Modern Ghostwriting: Helping Senior Leaders Create Authentic Communication


Availability
Live Feb. 15, 2018 3–4 p.m. EST
On-Demand, available Feb. 22
Full Price: $200
Members: Free!

Categories: Communication Strategy, Techniques & Tactics, Writing

Customers, employees and other stakeholders want authentic communication from leaders, brands and organizations. Executives and thought leaders want to communicate better — and more often — but don’t have the time to create compelling, creative content across multiple platforms. Modern ghostwriting can bridge the gap. Many communications can be successfully ghostwritten — internal emails and memos, letters, social media updates, blog posts, white papers, magazine and journal articles, opinion columns, legislative testimony, speeches and more. In this session, you’ll learn specific techniques of modern ghostwriting: capturing your subject’s “voice” so their communications will be authentic and convincing; using a structured revision process to make sure their voice shines through in every communication; ghostwriting for different platforms, from social media to opinion columns; and meeting new expectations for genuine and sincere brands and people.

Ghostwriting’s not confined to celebrity memoirs. Executives, politicians and thought leaders in every industry use ghostwriters to help them communicate better. There are many types of ghostwritten communications — internal emails and memos, letters, social media updates, blog posts, white papers, magazine and journal articles, opinion columns, legislative testimony, speeches and more. Learn how to repurpose ghostwritten content for different communication tools and audiences.

Authenticity may be a trendy topic, but employees, customers and other stakeholders value authenticity highly, and make decisions about people, brands and organizations based on whether or not they feel real. Ghostwriting and authenticity aren’t mutually exclusive if you take the right approach. See how organizations use modern ghostwriting in the right way to help company leaders be more authentic, and learn about the special ethics of ghostwriting.

Capturing your subject’s authentic “voice” is critical so their communications will be clear and convincing. Whether you have an hour to spend with a client or work with a company leader every day, some simple techniques can help you go beyond capturing the content of a communication to identifying your subject’s tone, cadence and point of view.

In this webinar you will learn to use inexpensive modern tools like word and sentiment analysis to improve the quality of your ghostwriting.

Presenter

Blythe Campbell, senior director of communications and marketing, NANA Development Corporation

Photo of Blythe Campbell

Blythe Campbell has been ghostwriting for CEOs and other senior leaders during a 30-year career in communications and marketing. She’s written memos, opinion pieces, letters to the editor, legislative testimony, white papers, speeches and more — both as a freelancer and in a corporate setting. Campbell has experience in the engineering, telecommunications, energy and finance industries. In her current position with NANA Development Corporation, a $1.7 billion holding company, she is a consultant and advisor to the senior team as well as a resource for the company’s 60 subsidiaries. Campbell founded Northrim Bank’s Alaskanomics blog (www.Alaskanomics.com) and is now an occasional guest author. She’s chaired and presented at national telecommunications conferences, led marketing workshops, and been a luncheon presenter for civic and industry groups.

     

Accreditation

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