• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Agencies Communications

Why writing for media is different from writing for your own channels

When writing for traditional media, your content must serve the publication's audience first.

by Gwen Sparks
February 26, 2025
in Communications
0 0
0
Why writing for media is different from writing for your own channels

When writing for traditional media, your content must serve the publication's audience first/Freepik.com

Share on FacebookShare on Twitter

Writing comes in all shapes and forms. Consider the style used to write this article you are reading now. It looks very different to copy you’ll see written in an ad in a magazine or a post on Instagram.

Crafting content for traditional media outlets like digital news channels or printed magazines and newspapers differs from writing for your owned channels like your website blog, social media pages and press office. A recent experience highlighted this perfectly.

Despite being an excellent writer, my client’s self-written press materials weren’t gaining traction with journalists and they didn’t understand why.

While their content was generally well-crafted it missed the journalistic style that media outlets expect. It reminded me why understanding the following nuances is crucial for effective media relations.

When writing for traditional media, your content must serve the publication’s audience first. Journalists seek stories that inform, educate, or entertain their readers – not promote your brand.

Journalistic principles

This requires a specific writing style that typically comes from either direct journalism experience or years of PR practice. You need to understand how to structure a story in a way that immediately grabs a journalist’s attention and meets their editorial standards. It’s also handy to know exactly who to pitch to and when.

In contrast, owned channels give you creative freedom to directly showcase your brand voice, products, and services. Here, you control the narrative, use promotional language (forbidden when writing for the media) and include direct calls-to-action.

Whereas media writing requires a news hook, clear facts, and unbiased language. It follows journalistic principles like the inverted pyramid structure, where the most important information comes first. Brand mentions should be minimal and relevant to the story.

Brand credibility

The most successful brand communicators master both styles. They understand when to pitch compelling news angles to media and when to leverage owned channels for brand-building content.

Media coverage builds credibility through third-party endorsement, while owned content drives engagement through direct audience connection. Both play vital roles in a comprehensive communication strategy, but each requires its own distinct approach and expertise.

Employing the services of a writer who understands journalism principles, has fact-checking and verification skills and has access to resources and networks will ensure that your messaging is uniquely positioned to land top tier media coverage and earn your brand the credibility it deserves.

 

 

 

Gwen Sparks is the founder of Enhance PR. 

 


 

Tags: brandsEnhance PRGwen Sparksjournalismpublic relationswriterswritingwriting styles

Gwen Sparks

Gwen Sparks is the founder of Enhance PR.

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
South Africa’s commerce media moment has arrived

South Africa’s commerce media moment has arrived

May 30, 2025
Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

May 30, 2025
Navigating the AI tide without losing our humanity

Navigating the AI tide without losing our humanity

May 29, 2025
The marketing mission remains clear

The marketing mission remains clear

May 29, 2025

Recent News

South Africa’s commerce media moment has arrived

South Africa’s commerce media moment has arrived

May 30, 2025
Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

May 30, 2025
Navigating the AI tide without losing our humanity

Navigating the AI tide without losing our humanity

May 29, 2025
The marketing mission remains clear

The marketing mission remains clear

May 29, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?