In 2023, the World Communications Forum Association named Jason Mudd as North America’s Best PR Leader for 2022. He is the CEO of Axia PR.
getty
If you’re an executive with endless ideas and opinions that you want to share but can’t do so because you lack the time, writing isn’t your talent or writing isn’t the highest and best use of your time, a ghostwriter can help.
A ghostwriter is a professional who helps executives shape their thoughts and then writes content in an executive’s voice—content that the executive can use as their own. An initial concern might be that ghostwriting is unethical. Some people think of it as misrepresenting the work because someone else wrote it. But in my view, ghostwriting is a creative, collaborative process between two professionals. It’s a professional partnership. Companies hire communication staff to help them produce content—why shouldn’t executives do the same?
In fact, it could be argued that it’s unethical not to hire a ghostwriter in a situation that calls for one. One person can only produce so much, and executives have companies to run and grow; they can’t spend hours typing. By hiring a ghostwriter, you can free yourself to deliver results to your shareholders, employees and customers, all while increasing your visibility and impact to a broader audience.
However, you can’t expect to hire a ghostwriter and immediately have them write article after article that perfectly captures your specific vision and unique voice. Successfully collaborating with a ghostwriter requires being intentional.
Assess For The Right Fit
I’ve found that there are two types of ghostwriters. The first type is skilled at emulating other people’s voices. They can speak to a matter-of-fact engineer one day and a carefree visionary tech leader the next day and craft two completely different articles that get to the heart of who those people are and the vision they’re communicating. The second type tends to write the same way no matter who they are writing for.
Try to find a ghostwriter who fits into the first category. Review a ghostwriting company’s or candidate's past writing to understand whether or not they can emulate other people’s voices. That way, you can get a clear picture of how well they can adapt their natural writing style to different voices and outlets. If they can write with a distinct voice for two different publications, that’s a sign that they fall into the first category.
Additionally, you should screen for familiarity with the subject matter. A ghostwriter doesn’t need a degree in your field, but they should ideally have similar experience writing about it. They should be able to write about your subject in a natural and intelligent way. Ask for ghostwriting samples of their previous work on that subject. Additionally, check to see if they have pertinent experience in your field. For instance, if you’re an insurtech executive looking for a ghostwriter, the public relations agencies you speak to don’t need former insurtech executives on their ghostwriting teams. However, an agency with ghostwriters who have worked with insurtech companies for a few years will likely produce better writing for you
Do Your Part
Once you hire a ghostwriter, you can’t just sit back and expect them to write compelling articles for you—you get out of a ghostwriting partnership what you put into it. If you want your ghostwriter to succeed, you must do your part and invest in the professional relationship.
Give the ghostwriter access to you. Sure, you can send them articles you wrote in the past or videos of you speaking at a conference to give them a sense of your voice. But it’s through one-on-one conversations that a ghostwriter can truly understand who you are and emulate your voice and communication style in writing. The more access you can give your ghostwriter, the better. Having them shadow you while you work—just letting them observe how you go about your daily tasks—can give them invaluable information.
Additionally, expectations should be set at the start of the working relationship. You should tell your ghostwriter your working style and preferences. Additionally, you and your ghostwriter should develop a creative brief that outlines your vision, voice, values, goals, key positions, key messages, target audience, legal and ethical considerations, etc. The creative brief should also hone in on what differentiates you from your peers. In other words, what do you have to say that’s distinct from what everyone else is saying? A good ghostwriter will help you identify what sets you apart, developing your brand as a contrarian and provocative thought leader with a unique point of view.
Provide Feedback
With each article, a ghostwriter should improve at emulating your voice. And to ensure continuous improvement, you must keep meeting with your ghostwriter.
You also have to provide detailed feedback along the way. For instance, it’s not enough to say, “This paragraph doesn’t sound like me.” Instead, you could say, “This paragraph sounds too stiff, and my voice is more conversational.” The more direction you give your ghostwriter, and the earlier you give it, the more effectively they can pivot and adjust their style, getting closer to your authentic voice.
Over time, you might not have to meet with your ghostwriter as often. But you shouldn’t stop meeting with your ghostwriter altogether. Interacting with them will help them continue to produce quality writing that aligns with who you are and generate new ideas and talking points that help you stand out.
By investing your time upfront, your ghostwriter might eventually be able to communicate on your behalf better than you can—enabling you to reach more people than you thought possible.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
