Keeping your copywriting on message

There was an interesting feature on local radio providing advice to businesses on how best to write compelling copy for their website or other marketing material. The freelance copywriter who was being interviewed provided some useful guidance on producing content in terms of keeping it clear; focusing on benefits not features; making it attention grabbing; and including a call to action. This was all very helpful advice, but what they failed to mention was the importance of developing clear and concise messaging that underpins and reinforces everything a business says to its customers, prospects, partners and employees.

Effective messaging will provide a foundation for all marketing activity, enabling you to communicate consistently with key stakeholders across all channels. It will encompass your positioning, vision and core values in-line with the business’ ongoing strategy and key objectives. This will help to create an effective “boilerplate” or “elevator pitch”, providing a simple and easily communicated summary about who you are and what your proposition is.

The messaging should also include your organisation’s key capabilities, making it relevant to target audiences by outlining benefits, differentiators and proof points. In simple terms, it will help demonstrate the value you can provide, why you are different from your competitors and the evidence to back this up.

With this supporting material agreed you can shape your marketing and comms requirements with effective copy that is easily tailored for a particular activity, audience or industry sector, but always possesses a clear, consistent and credible corporate message. In fact, the messaging should become central to all brochures, descriptions, websites, presentations, public relations and adverts to ensure that it is repeated over and over with the ultimate objective of reaching, educating and convincing key stakeholders.

About Jasper Business

Jasper Business Communications is an independent business-to-business PR agency based in South London working in close partnership with clients locally and across the UK. We use former journalists and experienced industry specialists to create tailored PR and marketing solutions that take advantage of all traditional and online communications channels.

Grumpy Old Journos – Part One

Building strong relationships with the press is a critical part of any media relations programme. Understanding what they want and how they work will help you avoid doing anything that is likely to irritate or annoy them, which is so important when you consider these journalists hold the key to your PR success. Take any opportunity to engage with them to create a picture of their individual needs and preferences.

With all this in mind, we thought it might be interesting to speak with a number of our best contacts to let them vent their frustrations and find out exactly what makes them into grumpy old journos.  Part one shows that ineffective communications is a major bugbear for journalists and could hamper your media campaign now and in the future.

The pointless follow-up

Ringing up to ask if the press release will be used or has been received was at the top of most of the journalist’s lists, which is exacerbated further because the job is often assigned to the most junior member of the PR team who does have the knowledge to answer any subsequent questions. Do not call unless you have something to add or are equipped to respond to any additional media queries.

“Do not ring us up or email us to ask if we are going to use your press release. We receive dozens of press releases every day, so if had to acknowledge all of them we would never have any time to do any work. If the release is appropriate and convincing, it will be used.”

Poor communications

Journalists can get hundreds of emails every day, so do not simply rely on this form of communication if you want to discuss an idea or make a suggestion. However, do not cold call and try to bludgeon them into doing a client interview or run a by-lined article. Use all tools at your disposal to build a personal relationship that will help maximise any opportunities that exist.

“I get up to 150 emails per day, and by just resending the same email as a hint to get me to bite is not good enough.”

“Do you like double-glazing salesmen? Nor do we and badgering phone calls seem very much like them. Establish a relationship first, try to come up with a unique proposition for their publication and do not make them feel like they are just next on the list.”

Ignoring requests

Always respond to requests for additional information or input. If you cannot help, then it is better to say so and the journalist will respect you for it. However, if you can provide assistance quickly, it is not only likely to achieve better coverage, but also result in further opportunities in the future. Journalists will always go back to their trusted PR contacts especially when they need something last minute.

“Some PR firms are good at sending out material on their own terms, but unresponsive and evasive when it comes to answering requests for information. This comes over as cynical, and does the client no favours. If you can help, make sure you do, and the journalist will love you forever.”

In the second part of this blog, we will be taking a look at some of the gripes journalists have with regards to your PR material.

About Jasper Business

Jasper Business Communications is an independent business-to-business PR agency based in South London working in close partnership with clients locally and across the UK. We use former journalists and experienced industry specialists to create tailored PR and marketing solutions that take advantage of all traditional and online communications channels.