Skills: Creating a suitable tone of voice for this type of publication that married the formal with the readable. Curating, editing and creating content, including conducting interviews with the CEO and various key players in the Historic Scotland team.
Brief: Content for Historic Scotland’s 2013 – 2014 annual report. The following year, I was asked to write the CEO introduction again, although given the report’s differing format (thanks to amalgamation with the Royal Commission on the Ancient and Historical Monuments of Scotland), additional copy wasn’t needed.
Background: Information for the first report was gathered via interview with various people across the organisation, and liaising with them to create copy. For other sections, base information was provided by the client, then drafted into copy.
Tone: More formal than conversational, but plain English. CEO section: personal and sincere.
See more:
Joan Grady, Copywriter 