My journey in storytelling started at school with an essay assignment to write about my life.
It got a high mark and, combined with the results of a careers assessment of my abilities which showed I was good at writing, brought encouragement that I could make a career from writing. Spurred by that, I set myself the goal of becoming a journalist. Nine years later I had achieved that after graduating from Britain’s top journalism school.
I’ve been a professional writer – first a journalist and editor, then a PR practitioner – since 1988, so finding the right words to tell your story is something I have a lot of experience of doing. I’ve written everything from news and features to advertorial and technical features for B2B titles as well as scores of press releases.
So you can be sure your story is being told using the most effective words to communicate your key marketing messages.
If you’d like to see examples of copywriting I’ve done for clients, contact me by email. Meantime, check out my blog.
As I’m a great advocate of the marketing maxim that you should ask your audience what they want, to decide the topic of this blog I ran a poll on LinkedIn. So, here’s how to increase your brand awareness! I’ll break them down into the PESO types of media as is best...read more
Managing expectations is a key part of effective stakeholder and reputation management because it’s about building and maintaining trust for a long-term constructive relationship. In his 1999 business autobiography Direct from Dell, Michael Dell says one of his key...read more
The existential fear created by the Covid-19 pandemic and resulting lockdown has generated a retreat to trusted brands according to Survata research quoted by Search Engine Land. This isn’t surprising. Most of us react to a threat we can’t challenge by retreating to...read more
Why just calling for the 2-metre rule to be relaxed to enable your business to be profitable may actually endanger its survival. And what you should do instead
There’s a huge and increasingly-urgent debate taking place between governments and businesses still locked down because of Covid-19 over the ‘social distance’ they’ll have to operate when they can reopen. Pubs, restaurants and others types of businesses have been...read more
10 reasons why the Covid-19 newspaper sales dip isn’t the end of PR. And 17 why you need a PR pro to get the most out of it
The Covid-19 pandemic has provided plenty of stories for print media. But it’s been bad news for them in terms of sales of print editions and advertising since the start of the UK lockdown. The number of people buying print editions while shopping or making other...read more
The Covid-19 pandemic has seen consumers retreat to trusted brands. That’s great if yours is already trusted. But Covid-19 has also created and opportunity for challenger brands – Edelman found more than a third of people have started using a new brand because of the...read more
Now the UK lockdown is starting to ease, the question facing many organisations is ‘How do we get back to work safely?’ In order for parents of school-age children to be able to return to a shared workplace, their children need to go back to school. But as things...read more
Would you be happy to send your child back to school today? Or go back to your office, or meet clients at theirs? No, I didn’t think so. To enable Britain to get back to work, when local law allows it, companies, organisations and governments around the UK need to...read more
The Edelman Trust Barometer Spring 2020 Update has important information for UK businesses and their leaders if they want to retain or gain the trust of the public, including their key stakeholders, while navigating their way through the Covid-19 crisis. 56% of people...read more
There’s been no shortage of opinions shared about what brands should be doing and saying during Covid-19. This is what research of brand audiences is saying they want to see your brand do and say: Be part of the solution, or its support - A Kantar survey showed 47%...read more