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(Fogra 29_WF)Job:08-28858 Title:RP-Writing & Research for Graphic Designers
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(Ray)
(Fogra 29_WF)Job:08-28858 Title:RP-Writing & Research for Graphic Designers
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Writing & research for graphic designers
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What constitutes effective public relations/corporate communications?
As a professional communicator, your goal is always twofold: to strengthen
your relationships with your supporters, and to enlist new ones. In both
cases, you start with shared interests. There are many different yardsticks
for success that one can use (newspaper circulation numbers, clicks, tweets,
subscribers, etc.), but I like to think of the process as a dinner party. If you
manage to catch up with an old friend, make an introduction, and meet
someone new, you’re doing well. That may sound simplistic, but when it
comes to communicating with a large and ever-changing community—even
one as well respected as the School of Visual Arts, where I work—it’s help-
ful. We’re looking for opportunities to be the dinner party’s host: whether
it’s in the New York Times, on Facebook or Tumblr, or at a venue that hasn’t
even been built yet.
What are the three main characteristics in writing a public relations
announcement?
The answer depends somewhat on the occasion. When it comes to the
textbook press release (yes, there still is a place in this world for the press
release), there are certain “golden rules” that apply to the format, tone, and
organization of content. In my experience they apply to design announce-
ments as they do in other areas. Make it as easy to scan as possible (respect
the journalist’s time), be as objective as you can (respect the journalist’s
intelligence), and provide as much relevant and accurate information as
you can (respect the journalist’s need for reliable content). I’m only doing
my job if an announcement answers a simple question: What’s at stake for
the intended audience? In other words, what does the reader stand to gain,
what’s he or she being asked to do, and why act now?
In writing these blog items, what is your goal?
At its foundation, the work we do is storytelling. We want to tell stories
that readers, in turn, tell their friends, coworkers, and families. With social
media, we can observe the process in real time, as people share, comment,
or “like” content. When it comes to writing about design, we’re interested
in stories that are not just shared by designers or people in the business.
We’re thinking of the parent of a nondesign student, the sculptor who is a
fine arts alumnus, and the magazine culture editor. We want to demonstrate
the ubiquity of design, the power of the designer, and the role that SVA
faculty, students, and alumni can play in changing the world.
Is there any room for “personal style” in blog items like these?
Yes, and where personal style comes through is in the tone and emphasis.
Blogging can be more conversational and colloquial than writing for print
or traditional reporting, which is a big part of its appeal. On the SVA blog,
for example, we use multiple contributors and don’t credit our writers (or
disclose personal information), but the reader should still feel like there’s a
human being on the other end, someone who’s interested in the subject at
hand. All blogging comes down to “Hey look!” whether it’s more news or
feature-oriented, and a personal voice can go a long way. The real question
is whether or not anyone will go back and read this stuff years from now—
if it can even be found at that point.
What is the difference between these blog items and a press release?
Blogging is originally a vehicle for opinion, and it’s a rapid-release, short-
acting dose. The format is reactive—you’re often piggy-backing on other
news—in getting your message out. And the blogging platform makes it
possible to offer up lots of visuals and multimedia, so the copy becomes
less important. A press release is a news vehicle, and is meant to provide
journalists with a factual basis for reporting. Blogs and releases are both
forms of endorsement, but the stakes are different. A release needs to
justify the extra time involved in unpacking it because it’s a claim to
vgetting on the public record.
Is there a formula for getting a press release noticed?
I wish there were! The simple answer is, know who you’re sending a release
to, and why, before you even start writing. PR folks like to say we’re writing
releases that are ready to publish, and there’s some truth to that. If you can’t
imagine a release appearing—maybe just in part—in the target outlet, you
need to start over. The headline and deck of a release should also pass a basic
test for newsworthiness and timeliness: Why does the world need this infor-
mation now? As the media landscape has evolved, and journalists have more
demands on their time, there’s greater impatience and suspicion toward
press releases. If you can’t attach a personal message to a release, you’re not
likely to get serious attention.
Are there any dos or don’ts on writing for the press?
Like all relationships, the interaction we have with journalists is specific
to the individuals involved—and timing plays a big part in generating
publicity. Members of the press expect PR professionals to do their home-
work, and rightly so. They’re often inundated by pitches and press releases.
Don’t assume any background knowledge on the reporter’s part (you should
be prepared to write the story you’re pitching), but do consider how you
communicate. Some reporters want to be pitched on Twitter any time of
day or night. Some people want to receive a fax at their office between
the hours of 4 and 5 p.m. Finally, a good litmus test for press outreach is,
“Would I want to open this 400th email of the day?”
Michael Grant Talks about Effective Publicity
Michael Grant is director of communications at the School of Visual Arts, New York.
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section 2
surveying the diciplines
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7
Blog
Exclusive online writing, particularly for weblogs, must not be
ignored (although sometimes I’d like to ignore it). The blog has
become a breeding ground for many fine writers and thinkers, and
a bottomless well of unique information and ideas. An increasingly
growing number of readers are getting their nourishment from
blogs, often in bite-size servings.
Blogs are happier when the short form is used. But the long
form is also present within these precincts. Routinely the blog
style is more informal (sometimes only lightly edited, if at all),
but the quick and loose approach appeals to the reader who has
limited time and lots to digest.
There is also a tendency to write in the first person, with
many asides, winks, and nods. When done judiciously, this
adds to the enjoyment of the read. When overdone, well, it
is like fingernails scratching a blackboard.
Blog topics range from obscure to newsworthy, ultra-ephem-
eral to highly intellectual, arcane rants and raves to intensely
researched essays. But the main virtue is immediacy: capturing
the zeitgeist in comparatively short bites. There is sometimes
virtuosity in those captures.
Blogs give everyone a virtual printing press, and that’s good.
What is bad is that it gives anyone an often unmediated soap-
box. We still have the option of engaging or not, but blogs are
part of the daily conversation. Blogs are quoted; bloggers are
taken seriously; blog reports have sometimes even influenced
daily news and public policy.
The range of concern and the level of quality were all over
the lot. The blogosphere is composed of a slew of individual
blogs. Some are indeed logs or diaries that reveal personal
interests and quirks; others are ersatz journals that offer serious
points of view. In the design world there are a handful
of well-visited blogs, but I was surprised to find so many
design-related or design-interested blogs where aficionados
are holding forth either too many or too few. Whether blogs
will evolve into other writing genres is left to be seen, but
for now, they are significant outlets for information,
expression, and more.
The remainder of this section includes several different types
of blogs. Gail Anderson’s blog post on Print magazine’s Imprint
website addresses her teaching experience and exemplifies a
breezy style that is characteristic of blog writing. Similarly,
Liz Danzico’s post on online etiquette is a story that might
not have found a publishing home if not for the accessibility
of personal blogs. The personal blog allows the blogger an
opportunity to try out different styles and voices. Graphic
designer Sean Adams uses his blog to share insights in a
personal manner.
pArT seven : BloG
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