Writing

WHWG’s writers work closely with clients to define their message.

Our writers do more than put ideas into words, they help clients frame their arguments and shape their communications strategy.

Our writers have experience in both the Oval Office and the Fortune 500 boardroom. They combine that with a keen understanding of public perception to move critical audiences.

We help clients determine the best venues and mediums to reach these audiences. Our team includes accomplished speechwriters, online content specialists, and talented policy writers.

 How to Write a Memorable Phrase

One of the tricks of effective writing is coining memorable phrases.  Soundbites.  Here are some tips:

Names: Think of the New Deal, the Iron Curtain, the Evil Empire.  By giving your idea or initiative a name, you give people something to remember.

Images and Metaphors:  Look at those names again.  “New Deal” and “Iron Curtain” each incorporated an image and metaphor into the name.  People are more likely to remember words the conjure a vision in their imaginations than an abstraction.

Popular Culture:  “Evil Empire” was a reference to Star Wars, which had recently been released at the time Ronald Reagan slapped the name on the Soviet Union.  People are also more likely to remember references to popular culture if only because they know popular culture so well.

There is nothing magical about crafting language that is memorable.  The trick is having ideas and arguments that are worth remembering.

Analyzing Campaign Speechwriting on Norwegian TV

Interpreting data: Unemployment rates demonstrate the challenge

Today’s unemployment rate announcement offers another demonstration that every statistic demands a second (and third and fourth) look. News coverage of the Bureau of Labor Statistics announcement of December employment stats understandably focused on the overall unemployment rate , down from 9.8% to 9.4% — a good news story. But when you look just below the surface you find good news — and bad. While unemployment declined by .4 percent, the labor participation rate declined by .2 percent — half of the overall decline in unemployment. In other words, half of the decline is attributable to more people finding work — and half is attributable to fewer people looking for it.