary precondition for
facilitation and enhancement of the learning process.
Children need good
schools if they are to learn properly.
We want to develop an efficient, integrated global business by
leading the market in our focus areas. *
We want to become widely known as the very best at what we do.
We want to become widely known as the very best at what we do:
banking.
5.Writing with
CLEANLINESS
1. Adjectives2. Adverbs
3. Repetition
The company has actively decided…
The company has resolved
We have segmented our target audience into niche groups…
We have segmented our
market...
Our golf day kicked off on a beautiful summer morning under
blue skies.
Weather: Johannesburg summer. Tee time: 9am.
Call to arms: the XYZ Client Golf Day.
Our values require that our directors and employees behave
with integrity and display consistent and uncompromising
moral strength… *
At our company, integrity and ethics are non-negotiable.
6.Writing with
CONCISENESS
Ensure that the facts are strong enough to
S T A N D A L O N E.
We are very proud to present a brand new and innovative
development in internal company communication: the cutting-edge
XYZ forum.
Introducing our new employee chat forum: XYZ. You can message
colleagues, share calendars and integrate projects…
80%
20%
Some jargon can make your brand look
wonky.
7.Writing with CREDIBILITY
1.WATCH YOUR
SENTENCEL E N G T H.
THIS IS TOO LONG:
The home comprises large, integrated reception areas, upstairs and
downstairs, with wood-burning fireplace and veranda and balconies that embrace
incredible garden vistas and take your breath away.
29 words
THIS IS BETTER:
This home has large, integrated reception areas, upstairs and
downstairs. Expect wood-burning fireplaces and balconies with garden
views that take your breath away.
10 words; 13 words
14 words max.Use fragments.Keep it simple.
Rules for SENTENCE LENGTH?
2.AVOID
AWFUL WORDS & PHRASES.
‘boasts’
‘well-known’
‘innovative’
‘unique’
3.SPELLING.SPELLING.SPELLING.
seperate
invester
intergrated
go beyond spell-check.
PLEASE
PublicHolidays
PubicHolidays
4.APOSTROPHES
ARE IMPORTANT.
THEwrong
way
visitor’s parking
visitor’s parking
Ladies&Gent’s
it’s
itsvs
Don’t judge the book by it’s cover.
Its all about location.
contraction& possession;NOT PLURAL
Rules for APOSTROPHES:
5.CHOOSE
STRONG VERBS.
A small space in which to make a large impact
Don’t rely on ADJECTIVES
StrollSit backEntertain
ExperienceRelax
DESCRIBE THE ACTION:
WIIFM?
6.USE
GOOD STYLE.
Avoid“INVERTED COMMAS”.
Just a “stone’s throw” away
Put spacing after full stops.Please.
18 m
Don’t do this!!!
Don’t USE caps for EMPHASIS.
Let’s talk technique.
Who?WHAT & WHERE?
Why?HOW & WHEN?
In order:
AIDA
ATTENTION
interest
DESIRE
action
The end.
THANK YOU. ANY QUESTIONS?
www.tiffanymarkman.co.za
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