Continuing into July, two dozen countries are competing for the championship title in the FIFA Women’s World Cup. Throughout France, the teams join thousands of attendees and millions of fans speaking over fifteen different languages. It could seem daunting to the players to focus on the forthcoming championship without being distracted by their new, fascinating surroundings.
With Team USA pegged as the heavy favorites for victory, they seem to have found their footing. However, it’s easy to misstep, especially when juggling many roles like athlete, influencer, champion, team and individual – similar to how a public relations professional handles varying clients and industries with completely different audiences and writing styles.
Let’s explore ways to maintain a steady voice on and off the pitch.
Kickoff
To win the day, you must understand your opponent or challenge. Before attempting to write a press release or blog post for your client, familiarize yourself with the readership and nuances of the outlet. Reporters and social media followers require very different writing styles and information. While a reporter requires an in-depth overview of an announcement, an Instagram follower wants a brief clever summary of the product or event and an accompanying photo which provides “a thousand words.”
Passing Downfield
Just as the first rule of soccer is to use your feet not your hands, the first rule of writing is to do your research. To stay consistent with your brand’s voice, it’s helpful to review previous documents to identify typical vocabulary and phrases and create a list of common verbs, adjectives and nouns. This list will provide a map and word bank to keep you aligned with the brand’s voice, style and tone.
Zone Coverage
Sometimes, you have to mix it up just as you would if your star player was completely covered. There are numerous writing styles, but some are more appropriate than others depending on the type of media. Match what you’re writing to the medium; one size does not fit all. For example, the realm of social media is more ‘laxed in areas like punctuation and grammar, whereas press releases and media advisories require more traditional and formal styles of writing. An email to a reporter might include punchier sentences than an announcement on a newswire, and copy for a website would highlight quick, familiar words. Meanwhile, a Facebook post can feature an overuse of exclamation points and certainly an emoji or two to convey the message, but a byline needs descriptive language which projects the personality or purpose of a person.
GOAL!
With the correct research, a list of desired language and a strong reason for each sentence, your writing style should project a strong and authentic voice for your clients’ range of deliverables.
Are you staying on brand and matching your client’s unique voice? Take a step back and walk- or run – a mile in the shoes of your clients – whether they’re formal and traditional like dress shoes or more action-packed and direct like cleats.
As design director at Cookerly, Tim serves as the creative lead in the development of branding campaigns, print collateral and digital media for clients across a broad range of industries, including consumer, professional services, healthcare and technology.
As a senior vice president at Cookerly, Mike Rieman is a strategic communications leader specializing in media relations and reputation management. With a proven track record of securing high-profile placements in top-tier outlets such as The New York Times, The Wall Street Journal, CNN and USA Today, he excels at crafting compelling narratives that resonate across print, broadcast and digital platforms.
Mike Touhill is vice president at Cookerly Public Relations, where he helps lead traditional, social and digital media programs for B2B and B2C clients in packaging, telecommunications and technology, among other industries. As a communication leader, he develops and executes public relations strategy, provides proactive and reactive counsel to C-level executives and secures earned media coverage for client initiatives and product.
Andrew Agan is a vice president at Cookerly Public Relations, overseeing the agency’s internship program and leading media relations, content strategy and social media initiatives. He provides counsel and executes campaigns for clients across various sectors, including finance, healthcare, hospitality, technology, automotive and many others. Andrew excels at crafting compelling stories and building media relationships, resulting in clients being featured in notable outlets such as CNBC, Associated Press, Business Insider, Fox Business, HBO, Inc. Magazine, Sirius XM, The Wall Street Journal and USA Today, among others.
As vice president of Cookerly, Sheryl Sellaway uses her extensive corporate communications background to lead consumer PR efforts, deliver strategy for marketing programs and share expertise about community initiatives.