Critical evaluation of content

Brands are publishers, with all the responsibility that goes with it.

Never has there been greater need to apply the objective rigour of a newsroom to planned content.

Getting the balance right between being respectful and offering welcome relief, judging tone and timing right – it requires a critical eye and an editor’s attention to detail, whether in customer comms, advertorial, social, thought leadership or website content.

Tone should be true to the brand’s ‘character’ but judged on the context, and always led by real understanding of how the audience is thinking and feeling.