Shel Holtz wrote on Strumpette, “Amanda also attacks PR practitioners who can’t write. On this point, we’re in complete agreement” (and I take out of context). I responded, I think it is important to speak like the locals. I was told, during my short stint at Big Agency, to keep it 7th grade reading ease. I think that is a good point-of-reference.
Here is what I wrote with regards new PR:
“Every community has its own tone, its own voice, and its own way of communicating. Traditionally, gamer sites are rude and sarcastic, backpacker sites are young, liberal and well-educated, tourism sites are older and square, and drinking sites can be cheeky. In order to be most effective in every community in which you message, it is important to get a sense of the way people talk to each other, and talking that way while still maintaining your authenticity.” Via Talk Like the Locals, http://cabraham.com/ideas/talk-like-the-locals
Well-written, scholarly, transcendent, and writerly copy isn’t the answer: clear, concise, and targeted is key. In the beltway, one needs to speak wonk, in the Valley, one needs to speak geek, and in Langley, one needs speak spook.
Snark to gamers, slogans to alcoholics, and Umbuntu to diggers.
If we base the beauty of our tongue on some sort of objective measure — say the New Yorker — then we will be perceived as insufferable and inaccessible as poor little Gore and Kerry were back in 2000 and 2004.
So, what is good writing? How is it defined? Am going back now to read the rest. Brilliant work, Shel!
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