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Yonkers

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A living style guide for corporate writing – it’s about ‘feel’, not rules.

Corporate journalism style is a living and evolving beast. When I began writing, over twenty years ago (eek!), many businesses spent months putting together lengthy droning white papers; today, nobody has time to read them. Yet, before we dismiss them with a laugh, it's worth remembering that in those days there was a different subtext. These documents would stand in stone for a year as the foundation of a company's product positioning. They were rich in careful research and evidence. They weren't fundamentally useless, they just applied to a different sales and engagement process. Today, engagement has changed, and so has the writing. The style is conversational; and storytelling - painting pictures of human experience - carries more weight than a bunch of percentages. That co

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Is Buzzfeed really that bad?!

Back in June, that doyen of business reporting, Robert Peston, gave the Charles Wheeler Memorial Lecture at the University of Westminster. He spent some of his time sticking a couple of well-manicured fingers up at Buzzfeed, the hugely successful content stream business which relies significantly on Listicles (lists of bitesize nuggets) and animated GIFs. He says, "In a commercial world where hits mean money, it is legitimate to fear that difficult journalism will increasingly be squeezed out by massively popular stories..." Peston may be right - but he's horribly wrong to have Buzzfeed in his sights. For starters Buzzfeed has published some exceptional, well-researched, in-depth longform journalism; most recently on the Palestine situation, for example. Second, unlike the many

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