Tuesday, February 28, 2006

The Inverted Pyramid Is Still Alive

As blogs, instant messaging and other social media gain popularity, it’s tempting to conclude that communications professionals no longer need traditional journalism skills. Some have even argued that corporate public relations departments should be replaced with bloggers. After all, who needs the AP stylebook when you write with an informal, more personal online voice?

However, the inverted pyramid is still alive – and solid news writing skills are still highly relevant. Consider the following evidence:

• Until SEC and Sarbanes-Oxley regulations are loosened (which won’t happen anytime soon), the press release will remain a key information disclosure tool. The press release will certainly evolve, but it isn’t going away.
• Gurus like Jakob Nielsen and Debbie Weil suggest using an inverted pyramid style for online content. Since web users scan for information, it makes sense to lead with your most important information.
• Compelling headlines help lure readers to your blog entries – especially if they use RSS.
• Concise, keyword-rich copy is critical to search engine optimization and marketing, and a journalism background certainly helps.

Blogs and other tools have certainly influenced the writing world, but journalism remains a solid foundation.

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