Escrever «underpressure»…

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As propostas de Lindsey Olson para saber escrever sobre pressão. Ler AQUI na íntegra.

PR people do more writing each day than they may realize — from the expected stuff, like press releases, contributed articles, bios, speaker proposals, award submissions, case studies and pitch letters to other forms of communication like blog responses and emails offering client counsel.  Then there′s the way we represent ourselves with social media — the profile updates and community contributions or perhaps the blog posts we write.  While it′s important that all of these written communications be sharp, smart and clear, many are done on the fly or with an expected tight turnaround.

From my experience, here are a few tips for writing well under pressure:

  1. Get rid of distractions — close down a few Windows on your screen, close the door to your office or settle into someone else′s office or a conference room.  Tune out the buzz around you so that you can focus on getting the job done.
  2. Just do it — stuck on finding the perfect opening or headline?  Sometimes it′s best to just start writing and get the juices flowing, then go back to edit later.  One of my supervisors once told me that the key to writing in PR is to think about the news you are trying to communicate and imagine two old men sitting on a bench communicating it for you; the point was that if you could imagine their conversation you would have your headline, your sub-headline and your supporting arguments.
  3. Break it down — if the idea of writing an entire piece right now is overwhelming, create smaller, more do-able “homework” assignments.  When I′m really stuck and not motivated to write something that really needs to get done, I set a schedule for myself.  For instance, I′ll tell my lazy self that I must write for the next 30 minutes and then reward myself with another, more desirable activity.
  4. Start with the easy stuff —maybe thinking of a fresh way to write the CEO′s quote in a press release eludes you, but you can easily write the fact-filled introductory paragraph and company boilerplate paragraphs.  Doing so makes it look like you′ve written more than you have and could be the inspiration you need.
  5. Imagine what the reader will think — every piece of communication you write has an intended audience.  Put yourself in their shoes for a second and think about what they want to know, what their first question will be upon reading your headline or opening line or what their reaction will be to your news.
  6. Take a break — this kind of flies in the face of my first few tips where I suggest just focusing on the matter at hand, but honestly some of my best ideas come when I switch gears for a short time and get up from my desk to do something different.
  7. Keep a diary — a lot of writing experts recommend this because it gets you in the habit of writing, gets the ideas to appear on paper and is a fabulous way to get a sense of your writing style.
  8. Read — I recall a saying that good writers are good readers, probably because reading a variety of materials will expand your vocabulary, open you to new ideas and keep you current.

What are your tips for writing under pressure?


Como escrever conteúdos razoáveis (I)

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A redacção de conteúdos escritos é uma das tarefas que tem de ser realizada com eficácia por qualquer profissional de comunicação. De preferência depressa e bem. A melhor técnica continua a ser a prática. Mas logo a par, ou antes, sugere-se muita leitura e atenção ao modo como os outros comunicam. Ler revistas e jornais pode ser um passatempo útil até enquanto se toma um café. Apanhar as páginas de economia de um jornal permite-nos saber a quantas andamos e a conhecer quem é quem. Espreitar a Briefing, Meios e Publicidade, Exame, Executive Digest ou a Markeeter pode ajudar a entrar no métier.
Quando se trabalha numa organização é preciso também conhecer o sector de actividade e a concorrência. Há sítios corporativos, boletins informativos, publireportagens e webletters cuja leitura rápida pode ser benéfica. Para além dos conteúdos escritos em papel, pode-se adquirir alguma prática de pesquisa online. Se não se tem tempo para ver tudo: selecciona-se o essencial ou então opta-se por subscrever webletters ou blogues que nos podem fornecer os conteúdos sobre os assuntos que queremos. O conhecimento e a aprendizagem são um processo contínuo.
O surgimento deste blogue tem a missão de concentrar num só espaço algumas ligações úteis e informações básicas para se saber como fazer em diferentes circunstâncias.
Cada um tem de trilhar o seu próprio percurso. No mediapressure não temos gps mas ajudam alguns gatafunhos para dar… pequenas orientações.

Assim, para escrever cada vez melhor sugerem-se as seguintes espreitadelas:

Press Releases: Dead or Alive?

Also known as a news release, a press release is generally a one- to two-page document exhibiting the “Five Ws” (who, what, where, when, why — and how) of a news briefing. It’s a way of packaging a story to send to members of the media, as well as other parties, by leading them to the most important facts and providing them with ideas for a creative twist or hook to their story.

Para perceber mais sobre newsletters veja AQUI.

Os conteúdos a disponibilizar online devem possuir alguns dos pontos referidos no texto Introduction to Writing Copy for the Web . Entretanto, não faz nada mal dar uma vista de olhos a 10 Tips For Writing Effective Web Copy ou entrar no ritmo de Newsletters — 15 tips on writing, editing . Numa página apenas encontra Guidelines on writing copy for the web.
Em português encontra também Como escrever conteúdo para web-sites?