"Read the Economist Style Guide"
Writing is the foundational skill of comms, and doing it well takes a lot of thought and practice. There’s lots about good writing that is objective, like obeying the rules of grammar, but there’s also a lot that is a matter of style. The Economist – a great magazine that is written beautifully – has done all of the hard work making decisions about its style of writing and published those decisions as a style guide that anyone can read. It gives you insight into how they approach some of the more subjective parts of writing, and if you follow its principles, you’re more or less guaranteed to produce good copy.
Mike, Account Director