There's a common misconception that needs to be addressed just in case you didn't see the difference. We tend to assume that anyone who has writing skills to address the masses can do both jobs- of Marketing as well as Corporate communications. So wrong! Corp comm people are different from Marketing folks simply because of the kind of functions they both handle and the purpose for which they write. Both possess the ability to write for the masses. Its the demeanor, style and approach they differ in.
Writing for Marketing material needs the creative jazz from magical mavericks. Conceptualizing and execution of ideas is the forte of people who have the ability to create a need, or lust factor for a product. The hyperactive, flamboyant marketing guys do not think in a straight-jacketed way and are always looking out for what's out there, what's exciting and engaging. There is a constant need to create a Unique Selling Proposition. There is a certain willingness to take risks and they want to work with new and various possibilities. They have an eye on competition, are constantly aware of the media, want to know what the other guys are doing, and how to beat their campaign some way.
Corp communications requires its writing to be as close as possible to the organization's voice, with least selling intent or jazz- to its stakeholders- its clients and employees. There is lesser scope for deviating from the tone and language of the company. The expressions and messages of the leadership to its people have to reflect in the writing style. They need to stick to facts and have to be careful not to go overboard. What they say in the public domain, or to its employees can be held against them with more severity. This writing style is for a more serious forum. Corporate communications does not attempt to sell or market anything.
So next time you think your Corp comm guy is not sending you exciting stuff or the Marketing guys are on a constant high when it comes to standard serious messaging, that's because they are attempting the others' work!
People with the same skillset excel in different areas of specialization, and we see that all around. Not all creative people fit in advertising and not all film makers can make ads. Even amongst painters, not all painters can do portraits or landscapes. They may be exceptionally great abstract painters. Unless one is capable of wearing many hats, but that's an exception.
Writing for Marketing material needs the creative jazz from magical mavericks. Conceptualizing and execution of ideas is the forte of people who have the ability to create a need, or lust factor for a product. The hyperactive, flamboyant marketing guys do not think in a straight-jacketed way and are always looking out for what's out there, what's exciting and engaging. There is a constant need to create a Unique Selling Proposition. There is a certain willingness to take risks and they want to work with new and various possibilities. They have an eye on competition, are constantly aware of the media, want to know what the other guys are doing, and how to beat their campaign some way.
Corp communications requires its writing to be as close as possible to the organization's voice, with least selling intent or jazz- to its stakeholders- its clients and employees. There is lesser scope for deviating from the tone and language of the company. The expressions and messages of the leadership to its people have to reflect in the writing style. They need to stick to facts and have to be careful not to go overboard. What they say in the public domain, or to its employees can be held against them with more severity. This writing style is for a more serious forum. Corporate communications does not attempt to sell or market anything.
So next time you think your Corp comm guy is not sending you exciting stuff or the Marketing guys are on a constant high when it comes to standard serious messaging, that's because they are attempting the others' work!
People with the same skillset excel in different areas of specialization, and we see that all around. Not all creative people fit in advertising and not all film makers can make ads. Even amongst painters, not all painters can do portraits or landscapes. They may be exceptionally great abstract painters. Unless one is capable of wearing many hats, but that's an exception.
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