Entrepreneurial journalism. Part I.
At Rhubarb Fool we never stop reminding ourselves that you won't deliver style, if you can't deliver substance.
In no small part, the substance of Rhubarb Fool's work is determined by the content it generates. The greatest proportion of this contact comes in the form of the written word. And that's what will will be the broadest focus of this piece. Good, accessible writing.
We're also clear that the writing that we
undertake as Rhubarb Fool is largely commercial. Its success or failure won't be determined by the response of The Times Literary Review. However, at Rhubarb Fool we all love great writing and we all aspire to write well.
In our attempts to qualify the writing we produce, we've coined the phrase 'entrepreneurial journalism'. It's a phrase that you may have come across on our website. But please don't get too alarmed. We're not claiming to be great entrepreneurs and we're certainly not claiming to be journalists. Rather, when we talk of entrepreneurial journalism, we're talking about writing that helps our customers meet their commercial objectives.
If we approach writing in its generic form, the conclusion that our boardroom conversations have led us to is that good writing is underpinned by the author's personality (having something worth saying in an attractive, engaging and interesting fashion) and accuracy (grammatical and factual integrity).
At the same time, anyone who has written a lot will know that (even if you have bags of personality and are the sort of person who loses sleep over a mis-placed comma or a questionable fact), writing involves a process.
Entrepreneurial journalism is, by its very nature, more process driven than its brothers and sisters in the literary or journalistic world. Essentially, the process
of entrepreneurial journalism demands not only preparation (that would be a prerequisite for any good piece of writing), it also involves planning. Our purpose is not only to deliver something that attracts and engages. It is also to deliver something that is functional. Something that does a great job for our customer.
So read on and let us set out the most important steps we've identified that could help you deliver good commercial writing. We hope that this piece guides you through the planning process to the point of execution and implementation.