Comments on: When Safe Freelance Writing Isn’t Good Enough

By: Lori Widmer

Lori Widmer — Wed, 22 Jun 2016 12:42:16 +0000

Paula, it's true. I know some media outlets do publish them verbatim, others take bits of them for their front-of-the-book sections, but in general, they don't compel editors to want to use them. Though I will say the well-written ones do spark ideas. I've used a number of them as springboards to articles, and thanks to the releases, I already have one source.

Totally agree on the conversational tone. You can do that and not sound so corporate, but still maintain your authoritative tone. It just takes the right writer.

By: Paula Hendrickson

Paula Hendrickson — Tue, 21 Jun 2016 20:08:17 +0000

Being on the receiving end of an endless stream of press releases, I can attest that anything that sounds like a press release is immediately ignored (by me).

Conversational tones always beat corporate jargon.

By: Lori Widmer

Lori Widmer — Tue, 21 Jun 2016 14:17:59 +0000

Sometimes it just takes a nudge, doesn't it? You're so right about the conservative nature of our niche -- moving them toward something new can be painful for both sides.

I think you were smart to give them a "transitional" style. Helped ease the terror of something new, I'd bet!

By: Cathy Miller

Cathy Miller — Tue, 21 Jun 2016 13:16:54 +0000

As you know all too well, Lori, our niche tends to be a tad conservative in communications. ;-) The healthcare industry is also.

I remember when I presented a different format to a healthcare client. Something other than the "traditional" white paper. The new format combines images and a presentation format (what Nancy Duarte calls a slidedoc). They loved it. It helped that they have been a long-time client so there is a good level of trust there.