Step 1: Clarify the policy questions
Before you think about content, you should be aware of some key frameworks, namely:
- In which blog, which journal, in which magazine or in which anthology will the article appear?
- Who will be the "official" author? You do not necessarily have to be the author, because often the Chef his name underneath.
- How long should the post be? This is often indicated in characters. For orientation: An average text page has about 2000 characters (including spaces).
- When should the article appear, by when must it be available to the editor and by when does it have to be agreed in the house?
- Who releases the contribution within the company?
- With whom in the house must the contribution be coordinated?
- Does the Press and Public Relations Department need to be informed?
- Should the permission of customers, suppliers or partners be obtained?
- Can images, graphics, tables or photos be used?
- Determine if there are specific authoring and style guidelines.
- Clarify how extensive the author's information should be (CV, position).
- Very important: Who are the readers? What do they know about the subject? What are they interested in?
Step 2: Formulate the headline
It is often recommended that (journalist) schools only formulate the headline once the text has been completed. I am of a different opinion: who thinks right from the beginning of a succinct headline, is forced to think about the purpose of his contribution.
Of course you can always change the headline again. The goals can be very different. You can comment or promote or sell something. They can inform factually or motivate others. You can prove your own competence or try to convince others.
When formulating the headline, note the following:
- The headline is the most striking element of an article and is intended to arouse the curiosity of the reader and convey a pointed statement.
- The heading should clarify the subject in the narrower sense.
- The header should normally have no more than 30 characters.
- The headline should consist of short words.
- The header should contain at least one verb.
Step 3: Work out your core messages
Even normal employees, who have nothing to do with communication, have to write more and more often today - for example in the company's corporate blog. For example in the Daimler blog:
Why messages are important
How Blog manager Uwe Knaus in an interview Best of HR – Berufebilder.de® reported, the employees here tell of their work. This conveys an authentic representation of the company. But how do you build up such a blog post and work out the core message as accurately as possible? Here are three important tips.
- Try to summarize in a few sentences what you want to communicate.
- Remember to present the facts not (only) from your point of view, but above all from the perspective of the reader.
- So, do not write what you know, but tell them what is best for your readers.
Keep an eye on problems and solutions
To express it in a picture: you want to describe the appearance of a cake, but readers are usually only interested in the recipe. This means: Name (not only) facts, but also focus on problems and your suggestions for solutions and methods.
How many core notifications - one can also speak of points of division - should you transport about your contribution? It has proven effective to bring no more than five core messages.
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