3 ways to Think Like a Reporter

Put the audience first and more

Friends!

Want to reach reporters and other readers?

Here are three ways to write audience-focused messages — whether for media relations, marketing materials, internal comms, or other audiences or channels:

1. Put the audience first.

Steal a technique from this State Farm Silver Anvil Award-winning campaign, and lead with the audience in the first paragraph:

Parents of teen drivers believe teens are obeying the letter of the law when it comes to graduated driving licensing (GDL) laws. As it turns out, what parents think — or hope — and what teens report actually doing don’t match up according to a new survey conducted by State Farm.

Don’t start with [Organization name] conducted a study. Lead with the audience, instead.

2. Lead with the benefits.

Don’t write about us and our stuff. Instead, focus on what audience members can do with your stuff.

“There’s nothing wrong with a story about a new product,” says Stephany Romanow-Garcia, senior process editor, Hydrocarbon Processing. “But readers want to know, ‘How am I going to use it?’ I’m not interested in ‘new and improved.’”

Instead of:

National Semiconductor’s Workbench Sensor Designer tool enables engineers to quickly move from concept to simulation to prototype in a few keystrokes.

Write:

Engineers who typically take weeks to design sensor systems can now complete their designs in minutes, thanks to a new, online design tool.

Stories about how audience members can solve their problems reasonably get more coverage than stories about your company’s new Widget 6.7.3.

3. Avoid Institutional Narcissism.

Too many messages coming out of today’s organizations We-We on the audience. We did this. We did that.

Sorry folks, your audience members just aren’t that into you.

They’re into themselves. And journalists care about whatever their audience members care about.

Does your team need help accomplishing its New Year’s writing resolutions decisions? If so, reach out. I’ll help you and your team members write messages that Catch Your Readers.