Online PR: The new age of screen writing

The Internet and technology has revolutionised the way we communicate in the last 20 years or so, but perhaps the most interesting thought is that most of the significant communications developments are to do with writing.  Think email, web, text, blogs and now twitters.

However, this age of “screen” writing for online environments is a new and emerging skill, for which few guidelines currently exist.   No body language or facial expressions, just words on screens.  How interesting is that?  Well it can be, if you consider some important points before you get started.

The main one being that people rarely read web pages word by word. Instead, they scan the page, picking out individual words and sentences. Brevity is the key.

Here are some tips to help you on your way:

•           Highlight keywords using hypertext links, bold text or colour contrast . Care should be taken not to use too many type face variations.  This will lessen the impact.

•           Make the text scannable. Using bulleted lists will get your key points across

•           Adopt a one idea per paragraph of content. Grab readers' attention in the first line if possible.

•           Making the text concise. Cut your word count by half (or less) than conventional writing.

•           Display content in three levels: a short, powerful headline, a succinct précis and a link to more information or a full document.

•           Encapsulate your key points in the first paragraph (your succinct précis).  Ensure all the “W’s” are there - the ‘Who’, ‘What’, ‘Where’, ‘When’, and ‘Why’ of your article. This is a technique always deployed in good news releases.

•           Assume that the user has not seen the rest of your blog or website. Every page or piece of new content should be written as if it is a ‘home page’. Visitors may access different pages via search engines or through links from other web sites. Although good design, branding and navigation will help guide browsers to other areas, the text on a page must be strong enough to stand alone.

•           Use meaningful sub-headings.

•           Ensure you use language that is right for your target audience.  Research your communities of interest before you get started.  An editorial style guide will help more than one writer maintain the target language of a blog or website.

•           Use simple language and facts rather than flowery or exaggerated descriptions.  Images or clips will also attract attention.

Don’t fall into the trap of publishing another page of words for the sake of it.  There are a lot of people out there who don’t have very much to say that is interesting or aren’t that great at expressing themselves well in words.  You don’t want to be one of them.  If your content isn’t compelling or interesting, you will lose your visitors forever.