“He writes like a journalist because he is one.” That was Jennifer Hawkins pitch to prospective clients about Neal Santelmann back in the earliest days of Hawkins International – and apparently it worked. Though he is no longer a journalist, and the agency has grown many fold since he joined in 2002, Neal continues as Editorial Director contributing a distinctive voice to client communications such as press releases, fact sheets, roundups, trade articles, advertorials, and on and on. He also frequently writes or edits agency communications including releases, reports, and editorial submissions.
“People often tell me I write in a way that makes them keep reading,” says Neal of the conversational style he endeavors to instill into detailed narratives and plain-vanilla announcements alike. He has learned a lot about writing for media over the years. “The trick, I think, is to get in as much detail as possible, and do it accurately, while still making it enjoyable.” His favorite client over the years? “Oh, quite a few. So many have come and gone, but many have stayed and it’s been great telling their stories as they’ve grown.”