Kimberly Golden-Benner

Magazine articles, annual reports, editorials, news releases, speeches, video scripts, newsletters, and advertisements – it's all about the words. Whether you're writing 16 pages of an Annual Report or 140 characters for a Twitter post, good writing informs the reader and answers questions.

 

Some key points to consider:

• Keep it simple and to the point

• Be engaging, but not cutsie

• Be factual and accurate

• Write in small paragraphs

• Keep the audience in mind: how does this benefit them and what exactly do they need to know

• Know your medium and write accordingly

• Remember that writing is a process -- don't rush through it

• Edit your writing when the piece is completed (or nearly completed) as opposed to editing as you go

• When all is said and done - PROOFRED (or should that be PROOFREAD?)

• Then have someone else proofread it again

 

Pitching the Story

Many stories, if not most of them, are targeted to broader communications outlets. Once the news release or story idea is solidified, it’s time to pitch it to the appropriate local, regional and/or national media – newspapers; television stations; radio stations; magazines, national affiliation publications; and websites. Research your media outlets to target the right outlet(s) for the right stories. Build relationships with reporters, bloggers, and editors by providing timely responses to their story inquiries and they will usually work with you when you have a good story to tell. It’s really all about creating a responsive relationship. It may crimp your plans a bit when you're responding to media calls while on vacation, but it goes a long way in building your credibility.