Robin Edds

Women still carry the emotional load in media. In my The Media Leader column this week in place of the #MentalHealthAwareness platitudes ask yourself: are you contributing to a workplace culture which is having a negative impact on mental health? It’s the structures we invest in and the cultures we build all year round which have the biggest impact on employee wellbeing. We are so quick to turn to one-off initiatives but the truth is the lived experiences of employees in our industry remind us that we aren’t getting the basics right. Our cycle of endless initiatives mean we are in danger of looking for change in all the wrong places. It’s OK for women in our industry to recognise it is not their job to solve every given problem, without the tools and investment they need to achieve meaningful change. It’s OK to say no to unsustainable workloads. It’s OK to invest in DEI, rather than expecting the women in your businesses to carry the weight of change alone. There are women in our industry moving mountains while existing on fumes. So what are we really doing to help them? Link in bio to the full column.

35

5 Comments

A polite reminder to hard working and talented tech company press officers and their PR agencies. When a journalist posts a request on social media for case studies that usually means talking to the end customer, not your tech company/tech client. Because hearing how amazing your customers think you are, being vague about tangible benefits of your tech and skipping over inevitable problems isn't a news case study! It's marketing/PR. It doesn't tell a story and it isn't relatable. And it wastes time for companies and journalists. As a journalist, I'll sometimes interview the customer and their software supplier in the same article - word count permitting. Especially if the executive has interesting views. But the customer is the priority. Usually more newsworthy and of more interest to the reader. My advice: skip the intermediary and offer journalists access to your customers who have interesting stories to tell and are happy to talk. It shows you understand what reporters want and makes it more likely that you'll be quoted in other stories by the same title - raising your company's media profile.

115

14 Comments

I commented on someone else's post earlier, which noted that they were working with a client whose previous 'copywriter' had clearly just been copying and pasting stuff from Chat GPT i.e they couldn't actually write copy and content, bar a one-line AI prompt. I suppose, in some ways, good on that 'copywriter' for having the audacity to hustle that client and squeeze money out of them. But I also hope that client feels appropriately silly for effectively being scammed. Apparently, it didn't occur to them that the endless emojis (rockets and brains are a dead giveaway) in their social posts weren't 'fun', but were, in fact, cheesy and really easy to identify as AI-generated. They didn't wonder why their posts were full to the brim with the following words: - dynamic - embracing - ever-evolving - elevated - diverse - leveraging - accelerating - tapestry - landscape - delve - resonating - realm - emerging - testament It also didn't occur to them that other brands, and even everyday folk, are actively starting to take the p*ss out of this language and any company using it, as it just sounds so phoney (real people, and writers, don't talk like that). You can even check if copy/content is AI-generated by using a number of tools, such as this: https://lnkd.in/e7Ux66mh If you're hiring a copywriter/content writer, check that they can actually write, unaided (they should have a portfolio of original work for other clients, or should be able to write e.g a sample email in front of you, without getting flustered). They may well use AI at times, but should be skilled enough, as a genuine copywriter (rather than someone who's fibbed that they are one), to edit its output so that your copy/content sounds original and authentic. Otherwise you may as well just hire a year 7 secondary school student, who can type in a prompt, then just copy and paste the response onto various platforms.

2

It was a pleasure to sponsor the ProCopywriters Survey 2024. I can't tell you what's in it, but I can say there are some very eye-opening insights! Takes me back to this time last year when I discussed the true value of a copywriter. In that respect, not much has changed. Check out the full release on 26th June. #copywriting #contentmarketing #procopywriters

12

3 Comments

Need help crafting copy? Just shout. I've opened up (free) weekly sessions for people in corporate comms who need some pointers on getting started, developing or polishing a piece of writing. Totally free, no catch, no sales CTA - these are short (15 minute) informal sessions focused on providing practical pointers. Why? Because I really enjoy helping people 'crack' writing briefs, and honestly the training sessions I run for colleagues at Speak Media UK are my favourite bits of the week. Click the link in comments to book your slot - and if you know anyone that might find it useful, please spread the word. I'll be very happy to help.

3

2 Comments

This one is a question for my PR and comms colleagues, whether you're full-time, freelance, in independent consultancy positions, or working client-side. I'm curious to know if this is a common experience for freelancers. Let me share two scenarios that illustrate the spectrum of respect independent/freelance content writers and consultants often encounter: Scenario 1: The client (or marketing representative) is impressed with your CV and portfolio. They want to assess your expertise before making a final decision but understand that your time and effort equate to money. They collaborate with you to find a fair middle ground that requires minimal time and effort yet provides a clear picture of your skills. Scenario 2: The client comes to you highly recommended and has reviewed your portfolio. Despite this, they send a long list of assignments, expecting the copy to be submitted in two languages, meaning you bear the burden of translation without any guarantee of compensation. For Client 1, I went above and beyond because they respected my time and effort. They appreciated it, and it led to further discussions. For Client 2, I had to stand my ground and politely request a fair submission of a maximum of two pieces of content in one language without the translation burden for an uncertain position. I haven’t heard back from them and wish them well in finding the right fit. What I’m wondering is, should I have bent over backward, pouring my time, effort, and resources into applying for Client 2 in the hope of securing the job? What would you have done in my shoes? #corporatecommunications #PR #freelance

4

8 Comments

How do you launch a local news site? Try to reinvent local journalism? NUJ London Freelance Meet ✍️ Monday 10 June, 6.30 pm online I'll be chatting to Joshi Herrmann, the founder of Mill Media - which has just reached a six-figure reader milestone. Mill Media "publishes high-quality local journalism in Manchester, Birmingham, Liverpool and Sheffield. Best known for its deeply reported long reads and paid newsletter model, the company has been described by the Financial Times’s John Burn-Murdoch as “one of the most interesting and impressive media startups of the last decade." Joshi founded The Mill, a local newsletter covering Greater Manchester, as a one-man band in June 2020, and the company now has staff writers and editors across four cities. It is read by more than 100,000 email subscribers and funded by 7,500 paying members, as well as corporate sponsorship partners. Excited for this! Got a question for Joshi? Let me know and I'll put it to him. #localnewsmatters #newsletters #substack

37

1 Comment

This could be the reason your technical content isn't landing. And it's a hard pill to swallow. A couple of weeks back I went to a fireside chat with the Northern powerhouse that is Kate Baucherel to celebrate the launch of her latest book. Kate is an author, speaker and educator, who has had huge success by helping mere mortals grasp complex ideas. When I asked her how she manages this so flawlessly, she shared a super actionable tip with me: Every time she learns something new, she writes about it in her own words. And rewrites and rewrites. Only once she feels confident explaining it herself, does she know that she truly understands it, and can start explaining it to other people. Here's the brutal bit: If you can’t articulate a complex technical process clearly - and make others understand it too - it's probably because you don’t understand it well enough yourself yet. As a copywriter who specialises in tech and finance, I've got pretty good at simplifying complex stuff. But there's ALWAYS a new product, a new technology, or a new application coming to market. And this advice from Kate has already helped me untangle some pretty gnarly concepts. Tell me, what's the first thing you do when you come up against something you truly do not understand?

4

2 Comments

Using jargon like "bespoke solutions" is lazy writing and "alienates the very people you are looking to attract," says copywriter Katherine Wildman. Besides, "no-one goes to the internet and searches for a 'solution'," says marketing specialist Andy Crestodina. What to do instead? Get into specifics. Think about what you are really offering and express that instead. https://lnkd.in/gRU_GpY9 #Jargon #WritingTips

8

3 Comments

A comment by Bobby Kegley on a post by Scott Frothingham took me back a few years. As a freelance writer starting out, I used to bristle at the idea of simplifying my writing. After all, I prided myself on my extensive vocabulary and eloquent prose. However, the older, more experienced, and wiser (hopefully) me understands the importance of meeting readers where they are. It's easy to fall into the trap of assuming that our audience, particularly if they're professionals or intellectuals, will appreciate complex language. However, the truth is that even the most educated individuals may not always be operating at their peak cognitive capacity when consuming content. Think about it – our customers lead busy lives, juggling multiple responsibilities and distractions. They might be reading our content during a quick coffee break or while commuting home after a long day. In such moments, expecting them to decipher dense text filled with obscure vocabulary is unrealistic. That's where simplicity comes in. By using clear, straightforward language, we ensure that our message cuts through the noise and resonates with our audience on a deeper level. It's not about dumbing down our content; it's about making it accessible and engaging for everyone. Tools like Hemingway can be invaluable in this regard, helping us identify areas where our writing may be overly complex or convoluted. Embracing these tools isn't a sign of weakness; it's a recognition of the power of simplicity in communication. So, the next time you're crafting content, remember that clarity is key. Whether you're writing for CEOs or college students, keeping it simple ensures your message is heard loud and clear. After all, it's not about impressing with fancy words – it's about making a meaningful connection with your audience. #Brandmessaging #Copywriting #Contentwriting #EpicOwl

7

7 Comments

I'm not posting this because of the content, but the context. Tory Maguire was speaking in a staff town hall, but there really is no such thing as a room with walls anymore. "According to a transcript seen by Capital Brief..." This is a reminder of why internal comms are so important - know that your internal comms become external really quickly. And there is nothing wrong with that - as long as you're happy with internal being made external. And in a crisis? It becomes so much more critical to be comfortable in internal being external. https://lnkd.in/gZ4WaSgh #crisispr #reputationmanagement

8

1 Comment

What do all empires throughout history have in common? I read a fascinating Twitter thread by @Culture_Crit (worth a follow if you do social media) just a couple of hours ago... Every major empire - from the Romans to the Ottomans to the British - followed a similar pattern: a period of growth and prosperity fueled by sound money, free markets, and limited government. Followed by an era of overextension, unsustainable spending, and currency debasement to fund wars and welfare. This ultimately led to stagnation and decline. Finally, a collapse under the weight of debt, inflation, and loss of trust in institutions and money. Does this sound familiar? Are modern governments repeating these same mistakes? Excessive spending, mounting debts, and central banks printing vast sums of new money echo the failed policies that doomed past empires. Ludwig von Mises, the great 20th century economist, probably had it right: "If inflation is not eliminated very soon, all our technological and scientific improvements will not prevent us from a tremendous financial catastrophe that will destroy practically all that civilization has created in the last several hundred years." Economics is a faux science (infinite growth on a finite planet? ''natural resources'' must come out of a bottomless bag for most of its theories to work), but the truth is that empires rise and fall, often from the same mistakes.

2

PR folks based across the globe: Wherever you are, I'm running my popular Lessons from a Journalist: How to Secure Media Coverage workshop online in September (it's recorded so if you miss it, you can always watch it back). There's also one in London in August (limited availability). If you're teetering on whether to come along, Lisa Davies left wonderful feedback on this site following attending my workshop earlier this year. "Susie's workshop is the best one I've been to in all my years of comms-ing. Better than CIPR's, if you ask me. If you're looking to give yourself a refresher, or you're new to the magical world of the media and need to learn how to pitch, Susie's your woman!" (Starts blushing). If you'd like more details, please DM me or check out the links below. I also run private workshops for organisations too. ps here's a selection of other reactions to my workshops: "Just a quick one to say that I rewrote a pitch I had been preparing to send to one of the design magazines about one of our projects based on Monday's workshop and... it was successful. Thanks very much for the solid and relevant advice!” JENNY STEPHENS, PR AND DIGITAL COMMS, FEILDEN CLEGG BRADLEY STUDIO "If you've ever wanted the inside track on how to secure media coverage, I'd highly recommend the 'Lessons from a journalist' workshops. In a hectic world, connecting with journalists the right way can be hard, but after attending Susie's workshop, it feels like it's going to be a lot easier. I left with a host of resources, practical tips, and creative ideas. I've gone on to secure more press pickups using on Twitter and my new pitching style." TOM HIGGINS, MARKETING MANAGER, VOXPOPME "After a training session with freelancer Suzanne Bearne, I came away feeling completely besotted with my chosen profession. After twenty years in this job, I didn’t think there was anything I didn’t know. I know that sounds full of myself but after a certain amount of time, you can say that right? But actually, Suzanne taught me a lot of things that I’d either forgotten about, taken for granted or just hadn’t even considered." LYNSEY WALDEN, DIRECTOR, FRONT DOOR COMMUNICATIONS #mediatraining #journalism #pitching #PR

14

4 Comments

This isn’t a particularly creative or interesting ad, but it does do one thing - it uses a mnemonic device: rhyme.  If you can’t make something super creative, at least try to make it vaguely memorable - make it stand out in some way.  In copy, you can use internal rhyme, end rhyme (or tail rhyme), alliteration, assonance, or consonance.  All of these things can make copy trip off the tongue quicker and make it more memorable.  Think along the lines of all the tricks rappers use in their songs.  There are other mnemonic devices, such as jingles on TV ads/in radio ads, but I’m purely talking about static copy.  Does anyone have any other mnemonic devices they use?

3

⚠️ 🌴 Warning! Do NOT go to Cannes Lions this year… 🌴 ⚠️ … until you read my six-part travelogue series reflecting on everything I got wrong at last year's festival (and what marketers are getting right). Whether it's your first time attending or you’re returning after a hiatus, there’s plenty of tips and insights to help brace yourself for an advertising event like no other. The full series is available for free to all PMW registered users. Just sign up with your email below [LINK IN COMMENTS] and hopefully you can learn from my mistakes before setting foot on the Croisette. And PMW is back roving the riviera this year, with daily reports, podcast soundbites and a video mini series, all while hosting roundtables and fronting panel discussions. To get involved, either commercially or editorially, do get in touch with the PMW team. Joseph Arthur Samantha Johnston Celine Yaseen Jyoti Rambhai Reem Makari Jess MacDermot #CannesLions #marketing #performancemarketing

44

9 Comments

Should digital marketers be less Baby Reindeer? That was one of the funny moments in a really insightful panel discussion about data, privacy and how to navigate a cookie-less world and signal loss. The esteemed panel was hosted by News Corp Australia's Pippa Leary and featured LiveRamp Daniella Harkins, Omnicom Media Group's Kristiaan Kroon, Journey Beyond's Wade Stokes and AdFixus's Roland Irwin. As Kroon pointed out, the media planning and buying game has changed considerably with so much complexity in data, tech and privacy. Marketers who are using data to reach audiences need to have talk to their legal and IT teams or risk falling foul of constantly evolving privacy laws. This was an interesting debate, check it out below.

8

2 Comments

Companies change their PR agency fairly regularly in their ongoing hunt for better "messaging" and media coverage. Sometimes the incumbent agency is coasting or has over-promised and under-delivered and a new supplier is needed. But that's often not the main problem - in my experience, at least. And the carousel of business to business, tech-focused PR agencies, won't make much of a difference. What would make a difference to your company's media coverage? 1. If you actually follow the advice of your PR agency. (Sounds obvious I know but PRs tell me that this isn't a given.) 2. Engage with your agency by providing them with access to senior managers, customers and have regular brainstorming and planning sessions with them and stop "ghosting" them 3. Treat your agency with respect 4. Realise that improving your company's reputation, and that building authority through content and media coverage, is a long game. Do all four of the above - or at least three out of four - and I reckon your company could see a 20%-30% improvement in however you measure media coverage and the performance of your PR agency. And you'll waste less time on tedious requests for proposals.

137

22 Comments