What's in an (article) name?

It's been some time since I sat down to write an article that was designed to SELL a product or service! Project Management has taught me so many incredible lessons - especially about Government and the Public Service. But.....perhaps there's a chance it has weeded something out of me: 

CREATIVITY!

I have just finalised a draft article proposed to be published in the Department of State Development's Prospect Magazine.  The Magazine has readership from all over the world - the feedback is generally that the Magazine is relied upon by industry, regional and overseas offices, and that it is missed when it is expected to be out! The focus of the Magazine is the mining and resources industry - and all that that entails.  It features fantastic, high-resolution photographs (often from private industry, but sometimes Government departments) to make sure it is never boring. 

In my role as Project Manager, I assisted in the development of a new Department initiative that aims to provide a framework to private sector parties wishing to develop projects in Western Australia.  The Infrastructure and Services Assessment is a form of impact assessment - where impacts are identified, measured and managed.  When you look at some of the difficulties experienced by communities as a result of large-scale development right next door to a small community, it is easy to see why this process is necessary. 

Now, as an intern.....I was tasked with WRITING for the Magazine about this new initiative! 

So, how did I go? Not great. Don't get me wrong - there was nothing wrong with my writing, or my content.  But my creativity certainly left a little to the imagination!! I had forgotten how very important it is to GRAB the reader from the very start....draw them in, get them wanting to read more. 

Rebecca, who works on the material for the Magazine, as well as editing, proof-reading, and approving content for the Communications and Media Unit, received my draft and provided me with ample feedback ;)

USE P

Needless, to say, I got my draft back with red all over it.....but with a good idea of what I have been missing in the world of Project Management!! What have I been reminded of?

BE CREATIVE

USE PERSUASION

PUT THE IMPORTANT STUFF UP TOP

DON'T LOSE THE READER WITH A MEDIOCRE OPENING

Constructing the article was harder than I had imagined - I was required to get all direct quotes approved, and photographs, and hardest of all, I had to remind myself what public relations is all about:

THE PUBLIC!

Unfortunately, I can't publish the article - though it will be out there eventually(!), but I can provide you with a link to the current edition of the Prospect Magazine.  Have a read!