Insights
Practical thinking on business writing, podcasting, content strategy and AI in communications, drawn from our work helping organisations turn expert knowledge into clear, useful content.
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A few weeks back, we wrote that many AI writing problems are not really prompt problems. They are setup problems. That raises the next question: what does better setup look like in practice?
Most people have a pretty clear sense of what good writing looks like in their organisation. The standard exists and is maintained by experienced writers who have been applying it for years.
Not long ago, if you were writing something important, you were usually focused on getting one version right. Now, AI means the same piece turns into a collection: summary, talking points, Q&A, rewrites for different channels.
For six months, we have been using AI agents to help draft scripts and story angles for Fear & Greed (Australia’s most popular business podcast! Listen here.) We have seen some entertaining failures.
A workshop we do for our clients from time to time focuses on helping them understand how journalists make decisions on what is newsworthy and judge the relative weight they should give to the stories they run. When you read a news website or watch the evening news, it seems as though the stories are presented effortlessly in order of importance.
At The Australian Financial Review there used to be a cherished tradition. For every major news event a small group of reporters and section editors would retreat to a room with a whiteboard and hammer out a dozen angles on the story—who did it affect, who wins, what happens next, what did this person think, can we interview so-and-so and on and on.
