In the world of public relations, what have we found that our clients - and the public - value most?
Creativity? This is important, but not always central to success. Big ideas? Though they are attention- getting, they aren't the most valued quality of a good PR campaign.
When we ask our clients what they value most about PR campaigns, the answer we often get is: accurate, high-quality and content that quickly gets to the point. In short, good, concise writing.
Of course, exciting programming is important. But it falls flat if good content doesn't follow. Sometimes we become so focused on being clever that our message is lost - proof positive that in this world of three-dimensional graphics and fancy imagery, words remain the fundamental component of effective PR.
If your materials are well written, your message will have maximum impact and minimum clutter.
Good editorial isn't noisy, it's most convincing when you don't even notice it. The goal should never be to draw attention to clever words or phrases. Instead, your objective should be to convey a message - simply and effectively.
Here's some advice to consider when developing healthcare PR content:
What You Shouldn't Notice
Complicated terminology. Even the most seasoned reporter appreciates a simple, one-sentence explanation of a complicated product or disease. Don't assume your audience will understand technical language, or will have the patience to translate it for their audiences. And don't assume that such language makes your document seem smarter or more sophisticated - it becomes neither if a frustrated reader tosses it in the wastebasket.
Lengthy copy. Brevity is the soul of wit, and a key to keeping a reporter's interest. Because newsrooms are so busy, most reporters don't get past page two of a release, and certainly never to page six.
Nonsense Jargon. Try not to leverage or merchandise your initiatives with the goal of facilitating synergy. Do you find this sentence unclear...even annoying? So will your audience. Instead of getting the message across, jargon tends to muddle material and make a document scream "press release" rather than "news."
Typos or improper grammar. Correct punctuation, consistency with tenses, and proper use of language are extremely important.
If a word is misspelled, it makes the reader wonder what else in your materials may be inaccurate. For quality control, make sure the document is proofread by someone who is not close to the material.
Gimmicks. Don't let cleverness overshadow your message. If the reader notices the words more than the message, you've overdone it.
What You Should Notice
Learning something new. Good press materials and other documents should convey the intended message and educate the reader.
Being motivated to learn more. After you've read the first paragraph, you should want to continue reading.
Well-researched facts and trends. Press materials should be properly referenced, so that facts are backed up with sources. Neither clients nor reporters should doubt the validity of the press materials.
A clear, compelling news hook. This point may seem obvious, but in reality, too many PR documents become cluttered with what we think the audience wants to know, rather than what the real news hook is. Think about the news you want to convey, but then remember to consider it from the audience's point of view.
This can mean the difference between an ignored press release and one that becomes a major media story.
Need proof that good writing is valued? Several years ago, Edelman Healthcare formed an editorial services function with one employee. Today, our Editorial Services Group has 15 writers and editors who are the stewards of our philosophy - to write solid, accurate, and concise materials that convey the message simply and effectively.
In the words of Samuel Johnson, "What is written without effort is in general read without pleasure."
Nancy Turett is chief client service officer and deputy regional director of Edelman Public Relations Worldwide in New York. She can be reached at 212-704-8195 or [email protected]. She can be reached at 212/704-8195.
Her partners for this month's column are Laura Gordon, SVP and group head of editorial services in Edelman's New York office and Jeffrey Tompkins, SVP of Editorial Services in Edelman's New York office.
Gordon can be reached via email: [email protected] or phone at 212/704-8182.
Tompkins can be reached via email: [email protected] or by phone at 212/704-4551.