best-practice writing tips for corporate communicators

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