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If you're deciding on content or writing in a silo then chances are you're not going to get the story, or the impact that you and your business is after.
A brainstorming session is a key to unlock endless content possibilities. Even if you work as a writer and a communicator for a living like me, there is nothing more eye-opening then coming together with a group of people in a business and brainstorming. It creates the chance for everyone to think about what stories we could tell, would like to tell and really importantly, what stories do our customers what to know about? A writer's skill is being able to interview well, build a connection with the interviewee, sniff out a great angle and craft content that enjoyable to read - and crucially, supports your business goals. Reaching that point shouldn't be done in a silo. Bringing together a group of people from across the business for even a short brainstorm has immense benefits. The magic happens when a group of people get together in a room with a license to throw out ideas. People bounce of each other, naturally develop content ideas and identify any risks. The different personalities in the room ask the right questions (and the questions customers are likely to ask). As a writer I get to harness that magic playing out, identify angles and talent for stories that I never would have alone.
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American Journalist, Christopher Morley said, "There is only one rule for being good talker - learn to listen".
I like this quote. I know my family will say "there's room for improvement on the home front, Claire". Yet, professionally I try to listen more than I talk. Over my career I've listened for different purposes, but here's three: 1. As a journalist and a writer, I listen to uncover the good story I know is waiting to be told. 2. As a change communicator I listen to better understand peoples' concerns, misconceptions, and what's important to them. 3. As a PR/communications' professional I listen intently to understand all aspects of the business or initiative I'm supporting, so that my advice truly meets their needs. In the spirit of listening, please share in the comments section your experiences of a business or service where someone has really listened. |
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