Words on Words

Here are some detailed answers to the common questions we’re asked:

Q. You do whole PR plans, but I just want a press release. Can you just do that?
A. Sure… if that’s what will really suit your purpose. We will always ask why you want a press release, to ensure that it really will meet what you need. Sometimes it turns out someone thinks they’ll “chuck a release in the local rag”. Generally, this is done without much forethought — usually either because of lack of time to spend on marketing planning, or the phone could be quiet so they panic and do some “binge marketing”! You may want a press release to pop up on your website, have as a hand-out or submit to a publication as part of a marketing/PR objective. So we can certainly do it, but we will ask why you want it!

Q. I’ve written my own press release, but feel a “bit close to it”. Can you look over it for me?
A. Definitely! We often find people know what they want to say (they’ve launched a new service or product, or have moved premises, etc.), but may write the release like an essay: introduction, body, conclusion. If we think a bit more info is needed, we’ll tell you, otherwise, all we need to do is edit it for newsworthiness, and … voilà! If a press release is part of your integrated marketing plan, then this is a cost-effective way to get one. (We do harp on about the release being part of a plan, but if it’s just shot off in isolation, then it’s really like playing tennis by yourself…but not against a brick wall.)

Q. We’d like to do a newsletter, but really don’t have the time to muck around with writing it, or finding designers or printers. Can you do all that?
A. Yes! We do this for several clients. Usually you know the content — or maybe just have some ideas. We can write the articles, design the newsletter, print it and deliver it to your door. We get your okay and feedback at the appropriate times, so you always have control and approval over the newsletter, but without mucking around on it. You may or may not want to write your own material — whatever works for you is fine.

Q. What does it cost to have something written — a brochure, words for a web site, press release, PR plan, newsletter and so on?
A. If you can provide us with a clear brief, then we can give you a good estimate. Writing is a creative thing; it’s not like mowing the grass, where you know to within a few seconds how long it will take you. Probably the hardest thing we come across is people saying, “oh that won’t take someone like you long, it’s just a few words!”. The usual response is, “Well thanks for the compliment, that’s why you’ve come to us, but please don’t undervalue the worth of well-constructed words.” A meaningful piece of writing doesn’t necessarily happen in the time it takes a dog to eat a bowl of ice-cream... However, knowing your outlay is important, so, depending upon the type of job, we can either give an upper and lower estimate of what your job will take, or a fixed fee — either will be based on our experience with similar, previous jobs.

Q. I've seen a tag line of yours that says “strategic writing and logodaedaly”. What on earth does that mean and do you always use big words?
A. Yes, yes, we like big words…. they’re fun. But they also have their place. Sometimes, big words are apt; other times they are cumbersome and sound a little bit smarty pants-ish. In those cases they just get in the way of understanding. Using big words in inappropriate circumstances is a little bit like a hip pocket on a singlet… (there’s one about a bull too…) “Logodaedaly” means the clever use of words…it just rather took our fancy…

Q. And what do you mean by “strategic writing”?
A. Strategic writing is targeted writing. It’s useful writing. It has a purpose.

Q. What makes good writing?
A. Good writing allows the message to be understood as it was intended. Good writing isn’t about “fancy pants” stuff. It’s not about using the biggest words, or the highest number of synonyms possible, or clever alliteration, or an elaborately constructed denouement. Good writing aids in the message being understood, it shouldn’t be noticed for its own sake before the message.

If we can help you, or you have any questions, please e-mail us or phone us on (03) 5823 5145.