By "write up" they mean a text to accompany the picture and the links. Promotional is being used to connotate the purpose of the text, which is a short version excerpted from the biography.

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Note added at 8 mins (2010-01-31 15:24:54 GMT)
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Here's an example of the way this is used:

"Suggested promotional write-up

Joan Lloyd, CSP
About Presenter:
Joan Lloyd has a solid track record of excellent results. Her firm, Joan Lloyd & Associates, specializes in leadership development, organizational change and teambuilding. This includes executive coaching, 360-degree feedback processes, leadership training, conflict resolution between teams or individuals, internal consulting skills training for HR professionals and retreat facilitation. Clients report results such as: behavior change in leaders, improved team performance and a more committed workforce.

An award-winning speaker, Joan speaks to corporate and association audiences and has shared the podium with such notables as President Bush, Sr., Captain Jim Lovell of Apollo 13, Elizabeth Dole and Dr. Joyce Brothers. Joan earned the CSP (Certified Speaking Professional), a designation awarded by the National Speakers Association to less than 400 speakers in the world.

Her weekly column, “Joan Lloyd at Work,” has been syndicated for over 21 years in newspapers across America and on the Web. She has appeared on television over 500 times and been featured on more than 1,000 radio call in programs. Her line of management, career and job hunting tools (booklets, audios, CD & video) are available on her website, www.JoanLloyd.com.

http://www.joanlloyd.com/getdoc/04608047-99ad-4914-868e-981f...