EZG goes to Lasell College



The Boston area is home to many rich universities and colleges that boast the country’s best and brightest students. We’ve been fortunate to have several communications, PR and advertising majors through our doors as interns, and as a firm, we always enjoy working with young adults who are just venturing out in their careers.

It’s rare that we are awarded an opportunity to work with students inside their classrooms, and not inside our agency’s (bright yellow) walls. This past week though, two of us EZG’ers were guest-lecturers at a Lasell College “writing for advertising and PR” course. We thought this would be an excellent format to talk to the students about what we learned while working with clients to meet their advertising and PR goals.

While the presentation consisted of case studies and real-life examples, one of the most important lessons we included discussed writing for advertising and PR in today’s evolving media landscape.

For those of you who weren’t able to attend our guest-lecture presentation, we thought we’d give you our five tips for effective advertising and PR writing.
• Keep it Clear- when writing for advertising or PR, it’s crucial to stay clear and concise- the audience should not have to hunt for important information, if they are required to they will not stay engaged.
• Stay far away from slang– clients want their companies and reputations to remain professional, make sure the writing remains consistent with company’s brand and image. Using slang can derail proper branding in a heartbeat.
• Target the writing– make sure the content is tailored to the specific audience it is intended for. In today’s communications landscape, it’s vital for content be targeted to the audience most interested in the material.
• Include multi-media! This is a curve-ball because this tip doesn’t actually have to do with writing, but the truth is multi-media elements are a must. Text can be boring, and spicing up material with an infographic, video or compelling photo can actually say more than words.
• Make it shareable – by writing a dynamic headline or tagline, readers are more likely to share your content with their networks. Visibility is important and by highlighting the most interesting information, the content is placed on the right track for shareability.

Thank you for pulling up a seat to our scaled down version of our Laselle lecture- and don’t worry- an EZG final won’t be headed your way any time soon!

What are some of your best writing tips? Tell us @ebben_zall


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