Writing
The right words. Simple. Compelling. Impactful.
Who needs writers these days?
Isn’t everything written by AI?
Yes, AI tools like ChatGPT are helpful for generating content. We use them too, so that we can be fast and cost-effective. But in a world of information overload, it’s never been more important to match the content to the channel and the objective. We take that generic first draft and make it sing.
We love to write. And we’re good at it. Carla has written countless media stories. Laurie has ghost-written a book. Along with other specialist writers on our team, we produce speeches, ad copy, blogs, op-eds, websites, social media content and everything else you can imagine.
We create crisp, fit-for-purpose writing that resonates with audiences.
Service breakdown
Writing is typically part of larger mandates, but we are open to one-off projects when we have capacity. Our work includes:
Thought leadership
This is a fancy phrase for having influence. We write op-eds, speeches and online content to shape public opinion on issues that matter.
Journalistic writing
Carla’s days as a reporter mean that our press releases, mat releases and other public-facing pieces for clients are punchy and cut through the noise.
Website creation and audits
We build new websites with the support of our creative and programming partners, or revamp existing content.
Storytelling
From master narratives for organizations to knowledge mobilization for science-based work, we find the stories that will attract interest to your company, your innovation or your cause.
Key messages
Every organization should have a short set of evergreen key messages that frame its purpose and unique value proposition. Situational key messages are often required as well. We write key messages that spokespeople can remember.
Style guides
Custom style guides that align your team’s writing with your tone, values and goals. From word choice to grammar rules to voice and tone, we give your team a practical, plain-language reference they’ll actually use.
B2B marketing
We have supported larger clients’ marketing teams, particularly business-to-business marketing, with plans and written marketing material.
Internal communications
Honest, people-first communication to build trust, manage change or keep your team in the loop.
Highlights
B2B marketing
Wrote website content, B2B marketing brochures, an updated brand narrative and other content as agency of record for a multi-billion-dollar waste management company.
News release
Wrote a news release and messaging that achieved mainstream media coverage of a professional association’s research results.
Master narrative
Wrote the master narrative, key messages, website, community relations materials and news releases for a startup clean energy industrial development.
Success stories
Wrote a series of success stories about the results of a municipal funding initiative. Wrote a similar series about the results of a federal funding program.
Speeches
Completed a fulsome edit on the CEO and Board Chair speeches for a potentially contentious annual general meeting, providing clear and engaging content that could be delivered well by people who are not seasoned public speakers.
Website
Completed a complex audit of a mid-sized municipality’s website, identifying outdated information, inconsistent tone and style and grammar issues across departments — then delivered clear, actionable fixes.
FAQ
Can you adapt your writing to my organization’s style guide?
Absolutely. We get to know our clients’ cultures and voices, whether or not there is an official style guide. We vary our writing style to suit the client. That said, we are skilled at stripping out jargon and improving readability for all clients.
What if my organization doesn’t have a style guide?
No problem. We will interpret your style from your other materials and from meeting with you. And if you decide you need a style guide to help with consistency in the future, we can write that for you.
What is an op-ed?
Op-ed references the opinion and editorial section of a media outlet, particularly a print outlet. An op-ed is a column submitted by an external writer to the media outlet to be considered for publication. We often ghost-write op-eds for clients and we have a good success rate for having them published. Op-eds need to be topical, broadly interesting, provocative and very well written.
Do you write for the web?
Absolutely. We write content for websites, social media and digital advertising that is well-suited to the digital world. The greatest advantage of digital communications is the ability to measure results. Our team includes specialists in web design, web building, paid digital advertising, social media strategy, and managing a social media community.
What is a master narrative?
A master narrative is the story that an organization tells about itself. It includes the backstory, the stakes, the obstacles, and the promise for the future. Written in lively, human language, the master narrative is meant for verbal delivery. A strong master narrative that’s shared across the leadership team helps an organization to build a positive reputation and sense of purpose among its stakeholders.
Related links
Services
Communication strategy
Media relations
Stakeholder engagement
Issues management