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    Carla Foote Email: carlacfoote (at) gmail (dot) com

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Focus Time

Right now I am finalizing content for a presentation this weekend – so I have moved from writing to revising, editing and polishing. This kind of work takes focused effort. Yesterday, a major news story developed in my state, as several large fires were burning out of control, impacting the homes of friends. So last night when I sat down to do some revising and polishing on my project, my mind was distracted. I had too many news feeds going and I couldn’t focus my thinking.

When I got up this morning, I decided that I would work without any news feeds or social media going in the background. I needed all my thoughts focused on the final honing, which would make the difference between good content and great content. So I worked 2 solid hours without distraction. Then I allowed myself to check news sources before taking a walk to freshen my thinking for the final editorial push.

The project management side of editorial work involves lots of juggling and multi-tasking, as an editor takes action on future stories and projects even while current content is undergoing revision. However, in the midst of many editorial projects in different stages of completion, the ability to focus quality time and energy on bringing one project to a successful conclusion is essential. The art of editorial work is knowing how to bring creative energy to all the various stages of a project, and how to manage both time and focus to bring forth excellent results.

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by Carla on June 12, 2013  •  Permalink
Posted in Editorial Tips
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Posted by Carla on June 12, 2013

https://fineprintedit.com/2013/06/12/focus-time/

Editorial Strategy: Flexibility vs. Planning

Editorial decision-makers are continually faced with the issue of how strictly to stick to an editorial plan and how often to veer from the plan to incorporate relevant content that connects with events in the world. With print publications, editorial planning ensures that the organization holds its voice in a consistent way. However, with social media and the need to be connecting daily with constituents via Facebook and Twitter, an artful combination of flexibility and planning is essential.

The planned aspect of content is a way to cover a variety of topics that all relate to the core brand, without neglecting some important aspect of the organization. The flexible side of content management means that there needs to be space within the plan to respond to occurrences in the greater community that impact constituents. An organization that doesn’t have any flexibility in content can be seen as irrelevant. At the same time, an organization without any content planning discipline can experience voice creep and lack of clarity on key messages.

For instance, when a news event occurs that impacts an audience segment, people expect an organization to comment on the event. If everyone is “talking” about an event in social media, and it relates to your constituency, but you aren’t talking about it, then you are not being relevant to the conversation. At the some time, some regular portion of organizational content online should not just follow news but to create news and content that people will start talking about. Planned editorial content spread across time is the way that your organization can shape and drive the conversation, putting forth content consistent with the values and goals of the organization.

The art of editorial content management is in the careful balance of flexibility and planning. One without the other is either irrelevant or undisciplined. Wise editors balance flexibility and planning, and are continually evaluating past messages for what they contribute to the overall organizational content strategy.

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by Carla on June 6, 2013  •  Permalink
Posted in Communication Principles, Uncategorized
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Posted by Carla on June 6, 2013

https://fineprintedit.com/2013/06/06/editorial-strategy-flexibility-vs-planning/

Names

Names are important to people. It actually matters to me if I am addressed as Carla or Karla. One is my name and the other is not. And Carol is a great name, but it isn’t the same name as Carla. However, names are difficult to proofread because of the variety of spellings and forms even for common names. One of my most difficult proofreading tasks is for an event program with multiple workshop speakers. Each name matters and there are so many possible ways to be wrong and only one way to be right with a name.

Here are some tips for verifying names:

  • If you are interviewing someone in person, hand them your notebook and ask them to write down their name for your records. Then look at it to make sure you can read their handwriting. Having someone write their own name is much better than having them spell it for you while you write it down, because you may transpose letters when someone is speaking.
  • If you are verifying a name for a well-known person with a web presence, verify the spelling of their name on their own website, not just by googling their name. Other websites might have erroneous spelling of an unusual name, but someone’s own website should have the correct spelling.
  • Be direct, just ask the person to verify the spelling of their name, because you care about getting it right. They will appreciate the effort and your desire for accuracy.

Unfortunately, mistakes happen with names. Many years ago, I asked my soon-to-be-husband to verify the spelling of the names for his side of the family on our wedding invitation draft. He approved the draft, and  when we got the invitations back from the printer, he noticed that his middle name was spelled “Allen” rather than “Alan.” Being frugal, he said it didn’t matter, that we could use the invitations and no one would notice. I responded that of course it mattered, we had to get his name spelled correctly in the invitation or my grandfather would enter it incorrectly in the family history book. We got the invitations reprinted, because names matter.

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by Carla on May 29, 2013  •  Permalink
Posted in Editorial Tips
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Posted by Carla on May 29, 2013

https://fineprintedit.com/2013/05/29/names/

Politics of Editorial Content

In an ideal world, editorial judgment is based on intersection of the needs of the audience, the goals of the organization and the merit of the content. However, from time to time, there are other factors that enter into the editorial grid. An article or topic that would not be used based on needs, goals or quality might be published based on who wrote the article. For instance, a relative of a board member or donor might write content that needs to be published, even if it wouldn’t make it based on objective criteria. Or a high-profile author who can bring a new audience to a publication might write something that wasn’t what the editorial team was expecting. The editor can’t reject the piece because of who wrote it, and it even gets tricky asking for too many revisions. So the editor runs the piece and hopes for a positive response.

Editorial politics was a topic of discussion during a break at a conference where I interacted with peers in the industry. We came up with a variety of ways to minimize the negative aspects of including such content. One idea was to limit word count on such “must publish” pieces and put something else compelling on the same page. Design is another way to spice up an article that is mediocre. By adding strong images, the,  page has more appeal. Sometimes the addition of a side-bar can clarify content that is vague. Finally, we just put it in the publication and hope that the strength of the other 95% of our content carries the reader interest.

It is easy to say that you would never compromise your editorial objectives by including content that didn’t meet stated criteria. But in the real world, there are a variety of constituents and decision-makers who have influence. Certainly, if you compromise quality regularly and extensively, you risk losing your audience. On the other hand, if you are stubborn about not including any friends of the organization in print, you can also risk losing influence as an editor. Navigating the politics of publication is a balancing act, but fortunately, in my experience, it is an infrequent issue.

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by Carla on May 15, 2013  •  Permalink
Posted in Communication Principles
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Posted by Carla on May 15, 2013

https://fineprintedit.com/2013/05/15/politics-of-editorial-content/

Packaging Matters

As an editor, it is easy to stay focused on the importance of every word written or spoken in a project. I am a word person and crafting clear and compelling content is my specialty. But I have to admit that words are not the only component of effective communication. Graphic design is essential in engaging readers in a magazine or brochure. However, the words and images are delivered in packaging – either physically printed or electronically displayed. Today, I want to focus on the physical packaging that delivers content to end users.

Rather than recycle advertisements that arrive in my mailbox, I often use them as object lessons in communications. Recently I received a fancy brochure from a local realtor trying to convince me that I should call him if I was interested in selling my home. I’m not interested in moving, but I was interested in the packaging for his brochure. It was poly-bagged with a glued flap. The only problem was that the glue on the flap was so strong that I couldn’t actually open the packaging without finding a pair of scissors. Packaging is tricky – for a mailed brochure, the packaging must survive the postal service processes. But having an end-user actually open the packaging to read the brochure is important.

My suggestion to the realtor (if he is interested) is that the next time he invests money in a mailing, he should ask his mail-house and print vendor for a sample of the packaging. Descriptions of USPS approved poly-bagging are impressive, but actual samples that a project manager can touch, feel and open are important.

As an editor who manages a variety of projects, I can’t be an expert in everything, but I can surround myself with other experts. I enlist graphic designers who create compelling images; and I work with printers and mail-house vendors who advise on best-practice packaging and provide samples of mailing materials. Because if the content is excellent, the design is excellent, but the customer can’t open the package to receive the information, or if the package is ripped in the mail, then the communication is incomplete.

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by Carla on May 8, 2013  •  Permalink
Posted in Communication Principles
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Posted by Carla on May 8, 2013

https://fineprintedit.com/2013/05/08/packaging-matters/

Professional Networks

Connecting with peers in my industry has been essential in my growth as an editor. I remember the first editorial conference that I attended and how shy I was to ask questions, because I was intimidated by all the other attendees from magazines that seemed bigger and more important than the magazine I edit. Surely they knew so much more than I did, and if I asked too many questions, maybe they would sniff me out as not worthy of the title of editor.

Now, a number of years later, I realize that as a professional, I am always learning and growing, and my ability to keep learning is directly related to asking questions and surrounding myself with interesting and smart people. Since the publishing industry is changing so quickly, we are all learners, and anyone who claims to have all the potential publishing platforms, workflows and issues figured out is more suspect than the person who humbly asks questions.

So tonight I am giving a shout out to the Evangelical Press Association and my peers at the annual convention in Nashville. I wasn’t able to attend the convention this year, but I did follow tonight’s convention opening on twitter (#EPA2013). I will continue to network with other editors in my local area, around the country and world, as I am aware of how much there always is to learn in my industry (and any profession).

When Michelangelo was 87 years old, he was reported to say, “Ancora imparo” – I’m still learning. By continuing to ask questions, seeking out networks of professional peers, and being willing to admit what I don’t know, I hope that I will continue learning for decades to come.

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by Carla on May 2, 2013  •  Permalink
Posted in Communication Principles
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Posted by Carla on May 2, 2013

https://fineprintedit.com/2013/05/02/professional-networks/

Lost in Translation

Last week there was a full-page advertisement in the Wall Street Journal by a company based outside the United States. I don’t know what the WSJ ad rates are, but I am certain that this advertiser invested a large sum of money in reaching out to customers and investors. Unfortunately, the ad contained stilted language when translated into American English. Nothing was actually incorrect, but the phrasing was awkward. Here is one part of the ad:

“For the past 20 years, (company name) has not only served your immediate need, but also brought you a little more satisfactory feeling in the every business and service that we offered. When you smile happily, we know that we are more close to our destination.”

I am not sharing this to poke fun at a foreign company, but just to underscore the principle that an editorial review with a native-speaking editor is worth the investment. In this age of Google translate, it is very simple to take information in another language and get a reasonable idea of the intent through a translation tool. This works for basic understanding of content in other languages, but there is an important next step in creating professional content. The content needs to be edited for syntax and flow. While there is usually much grace in verbal communication for someone making the effort to speak another language, in professional written communication, the expectation is that content is accurately translated for the target audience. One more round of professional editing might have moved this company closer to their destination. The difference between good and great is in the details.

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by Carla on April 24, 2013  •  Permalink
Posted in Communication Principles
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Posted by Carla on April 24, 2013

https://fineprintedit.com/2013/04/24/lost-in-translation/

Social Media as a News Source

Several recent breaking news stories have convinced me that there is an important role for social media in keeping us informed. In March, when the papal conclave was in session, I had some news browsers open but was first informed about the white smoke and the selection of a new pope through several people I follow on twitter. And again on April 15, when the bombs went off at the Boston Marathon, my first alerts were from some twitter mentions that sent me looking for more news.

So social media definitely is a quick alert medium, as crowd situations contain hundreds of “reporters” who are present and sharing information. The benefit of twitter and instantly shared pictures is that there are more eye-witnesses for any event.

However, there is a downside to social media as a news source. There is no independent verification of facts, and no editor reviewing content, quality of information, privacy concerns or policies regarding images. So some of the tweets during the Boston Marathon situation started talking about an arrest of a suspect, when no such arrest had occurred.

The best use of social media in the news cycle is as an alert – that perhaps an event of note is occurring – which can prompt a further investigation. For those of us who are consumers of information, the twitter feed alerts us to look for more information. And for news media outlets, the buzz on twitter can cause journalists to dig deeper and invest resources in an investigation.

So social media is definitely a news source, but not the only news source. There is still a place for investigative journalism, factual reviews, editorial policies and also analysis of deeper issues and larger stories. One hundred and forty characters and a photo can alert and partially inform, but they are one piece of the overall role of journalism in society.

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by Carla on April 17, 2013  •  Permalink
Posted in Communication Principles
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Posted by Carla on April 17, 2013

https://fineprintedit.com/2013/04/17/social-media-as-a-news-source/

Still Learning

I love learning new words and increasing the precision with which I use familiar words. Perhaps that is why I am a word game addict – it goes with the editorial territory. I’ll never forget playing the dictionary game with my father, who was a well-read engineer, because he would always come up with wonderful and crazy definitions for words. My understanding of the actual definition of triptych, along with some humorous variations, comes from playing the dictionary game, not any art history classes. And as my children have grown into adults, I am happy that they are literate and have great vocabularies, but I do get a little annoyed when they beat me in Scrabble.

One of the books on my editorial bookshelf is Who’s Whose: A No-Nonsense Guide to Easily Confused Words (Philip Gooden). If you have ever been nervous about using the words “affect” or “effect” in a sentence, or if you are uncertain whether you want to assure or ensure someone’s safety, then this is the book for you. Along with clear examples and definitions, he rates the “embarrassment factor” of incorrect usage. It’s the kind of book that those of us who are word people can get lost in. I might pick up the book to reassure myself about correct usage, then get distracted as I move from assure/ensure/insure to the difference between auger and augur.

While learning new words and playing word games are both fun activities (for me), the underlying reason to keep learning words is to increase precision in communication. I don’t use obscure words to impress, but often a  carefully selected word can make the difference between good prose and great prose. And when I am editing someone else’s writing, I will often comment about word choice and suggest they choose more interesting words if their writing sounds flat and predictable.

Learn a new word this week – or look up a word you are unsure of and hone your communication skills. How about biannual and biennial?

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by Carla on April 10, 2013  •  Permalink
Posted in Communication Principles
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Posted by Carla on April 10, 2013

https://fineprintedit.com/2013/04/10/still-learning/

Stuck

Normally I update this blog every Wednesday. I wrote a blog post for Wednesday, but it was boring and I didn’t want to post something that wasn’t up to my standards. I was short on creative energy – stuck without fresh ideas.

The creative ebb and flow hits all writers and editors; but unfortunately, sometime there is a deadline during a low creativity season and content or editorial vision needs to be squeezed out of the dry places.

My creative low last week was due to a variety of factors. On Tuesday our editorial team had generated lots of good ideas for two magazines in the next quarterly cycle. Those two meetings don’t normally happen on the same day, so it used up a lot of creative energy. In addition, I had been travelling the weekend before and was at a sleep deficit. And my exercise regime was interrupted by a pesky but minor leg injury. Creative energy takes mind, body and soul, so factors affecting any or all of those impact the ability to generate good ideas.

Unfortunately creativity isn’t something that has a good shelf-life. Even though I have a list of at least a dozen good ideas for future blog posts, going to my idea list when I was drained resulted in content that wasn’t fresh – more like freeze-dried, reconstituted content.

So how does a writer or editor rejuvenate to get a fresh edge for shaping content? Some of the answer is unique to the individual. For me, a walk in fresh air is a good way to let my brain wander and put together new ideas. And laps in the pool help me take an initial idea and organize it in a meaningful way.

Our brains are amazing tools, and sometimes we need to give them more space and time to wander, rather than pressuring them into producing. Because as they wander, we may realize new angles on old issues, or fresh connections that make sense.

One of my college professors asserted that true intellectual activity was only possible for about 4 hours a day, and the rest of the time we should garden, since the fresh air and physical nature of the work would refresh our brains. When I was 20 that seemed a bit crazy, but now it makes a lot of sense. However, most of us work in environments that require more than 4 hours a day of productivity. Building in some kind of physical and mental break that includes fresh air helps me stay energized. In addition, even though I am an introvert, time spent engaging with interesting people also sparks fresh ideas. So in the past few days I have puttered in my garden and spent time with idea people, along with regular exercise. These have refreshed my creativity, so I am ready to tackle content work for upcoming projects.

What helps you generate and sustain creative energy? How can you build enough rejuvenating activity into your regular rhythms?

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by Carla on April 6, 2013  •  Permalink
Posted in Communication Principles
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Posted by Carla on April 6, 2013

https://fineprintedit.com/2013/04/06/stuck/

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