The Writer's Guide to Corporate Communications (Paperback)

by Mary Moreno (Author) "A pharmaceutical manufacturer receives FDA clearance for its new asthma medication and wants to announce the news to its sales force..." (more)
Key Phrases: opening module, creative fee, corporate writer, New York, Gulf-Gate Foundation, World Wide Web (more...)

Editorial Reviews

Product Description
This reference contains everything the freelance writer needs to succeed in the lucrative field of corporate communications. This book is a complete guide to the techniques and creative skills needed for success. Coverage includes: how to write for videos, speeches, sales meetings, brochures, Web sites, and more; how to think creatively and strategically; how to find clients, market skills and develop a portfolio; and how to negotiate and set fees. Included are treatments and scripts, as well as exercises which provide the writer with a sample portfolio to help land assignments.




"An incredible source book for anyone who's working to build a career or a business in corporate communications. As someone who's been on both sides of the desk, I feel that Morenodelivers one of the fines how-to books on the subject."
—Mary Lou Quinlan, CEO and President, N.W. Ayer & Partners.

About the Author
Mary Moreno is a writer with more than fifteen years of experience working with business, advertising, sales promotion, product recognition, and new product introduction. In l981, she formed her own creative consultancy to write sales meetings, videos, speeches, documentaries, and music for many of the Fortune 500 companies. Her work has won numerous awards, including a gold medal at the International Film and Television Festival.



In addition to being a writer, Moreno is a creative director, composer, and producer, with extensive experience in film, video, and music. Her career began at the age of eight, when she started writing little poems on family birthday cards. She also began singing at the same time, thus beginning a lifelong battle between these two interests to capture her attention.



She has toured as a backup singer with a big band, worked as a copywriter/producer at several 4-A's ad agencies, performed her original music with her own band, and created award-winning films and videos as a staff writer/producer for one of the world¹s largest cosmetic companies.



Today, she continues to maintain her successful corporate communications business, while pursuing projects in fiction, journalism, and songwriting. She co-authored the title tune performed by Dan Aykroyd on the Blues Brothers' Red, White & Blues album and has recently completed her first screenplay. She lives in New York City.

Product Details

• Paperback: 192 pages
• Publisher: Allworth Press (July 1, 1997)
• Language: English
• ISBN-10: 1880559749
• ISBN-13: 978-1880559741
• Product Dimensions: 9 x 6.1 x 0.6 inches
• Shipping Weight: 11 ounces (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars See all reviews (2 customer reviews)
• Amazon.com Sales Rank: #825,514 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

17 of 17 people found the following review helpful:

3.0 out of 5 stars Far from complete, November 22, 2001

By	D.M. Clapper (Amstelveen Netherlands) - See all my reviews

The author's premise is unfortunately that her readers are all wannabee Nobel Laureates who somehow see writing for the mundane corporate world as demeaning. As such, she emphasises those areas of corporate communications that would be more attractive to people who have pigeon-holed themselves as "artistes". Writing for corporate communications is satisfying in itself and doesn't need to be sold. Her slant is best exemplified by the fact that despite her own admission that "The annual shareholder's report might be the corporation's most important communication", she spends no more than half a page (in a book of 178 pages!) discussing the issues involved in writing annual reports. On the other hand, writing for corporate videos, admittedly fun but far from providing a bread-and-butter income, receives a full ten pages (presumably due to the less demeaning nature of such work). As a senior editor and text writer in the corporate communications department of a major multinational bank, with more than 15 years of experience in the writing business, I have seen my fair share of writers who can produce nothing but "froth". True art combines substance with aesthetic satisfaction. This book provides good coverage of those areas of corporate writing that would appeal to "froth producers", but is seriously remiss in areas relating to the core of corporate comunications, namely good business writing. To this end, aspiring corporate writers would be better off reading a book like "Writing at Work" by Ernst Jacobi.

8 of 9 people found the following review helpful:

5.0 out of 5 stars A truly superior, practical, useful book., March 17, 1998

By A Customer

This is indeed a no-nonsence, to-the-point, practical, realistic aid to help business people write better. Without wandering examples, without marginally personal stories, and without useless theory that are presented in some other how-to-write books, this gives the reader solid, specific tips. Small but comprehensive, this is the book for anyone who wants to write better corporate communications.