Putting enterprise Communications on a Diet, and Media Training That Calls on Your Writing Skills

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"Say all you have to say in the fewest inherent words, or your reader will be sure to skip them; and in the plainest inherent words or he will assuredly misunderstand them." ~John Ruskin, 19-century British critic

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I recall many years ago returning to the Kansas City Star newsroom after face a bizarre, ritualistic cattle-slaying incident in northwest rural Missouri. I had a notebook full of great quotes from the Da and many others, and a photo of one very nervous indispensable dealing with nasty rumors flying around his high school.

My editor was retention front-page space for the story, and he wanted it now if not sooner. It was a busy news day so he told me to hold it to a modest 10 inches. "But," I protested, "I don't have time to keep it short."

"Too bad," he said with a shrug and turned away without a backward glance.

Somehow I distilled a tight story that left no questions unanswered from all those notes, but it was a struggle. It would have been much less stressful to let it run and use up all the juicy quotes, adding information about the small town, its inhabitants and the way those cows had been eviscerated. And therein lies a part central to the enterprise communications training I offer to government agencies, nonprofits and inexpressive companies: It's much easier, but not better, to let it roll.

As I've noted before, the writing challenge helps us think. Citing that remarkable quote from author Joan Didion: "I write entirely to find out what I'm thinking, what I'm seeing at, what I see and what it means." Right. Now if that mental is reader-focused, as it must be, the corollary is a solid connection in the middle of brevity and clarity.

To take it a step further: Putting the readers leading shows that you respect them and understand that they're prosperous sufficient to be busy at what they do. Crucial among their needs is the desire to cut straight through all the clutter that awaits them every time they check their email. So keep it short. Write tight. Get their concentration with your central point, support it in a few paragraphs (no more than three to five sentences per paragraph) or bullet points, and get out.

When I help professionals grind their transportation skills, they learn to read each others' work critically via peer relate and trim the fat that so often blurs the message or annoys the reader. That's you out there on the written page or the email. If your language is pompous, long-winded and full of inside-y jargon, that's you in the reader's eye.

Remember: Write to edify, not impress.

Self-Promotion Doesn't Have To Come At A Price

"Literature is the art of writing something that will be read twice; journalism what will be grasped at once." ~Cyril Connolly, British literary critic and writer

With Connolly's observation, I'm sticking with the clarity theme that I mentioned in the preceding article. What I want to add is how you can put everyday English to use to advantage your nonprofit, group or enterprise -- getting your message out there publicly without spending a dime on a fancy Pr group or space in a local newspaper or magazine.

Take a look at your daily or weekly newspapers. Somewhere you'll find a section (perhaps any spots) full of announcements about businesses and nonprofits. That's where you can take advantage of a newspaper's need to fill "white space" or the "news hole" -- what's left every day after the ads are placed. With the Internet and cable Tv development national and international news so promptly accessible (and often way too noisy), local editors know their newspapers' very survival depends on hometown news.

You'll see brief stories about promotions or awards won or conferences attended, often accompanied by slight "thumbnail" photos. When I travel to do training -- media relations and presentation skills with the new Ceo of the Va hospital in Detroit, or writing skills seminars for Navy Seals in Virginia -- I send a brief declaration to my local daily. Then, for weeks afterward, friends and enterprise acquaintances ask me about what they read, and I've gotten free publicity.

Try sending one in yourself. Model the writing on what you see in the paper, throw in a pithy quote from your Ceo or person like that, and keep your press issue brief, no more than one page. Editors are way too busy to wade straight through ponderous writing. Don't forget to send a photo. And smile.

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