Is the Press Release Dead?

Why businesses can still get ahead by using press releases

In the era of social media where news breaks instantly and reporting has become crowdsourced, does the humble press release still have a place? Ralph Grayden and Emma Sorensen, directors of communications agency Antelope Media, believe that now, more than ever, the press release offers businesses a unique opportunity to get ahead. Read the full press release here: Is the Press Release Dead?


lessons in making social media work

Lessons in making social media work

lessons in making social media workNothing beats getting the inside word from one of the biggest players in world media.

The New York Times’ Social Media Desk has published a fabulous article about what worked and what didn’t in 2013. The title is great and on its own deserves a click: If a tweet worked once, send it again — and other lessons from The New York Times’ social media desk.

Nice huh? It’s a case in point for why they’re so successful at what they’re doing out there in the Twitterverse.

How do you learn to write

How do you learn to write? 6 tips to improve your writing

How do you learn to write“You learn to write by writing. It’s a truism, but what makes it a truism is that it’s true.” – William Zinsser, On Writing Well

The sad news is that there are no shortcuts to writing well. But we can let you in on a little secret: the best way to learn to write is to practice. You simply need to write.

While practice might be the cornerstone of learning to write well, there are some other simple ways you can improve your skills: Continue reading “How do you learn to write? 6 tips to improve your writing” »

3 tips for editing your own writing

3 tips for editing your own writing

3 tips for editing your own writing“Write with the door closed, rewrite with the door open.” - Stephen King, author.

Writing and editing are not separate processes. To some degree, good writing IS good editing. But you can’t write and edit at the same time, and you need to do both to produce good writing.

As William Zinsser, American writer, editor and critic, argues: “the essence of writing is rewriting. Very few writers say on their first try exactly what they want to say… A piece of writing must be viewed as a constantly evolving organism… If the process is sound, the product will take care of itself.”

Increasingly, writing is part of what most people do for a living. But unless you’re a novelist or journalist you’re unlikely to have the benefit of a professional editor, so here are three tips for editing your own writing. Continue reading “3 tips for editing your own writing” »


It ain’t your grammar: Why structure matters more

Itain't your grammar: why structure matters more“It is necessary to know grammar, and it is better to write grammatically than not, but it is well to remember that grammar is common speech formulated. Usage is the only test. I prefer a phrase that is easy and unaffected to a phrase that is grammatical.” - William Somerset Maugham, The Summing Up, (1938)

For some years I worked as an editor, commissioning articles for websites. One thing people would often say to me when they felt unsure of the work they were submitting was: “Oh my grammar is terrible, you’ll need to check it”.

They were right in one sense. There was usually something wrong with what they’d written. But it was rare, if ever, that their grammar alone was letting them down.

In most cases it was the structure. What they were saying didn’t read well because they hadn’t given enough thought to what they were writing about. This meant that they hadn’t planned their writing properly, and that lack of planning showed. Continue reading “It ain’t your grammar: Why structure matters more” »


Five things lawyers can learn from copywriters

Our first session of Big Impact Writing for Lawyers at the Law Society of NSW has sold out – but never fear, there’s a second session scheduled for 11 September 2013.

In the meantime, here’s one of our latest articles Write Like a Pro: Five things lawyers can learn from copywriters, which we wrote for the Law Society of NSW’s CareerHub.


CareerHub Launches

Antelope Media was proud to be involved in devising strategy and developing content for the CareerHub, a major new online initiative from the Law Society of NSW. Aimed at helping lawyers negotiate their career, the CareerHub launched on 22 March 2013.

Two of our favourite CareerHub articles are Emma’s on Tweeting to the Top, and Career Consultant Fiona Craig‘s on Planning for Change. Fiona also gave an impressive presentation at the launch.

You can read about the launch in The Australian.