Here’s how to become an adaptable writer

Being a proficient communicator is all about knowing your audience and the types of content they want to consume. However, it’s more difficult to get from the ideation stage to choosing the right words than it might seem at first. And you can’t just use the same copy you’d post for a LinkedIn thought leadership piece as you would for a Twitter thread about your employees — it takes a deft touch and strategy to tailor your writing for the right people.

Ahead of Ragan’s Future of Communications Conference in November, we spoke with Laura Brusca, senior vice president, corporate communication at Forbes, about some writing strategies that can result in more impactful communications.

Being impactful means thinking like a journalist.

It’s no secret that the way you communicate has fundamentally changed since the beginning of the pandemic. Brusca says that with many employees still working in a hybrid environment, written communications through channels like Zoom, Slack and e-mail have become more important than ever. This increased emphasis on thinking critically about how our written communications are received can carry over to what you’re trying to accomplish for our businesses too.