Copywriting in journalism
Developing Internet industry, fast-growing start-up culture and expanding international connections encourage an incipient formation of copywriting. Moreover, it is in perfect step with journalism – writing for magazines, newspapers, radio and television. On-line technologies created the new form of this activity Internet journalism.
A journalist investigates, chases down exclusive, makes a reportages and craves breaking the news. Internet portals cannot exist without fruits of their labour because the industry is based on obtained information. Well-written, newsworthy and interesting articles attract readers, win clients and establish a reputation.
What is a difference between journalism and copywriting?
There is a symbiosis of these two notions, which calls copywriting in journalism. However, it is necessary to distinguish and understand the nature of two different concepts.
Firstly, journalists and copywriters have a lot in common. They create breathtaking content, play with words and phrases and meet strict deadlines. Some people are sure that “Writers are writers”.
However, there is a difference in nature of duties of two occupations. For instance:
- the distinction in written style
- the difference in tone
- various purposes
When copywriter is hired for journalistic work, the quality of reports suffers. It is evident that copywriters are able to create well-written prose that encourage people and bring in new business. However, they use depthless approach to creating reports. The most important part in copywriting is writing a text. From the perspective of journalism, writing is the completion phase of the process.
Copywriters do not have enough skepticism. The experience in journalism get into the habit of asking of hard-hitting questions, seek ugly truth and avoid factual inaccuracy. Journalists always hesitate, check their sources and seek independent confirmation of information.
For this reason, texts that are created by copywriters are full of inaccurate information. Furthermore, they do not tell many stories.
Journalists present breaking the news to the public. Copywriters create the general text about any topic on which they are given information. They work for advertising and marketing companies or participate in promotions campaigns for a wide range of businesses. Professional copywriters often study marketing, advertising, and public relations. Apart from them, journalists are interested in mass communications and journalism.
Usually, copywriters juggle with catchy words and phrases that draw the attention of consumers and investors. Their texts encourage people to purchase a product and service or tie up money in a project. They know reader’s needs and could manipulate his to do something. Furthermore, these specialists modify their style and tone according to the client’s desire. Copywriters could handle different formats and genres, create the wide range of content from website copy to sales letters.
Journalists tell the story, copywriter sells it. For this reason, they have to understand customers and know what motives make them tick. Copywriters create marketing and advertising materials, slogans and emails.
The requirement for copywriters in journalism.
- They must tell the truth. The situation when companies sell the pass could have catastrophic effects for business. It is hard to earn trust, but it is easy to lose credit.
- Copywriters in journalism should be able to produce content that could have maintained journalistic integrity.
- Specialists must be persuasive to make client to decide in favor of the company.