Media and communications writing style

More than any other type of writing, media and communications writing focuses on engaging the audience (see Engaging). Media and communications writing often talks directly to the audience, and uses clear language tailored to the audience’s understanding.

Media and communications writing must often work within constraints, especially of text length. Products such as news articles, press releases, brochures and advertisements must be of a specific length. See Consider your constraints for more information on planning for, and dealing with, content constraints.

This section covers:

Media writing style

Media writing can be a:

  • news article – these are factual, ostensibly unbiased and information focused
  • feature article – these explore a particular topic more deeply and often involve significant research such as interviews or document searches
  • magazine article – these depend on the type of magazine, but are often similar to a feature article, although shorter and more casual in tone
  • opinion, editorial or ‘op-ed’ piece – these aim to persuade the reader of the merits of a particular point of view.

Different types of articles may cover the same topic, but with a different approach. For example, a news article could provide an update on the candidates’ activities during an election campaign; a feature article could research the background of each candidate and include biographical details; a magazine article could focus on one candidate using interviews with family and friends; and an opinion piece could aim to persuade the reader that a particular candidate is best.

For media writing, the challenge is to present information clearly and include everything a member of the public needs to understand a story. This might include background or historical information, and contextual or technical explanations.

Sound journalism is objective, and news and feature articles should present information in a balanced, measured way. The writer should consider the evidence and present information without bias or emotion.

Other types of media writing, such as editorials, opinion pieces and op-eds, can take a more personal approach, inserting the writer into the text and arguing for a particular point of view:

The Health Minister has announced a new initiative to provide at-home nursing services to people with Parkinson disease. [news article]

The Health Minister’s recent announcement about at-home nursing services for patients with Parkinson disease is a welcome development. This patient group has not received sufficient attention in the past, and services are lacking in many parts of the state. [editorial]

Journalism usually uses the third person perspective in news, features or magazine articles, but can use the first person in opinion pieces:

The Prime Minister met with the trade delegation from Norway on Monday. [news article]

I believe Monday’s meeting will be key to our future trade with Norway. [editorial]

See News articles and press releases for more information about writing a news article.

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Communications writing style

Communications for an organisation or group use the style, voice and tone of the organisation. In some cases, this may be a formal style; in others, it may be a more engaging approach. Content on the same topic may change according to the audience – for example, a flyer for students might be chatty and informal, and written in the first and second person (we and you), whereas a report to university management will be formal and written in the third person (the university).

Public relations, marketing and advertising are often promotional and laudatory, and sometimes exclamatory, seeking an emotional response. The vocabulary, structure and point of view are tuned to suit the potential consumers of the product. The language and style of each pitch set the tone of communication, to forge the relationship with target readers:

Advertising headline for a luxury car
Driving like royalty in European comfort – but still your own chauffeur!

Advertising headline for supermarket product
Red hot bargain in chat potatoes – $2.99 a 2-kilo bag – don’t miss out!(/p>

Communications writers may also write informational materials. For example, government agencies or nonprofit organisations often need to communicate information to the public (eg a health warning, the start of roadworks in a particular area).

Informative writing may also have a promotional element (eg a charity will inform supporters about how their money has been spent to persuade them to continue donating).

A feature of communications writing is the call to action – the message to the audience of what they should do as a result of reading the content. This may be implicit (eg treat yourself the way you deserve, quitting smoking will help you to live longer), or explicit (eg click here to subscribe, use an alternative route on 23 June).

Communications writing often uses a mix of first-, second- and third-person perspectives to draw audiences in:

We would like to present our quality range of wines. [first person] You are sure to find the perfect match for your next dinner party, picnic or quiet night in with that special someone! [second person] The Livingstone Pinot Gris was recently awarded Best in Show at the Adelaide Wine Festival. [third person]

See News articles and press releases for more information about writing a press release.

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