Ten years ago it was enough to write a daily press release during an event. Nowadays you are expected to communicate almost every couple of minutes by Twitter and/or Facebook with live photography. My job has changed a lot, which has challenged me to think about new strategies. It is important to bring together all means of communications in one consistent story, for which experience, skills and creativity are required.
Despite the two sentences reporting by social media, an interesting and appealing article generates a lot more interest of sailing fans. One that is read from the beginning to the end. It remains a true profession to write it. One needs knowledge about the subject and good writing skills, which I trained both as a passionate sailor and educated communications professional. Having worked for established magazines and my own online platform, I know how to capture the news in background stories for web and printed media. And not only in words, but also in photography.
More and more commercial texts are targeted at online usage, which caused a new phenomenon to be taken into account: search engines. Nowadays your copywriter needs to be SEO-proof. My extensive experience with online communications in water sports, has made me a creative SEO content writer. However, I haven"t forgotten about the traditional printed texts either.
Effective team PR is about relationships, co-operation, having confidence in each other, professionalism and discipline. Being a sailor makes it easier to truly understand a team or pro. And since I am a communications professional as well, I recognize the needs of sponsors and media. Bringing these skills together, results in successful campaigns.