Didn’t have the opportunity to attend Build Business in Philadelphia this year? Do not fear, SMPS CF is here! We are providing you with a Build Business teach back series from our board member’s most valuable sessions.
Presented by: Dorothy Verdon, CPSM, and Amanda Gibney Weko
I had the pleasure of attending Build Business in Philadelphia this year through our generous chapter’s presidential budget for registration and I am thrilled to blog about one of the sessions. Given this is my first blog ever, pleasebear with me and let me give you the highlights.
Be specific. Get to the point; say what you mean; mean what you say; and do it in the most concise manner possible.
Tone and voice. Writing is not like talking; when you talk, whether it’s on the phone or face to face, tone, pitch, volume and non-verbal sounds like laughter come into play. In written communication, especially e-mails, this is not the case, hence the digital-age invention of the emoticon. While we are not suggesting emoticons be used in formal business correspondence, paying attention to tone and keeping it consistent throughout your document is important. Positive is good, passive voice is not. Avoid the “could’ve, should’ve, would’ve, may, might” syndrome. You can and you will.
Redundancy and wordiness. Avoid repeating yourself except for carefully planned emphasis of a specific point. When you can say it with a single word, do so. It is amazing how many ways there are to say “because,” but in writing, less is more.
Word usage. Don’t allow spelling demons to possess you! Learn the meaning, proper usage and correct spelling of commonly misused words like effect/affect, comprise/compose, principle/principal, to/too and lead/led. Avoid industry clichés such as bottom line, action item, big picture, extensive (or significant) experience.
All of the above was very helpful, however things turned in a direction I was less enthusiastic about however you may or may not appreciate depending on your role within marketing.
Interview Tips with the media:
Before an interview with a journalist:
- Know the reporter, publication/program, audience, type of story, and interview format.
- Have a goal. What do you wish to accomplish as a result of this interview?
- Know what you want to say. Review your message points.
- Jot down likely questions and appropriate answers.
- Remember your bridging phrases:
- What’s really important here is . . .
- That brings up an interesting point . . .
- I think what you’re asking is . . .
- The fact is . . .
- You may be interested to know . . .
- I think the answer to that question will come after
- I have explained . . .
- Have you ever thought about . . .
During an interview with a journalist:
- Speak in “headlines” – offer conclusion first, briefly and directly and back it up with facts.
- Don’t over answer – short answers are preferable.
- Don’t be fixated by the question. “Bridge” to a related point you want to make.
- Asked about a problem? Talk about a solution.
- Don’t let false charges, facts or figures offered by a reporter stand uncorrected.
- Don’t repeat a reporter’s negative statement or slurs.
- Frame your reply as a positive statement.
- Speak clearly. Avoid jargon and acronyms.
- Be engaging, likable, interesting – add color.
- Don’t know the answer? Don’t fake it. If appropriate, assure the reporter you will find and provide the required facts in a timely manner, or refer the reporter to another source.
- Keep cool. Don’t be provoked.
- Don’t criticize.
- Don’t speculate.
- Don’t go “off the record.”
- Don’t say “no comment.”
- Never lie.
A FEW MORE PIECES OF GOOD ADVICE . . . The following links offer recommendations for writers, PR pros, and marketers.
– Tara Bleakley, Business Development
TLC Engineering for Architecture, Inc.