Corporate communication is rarely disinterested, but often enough a commercial aim can only be realised if the copy avoids overt selling.

Readers of course understand this game, and playing effectively by its rules demands a skillful balance of often conflicting pressures.

I'm not talking about corporate brochures and websites: these are mostly selling tools and readers expect no more or less. I've written dozens, including work for major BT divisions like Global Services and Exact (BT's research labs).

More interesting perhaps is when you need to make some kind of brand statement, but the context demands a low key approach. Recent work here includes catalogue introductions and technical explanations for BT's sponsorship of important new artworks in Brussels and Madrid. This builds on previous work over successive years to support BT's sponsorship of the Fortune Forum, a meeting of the CEOs from the world's top 500 companies.

I've also been working with designers SAS on perceptions of BT among statutory authorities in London, producing a large format brochure linking technology to the social and economic challenges faced by the English capital.

Other recent corporate projects include the website for the Creative Foundation in Folkestone and a graduate recruitement website for chartered accountants RSM Robson Rhodes.