escrever na web
No artigo «7 lessons content marketers can learn from journalists» Daniel Chioco identifica algumas lições que os marketeers deviam aprender com os jornalistas na elaboração de conteúdos. Antes de mais deve-se sublinhar a importância de escrever bem, com frases fluídas e que não causem ambiguidade. Chioco acrescenta: escrever um bom título que incentive à leitura, aprofundar o tema, pesquisar detalhes interessantes ou procurar um ângulo diferente, estar actualizado e a par das últimas novidades, ser conciso e acima de tudo escrever informação de qualidade. Até porque:
News stories are some of the most widely shared pieces of content on any given day, especially as consumers are becoming more opinionated on various topics, and eager to share their opinions. These news pieces are a content strategy that has the ability to go viral, and can inevitably help similar pieces find virality as well.
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:
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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?
‘Social media now hold a vital place in this media ecosystem, filling informational voids left by the still bridled state and traditional media.’
Social media now hold a vital place in this media ecosystem, filling informational voids left by the still bridled state and traditional media. Words written on them also round off the unknowing edges of reporting done by foreign media who fail at times to understand certain cultural, political or societal dimensions of their stories.
See complete text in The Revolutionary Force of facebook and twitter.
No artigo How to Turn a Blog Post into a Press Release destacam-se as seguintes orientações: ter a certeza de que se está a a anunciar algo (lembrar os valores notícia, pode ser útil); escrever na terceira pessoa, rever o título, espreitar a concorrência ou ver bons exemplos, mas também:
Rearrange the post to contain these press release elements
• Dateline: If you use a press release distribution service they’ll make sure you get this right, but if you’re writing it on your own, the format is: “CITY NAME [all caps], State abbreviation (Month Day, Year) – “ So as an example, you’d have “POUGHKEEPSIE, N.Y., (Aug. 31, 2011) – [First sentence starts here.]”
• Lead: The main news. You can be creative with your first sentence, but make sure you get the who, what, where, why and how in the first paragraph. Your keyword/s should be in the lead as well as the headline.
• Quote: A quote isn’t required, but it always helps to illuminate the press release and give it some personality. Go ahead and use “I”s and “you”s here. The quote is usually the second paragraph, but again, not required.
• Boilerplate: At the end of every press release, include a short paragraph about the company, again in the third person. Your website and phone number go here, too.