Joy and I had a debriefing after The Clear Writing Workshop last night, and we agreed on three things:
- Wimba's audio functionality is annoying.
- You're a talented group (which will make the entire course even better).
- Sonia is hilarious!
Now, if Assignment 2 is going to be a valuable exercise, you all have to agree to the Honor Code. I didn't get pushback on "turning on the webcam," so my guess is that you'll all agree. (Please sign on the dotted line.)
This is Assignment Two.
Spend the next day or so thinking about your former employer. Consider every possible element that comes to mind, everything from the brand and the office space to target audiences and product offerings. No stone should be left unturned in your mind.
Those three words are critical: in your mind. And this is where the Honor Code comes in. Don't look at the existing web site.
Your objective here is to think carefully about the business. Draw upon your own employee experience, and challenge yourself to create a vivid company picture and clearly tell the story.
Now, create the homepage web copy. How you do this is completely up to you. The only guideline is that this is a writing assignment, not a design assignment. Copy is defined as everything, including headlines, body copy, navigation, etc.
Next, create the page often called "About Us."
That's it. Assignment Two comprises two parts: (1) Homepage web copy and (2) "About Us" page web copy. And of course, the writing will be lean, muscular and flab-free. Tight. Crisp. Polished.
I've posted digital writing resources in the Week Two Lesson Module (PRFandP section). Otherwise, you're good to go. Reach out if you have any questions.
I sent this via email but thought I'd post here in case anyone had a similar question.
ReplyDeleteProfessor Chandler
I'm looking at the assignment posted on the blog and I have a question.
Are we suppose to do this according to how we believe the company message should have been communicated, how it should have looked, with appropriate copy? Or according to our experience at the company?
For example, if the place was suppose to be fun and fabulous (a fashion company) but it was oppressive etc., are we suppose to create something showing you what the place really represented? As in, we create somewhat of a caricature of the actual place? I'm a little confused. Help!
Start fresh. Strip away positive and/or negative personal feelings, and write home page and "About Us" copy based upon a brand image that XYZ company wants to convey.
ReplyDeletePublic relations is about creating relationships, and it is also about selling. How will you use crystal-clear language to create a bond and sell the XYZ company brand?
I'd like to clarify if it can be any former employer, or strictly the last company you worked for..
ReplyDeleteThank you
Nic
This is a great assignment and learning experience for anyone who wants to work in the PR world. Learning how to represent your own brand (your own company), I think is the first step to knowing how to represent a client. Great assignment Eric!
ReplyDeleteI would have to agree with Emma, this is a great assignment and an interesting one. If you can convince yourself (and others) that your previous organization is a great place to work in spite of your time there (I only mention that because they are your ex-employer for a reason :), then you have done your job! I'm looking forward to this.
ReplyDeleteI have to say this is a very useful assignment because it will hone every student's ability to craft a well-written and audience winning strategic communications piece.
ReplyDeleteThe honor code makes total sense. The last thing we need is someone else's ideas and language encroaching on our talents.
We all know our former employers well enough to write about. As writers, we can create a more complete portrait of the company than corporate officials who, more often than not, have mediocre writing skills.
And keep in mind that many real company home pages are not really well written. I've done countless hours of web surfing. I've encountered too many actual corporate homepages which feature pretentious or general language. Niether does justice to the company.
It may state what the business aspires to, but does not really convey what the firm is. That is shown only by what the company does (through concrete accomplishments and deeds of its everyday operations). Remember, action speaks louder than words.
Loving the comments guys! Thomas, yours was especially helpful - thank you.
ReplyDeleteTom I like your quote: "action speaks louder than words".
ReplyDeleteMy feeling is that many companies go online because they have to instead of because they want to. Therefore, companies' executives won't allocate the resources or take the time to manage this project properly and will lead to an unfinished and unclear website. The reality is that we are in a digital era and the online community is a company's first voice.
Eric, I talked about you and Joy after class too. The last class was very helpful. You two should take your show on the road! I agree with Emma and Shayla. This is a great assignment. As you wrote you are challenging us to "create a vivid company picture and clearly tell the story." I like what Thomas wrote about crafting a well-written and audience winning strategic communications piece. The phrase "audience winning" is key for web copy, our blogs and every facet of pr. It's not about us, it's about who you are trying to reach and what they want. This PR stuff is cool.
ReplyDeleteI agree with Josi that too many companies don't make their best efforts creating their homepages. Too many times, I've come across corporate webpages that were vague, disorganized, hyped up, or just downright boring. Those actions speak of a company that does not care about its online image.
ReplyDeleteI think more businesses would care if they really understood the consequences of lackluster webpages: disappointed audiences.
That feeling, to put it in Josi's terms, is like a huge crowd at Montreal's Berri-UQAM Metro Station waiting for an orange line train that never shows up.
Now I'm feeling the PRFandP love. Thanks for the conversation. Everyone's chiming in, and unless you're pulling the wool over my eyes, you seem to enjoy the blogging experience.
ReplyDeleteAnd that enjoyment -- with blogging, writing and communicating -- is part of the reason why I think our online learning experiment (doing this course online for the first time, that is) is going to work.
Thanks for your contributions over the past two weeks.
I meant what I said when Shayla asked what I feel is the most important quality in public relations professionals: Smarts.
The themes and the writing I've seen prove that this is a smart, insightful group. Tap into those smarts in the PR world, and you'll stand out in most PR/communications settings.
Speaking of writing, it's nice to hear you embrace Assignment Two with enthusiasm. That shows passion for the topic vs. simply fulfilling an academic requirement. And I'm looking forward to reading what you put together.
Haha Tom, aaaww the subway's orange line make me homesick (sigh)!
ReplyDeleteActually, Josi, if I really wanted to make you feel homesick, I'd mention the yellow metro line since that takes you out to the fun spots on Ile Ste Helene; La Ronde, Biosphere and Casino de Montreal.
ReplyDelete