Does your copy write itself?

This editor considers a change in careers upon learning that copy churns out by itself.

A while back I heard the head of a large communications department state publicly to a sizable group that a lot of people in his department couldn’t write. He made the announcement and smiled.

I was shocked. Actually, I was doubly shocked. First, I couldn’t comprehend that people with college degrees working in the communications field couldn’t communicate in written form. Secondly, I was appalled that someone who headed a department of this size and stature would admit in public that he hired communicators who couldn’t communicate.

Shortly after that I read a story in our local daily about a venerated husband-wife PR team in town. “PR Practitioners and Powerbrokers,” they were called. Along with their American Gothic photo (he seated on the corporate throne; she standing faithfully behind, hand on shoulder for warmth) sat the ever-popular text box about the couple. Yes, it included age, education, favorite project and work philosophy.

Most of the text was gloss-over material, but his work philosophy caught my eye—“Work the strategy hard enough, and the copy writes itself.”

Suddenly, I realized why the communications department leader had announced that most of his staff couldn’t write. No one needs writers anymore—the copy is just churning out by itself.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.