Essential components of brand journalism

Public relations professionals have spent lots of time debating whether journalists make the best PR people.

It used to be that ex-journos were hired in narrow roles based on skills or pedigree. At a large agency where I once worked, they were invited to the big pitch to weigh in on story potential, drop names, and wow the prospect.

Others were installed in editorial spots where they could wield a blue pencil but otherwise stay out of the fray.

Recently, the conversation has shifted to something that professional communicators are doing more often—brand journalism. Though the term is somewhat controversial, its practice—corporate storytelling through compelling and relevant content—is not contentious.

So, is there anything new here?

It comes down to a matter of approach and commitment. In the past, we were identifying and telling client stories, but the typical PR approach lacked a true journalistic sensibility. A press release is not a story.

Today, with the influx of traditional journalists into the profession and the rise of digital and social media, the emphasis is more on getting it right. And without question, someone with experience spotting news, shaping a story, and writing against hellish deadlines has the requisite skills.

Here are some guidelines for better storytelling for all communicators.

Is it a good story? Obvious, yes. But how often have we been pressed into putting out irrelevant, underwhelming, or overly commercial content? As storytellers, we need to help clients understand the need for higher-quality content that’s designed to build a brand over the long term, not generate a “quick hit.”

Does it offer real expertise? Good content must be credible, and credibility rests upon expertise. The good news is that most companies do have legitimate, deep, and relevant expertise to offer. Where they don’t, it must be “borrowed” from third parties. Telling people what they already know doesn’t get us anywhere.

Show, don’t just tell. Corporate values and philosophies are terrific for internal consumption, but many companies tend to get too caught up in message delivery without the real-life examples that make all the difference. The classic novelist’s rule to “show, don’t tell” is a useful mantra here.

Is it high quality? Well-written copy and well-produced (but not necessarily polished) video content are absolutely critical to good storytelling. Empty words, bloated corporate-speak, and padded narratives are not.

Does it inspire action or change? Truly compelling content should leave the reader with a changed or broadened perspective, or with a clearer idea of action that should be taken. Change should be a goal for every narrative.

I’ve often said that in the ideal world, every PR person would spend a year as a journalist to strengthen skills and deepen our perspective. Maybe now, we will.

Dorothy Crenshaw is CEO and creative director of Crenshaw Communications. She has been named one of the public relations industry’s 100 Most Powerful Women by PR Week. A version of this story first appeared on her blog.

25 tips to punch up your writing

By Shanna Mallon



Whether you're a writing newbie or an old pro, it can never hurt to have a few more tricks up your sleeve. Whether you're writing a press release, blog post, or marketing copy, drawing from a rich pool of writing tips is always a plus.
With that in mind, here are 25 quick ideas—some are old classics and some are more creative—to improve your writing:
1. Cut clutter. Can you make your point faster? Do it.
2. Use spell check. It's an obvious tip, but an important one. Check your writing for spelling and grammar mistakes. You want to communicate to readers that you care enough to be professional.
3. Read aloud. There's no substitute for reading your words with your ears as well as your eyes. Read aloud to catch mistakes and get a sense of flow.
4. Use active verbs. Active verbs add power to your writing and carry paragraphs forward. It's not that you can never use passive voice, but use it strategically.
5. Choose your words carefully. Seek opportunities to use precise, descriptive language that helps readers visualize and experience what you're saying.
6. Eliminate empty modifiers. Many adjectives and adverbs don't provide information and are mere filler (words like really, very, etc.). Avoid them.
7. Vary sentence structure. Except when it's to make a point, don't repeat the same sentence structure in all your sentences. It can come across as juvenile or repetitive. For example: This is Jane. This is Dick. They are friends.
8. Don't be afraid of simple sentences. Though you should vary sentence structure, don't be afraid to add a simple sentence structure to the mix. Short and simple is often the best way to communicate your main idea.
9. Make bullet points brief. Bullet points should help readers move through your copy quickly. Keep them brief, so they can do so.
10. Write in second person. When in doubt, address your reader and write in second person.
11. Show what's in it for readers. You want to show readers what's in it for them, and addressing them is one of the most natural ways to do that.
12. Read good writing. Whatever kind of writing you're doing, read good examples of it regularly. This will influence your work.
13. Make headlines interesting. The headline—whether for your blog post, press release, or e-book—will play a big role in showing readers whether they should keep reading.
14. Break up paragraphs. In most media, shorter paragraphs will work to your advantage. This is true on the Web, in marketing materials, and on social media.
15. Make text scannable. Work to organize your information in a way that will be easy for readers to scan.
16. Know your audience. Jargon is appropriate in some situations, but in others, you need to be more general to keep your readers interested. Know your audience so you'll know what they respond to.
17. Be credible. Back up what you write with facts and figures to make it more powerful and effective.
18. Outline or mind map. Knowing what you're trying to say is key to saying it well. It helps to first outline or mind-map (a type of brainstorming) before you begin to write anything.
19. Remember your goals. What do you want your writing to accomplish? To position you as a thought leader? To sell a product? Keep these goals in mind as you write.
20. Mix it up. Whether you're blogging or writing a press release, a great way to spur creativity is to deviate from your standard format. If your blog posts are always feature-style, try doing an interview. If your press releases always announce new products, try promoting something the company's already doing.
21. Ask and answer a question. Use your title or headline to pose a question your audience will want an answer to, and then be the one to provide it.
22. Include a call to action. What do you want readers to do as a result of your piece? Check out your website? Subscribe to your newsletter? Buy your product? Ask them. Plainly and simply, tell them what you want them to do.
23. Enlist fresh eyes. Getting a second opinion on your work can often reveal things you didn't see. Ask someone to look at what you wrote for a fresh perspective.
24. Give it a day. A good rule of thumb in writing is to give yourself some time away from the piece before you publish it. Stop thinking about it for a day, and when you return, you might be surprised at the new inspiration you find.
25. Stay inspired. Subscribe to blogs and websites that provide helpful content advice. This will help you find fresh inspiration.
Shanna Mallon is a writer for Straight North, a Chicago Web design firm providing specialized SEO, Web development, and other online marketing services. Follow Straight North on Twitter and Facebook.