FIVE Ws OF WRITING A GREAT CASE STUDY
Writing a case study for PR purposes is about information.
Information that helps you to tell a story, that captivates the audience, that keeps the reader interested.
A case study for PR purposes can’t just be about you, your work and your products or services. It simply won’t engage the audience. If you are writing a case study, there are certain pieces of information that you need to write a great case study and, for me, it boils down to the Five Ws of Who, What, Where, When and Why.
Note though that it might be that some information cannot be given; commercial sensitivity might be a factor but it helps if a value (of a deal or transaction for example) can be used.
Once you have the information, you should be able to put together the story that you want to tell. By the end of the piece, the reader should know why products or services were bought from you. They should how they could benefit from working with you.
When I’m writing ad copy for example, and I have all the information I may need, I always ask one more question.
“Assuming that a number of companies do what you do, why would I come to you?”
It’s amazing how many people have to really, really think about that question.
Go on, ask it of yourself or your client. Makes you think.
Please note, this post is purely about the words. Pictures are a different matter, but a blogpost on that is coming soon. If you need further assistance, email me at firstname.lastname@example.org.
Anyway, to help you, here are the Five Ws as I see them:
Client company name/HQ location/sector/number of employees
Client contact name, role and contact details
Who at the client (if different from above) can sign off PR/Case study
Has the client already been approached for PR purposes?
General feeling of client towards PR?
What has the client purchased
Describe exactly the product or service sold, plus value
What was it and why is it different?
Why is something different needed?
Exact location(s) of product(s) (address/inc departments if appropriate).
When was the contract won?
When will the product start to be used
Why was a product required? What was their pain?
How did your company or client take their pain away?
Why not a competitor?