As both a former public relations executive and a current B2B freelance writer, I have a perspective from working both sides of this business divide.
Of course, most executives can write! They wouldn’t have arrived in the “C” suite otherwise. But here are some reasons they don’t, can’t, or shouldn’t write:
- There’s no time: Harry, a great former boss, used to tell me he was “putting out fires” all day. I thought he was joking till I arrived in a similar position. Putting out fires, all day long. Really.
- You have a company bias — which can be political, such as a desire or requirement to please someone else inside the company (like your own boss), or it could simply be a reluctance to address an unpopular perception that exists within the company culture.
- Interruptions! Constant, unending interruptions, which make a piece of writing: 1) take forever to draft and 2) end up disjointed and tone deaf, if, indeed, it makes any sense at all.
- Writing is an entirely different “skill set!” Writers are often introspective, introverted, enjoy working alone and are comfortable that way. Executives are often more extroverted personalities who thrive on teamwork and hate having to sit by themselves and work on something lonely — like a crucial piece of writing!
- Other obligations at the workplace, such as meetings, whether in person, conference calls, Skype calls, etc. Not only time consuming, but distracting.
- Writing involves research as well as the actual writing. That, of course, can make the time requirement doubly troubling, making it even more of a chore.
- Good executives thrive on diversity and points of view — and your personality, your way of saying things, is probably already writ large on the company culture. Perhaps it’s time for a new direction or a breath of fresh prose air?
- Executives can lose the essential skill. Writing is a craft which requires practice. The more you practice, the better you get. And the opposite is also true, the less you write, the rustier you get at it and the more difficult it becomes!
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Solutions:
- You need a writer, someone whose primary job is that specific function, whether this person be on staff or freelance.
- With all the changes in our economy, the writing function is outsourced more and more. And, from a pure quality standpoint, it often makes sense to bring someone in from the outside anyway, to provide that fresh look, that unique point of view.
- Cost-effective: Your project is all the freelance writer is doing – writing that specific piece you have an urgent deadline for.
- Even if you, as the executive, need to put your stamp on a final version, it’s so much more efficient to be presented with a solid draft to minimally edit, complete and on the day you asked for it. Right?
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