Although this article is geared more toward editors and how they can get the best out of their writers, I found it interesting from the writer’s perspective. It gave me some things to think about, especially when working with a new client, and questions I can ask in order to get to know the client, the brand and the audience better.
I spent many years as a beat reporter, and relationships are essential to that job. Not only did I know the sports I covered inside and out but also the players, the management, other sources around the league, etc. Writing about a brand isn’t much different. There may be less day-to-day news and moving parts to follow, but it’s still important to build relationships and have a deep understanding of the brand, its values, the people behind it and the tone they want to convey as well as be able to tell a story that will stick with readers.
Otherwise, as the article points out, you risk just being another writing yelling into the void.
KAREN PRICE FREELANCE 