I’ve heard numerous communicators lament the fact that corporate approval processes tend to steam all creativity out of internal communications documents. And I share the frustration. The problem is that lively turns of phrase can seem ambiguous and as communicators we need to be strategic, accurate, methodical and professional. Keeping within a specified word count is usually important as well, and in the drive to get the most information across in the least amount of space, our work is often pared down to a stark list of factual information. I understand the rationale completely.

But as a published novelist and essayist, I also recognize how powerful stories are: there is something about the soothing flow of a good story that keeps readers engaged all the way to a satisfying conclusion. Marketers seem to have carte blanche on the creative side of writing and they bombard us endlessly and cleverly through compelling stories told in words and images.

How can we get the best of both worlds in our corporate communications writing?

In my work on behalf of clients I try to bring a story into my content whenever I can do so with ease and grace. This takes a light touch because a story is more than a chronological recitation of facts and it has a lot of ingredients: a little thematic unity, some strong quotations, a sprinkling of emotional content and maybe a metaphor or two. A great story needs an interesting beginning and a satisfying conclusion. Some elements of personality need to be exposed so readers can identify with the story’s subject matter, and a gentle surprise or two is almost always a good thing.

Sometimes that approach is just too much, however, and I will often default to great words – searing adjectives, zesty verbs and delightful adverbs. If I think the topic can bear a metaphor, I will develop one that seems fitting.

In the context of corporate communications, it all has to be meshed together in a neat, economical package of words that drives to corporate objectives, takes account of corporate culture, and conforms to corporate style guides. Most of all, it has to be approved.

After 30 years as a professional writer – and thousands of hours of training – I’ve pretty much got the hang of writing to maximize audience engagement. And although I’m a huge fan of writing with clarity, I carry the flag for creativity in corporate culture as well. There’s plenty of room for both in our world – as long as we put them together in a perfectly balanced fashion.

I’d love to hear how other communicators approach the issue as well. What do you think is the best way to bring liveliness to your professional writing?

If you’d like to learn more about how I can help you develop content with clarity and creativity, contact me today!