We in public relations do a lot of writing. Sometimes, that writing is on behalf of someone else so the session The Real Art & Economics of Ghostwriting – featuring NYT best-selling author/celebrity ghostwriter Joni Rodgers – sounded like it could provide some good insights on how to become a better ghostwriter.
Important to note that the session was focused on ghostwriting of books which isn’t something that generally falls into the scope of a PR person but the trials and tribulations of nailing someone else’s voice, establishing efficient processes and creation of content people care about are the same, no matter the output.
One thing that struck me about Joni was her caring, motherly nature. Driven in part by her sharing the stage with her daughter and business partner, Jerusha Rodgers, but also by the genuine compassion she demonstrated for the clients she has collaborated with.
They talked a lot about the concept of humility and abandonment and that you must be completely comfortable with not being the sage on the stage to find happiness in ghostwriting. This concept also wasn’t lost on me as it relates to PR – often we’re the people working hard behind-the-scenes to shine a light on our clients.
Joni’s first piece of advice to budding ghostwriters was to write a book yourself first so you fully understand the process. The second alluded to flexibility and working with your client on their terms – ensuring they’re in their natural habitat to maximize creativity and a good working relationship. Jerusha talked about a strong agreement upfront behaving like a moat: of course there is a bridge but the water provides a barrier, allowing you to control the process and stay safe.
Here are the three things Jerusha and Joni look for when assessing whether to take on a project or not:
- Storytelling ability. Can the person tell a story?
- Style compatibility. Many partnerships fall apart because of a mismatch of style, not personality.
- Do they have the skill to turn out a feasible project?
The last bit I wanted to touch on is Joni’s commentary around content. She pointed out that it’s easy to fall in love with someone’s “story” but that doesn’t necessarily make for a riveting book.
Asking what is the point of telling the story, why will people care, why will they care right now and what the larger meaning is all help in the decision-making process. The decision on format – the use of flashbacks, vignettes, etc. – is also key to helping structure the project. All questions us PR folk ask every day when it comes to pitching the media and indeed, in the creation of thought leadership content on behalf of our clients.
You can check out the books Joni has penned (including Sugarland, Love and Other Natural Disasters and Nancy G. Brinker’s Promise Me) here: http://www.jonirodgers.com/#!work/c1pen