Copywriting is simple. Shake some
words out of the dictionary, rearrange them, add punctuation
and you have COPY. Unfortunately it takes a lot more than that
to actually communicate--and communication is what copy is all
about, isn't it?
Different situations call for
different kinds of copy, but all begin with an understanding
of the audience you are trying to reach, the message you are
trying to deliver, and the response you are seeking. Your
Strategic Public Relations Plan drives your
copy, the medium drives the form it should take, while the
response you are seeking strongly influences the style that
should be employed.
Let me explain what I am talking
The web is an intimate setting. Here you are engaging
people in a one-on-one basis. Your copy should be personal and
An effective news release is topped with a compelling
headline, leads with the most important point and contains
supporting information and quotes.
PowerPoint presentations require
two different types of copy. One is the text of the speech
that the presenter will use, the other is what appears on the
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