Tips for writers of marketing, communications and PR content

COMPANY ANNOUNCES DEAL NO-ONE ELSE GIVES A TOSS ABOUT

Being tired, emotional and at the end of your tether is a bad time to start writing. But when writer’s block strikes, the best way to overcome it is to splurge complete and unmitigated truth onto the page, marvel at its inappropriateness and then edit it into shape.

The following is a made-up example, albeit perilously reminiscent of something I needed to write many years ago under immense time pressure from a client who couldn’t be convinced otherwise. Having got it out of my system and whipped it into shape, the resulting edit made it into several top trade IT publications.

 

COMPANY ANNOUNCES DEAL NO-ONE ELSE COULD GIVE A F*CK ABOUT

“It would make a good press release, yeah?” claims person promoted into a marketing position on the strength of their sales performance

DATELINE:   A jumped-up reseller of IT boxes purporting to be something to do with ‘managed services’ has sold a small quantity of said equipment to a construction company that the reseller claims has a loose connection with a really big building project on the other side of the world which its technology has, in fact, got nothing to do with.

“We’ve got something broadly the same as we used to have which let’s us do what we did before at a marginally improved cost,” said Bob Bloke, Head Curator of Technology Gubbins at Big Building Co. “If I could find it in my heart to say anything else of any consequence then I sincerely would.”

The reseller, who sells some technology you’ve heard of (but a good deal more of technology you haven’t), already has a number of customers of even less interest including a UK borough council you didn’t even know existed, and western Europe’s third largest exporter of grommet valves for civil and marine applications.

“The managed services paradigm is embracing new synergies as we transition toward a cataclysmic revolution in virtualised user-centric models for IT adoption, transformation and agility,” said the oiled and over moist Sales Manager. “I must dash, as I’ve left my Ford Probe at the Travelodge and it’s got all my cocaine in it.”

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