This presentation unpacks how to write with more power, polity, persuasiveness, clarity, cleanliness, conciseness and credibility, especially in the corporate world. If you're a PR person, media officer or corporate comms specialist, you need to look at this presentation. Today. [Created for the 2014 STC Strategic Media & PR Conference, 30 Jan 2014.]

1. Strategic Public Relations &
Media Strategy Conference
Spectacular Training & Conferences
January 2014

2. Best-Practice Writing Tips
for PR Practitioners &
Corporate Communicators

3. 5

4. 3500

6. Everybody is
tapped out.

8. Everybody is
time-poor.

10. Everybody wants to
run away and hide.

11. I’m Tiffany Markman
Business Writer
Columnist & Author
Writing Trainer

12. @tiffanymarkman
#writingtips

14. Writing with
POWER, polity &
PERSUASIVENESS

16. MATCHING
clarity with
cleanliness, conciseness
& CREDIBILITY

17. To repeat:
1.Power
2.Polity
3.Persuasiveness
4.Clarity
5.Cleanliness
6.Conciseness
7.Credibility

18. 1.
Writing with POWER

19. ABANDON:
waffle, archaic language,
empty flattery,
and pseudo-apology

21. Herewith please find attached

I’ve attached

22. In light of the fact that

because

23. Kindly peruse

Please review

24. Should you have any enquiries, please
do not hesitate…

Please feel free to contact me…

25. 2.
Writing with POLITY

26. “
If you are going to tell a lie, don’t tell
a little one - it will be recognised as a
lie. Tell the biggest, most unthinkable
lie. Keep telling it. People will think it
must be the truth and believe it.
The greater the lie, the more effective it
is as a weapon.
“

28. What’s
POLITY?
Diplomacy. Tact. Honesty.

29. Here’s how to do it
WRONG.

30. We regret to inform you that

We’re sorry to advise

31. There have been negative implications

The bad news is that

32. With regards to issues of disability,
we’ve directed all departments to
ensure that we meet the target we set
several years ago, of having 2% of our
people be disabled persons. *

33. WHAT?

34. 
WE’VE NOT MET OUR 2%
employee disability target and we’re
taking real steps to change that…

36. 3.
Writing with
PERSUASIVENESS

37. NOTE: THIS IS NOT HARD
SELL.
It is compelling, real &
filled with REASONS to act.

38. Sign up for our newsletter
NOW & be the first to know

39. We understand how
important it is for you to
receive regular and
proficient communication
from us. Accordingly we are
pleased to introduce…

40. Sign up. Know stuff. Share
stuff. Win stuff. Yes, the
whole world wants to send
you newsletters, but ours
has really good content in
it, every single month…

41. We pride ourselves on
quality content, thought
leadership and the early
adoption of good ideas,
so this is what you will find
in our monthly newsletter…

42. 4.
Writing with CLARITY

43. HOW ABOUT
just saying
what you mean?

44. Our offices never open late.

Our offices always
open on time.

45. High-quality learning environments
are a necessary precondition for
facilitation and enhancement of the
learning process.

Children need good
schools if they are to learn
properly.

46. We want to develop an efficient,
integrated global business by leading
the market in our focus areas. *

We want to become widely known as
the very best at what we do.

47. We want to become widely known as
the very best at what we do: banking.

48. 5.
Writing with
CLEANLINESS

50. 1. Adjectives
2. Adverbs
3. Repetition

51. The company has actively decided…

The company has resolved

52. We have segmented our target
audience into niche groups…

We have segmented our
market...

53. Our golf day kicked off on a beautiful
summer morning under blue skies.

Weather: Johannesburg summer.
Tee time: 9am.
Call to arms: the XYZ Client Golf Day.

54. Our values require that our directors
and employees behave with integrity
and display consistent and
uncompromising moral strength… *

55. At our company,
integrity and ethics
are non-negotiable.

57. 6.
Writing with
CONCISENESS

58. Ensure that the facts are
strong enough to
S T A N D A L O N E.

59. We are very proud to present a brand
new and innovative development in
internal company communication: the
cutting-edge XYZ forum.

Introducing our new employee chat
forum: XYZ. You can message
colleagues, share calendars and
integrate projects…

60. 80%
20%

61. Some jargon can make your brand look
wonky.

62. 7.
Writing with CREDIBILITY

66. 1.
WATCH YOUR
SENTENCE
L E N G T H.

67. THIS IS TOO LONG:
The home comprises large, integrated
reception areas, upstairs and downstairs, with
wood-burning fireplace and veranda and
balconies that embrace incredible garden
vistas and take your breath away.
29 words

68. THIS IS BETTER:
This home has large, integrated reception
areas, upstairs and downstairs. Expect woodburning fireplaces and balconies with garden
views that take your breath away.
10 words; 13 words

69. Rules for
SENTENCE LENGTH?
14 words max.
Use fragments.
Keep it simple.

70. 2.
AVOID
AWFUL WORDS & PHRASES.

71. ‘boasts’

72. ‘well-known’

73. ‘innovative’

74. ‘unique’

75. 3.
SPELLING.
SPELLING.
SPELLING.

76. seperate

77. invester

78. intergrated

80. PLEASE
go beyond spell-check.

81. Public
Holidays

82. Pubic
Holidays

83. 4.
APOSTROPHES
ARE IMPORTANT.

84. THE
wrong
way

85. visitor’s
parking

86. Ladies
&
Gent’s
visitor’s
parking

87. it’s
vs
its

88. Don’t judge the book
by it’s cover.

89. Its all about location.

90. Rules for
APOSTROPHES:
contraction
& possession;
NOT PLURAL

91. 5.
CHOOSE
STRONG VERBS.

92. A small space in which
to make a large impact

93. Don’t rely on
ADJECTIVES

94. DESCRIBE THE ACTION:
Stroll
Sit back
Entertain
Experience
Relax

95. WIIFM?

96. 6.
USE
GOOD STYLE.

97. Avoid
“INVERTED COMMAS”.

98. Just a “stone’s throw” away

99. Put spacing after full
stops.Please.

100. 18 m

101. Don’t do this!!!

102. Don’t USE caps for
EMPHASIS.

103. Let’s talk
technique.

104. In order:
Who?
WHAT & WHERE?
Why?
HOW & WHEN?

105. AIDA

106. ATT
ENT
ION

107. interest

108. DESIRE

109. action

110. The end.

111. THANK YOU.
ANY QUESTIONS?
www.tiffanymarkman.co.za