new c-worder, Aimee Said
New crew member, copywriter and content strategist Aimee Said

Meet Aimee Said, our new crew member, copywriter and content strategist.

Aimee is a writer, editor and web content strategist who has worked in the arts, publishing, not-for-profit and government sectors. Her writing and editing experience includes website content, annual reports and other organisational documents, news articles and training manuals.

Having written and managed website content for more than ten years, Aimee is also passionate about content strategy: planning, publishing and managing content that meets users’ needs and is aligned with organisational goals.

Tell us about your typical day in communications?

The actual ‘work’ part of my day depends whether I’m writing, editing or strategising (or juggling all three), but my daily morning ritual is: coffee, reply to email, coffee, scan blog feeds, coffee.

When did you first know you wanted to work in communications?

When I typed my first html tag, back in 1998.

Who’s your communication hero/mentor?

Gerry McGovern constantly reminds me that the best communication is audience-focused.

Which tools can’t you live without?

I’m a google-hag – I use everything from gmail, to blogger to google docs. If I could choose only one? Email.

What are the biggest challenges in your role?

Convincing People to Stop Overusing Capital Letters.

Which campaign do you most admire?

At the moment, Get Up’s ‘enrol to vote’ campaign – a great example of using the right medium, tone and distribution channel to reach your target audience.

What’s been the biggest change to communication/marketing/public relations since you began your career?

The internet! When I started my first job after uni (back in the online dark ages of 1994), only a couple of our clients had email addresses and the only content we could find that wasn’t scientific research was a weekly rundown of Melrose Place.

If you had to cut/keep something in your communication budget, what would it be?

Cut: website design bells and whistles, like animated site introductions (unless you’re in the animation business). Keep: well-written content (no bias here, obviously!).

What quality do you look for in your communication team members?

An ability to see a project from all angles, not just the part of it they’re responsible for.

What book/blog do you think every communicator should read?

Gerry McGovern’s Giraffe Forum.

What tips do you wish you’d known starting out in communications?

Know your audience: writing for ‘Joe Public’ is never going to be effective.

Finish this sentence: ‘Communication is…’

…finding the balance between an organisation’s goals and its audience’s needs.

Aimee is also the author of Finding Freia Lockhart, available online and at all good book stores.