How to work with your special section writer
By Susan Burnell, APR
An advertorial or special advertising section is a great opportunity for you to tell your company’s story.
It typically offers readers newsworthy information and insights about “big picture” issues and trends,
along with fresh, positive, interesting facts or success stories about your company.
If your organization has made a print advertising purchase that entitles you to advertorial or special
section content, the writer assigned to the project is your greatest ally.
Sometimes, there is a disconnect between the person who buys the ad and the person who works
with the writer. Or, your company has never participated in a special section before and you aren’t
sure what to expect. These tips can help you save a lot of time and make the process go more
smoothly.
Be available
Be on target
Be a resource
A good relationship with your special section writer will help your company get the most out of its turn
in the spotlight. The result will be interesting, accurate and persuasive content that has lasting value
as a promotional tool for your organization.
About the author: Susan Burnell, APR is an accredited public relations professional and business
writer based in Houston, Texas. Her work has appeared in Forbes, The Wall Street Journal, American
Legacy, North Florida Doctor and numerous other magazines. Burnell's bylined special sections have
earned writing awards from the International Association of Business Communicators and the Florida
Public Relations Association. For more information visit www.inkspark.net
By Susan Burnell, APR
An advertorial or special advertising section is a great opportunity for you to tell your company’s story.
It typically offers readers newsworthy information and insights about “big picture” issues and trends,
along with fresh, positive, interesting facts or success stories about your company.
If your organization has made a print advertising purchase that entitles you to advertorial or special
section content, the writer assigned to the project is your greatest ally.
Sometimes, there is a disconnect between the person who buys the ad and the person who works
with the writer. Or, your company has never participated in a special section before and you aren’t
sure what to expect. These tips can help you save a lot of time and make the process go more
smoothly.
Be available
- Communicate with the writer early in the process.
- Discuss the special section theme, length and deadline.
- Provide your phone and e-mail contact information, best times to contact, and the city and time
zone you’re in.
Be on target
- Look at examples of special sections if you are unfamiliar with the format. (Forbes magazine
posts its special sections at www.ForbesSpecialSections.com) - Know the audience. This is especially important if you are telling a success story about your
business. Your writer can guide you through the process of finding powerful examples that will
have meaning for the reader. - Know your company’s key messages for the publication’s readers and share them with the
writer. - Be selective in what you send the writer via email, fax or mail. It’s a good idea to ask first
before sending huge files or DVDs. Photos will usually go to the publication design
department, not the writer.
Be a resource
- Supply your company’s Web address and access to your online newsroom if you have one.
- Offer links or other sources for industry trends, recent studies or statistics.
- If the writer requests a phone interview with a company executive or client, find a way to make
this happen. Remember, it’s the advertorial writer’s job to portray your company in the best
possible light. (So the interview will be a friendly one, and it need not be lengthy.) - If the writer needs your help obtaining a brief quote from an executive or spokesperson, it’s
best to get a fresh one. The most effective quotes are conversational in tone.
A good relationship with your special section writer will help your company get the most out of its turn
in the spotlight. The result will be interesting, accurate and persuasive content that has lasting value
as a promotional tool for your organization.
About the author: Susan Burnell, APR is an accredited public relations professional and business
writer based in Houston, Texas. Her work has appeared in Forbes, The Wall Street Journal, American
Legacy, North Florida Doctor and numerous other magazines. Burnell's bylined special sections have
earned writing awards from the International Association of Business Communicators and the Florida
Public Relations Association. For more information visit www.inkspark.net
Imagination Ink
Business Writing & Public Relations
Business Writing & Public Relations
 |
| |
 |
| |
 |
| |
 |
| |
 |
| |
 |