When I first started my professional writing career as a reporter for a local weekly newspaper, my background in writing was mainly creative fiction. I had to learn how to write factual though still creatively, quote interviews accurately, and research. The writing style, AP, was new for me, and I needed to get the hang of writing at a fifth-grade level. In the beginning, my editor sent back my articles multiple times with edits and suggestions. It was good training for me.
Working in corporate positions meant my writing style was business focused. There were more business jargon terms I had to understand but still rephrase in plain language.
Over the years working with a variety of clients means I have adjusted, altered, and continued to retrain myself to adapt to the clients’ styles and needs. Different audiences require different objectives with communications. I have mastered how to write in the client’s voice and ensure brand consistency.
When our business is large enough to have a communications staff, it means we have a variety of personalities with an assortment of writing styles. Some, like me, might have a background in creative fiction. Others might be fresh from college with no real-world experience in the art of communication. Still others have a journalism background. And there are others who may have landed in the role of writer without prior writing experience.
And the most challenging might be ones who are so connected with the organization that their writing reflects the company lingo in everything they write.
As the editor and head of your communications department, how do you work with your team to establish a consistent writing style? What are some ways you can help them to improve their writing?
Challenges within a communications team
Some challenges are expected, such as a variety of personalities, as I mentioned above. As the editor, you might feel pulled in multiple directions. You know what is expected of you and you are working with a team to help you achieve those goals with looming deadlines, and abrupt changes.
The last thing you need is someone or many people arguing about your edits. When people have a writing background, such as journalism, they might be used to working in a particular way they have previously trained. Adapting to a new routine or method could create push back. They might even argue or reason they know more than you.
Another challenge comes from those who “have always wanted to write” but never have. Whenever I hear this, I cringe, because I know what is coming. They cannot accept critiques either. They argue with editors and cannot extract themselves from the work because to them it becomes personal.
And still another big challenge, as previously mentioned, is working with your team to communicate in simple language and avoid company lingo. True, when writing internally this is more appropriate, but even then, plainer language is better and more effective. Yet, it can be hard to shake this leaning your writers adapt.
As the editor, you are in the role of retraining your team to write and communicate in the company style. What can make your job a little easier and help you avoid confrontation?
Have a company writing style guide
There are many style guides writers use, such as Associated Press, Chicago Manual of Style, the New York Times Manual of Style, and so forth.
Companies should have their own style guide. The guide can include punctuation and grammatical phrasing, but it should also cover company jargon and alternative phrasing. These style guides are created by the company and change throughout the years as new terms and situations arise.
The purpose of these guides is to keep all the writers on the same page, so to speak, keeping the communications consistent and in line with the company’s brand image. And if the company has multiple communications teams spread across several branches, the guide will ensure all in the company are speaking the same language.
As the head of your communications department, the guide will help you collaborate with your staff to stay in line with the company’s expectations and not deviate from them. Therefore, it is not you necessarily but the company’s policies they are following, which takes the load off your shoulders.
This way when your press releases, marketing, newsletters, memos, and other content are released, everything harmonizes.
Consider group or individual training
As a writer, I am constantly learning. I love to explore new things and am open to suggestions for improvement. As a professional, I never argue with editors and am not “married” to my work. I don’t take criticism or edits personally.
You desire your team to be the same. Whether they have a writing background or are new to the profession, everyone should be trained in the company’s style. A writing refresher is not a waste of time either.
The purpose of the training, whether in a group setting or individually, is to help overcome specific writing challenges, and for the writers to learn to work together as a team. Bringing in an outside perspective benefits the writers because they are working with someone who is trained in the art of writing for a variety of companies and mediums, and who is proficient at catching the errors and helping the writers improve their style.
Personalized training teaches us to have real, engaging conversations with humans, which impacts our storytelling ability. It is a way to help your writers see their own writing differently and objectively, rather than within the walls surrounding them.
Overall, your goals to help your communications team improve include keeping the communications consistent, enhancing content quality, and protecting the company’s brand image.
What are some things you have done to help your writing team improve?
Communications teams within organizations face many challenges due to their various personalities, backgrounds, and skill levels. Following a company writing style guide can help to keep the communications consistent, improve content quality, and protect the brand image. Group or individual writing training can also help the team overcome specific writing challenges and help them work together as a team.
Photo by Yan Krukau for Pexels.
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