Guest article: Leonora Walters
Professional services firms are knowledge-based industries and known for sharing their insights through technical updates, blogs, white papers and, increasingly, thought leadership reports.
Here, Leonora Walters, the former personal finance editor at Investors Chronicle, outlines seven compelling reasons why firms should turn to a journalist for editorial support.
If you’re looking for someone to write a report relating to your industry, the obvious choice might be someone who works within it because they know it inside out. However, there are a number of reasons why it could be worth commissioning a journalist to write the piece.
One – Trust
A journalist can be trusted to provide accurate information from reliable sources. From pretty much the day a journalist starts working, they’re trained to establish what are and are not reliable sources of information – you won’t find them quoting Wikipedia or some rumour on social media. If they can’t verify something they won’t write it. Journalists undergo legal training and are fully aware that even if publishing incorrect information doesn’t result in legal action, it could cost them their reputation, ability to progress in their profession or existing job.
Two – challenge consensus
Journalists aren’t afraid of approaching people to get or verify information. Cold calling people they haven’t spoken to before is a standard part of their job, as is going to press conferences and meetings and asking challenging questions in a room full of strangers. And while a journalist wouldn’t shy away from asking questions or challenging the consensus, it could be harder for someone within your industry to do this – especially if it puts them at odds with colleagues, peers or potential employers.
Three – deadlines
Journalists are used to working to tight deadlines so if you agree on a delivery date they are likely to stick to it. This is a person who understands that publishers and printers can’t change printing dates, and websites don’t fill themselves – new content has to keep coming. They are also used to working at pace because if they don’t, one of their rivals might get the story out sooner. And as they are not doing the writing on top of a day job, as might be the case with one of your industry peers, they can dedicate the time needed to produce a thoroughly researched piece within the given deadline.
Four – edits
A journalist won’t get upset if you edit their work as over the years they have submitted hundreds or thousands of articles which have been edited by one or more editors and sub editors. Journalists don’t view their articles as personal creative endeavours, such as the author of a novel or poem might, or someone who writes less frequently and for whom a piece of writing is more of a novelty. And as journalists are used to writing to a set size, you are unlikely to have to pad out or cut down their work to the required size.
Five – engaging
But a journalist will still provide something engaging and easy to read. They are well aware that boring copy doesn’t generate clicks or sell magazines, and you need to earn readers’ attention. In particular, journalists who have covered drier topics such as finance aim to make it as accessible as possible. And if they’ve been writing for consumers rather than professionals they should be used to communicating technical and complicated information in plain and easy to understand English.
Six – perspective
While a journalist may not be an expert in your industry or sector, they do have the benefit of a fresh perspective. They don’t have the preferences or prejudices of someone involved in the industry, whereas someone who has been involved with it for a long time may find it harder to take a balanced or new perspective.
Seven – cost
A journalist’s rates are likely to be less expensive than those of a professional such as a lawyer or financial consultant. Journalists typically charge according to the number of words, so an approximate article length can be agreed beforehand and you can know roughly what it will cost you.
Leonora Walters is the former personal finance editor at the Investors Chronicle and now a freelance journalist. She can be reached by email: leonora.walters25@gmail.com.
