Join Ann Wylie at PRSA 2012 International Conference in San Francisco on Monday, Oct. 15, for her breakout session, “Make Your Copy More Creative: Paint Pictures in Your Readers’ Minds.” You’ll learn how to bring your ideas to life through storytelling, metaphor and wordplay.

My husband likes to quote “anonymous”:

“If a man speaks in the forest, and no woman is there to hear him, is he still wrong?”

For communicators, the question is a little different. David Murray, editor of ContentWise, says:

“If nobody hears your strategic messaging, does it make a sound?”

The biggest risk in communications is not that we might offend someone or write something that’s eye-rollingly goofy. The biggest risk communicators face is that we never get heard at all.

One way to increase your chances of getting heard: Make Your Copy More Creative. Creative copy communicates more clearly, builds reader loyalty, creates a “buzz” for your topic — even enhances credibility.

Continue reading " Why Be Creative? Interesting Copy Helps Readers Learn "

Join Ann Wylie in San Francisco on Sunday, Oct. 14, 8 a.m.–noon, for her Pre-Conference Seminar, “Writing for Social Media,” and learn how to get retweeted, with five steps for expanding your influence and reach on Twitter.

Want to tweet tweets that followers like to receive? Educational consultant Angela Maiers recommends that you use the 70-20-10 rule:

1. Share 70 percent of the time: 
Link to blog postings, articles, opinions and tools. That’s what Guy Kawasaki does. Kawasaki makes himself a go-to guy with interesting, valuable tweets like these:

• “Forget the press release http://sbne.ws/r/qvP”
• “Top Twriters: 25 writers to follow on Twitter http://adjix.com/n83r”
• “Research on the cause of the gender earnings gap http://sbne.ws/r/qkG”
• “Social media’s 10 commandments http://is.gd/vmcKjd”
• “5 tips for power tweeting http://is.gd/FoA5J2”

Tweets like these have earned Kawasaki a spot on Hubspot’s Twitter Elite—tweeters who have the highest power and reach in the Twitter community.

2. Engage 20 percent.
Connect and converse. Ask questions, answer them, respond to people who mention you and generally help out. You’ll find this approach on Southwest Airlines’  Twitter feed.

Continue reading " Want to Tweet Tweets that Followers Like to Receive? Follow The 70-20-10 Rule. "

Join Ann Wylie for her in-person training session, “Web Writing Boot Camp,” on Sept. 21, 2012 9 a.m.–4 p.m. EDT in New York, N.Y., and learn how to make your posts personable, and write dramatic, compelling status updates that draw followers and get clicks.

Are you still relying on words alone to tell your stories?

Comic by Bill Wylie

When Campus Progress published an illustrated story on education finance in April 2011, Erin Polgreen reported the following:

• The Huffington Post featured the story on its front page.
• More than 4,000 Facebook users shared and Liked the story.

Continue reading " Five Ways to Communicate Using Comics "

Join Ann Wylie for her in-person training session, “Web Writing Boot Camp,” on Sept. 21, 2012 9 a.m.–4 p.m. EDT in New York, N.Y., and learn how to make your posts personable, and write dramatic, compelling status updates that draw followers and get clicks.

In the headline for one of his articles, usability expert Jakob Nielsen asks, “How do users read on the Web?”

“They don’t,” he answers in the first sentence.

If you’re lucky, then your Web visitors may scan through your site, searching for specific facts and key ideas. But they aren’t reading. Check out these research results:

• Half of all Web users scan content instead of reading methodically, a 2007 eyetracking study by the Poynter Institute found.
• Visitors read only 20 percent of the words on a page, according to a 2008 analysis of nearly 50,000 page views by European computer scientists, psychologists, sociologists, engineers and other professionals.
• Visitors view most Web pages for 10 seconds or less, concluded four German researchers who studied those 50,000 page views.
• Fewer than one in 10 page views extend beyond two minutes, the same German researchers discovered. That included unattended browser windows that users left open in the background.

It’s enough to make a Web writer toss his or her laptop out the window.

But you can reach these online scanners if your page will pass the “skim test.”

Continue reading " Lift Your Ideas Off the Screen with Microcontent, or Online Display Copy "

Join Ann Wylie for “Anatomy of a 2.0 Release” on June 28, 3–4 p.m. EDT, and find out how to take advantage of online distribution to get your release posted on portals, help Google find your site, and reach customers, clients and other stakeholders online. This public relations writing training sesssion is free to PRSA members.

Boilerplates:  We can’t live with ’em; we can’t get a decent one through the approval process.

A boilerplate is the short “about us” paragraph at the end of each news release that describes your organization.

The boilerplate’s ubiquity makes it important.  An organization uses the copy over and over again. Depending on the scope and reach of your media relations efforts, reporters and editors might publish your boilerplate thousands of times, exposing it to thousands of consumers.

So what goes into a good boilerplate? To decide, think like your reader.

Continue reading " Three Tips for Writing a Better Boilerplate "