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Six short fellas: an editorial mantra for IC?

How does Nobel Prize winning, elephant-loving author Rudyard Kipling, help us write fab content for our client magazines and newspapers?

We’ll tell you how. Fancy a poem?

Kipling wrote:

“I keep six honest serving-men

(They taught me all I knew);

Their names are WHAT and WHY and HOW

And WHEN and WHERE and WHO.”

Good eh? Let’s elaborate.

These six little words are central to writing engaging articles, and super-important when it comes to getting a message across and telling a story.

Our journalists and writers try to get WHAT and WHO across in the intro. What it’s all about, the message, the story? What’s special about this piece and what will make people want to read on? Who’s involved, how they got involved, the team they’re part of and their role within the company?

The nitty-gritty comes in the body of the copy. We’ve got the readers’ attention, now we give them what they want, the WHEN, the WHERE, the WHY, when it happened and why the date is significant, where the action took place and why it’s relevant to the story. Finally, make clear why it’s here – what’s the call to action in this article and what should colleagues do as a result?

Next comes the HOW – how it happened, the challenges and processes involved, final thoughts from colleagues on impact/solutions/effect/outcomes and contact details.

We’re proud to say at scarlettabbott we produce fresh, unique, engaging and entertaining content for a wide range of diverse internal audiences, and by following the wise words of Kipling, and using our IC expertise, we make sure we hit-the-spot with them every time.



Happy New Year!

Here’s wishing you all a very happy 2013!

We’re looking forward to a great year ahead with some exciting work to get our teeth into for clients old and new. We’ll launch a brand new UK mag for Balfour Beatty Construction Services, help one our utilities sector clients in the North East launch their new intranet in style and plenty more….



Working to combat social exclusion

Take a look at this interesting new project for our client KPMG. One of the UK’s leading professional services firms intends to make a lasting social difference by partnering with Shelter and Action for Literacy to tackle literacy and homelessness in the UK.

We helped them to create this compelling animation to launch the new charity partnership to its 11,000 partners and colleagues in the UK. The film promotes this new two-year relationship and the crippling social exclusion that illiteracy and unsafe or poor housing can create. The programme will encourage KPMG people to get involved through volunteering, fundraising and pro bono work.

Just like KPMG, we want to build lasting legacy with our clients – and as the firm’s newly appointed IC partner – we’re looking forward to working together long into the future.




National awards shortlist!

We’re thrilled to have been shortlisted for two national awards.

We’re up for Best financial/corporate communication category with Aviva UK, and Best operational communication for One McCain with McCain Foods GB at The Institute of Internal Communication Awards 2012.

There are 39 awards spread across eight sections, covering the kind of work being done everyday by internal communication professionals, including campaigns, innovation, digital media, print media, writing, events and design.

The winners will be announced in London on 15 June.



Double award win

Absolutely thrilled to have won two awards with the fab team at London Midland this week.

A class win for Best New or Relaunched Publication and award of excellence in the Best Magazine category at the IoIC Central Region Awards. Go team BtL!!



Masters of the IC universe

Great news that there’s a Masters in IC coming down the line in university-land. Help shape the content of this new ‘Masters in Internal Communications’, due to start next year at the University of Central Lancashire (UCLan). The new course will be part-time study for IC professionals. If you want your say in the future of academic IC development, go to

  1. Cathy Grant says:

    About time!