Forget the five W’s and other clichés.
By Bruce Marcus
Professional Services Marketing 3.0
EDITOR’S NOTE: CPA Trendlines was privileged to have a long relationship with Bruce W. Marcus, who was ahead of his time in his thinking and practice in marketing for accounting. We are publishing some of the late expert’s evergreen work, which retains wisdom for the present.
A recent business communication book says that in writing press releases, the lead paragraph should include the five W’s – who, why, what, when and where.
A textbook on journalism written in the 1920s says the same thing – the five W’s.
MORE: Nine Ways to Choose Your PR Person | When Bad News Happens to Good Firms | Creating the Perfect Ad | How Hard Do You Work to Keep Your Clients? | When Clients Think They Know Marketing | How to Put Target Marketing into Context | Everyone in Your Firm Is Marketing | Accountants vs. Lawyers: Who Wins the Marketing Battle? | Professional Services Marketing Requires Flexibility | How to Set Marketing Objectives
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Nothing has changed in more than 70 years? Don’t believe it. Just read any good newspaper in the U.S., Canada or Great Britain. And what newspapers do is what press releases must do. Why?
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