WRITING FOR PUBLICATION
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SPEAKING ON BEHALF OF. . .
Translating someone else’s thoughts and ideas into written form demands more than well-developed writing skills – it needs good people skills, too. A competent ghostwriter needs empathy, patience, the ability to hear and not just listen, and – perhaps above all – an ability to create order out what is, often, chaos. Here are just a few of the many pieces I’ve penned as the voice of others, usually after a long verbal discussion.
MY OPINION IS...
During my years as a Public Relations consultant, I've secured and written many opinion columns. Among them were these comment pieces in the voice of James Henry, the Chairman and CEO of Digital View. Only two are shown here, but there were more than 40 in total, written over a 5 year period.
SO, WHAT DID YOU DO NEXT?
Sometimes, the writing aspect is only part of a project: you have to get background first. This is a skilled job in itself, usually requiring research, or interviews, or both. These technology case studies (for Paessler Systems), just two of a series, were originally written for publication in leading industry magazines, and subsequently used by the customer (Paessler) as promotional tools. I obtained background through face-to-face interviews with the project managers concerned.
Possibly as a result of having originally trained as a physicist, though more probably because of watching too much Star Trek as a youth, I have an interest in, and reasonable familiarity with, the topics of science and engineering. So it’s perhaps unsurprising that I’ve been asked to write no small number of technical articles, and have contributed to many major trade journals, as well as some consumer science magazines and, on occasion, national newspapers. Here's just a small selection of titles I've contributed to. See more technology and technical writing examples here.
ROOM WITH A VIEW
Evolution Hospitality Consultants specialises in the third-party management of hotels – interfacing between franchisees and brand owners such as Hilton Worldwide. This is one of a series of articles written on behalf of EHC’s CEO, Robert K Kennedy. The pieces appeared in a variety of places, including industry magazines and blogs
KEEPING CHANNELS OPEN
Ingram Micro has, quite literally, thousands of resellers in the UK alone. And they all need to be constantly informed about the latest technology, and incentivised to purchase from Ingram Micro. To this end, the company operates a comprehensive channel communications programme, consisting of magazines, newsletters, emails, seminars and more. For 5 years, I was part of a small writing team which provided material for this programme.
WHAT'S THE SCOOP, GUYS?
Striking the right tone with a newsletter – usually a blend of informative, engaging and friendly – is key to its success. Over the years, I’ve contributed to dozens, both for internal and external distribution. For some of them, such as these, I was responsible for all content: identifying stories (news and features), researching them and – of course – writing them.
THE WHITE ALBUM
Done right, B2B white papers can form the backbone of a content marketing or PR campaign. In fact, according to Demand Gen (Jan 2020), 71% of B2B buyers used white papers to research purchase decisions in 2019. Over the years, I've researched and drafted many WPs, on a variety of topics - and I'll be delighted to discuss any project you have in mind.