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All posts in category Communication Principles

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
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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
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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
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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
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Posted by Carla on April 6, 2013

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

Insider Language

“Why don’t our customers follow the instructions?” is an all-to-common lament. If your customers can’t figure out how to register, pay, interact or respond to your communication, then it is a problem for your organization, not for the customer. Rather than assuming customers are dense, it is likely that the communication was written with insider knowledge and it is not clear to the customer. This is especially true for online processes that require several steps. It is popular to blame user error, but the onus is on the communicator to make processes clear to users who may not have sophisticated knowledge of organizational lingo.

How can you avoid unclear communication that uses insider language?

  • Be ruthless in editing word choices and selecting words that have common meaning, rather than acronyms and titles that are not obvious to your customers. Insider language does not belong in any communication going to external customers. Don’t assume they know what you mean, they don’t!
  • When editing instructions, actually take each step as it is given. This may seem obvious, but it is too easy to give a superficial edit. Always ask the question, “Now what do I do?” If the answer isn’t evident, then the instructions are not clear enough for an outsider.
  • Have real customers review key messages that impact revenue streams. What do they think and do when they see a message? Give out prizes and incentives to develop an advisory team of customers.
  • Listen to your customers. What words do they use to describe their interactions and activities? Use their words in your content and instructions.
  • Make sure visuals match instructions. People don’t actually read all the instructions on a computer screen or a paper form, so make sure there are clear visual cues for each step in a process.

It is hard to shed insider language, because everyone in your organization knows what it means, so all your internal editorial review will not eradicate insider language. Take intentional steps to think and talk like your customers, because their impression and actions related to your communications is all that matters.

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by Carla on March 28, 2013  •  Permalink
Posted in Communication Principles
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Posted by Carla on March 28, 2013

https://fineprintedit.com/2013/03/28/insider-language/

Responding to Negative Comments

As an editor, I am responsible for responding to people who are unhappy with a point of view expressed in editorial content. I keep several principles in mind when I am responding to negative comments. First of all, I assume that nothing I am going to say is going to change the mind of the person who was offended. While I would like to think that I have strong persuasive powers, the reality is that someone who is unhappy enough to write to the editor about an issue has strongly held beliefs. Secondly, I need to learn from comments and consider if we need to make changes to editorial practices. That doesn’t mean that every comment results in an editorial change, but if there is some sensitivity that is being missed in our editorial process, then we should learn from comments and work on improving our content process.

I use the following principles in crafting a response:

  • Keep it short. While it is tempting to respond point by point to criticism, the longer the response, the more someone can disagree with.
  • Keep it neutral. Affirm their point of view without necessarily agreeing to it. Phrases such as, “I appreciate that you care deeply about this topic.”
  • Keep it positive. Thank them for sharing their views and for being a caring reader.

In addition to these principles, I try to take a breath and distance myself from the comments. Often my first response to a strongly worded negative comment is to get defensive. Responding defensively could do potential harm to the editor-reader relationship, so I let an hour pass before I craft a response. If I am having trouble with my tone in the response, I will draft the response, then have a colleague review it to make sure I am not coming across negatively.

Reader feedback is an important part of the editorial process. Meaningful content can generate both positive and negative responses. A thoughtful editor learns from all feedback and is always evaluating the editorial decision-making process to stay true to the purpose and vision of the organization. And editors are human beings, so naturally we love getting positive comments and are pained by negative comments.

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by Carla on February 28, 2013  •  Permalink
Posted in Communication Principles
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Posted by Carla on February 28, 2013

https://fineprintedit.com/2013/02/28/responding-to-negative-comments/

Communication Across Platforms

I received a great mailing from a nonprofit that I support. I was motivated to action, so I went on their website to find out more information. At first glance, there was nothing on their website that related to the mailing.  I continued looking further and was frustrated. Then I looked back at the mailing and saw a quick link for the website. I went to the quick link and found a PDF of the mailing and nothing more. I left their website disappointed. I can’t say exactly what I was looking for on their website, but the mailing inspired me to find out more information. What I expected on the quick link landing page was perhaps a short video showing more about the program. Or even short stories that fleshed out the programs that were described in the mailing.

This organization missed an opportunity to use a variety of communication platforms to inform and inspire me. I was motivated by the print piece. But on a web landing page, I could have been further engaged in story, pictures and video. Also, the home page for the organization should have had some nod to the topic of mailing, given that it was December and people are often looking for giving opportunities at that time of year.

Communication is a multidimensional experience. This can make it exhausting to be in the communications business, because we have to think of all platforms when designing a communications strategy. And we have to tell our story in print, video, email, web and social media platforms.

Rather than being satisfied with great content in a print piece for direct mail, this organization could have takes the next step and considered how else their audience might want to experience their information. A truly engaged recipient is looking for additional stories on the same topic. They could have asked the question, “If this direct mail piece is successful, what would be a good web and/or social media follow-up?” Posting a copy of what I had already seen in the mail was a waste of a web link.

In your own organization, what are all the ways that you communicate with your audience? How can you better integrate and utilize all available channels for your message? Don’t leave an engaged customer searching! Give them what they are looking for and more.

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by Carla on February 21, 2013  •  Permalink
Posted in Communication Principles
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Posted by Carla on February 21, 2013

https://fineprintedit.com/2013/02/21/communication-across-platforms/

Capitalization and Change

Once upon a time the World Wide Web was a proper noun displayed in all capital letters. It was new and important and the way we presented the World Wide Web in descriptions affirmed the nature of its title. However, as time has passed, the web has become a common noun. It is treated the same as air and water, practically essential for life and not worthy of capitalization. We also dropped the descriptors in the title “World Wide” and just refer to it as the web now.

This illustrates the fluid nature of language. Grammar rules are rules for a time, and language evolves and changes over time. Some words and concepts might start as proper nouns but over time become common nouns.

The nature of change in grammar and language can be challenging for those who are writers and editors. We want to express ourselves accurately, but words and expressions change over time, so it becomes a judgment call regarding “correct” usage.

This is where communication standards can be helpful for an organization. Such standards can specify how the organization treats certain words, such as web or Web. Even communication standards need to be updated periodically, but they are helpful for editors because they cut down on the number of decisions that must be made about usage. In the absence of communication standards, internal consistency in a document is important. It would look unprofessional to read an article where the words Web and web were used interchangeably throughout the document. So in the absence of a standard, be consistent.

Industry standards, such as the AP Stylebook and the Chicago Manual of Style are important for a baseline. However, organizations often start with adherence to a particular style manual, then add their own variations and particular applications in their own style guide or standards.

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by Carla on January 30, 2013  •  Permalink
Posted in Communication Principles

Posted by Carla on January 30, 2013

https://fineprintedit.com/2013/01/30/capitalization-and-change/

The Funnel Approach

Several years ago I was mentoring a colleague in project planning and she expressed her frustration at getting a project from the concept stage to the final stage. At each point in the process, there were too many changes to incorporate, so it felt like the project was going in circles rather than moving toward completion. I introduced her to my funnel approach to communication projects.

At the beginning of a communications project, all ideas are welcome, the wide part of the funnel collects all the ideas and input from a broad cross-section of the organization. This is a great way to start a project. However, as the project progresses, the input and review process must become narrower, or the project will never be completed. This can be especially challenging in an organization that has a collaborative culture.

Start by identifying the steps in the input process, so that people can see where their input is welcome. Then detail who will review the project at each checkpoint. Have the review input narrow until the final check. Sometimes just seeing the process and checkpoints on the schedule will give those “extra” collaborators confidence that there is a quality process in place. However, at times the project manager may have to develop a thick skin and keep pushing through, because continuing to open a project to new input throughout the process may mean the project is stuck in an endless cycle of revisions.

If you find that the funnel approach is not working in your organization, even when the review cycle is shared and input is solicited, then it is possible that there are other dynamics at work, such as lack of clarity on the purpose of the project or territorial disputes over decision-making authority.

 

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by Carla on January 9, 2013  •  Permalink
Posted in Communication Principles

Posted by Carla on January 9, 2013

https://fineprintedit.com/2013/01/09/the-funnel-approach/

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