Yesterday, I received two orchestra press releases, both of which referred to their music director in the subheading as a "beloved" figure. "Beloved," really? The use of this particular adjective in the context of each PR (announcing the respective orchestra’s upcoming regional tour) projected an entirely self-serving image. Granted, writing creative PR copy can become a bit monotonous but marketing professionals need to be on guard against allowing such grandiose language to creep into their print material. As a tool to combat this problem, here’s a creative, team-oriented way to make the copy writing process more efficient…
Step 1: schedule an hour long meeting.
Step 2: invite all of the marketing and PR staff involved in copy writing.
Step 3: invite one or two musicians (it is likely that there are
at least a few with some knowledge of common adjectives used to
Step 4: create an in-house orchestra-centric thesaurus that managers and staffers can use as a reference resource.
Although the final product will likely differ from one group to
the next, the process will not only produce a useful style sheet but
serve as one more way to bridge the gap between administrators and
musicians. Undoubtedly, the process will create opportunities for all
involved to discuss how musicians perceive themselves and how they wish
to be perceived in the community and the challenges managers face
implementing that task. Ultimately, the exercise has win-win written
all over it.
If you need a starting point in the process, create a list of
adjectives to describe the music director: respected, well-regarded,
esteemed, accomplished, talented, distinguished, critically acclaimed,
etc. When finished, do the same thing for guest artists, orchestra
musicians, etc. Are the lists the same or different and if the latter,