I’ve spent 20 years in television and public relations. I’ve written numerous news bulletins and know what makes a good story. My TV career included work as producer and director for REMI award winning documentaries and my PR work has provided its own reward in the sense of satisfaction which I gain from happy clients whose businesses I’ve helped.

Getting your message out there is at the core of what I do. Media releases are important. Using extensive press contacts is also a key ingredient for success. But there are so many other ways to aid communication with your audience.

Blog posts are a wonderfully informal and chatty way to help deliver your message to a wider audience. It looks easy but it can be tricky to get right. I like to think that producing one is a bit of an art-form. Get it wrong and it’s a one-way ticket to Boringville. Get it right and it becomes powerful and engaging.

So, how can I produce a scintillating piece of work for you? Well, first up, a blog is personal! It’s about you! You sell your product. Your team are the salespeople. As such, we can interweave what you do and, crucially, what you like to do into the text, so readers become engaged with you as a person. This is our chance to create interaction and so encourage a perspective client to establish rapport. It gives them a chance to feel they’re getting to know, like and trust you. All crucial factors for business.

So, how does this work? We chat over coffee. Or on the phone. It’s whatever works best for you. It allows me to get used to your language patterns. Your phrasing. How you speak. As such, when I type up your thoughts, it really does sound like you! It’s the same techniques used when writing scripts for newsreaders. The words have to sound natural to them and, as such, it appears to be a natural conversation for you, the viewer.

Once your blog is ready then I send it to you for approval. When you’re happy, you upload it onto your website and social media platforms. People can quietly read it over a cuppa, so allowing them to engage with your thoughts and your aims.

Blogs allow you to convey your message in a subtle, friendly, relaxed and approachable way. No big words. No jargon.

They’re good at helping boost your rankings on Google. Fresh content shows you’re pouring TLC into your website. The more words, the greater the TLC, and, we hope, the higher you go up the rankings list!

I tend to write to three standard lengths: 1500 words (large), 750 (medium) and 350 (small).

Next up: media releases! I like to think writing news bulletins gave me a flair for some pretty snappy copy.

I’ve also spent my fair share of years working on news desks where I’ve read a vast array of news releases and I quickly discovered what works – and what doesn’t! People sometimes think they should read like a Boardroom report. They shouldn’t.

My job is to help you deliver your message in less than two pages of double spaced type. It’s a very different style of writing to the one used when producing a blog. Short releases have a greater chance of perking the interest of the journalist who only has the time to scan read it before deciding to run it (or not).

Why not include news releases on your website? It’s a great way to provide fresh content and you can share them on your social media platforms.

How about a newsletter? I’ve teamed up with Zoommail to be able to produce newsletters which can provide monthly updates to a wide audience – wherever and whoever they are.

I’ve spent 20 years in television and public relations. I’ve written numerous news bulletins and know what makes a good story. My TV career included work as producer and director for REMI award winning documentaries and my PR work has provided its own reward in the sense of satisfaction which I gain from happy clients whose businesses I’ve helped.

I’m a member of the Chartered Institute for Public Relations (CIPR) and adhere to its high standards and ethical Code of Conduct. Please drop me an e-mail, or give me a call, to see how I can help you grow your business.

Duncan Little,

DJL PR (MCIPR)