The Press Release: The Client/Copywriter Relationship, Part 2

Posted in Blog on Monday, December 13th, 2010

In Part 1 of the “Press Release” blog I discussed the importance of the client/copywriter relationship. Specifically, what clients should provide their chosen copywriter to aide in creating the press release of their dreams.

For Part 2, I’d like to tackle what every client should expect from their copywriter. As with every relationship, it takes both parties to make it successful. If a client provides their writer with every possible element needed, the writer should return the favor by delivering a stunning release. That said, here’s yet another short, but sweet, list of what every client should expect from their copywriter when it comes to developing a press release:

1. If working with a freelance writer, a client should receive a written Agreement from hired copywriter. The clear and concise terms of the Agreement should, at the least, cover what each party is responsible for delivering, deadline(s), and the agreed to cost. Having a signed Agreement should alleviate any unknowns prior to work beginning.
2. As basic as it may sound – knowledge. A writer should know how to write for a press release, how to format the release and an understanding of press release distribution. Your copywriter may be highly creative, but if they don’t have a complete understanding of press releases, that creativity will only get you so far.
3. Communication, communication, communication. The client and copywriter should establish a strict line of communication during the creative process. If the client has questions, the writer should be available. If the copywriter has a question or issue, he/she should discuss said issue with client and not take it upon themselves to decide what should be done without the client’s say or knowledge.
4. Creativity based on the client’s needs. In other words, the release should represent the tone and personality of the company, not the personality of the writer. A writer’s personal style should never get in the way of the company’s vision.
5. It’s not a lot to ask that the copywriter meet their client’s needs, especially if the client has provided the writer with all the essentials required. There should be no cutting corners just to meet a deadline or because the writer has other projects on their plate. Every client should feel their project is the priority and be treated as such.

The relationship between client and copywriter is extremely important, because at the end of the day the writer is representing the client and their message. If the writer doesn’t “get” the client’s message, the release will reflect that. The sharing of information is essential between the two, so keep those communication lines open and success should follow.