Are you targeting the right reader?

Posted by on Feb 12, 2017 in Blog, Communication |

Recently I was talking to a designer who had been asked by their client to redesign an employee magazine. The client is a multinational company, with a workforce of tens of thousands spread across multiple locations worldwide. It has grown rapidly through acquisition. According to the client’s brief, the aim of the magazine is to help employees of the wider group have clarity of the company’s strategy. They cited the target reader as the...

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How to write clear instructions

Posted by on Jan 12, 2017 in Blog, Communication |

When you borrow an electric car from Enterprise Car Club, they give you printed instructions covering the basics such as how to start it, and how to return it to the charging point. The thing is, the unfamiliar charging set-up gets all the attention, at the expense of the truly basic, like how to start the car. Having successfully unhooked it from the charging post and stored the cable in the boot, and with the dashboard lit up, I was unable to...

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Writing big announcements – telling employees about Brexit

Posted by on Jun 22, 2016 in Blog, Communication |

How to announce the Brexit to your employees, or any big news likely to lead to uncertainty? Big announcements in business can benefit from having a writer on your team, here’s how: By defining the message. The Corporate Communications or HR team will have held briefings in the run up to any business-critical decision. A stack of Powerpoint slides can be gold dust, immediately making clear the position taken by each side – the key messages to...

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I could’ve been a footballer

Posted by on Mar 21, 2016 in Blog, Communication |

Every actor has been scouted by a football club. The number of lads who nearly signed as a professional footballer before retraining as a performer is perhaps surprising. In the ‘50s, Sean Connery was reported to have been scouted for Celtic. Actually, he was offered a trial by East Fife, but why spoil a good story? ‘I could have been a footballer, but injury put paid to that, so I chose the theatre’, is a claim that appears time-and-again in...

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I’m reaching out to you

Posted by on Oct 23, 2015 in Blog, Communication, Content |

Listening to the Talk Talk chief executive Dido Harding being interviewed about the widespread hacking of customer data earlier, I was struck by the use of one particular turn of phrase: “We’re reaching out to our customers”. The dog gave a startled yelp, as I yelled at the TV ‘How? How are you going to do that?’. Because if I was a Talk Talk customer I would want important information – would I be contacted...

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Why you need to write your contributor bio, profile or byline

Posted by on Dec 9, 2014 in Blog, Communication, Content, Editing, Marketing, Print |

Remember that man in overalls sweeping the floor of the Space Center at Cape Canaveral, who, when asked by JF Kennedy ‘What do you do here?’ replied: ‘Mr President, I’m helping put a man on the moon’? The point was he didn’t say, ‘I just come in and sweep the floor’. Then there’s the story of the man cutting stone for the construction of St Paul’s Cathedral, who when asked the same question by Sir Christopher Wren, told him: ‘‘I’m helping Sir...

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