What I find exciting about journalism is when I ask someone about their business and they casually drop what seems to them a trivial fact into the conversation which everyone else finds remarkable. Often they don’t realise their own achievements and are surprised at your interest. You ask them more questions to reveal a fascinating story.

It doesn’t always happen that way. So many press releases don’t have a story, which is a waste as someone has spent time writing it or paid a PR person or agency to write it when it is very unlikely be considered for publication.

Most businesses have a story somewhere: the reason they were started, their struggle to develop a unique product, amazing export achievements or performance that bettered all usual expectations. There’s a good chance that personal achievement will play a big part in it too.

So I’m on the lookout for good business stories.

z2zine next: keeping up with change

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. . . why are they all questions?

What is that? Where is it? When was it? Why was it there? What was the point? Who did it? Is it still there? Is that an inflatable? What gas was used to inflate it? Who chose the colours? Where did it come from? Will it be there again? Is that a mountain or a hill? Is it inland or on the coast? What are those brown patches on the hill/mountain?

That’s already 15 questions in just 72 words, so just think how many questions you could ask in a thousand words.

So does that mean words are more effective for communicating than pictures?

Of course not: both are useful in different ways. A picture or photograph can grab attention specifically because people want to find out more about a stunning image. For example, the BBC England website news page often has an ‘England’s Big Picture’ feature showing a partial image to tease viewers into opening it up to see if it is what they think it is. Stunning photography or images that tease can be useful in PR and marketing to attract people to read accompanying text.

In the same way, intriguing headlines can grab readers’ attention so that they read an accompanying article or text. News papers and websites make imaginative use of words in this way and, within reason, press releases and articles can do the same, as long as they do not mislead.

So what are more effective: words or pictures?

Neither. When applied with skill, one will not be more effective but will complement the other. If anything, a great photo will be let down by lousy writing, while a well-written article can be buried by poor illustration or layout.

When they work well together, the reader won’t take any notice of the composition of a photograph or style of writing but be totally engrossed in the message they convey.

That’s certainly our aim.

z2zine next: Borrowed thoughts in borrowed words

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Every now and then a word gets into my bad books.

At the moment, it’s ‘benefits’.

This is a shame, because it’s not such a bad word and originally meant a kind deed or something well done. Then one day people like me got hold of it. Copywriters grabbed it, bundled it together with ‘features’ and tossed both into copy for brochures, press releases and other marketing and PR materials.

The kind, friendly element was drowned by the dressing to ensure the ‘you must buy it because it’ll be so good for you’ message always got through. ”Forget features, sell the benefits,” people say.

The more I look at the original meaning, the more I like the word. Perhaps what I don’t like is the approach to marketing that reduces everything to a formula, which when applied automatically tends to fall flat. (Thinks back to weigh up own guilt.)

Another use of the word, to describe state social security payments, hasn’t helped either. With a stronger attachment to the failure of government systems rather than the relief given to genuine claimants, the poor word doesn’t stand a chance.

Now I regret it being in my bad books. I want to like benefits again and restore its benign impact, but this means working harder to find better ways of talking about features and _ _ _ _ _ _ _ _ .

z2zine next: If a picture can paint a thousands words . . .

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