You don’t have time to sleep

It was 5.46am. 5.46am. That’s right.

You don't have time to sleep | pressme

I got up at 6.45am, which is late for me, and noticed a voicemail and text message on my phone. Now I set my phone to ‘Do Not Disturb’ at night so only family and friends can call me. I answer my phone at most other times, but I believe in a good night’s sleep.

One door closes . . .

The text came through at 5.46am asking if someone from the charity I was involved in could speak on a breakfast radio programme at 7.20am. For once, this was a problem. I made a phone call to see if someone else could speak, but got no reply.

I made contact with the radio station and we tried to work something out, but it didn’t happen.

We lost the opportunity.

. . . and another door opens

The researcher was very grateful for our efforts and asked if she could pass our details on to other programmes. I said ‘yes’.

Sure enough, later in the morning we got another contact and our chairman was able to do the interview.

Then we got another request for the afternoon, which our chairman was also able to cover.

Meanwhile on TV . . .

While all this was happening, I got a call from a regional TV reporter to ask if I would comment on what Christmas means to retailers in the town. I changed into smart attire, ran out of the house and did a quick poll of shops as I went to meet the reporter. I had contacted someone about to open a new shop next week to ask if they would like to be filmed. The reporter filmed the interview with me and then the inside of their shop and I returned to the office.

Now I could get back to the work I had planned to do today.

More radio . . .

After a couple of hours another radio station called asking for an interview from the charity at 5.15pm. I took this one and answered the call to speak live on radio over the telephone.

Take a break

It’s been quite a day with three radio interviews and one TV interview, but it was all good exposure.

I got the calls because I try to make myself available at reasonable times and will fit in with interviews at short notice. It works because the TV reporter commented that he had heard me on national radio two weeks ago. I have become known as someone who can speak confidently on TV and radio and provide relevant comments.

It’s not possible to make every interview and I’m not worrying about the one we missed. We have to sleep, to switch off, to rest.

And I’m looking forward to a good night’s sleep tonight.

Pondering, planning and persevering

What is the point of communicating?

It’s all right, we’re not in a huff, but are asking a serious question: why communicate?

Just like any other business activity, the purpose is to achieve an objective.

At the moment, we’re considering the business objectives of a number of clients. How does a new travel company reach a mass audience in its area on a regular basis without bankrupting itself on adverts? How does an established manufacturer strengthen its position when newcomers claim to offer a fresher, more innovative and responsive service? How does an IT company market a product that is so easy-to-use and effective that many target users just can’t believe how it answers all their dreams?

It’s not just a case of writing down what each business does, how committed their people are and what great service they give, but about trying to think like each of their target audiences, what they need and what will make them respond.

Sometimes the act of writing is quick and easy, because all the necessary preparation – the thinking and planning – has been done before.  Whether we’re copywriting for a brochure or web site or putting together a public relations programme with press releases and case studies, the business objective has to remain the focus at all times.

And doing it thoroughly takes time: thinking through the issues; considering readers’ potential objections; identifying what will attract their interest; developing the drivers that will lead them to take the desired action.

The result we aim for is interesting, lively copy that grabs readers’ attention and steers them towards actions that will achieve each client’s specific business objectives.

As well as aiming to write well, we work to understand our clients as businesses and what they aim to achieve.

And that is why and how we know the point of any communication we produce for our clients.

Telephone: 0333 0444 354