Monday, February 29, 2016

4 ways your intranet can improve your organization

If your intranet does nothing but bore your employees, your organization is missing out on a huge opportunity. Successful companies like American Express and Verizon have cracked the intranet code and experienced amazing results:

1. Higher engagement. Compelling content keeps employees motivated and invested in your organization.

2. A truly digital workplace. Even the most dispersed workplace can be connected through a well-designed intranet.

3. Increased cooperation and productivity. With a strong platform available, employees can collaborate locally and globally.

4. Lower turnover. Better communication means a satisfied workforce.

Achieve all of the above at our Intranet Makeover Summit on April 21-22 in Chicago. Learn how to create a mobile friendly intranet, streamline your content and gain buy-in from senior leaders.

Energize your workforce and increase your organization’s productivity .

Register here to save $100!

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Company makes its case—and touts its volunteerism—in its newsroom

As the Paris Climate Change Conference heated up in November, it was hard to find anyone willing to put in a kind word about fossil fuels.

Even automakers such as Nissan sought to position themselves on the side of the angels by promoting their electric vehicle fleets.

In the past, a petroleum company or its PR agency might have had to lean on reporters to get a mention of the importance of oil products in feeding billions of people. (Think of tractors, fertilizers and the energy required to pipe water for irrigation.)

This time around, Marathon Petroleum Corp. could make a direct pitch to the public by posting video on its newsroom of a speech by the author of a book called “The Moral Case for Fossil Fuels.” (The newsroom is powered by PressPage, a Ragan partner.)

The newsroom launch early last year coincided with Marathon Petroleum’s rollout of its social media endeavors. The company has garnered 3,000 followers on Facebook, and 34,000 LinkedIn users follow the company.

“We’re putting stories out here that interest us,” says Brandon Daniels, Marathon Petroleum’s communications manager. “We’re communicating directly with people who care, and the media tap into that in a very real way.”

A brand journalism strategy allows the $98 billion company to set its own agenda for its external communications. The approach, however, is an extension of its internal communications, Daniels says.

Evolving from a newsletter

The petro producer long had an internal newsletter that went out to its 10,000 employees companywide, Daniels says. It helped get out the news to different parts of the organization: Someone who worked in a refinery in Catlettsburg, Kentucky, might otherwise never find out what’s going on at a Robinson, Illinois, refinery—or with the engineering department. But if there’s someone inspiring in one part of the company, others want to hear about him or her.

It dawned on Marathon Petroleum’s staff of five communicators, however, that information it was sharing in the newsletter could be relevant to external stakeholders: shareholders, community members and families of employees and members of the Fourth Estate.

Marathon Petroleum posted a story on mentorship program that pairs its employees with high school sophomores in its headquarters town of Findlay, Ohio. It quoted a company official saying, “"These are students who have talent but perhaps need further direction.”

Such stories once would have been limited to within Marathon Petroleum walls, with a few stray copies finding their way to school bulletin boards. Now it is publicly available—and Marathon Petroleum can easily leverage sharing from its newsroom.

[Free download: 11 Essentials for a Stellar Online Newsroom]

“We were able to share that with the school directly, and the school then in turn shared that link,” Daniels says. “Certainly the reach on that story went forward. And we were getting a lot of feedback in the local community based on that story.”

Another story highlighted Marathon Petroleum’s community celebrations of National 811 Day. This is a safety event reminding people that before digging on their property, they should call 811 in case there are buried utility lines.

Marathon Petroleum—which owns, leases or has an ownership stake in 8,300 miles of pipeline—has a clear interest in the topic. Marathon Petroleum hosted events for landowners and local emergency responders at minor league baseball games in New Orleans, Indianapolis and Louisville, Kentucky, giving guests free tickets and treating them to picnics during the games.

Gas station makeovers

Marathon Petroleum also posted gas station video (more interesting than you might think). The company has a branding agreement with 5,600 independent owners who run stations, and the company owns 2,760 Speedway locations. When the Speedway subsidiary acquired Hess retail locations, it had to convert those stations. Marathon Petroleum posted both an article about conversion and a time-lapse video of workers crazily changing signs and stripping off the old (off-brand colored) roofing.

If local reporters called to ask about the changeover of a local Hess station, Marathon Petroleum could send a link to the content. The article itself did not pick up media attention, but it helped answer journalists’ questions, Daniels says.

The company did get interest in a story on recruiting.

Daniels says: “We had a couple of major news outlets reach out and say, ‘Hey, we saw you published that story. Would you mind giving us some information on what it’s like to recruit into your industry?’”

Its analytics show that 15-20 percent of the people exposed to a given post follow through to the site, and they spend an average of 1.5 minutes reading the article. Plus, people are going on to explore the rest of the site.

Daniels says, “That’s a higher level of engagement than we ever would have appreciated or understood prior to the newsroom.”

@ByWorking

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Famous writers’ idiosyncracies

Corporate communicators can be an eccentric bunch.

Whether it’s because we write for a living or because we write for a living in a corporate environment, we all have idiosyncrasies—and may develop more as we continue to pen phrases.

We balance the sometimes-unreasonable demands of clients and executives with the need to craft messages that are clear and concise.

We argue with others about which lazy corporate verbs should be banned from our writing.

We correct the grammar in the books that we read out loud to our kids.

Throughout my career in corporate communications, I have cultivated many writing eccentricities—more than I care to count. I find in comfort that many famous writers were also quite unconventional in their writing habits and rituals.

[WORKSHOP: Learn advanced techniques for corporate storytellers and writers in this event hosted by Mark Ragan and Jim Ylisela.]

Here are a few examples, taken from “Odd Type Writers: From Joyce and Dickens to Wharton and Welty, the Obsessive Habits and Quirky Techniques of Great Authors” by Celia Blue Johnson:

Victor Hugo would remove all his clothes and give them to his servant. His servant was then instructed not to return the clothes until Hugo had completed his writing for the day.

Truman Capote would not start or finish a piece of work on a Friday.

Jack London wrote 1,000 words every day of his career.

Sir Arthur Conan Doyle wrote 3,000 words per day.

Anthony Trollope would begin writing at 5:30 a.m. and would write 250 words every 15 minutes. He would time himself with his watch.

Jane Austen made sure the hinges on the door were not oiled in the room where she wrote, so she would have warning when someone entered the room.

Edith Wharton wrote by cutting and pasting scraps of paper together.

When he was writing “Fahrenheit 451,” Ray Bradbury went to a basement typing room at UCLA, inserted 10 cents into the typewriter and bought 30 minutes of typing time.

Sir Walter Scott wrote most of “Marmion” in his head while riding a horse.

Edgar Allen Poe often wrote with his cat in his lap or perched on his right shoulder.

Alexandre Dumas wrote his fiction on blue paper, his poetry on yellow paper and his articles on pink paper.

Charles Dickens preferred to write in blue ink because it dried faster.

How about you, Ragan readers? What are your writing eccentricities?

A regular contributor to Ragan and PR Daily, Laura Hale Brockway is medical writer and editor from Austin, Texas. Read more of her work at impertinentremarks.com.

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7 ways to ensure your brand stays authentic

Consumers have trust issues with brands. They are skeptical of brand messaging and instead turn to peers to inform their purchase decisions.

Consumers want honest relationships with the brands they support. They reward the companies that communicate honestly about their products and shun those that do not.

Nearly two-thirds (63 percent) of global consumers claim that they would buy from a company that they consider to be authentic over all its competitors.

Here are seven essentials for brand managers to convey and maintain authenticity:

1. Listen to your customers.

Your customers are talking about your brand online. Word-of-mouth has expanded to social media, and customers are voicing their opinions about your products. Find out what your customers are saying.

Monitoring social media can help you learn how customers use your products and what they like and dislike about interactions with your organization. Eighty-three percent of consumers like it when a company responds to them on social media. Join the conversation and “like,” share and comment on positive submissions. Also, do your best to address negative ones.

2. Let go of who you think you are

When you start listening to your customers on social media, you might learn something. The billions of photos that customers post online might not reflect your brand message. Customers can do a lot to shape and enhance your “brand lifestyle.” Collaborate with customers to build a stronger and more authentic brand.

3. Stand behind your values

In the outdoors industry, you hear a lot about representing “the tribe” and how outdoor brands cater to their community’s values. Particularly you hear about brands wanting customers to believe in what they stand for, not just to buy their products.

What this often means is that brands position themselves behind causes their community supports. Nearly two-thirds (64 percent) of people cite shared values as the main reason they have a relationship with a brand. Clearly stating your values is a mark of brand authenticity.

[RELATED: Learn how to speak to your internal audience with one consistent voice in this free guide.]

4. Be honest.

Authentic brand managers represent their products in a truthful way. A hefty 91 percent of customers believe that a company should represent its products honestly. Don’t deceive your customers with distorted reviews and product images.

Boost transparency by displaying customer-created photos collected from social media on your product pages directly next to your stock images.

5. Personalize your outreach.

Show your customers that you care about their needs. Roughly three-quarters (73 percent) of consumers prefer to buy from companies that use personal information to make their shopping experiences more relevant.

With today’s technology, you can upsell customers based on what they have bought in the past. Offer complimentary product discounts through package inserts, Instagram display ads or a tailored email marketing campaign.

6. Embrace your story.

You probably have a powerful storyline that you are not sharing. Whether it’s an amazing founder’s story or simply why you believe in the brand you represent. Consumers want to know why you care about your brand. If they find why you care compelling, you might persuade them to care as well. Everything is about building a brand story, a story that your customers can see themselves in.

7. Make every day matter.

Remember that consumers are interacting with and buying from brands each and every day. When it comes to being authentic, you must be consistent. You should actively work to ensure that every interaction a customer has with your org leaves a positive vibe.

You don’t get to take a day off representing your brand. Create great marketing collateral that reflects your authentic brand voice, and stay attentive and helpful to your customers.

Juliet Carnoy is marketing manager at Pixlee, where a version of this article originally appeared.

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Online marketers jump on the Leap Year Day bandwagon

Although Leap Year Day isn’t an official holiday, its infrequence has marketers living it up online.

A variety of organizations are using the once-in-every-four-years occasion to offer discounts, introduce promotions and launch full-blown marketing campaigns.

Though some Leap Year Day deals apply only to the rare group of consumers born on the extra calendar day, most seek to offer “something extra” to everyday buyers.

Here are a few highlights from around the Web:

Indulgence

Many marketing efforts canvassed consumers to “make Leap Year Day count,” but marketers in the food industry took a more indulgent approach:

No meat on Leap Year Day

Today isn’t a Lenten Friday, but that didn’t stop the animal welfare group Mercy for Animals from asking consumers to abstain from eating meat:

Fast-food chain Arby’s created a meatless Leap Year Day menu. The restaurant group steered away boasting its tagline “We have the meats,” to offer veggie lovers an alternative.

“We’re proud of our meats and haven’t been shy about promoting them, so we wanted to show vegetarians that with a little creativity, Arby’s can fit into their diet as well,” Arby’s told Mashable.

[AWARDS: Did you use social in an innovative way to accomplish PR goals? Enter the Digital PR & Social Awards!]

Get outside and do something

Retailer Zappos wanted employees to enjoy the extra day so much that it made Leap Year Day a company holiday.

“We believe a whole lot of good can be done with one extra day, and we are leading by example by giving all our employees a paid day off,” a Zappos spokesman told Internet Retailer. “We hope that encourages both our employees and customers to [use] the extra 24 hours to do something they’ve always wanted to do.”

Travel groups and hotel chains marketed leap day as an opportune time to take a trip:

Frogs and long-limbed athletes

Frog puns and pictures were all over the Internet today. Here’s how social media managers for a few organizations—including Staples—used frog imagery and language in their online marketing efforts:

Instead of using frogs, social media managers for several sports organizations showcased pictures of their most agile athletes leaping through the air:

Celebrate Leap Year Day in style

Cosmetics organizations and retailers marketed Leap Year Day as an opportunity to get gussied up:

Ragan readers, how do you think these brand managers did in marking Leap Year Day?

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The only employee engagement questionnaire you'll ever need

(Editor’s note: This was one of the top viewed stories of 2015. We’re rerunning it as part of a look back at the articles that captivated our readers the most.)

This is my new 10-question employee engagement/satisfaction/climate survey.

This is “The Chalfont Project 10 Questions.” The Gallup survey has 12 questions, but mine is shorter and better. It’s a company MRI. (My original proprietary employee engagement survey had one question—No. 1 in the list below.)

[Free download: A step-by-step guide to assessing which internal communications channels are working for your organization.]

These are the 10 questions:

  1. Why are you still here?
  2. What would make you leave?
  3. Where would you be if you weren’t here? (What company would you really like to work for?)
  4. If you were CEO, what would you fix tomorrow?
  5. What newspaper headline would you like to see about your company?
  6. How long do you think you’ll stay here?
  7. Can you name the company’s top leaders? (Don’t Google it.)
  8. Are your colleagues human or robots?
  9. Do you like Mondays? How difficult is to get out of bed to come to work?
  10. Which question haven’t we asked, but you wish we would? What would your answer be?

A thorough and serious interpretation of the answers, as well as a critical dialog about them, will give you more insight than many multi-question, multi-angle employee engagement/happiness questionnaires. I use this questionnaire in my organizational consulting practice.

Do you have any other questions? There can only be 10, so tell me which question above you would replace.

Leandro Herrero is CEO of The Chalfont Project and managing partner at Viral Change Global L.L.P. A version of this article originally appeared on LeandroHerrero.com.

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Academy takes on diversity issue, marketers (mainly) stay clear

During Sunday night’s Academy Awards, diversity and Leonardo DiCaprio took center stage, while brand managers jostled to be recognized as well.

The New York Times reported that Rock approached the diversity controversy both early and often:

Mr. Rock spent virtually the whole monologue on the subject of diversity, mostly spoofing it but occasionally adding more biting commentary, as when he quipped that the annual “In Memoriam” tribute would honor black people who were “shot by the cops on their way to the movies.”

The controversy caused some celebrities to boycott the event and social media users to criticize the Academy of Motion Picture Arts and Sciences under the hashtag #OscarsSoWhite.

Rock’s opening monologue was certainly not the only time that diversity took a front-and-center spot, The New York Times reported:

Thirty minutes into the show, Mr. Rock was still hitting the diversity theme, hard. He introduced a skit that had Whoopi Goldberg and others trying to edge their way into acting roles reserved for whites. Ms. Goldberg swished a mop next to Jennifer Lawrence in a scene supposedly from “Joy.” In another spoof, Jeff Daniels declined to spend $2,500 to save a stranded black astronaut, played by Mr. Rock, on Mars, in a takeoff on “The Martian.”

Ms. Goldberg was back later to introduce a video recap of the Governors Awards, which went to Gena Rowlands, Debbie Reynolds, and Spike Lee. “It’s easier to be president of the United States as a black person than be head of a studio,” Mr. Lee had said then. Cheryl Boone Isaacs, the academy’s president, immediately followed Ms. Goldberg with comments addressing the diversity issue.

“It’s not enough just to listen and agree,” Isaacs said. “We must take action.”

RELATED: Keep cool in a crisis with these 13 tips.

Brand managers avoid the diversity issue

Social media managers for fashion brands such as Tiffany & Co.,Kenneth Cole, Burberry and Gucci were active throughout the awards ceremony:

Kohls’ marketers threw an Oscars Twitter party . Many brand’s social media managers chimed in with reactions to Oscars announcements or congratulations, especially to DiCaprio:

Some brand managers highlighted their organizations’ event sponsorships—or shamelessly (though sometimes cleverly) promoted their products:

UK-based advertising pro Mark Borkowski told The Guardian that brand managers avoid controversies such as #OscarsSoWhite unless the backlash turns toward them.

“It’s a controversy, and not a particularly good one because of its political nature,” Borkowski said.

He also told The Guardian that the Academy of Motion Picture Arts and Sciences would weather the storm over the controversy, partially due to its quick pledge to increase diversity in its organization:

“In this day and age there’s no such thing as terminally bad publicity, because everything comes and goes so quickly,” he said. “But if they have the same thing next year, then the Academy will have a real problem.”

The award for misstep goes to…

Though the Academy handled its controversy head on while most brand managers stayed safely away from it, Total Beauty’s social media team learned the hard way that a misstep can become a crisis when done at the worst time.

The brand’s social media team tweeted the following reaction to Whoopi Goldberg’s red-carpet appearance:

[pic]

The tweet, which mistook Goldberg for Oprah Winfrey, stayed up for 45 minutes before being deleted. The apology came after an even longer period of time:

Though some Twitter users called it an honest mistake, many blamed brand managers for doing it on purpose to get attention. Other Twitter users lashed out at the brand for being insensitive:

After the Oscars, brand managers followed up on the apology with a move to charm critics and stem the social media backlash:

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Finally, recognition for your health care PR and marketing work

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Saturday, February 27, 2016

7 key trends for the future of business storytelling

Storytelling is experiencing a “corporate renaissance” throughout business, social media, social entrepreneurism and executive communications.

Storytelling is so much bigger than marketing. It’s the foundation of how companies communicate who they are in the world and what they stand for. A resurgence is a great thing, and storytelling itself—the original social medium for humans—is evolving in the business world. That is a great thing.

Here are seven ways to ride the next wave and reinvigorate your organization’s storytelling for more successful marketing this year:

1. Go deeper.

Many of today’s business stories are “storytelling lite”—superficial and sterile, rather than aimed at human needs.

The business storytelling of the future—successful and sustainable storytelling—must go deeper. It has to get vulnerable and real and must forgo “perfect” endings. Tidy resolutions make for crappy stories.

Sometimes stories are imperfect, like people, and that’s OK. We’ll see more brand managers and marketers getting real and vulnerable on their organizations’ behalf, which is great, because a deeper emotional connection gives a story legs.

2. Think bigger.

Business storytelling must have more of a “social change” component. Consider Toms, Patagonia or even IBM’s Smarter Planet for B2B. Storytelling must be bigger than the company.

In part, though not exclusively, this is a generational change. Millennials especially want to do business with companies that care (thankfully) about causes bigger than themselves.

Most humans do—not just millennials. People make choices based on social issues. Companies must not only care about customers, but they must also tell transparent stories about their mission and how it affects society, not just customers’ economic situations.

Thriving companies include Warby Parker, Lyft and The Humane Society. For these companies and others like them, storytelling isn’t about creating something fake just to check a box; it’s about making sure your mission is aligned with a core purpose that is bigger than your company.

Great businesses, thankfully, are always about far more than profits. It’s time to communicate that authentically through “prove it” stories.

3. Get personal.

The “corporate veil” is coming down in favor of a human frame. Many brand stories fail to capture the public’s imagination today in large part because they still portray companies as protagonists.

People don’t care about companies; they care about people.

You can’t hug or thank a company—though we’ve all wanted to slap some of them. People can’t see themselves reflected in a story about a faceless organization.

Great, emotional brand storytelling must be told through the lens of a person: a specific customer, a passionate employee or a dedicated partner. Every great company story must be anchored in a human story and told through a personal human lens. Do that, and you’ll see a big difference in your storytelling.

4. Know your best storytellers.

Great storytelling is becoming decentralized both inside and outside the organization. Story stewardship is becoming every employee’s responsibility, and it’s up to top-tier executives to keep that fire lit.

The best storytellers are often not in the executive suite. We know from studies such as the Edelman Trust Barometer that customers trust people like us, and that means employees, not executives or the marketing and PR department. Yes, marketing ought to have a hand in storytelling, but closely controlling the message and who tells it can destroy value for the company rather than helping to increase it.

The best storytellers are closest to the front lines, whether in service, product or sales. Unleashing these (trained) storytellers will increase the credibility and scale of your storytelling efforts, which—as in the case of IBM, which measured this over seven years—is likely to result in increased lifetime customer values. That’s a powerful return on investment.

5. Start co-creating.

In the future, customers will have an increasingly important role in credible storytelling. Smart brand managers are already doing this; it’s time for others to step up. Some of the best content today is created or co-created by customers—another important way to engage and scale.

Look no further than GoPro for examples of fantastic consumer-generated content. Microsoft, too, has done a great job of successful storytelling through the lens of customers. For both companies, co-creating has proven an engaging way to scale story and content in a human and authentic way.

[RELATED: Learn how to speak to your internal audience with one consistent voice in this free guide.]

6. Solve a need.

Great B2B storytelling sells emotional and personal value, not just rational value. Emotions matter. It’s taken the B2B world a while to get on board with this concept. Some of the best storytelling today is still being done by B2C companies, but there is no reason that B2B can’t adopt that narrative mentality.

Emotional narrative is essential to great storytelling, and B2B companies can learn from Hollywood screenwriting. A few years ago, Google and CEB conducted a joint study that produced an interesting finding: Personal value had twice the weight in a B2B purchase decision as rational economic value did.

Buyers are human, and they ask, “How does this make my life better?” Real storytelling must solve a human need for the buyer.

7. Upgrade your endings.

Storytellers must get rid of lackluster endings.

Economic benefit is a terrible ending for a story. Simply telling your audience that your product will help them save or make money or time—concentrating on a rational, economic benefit—is a shallow conclusion, because it has no anchoring in a personal, emotional outcome.

“So what?” I say, and so do a lot of your users.

Shallowness is emotionally unsatisfying. Users want to know how their personal lives will improve. What will money allow them to do to achieve community, fulfillment, credibility, recognition and all the things that human beings want? Money is only a means to an end. Find those passions, and go there.

It’s even OK to have a story that is open-ended and still evolving, leaning toward hope. You can also have a business story that invites your audience to co-create an ending for themselves by sharing their stories. TOMS, for example, invites partners and customers to be a big part of fulfilling its larger mission, because the company knows that its role is evolving and that movements never happen without co-creators.

Your audience has human needs that have nothing to do with your product or service, and those needs go beyond rational, economic value. It’s your job to find what they are and tell stories that speak emotionally to those needs.

Did your product help them reach personal goals? How? Go there; it’s never about your product—ever.

A great ending isn’t perfect; it just has to stay simple and honest.

Kathy Klotz-Guest, MA, MBA is a marketing storyteller, author, comic improviser and founder of the marketing firm Keeping it Human. A version of this article first appeared on Convince & Convert.

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3 networking lessons improv has taught me

The great performance coach Tony Robbins once said, “If you want to get results no one’s getting, you have to do things no one’s doing.”

I took his advice to heart and looked for unusual methods to boost my networking skills. Inhaling blog posts and how-to books wasn’t enough, so I asked my folks in town. An American friend swooned over a guy from San Francisco who had once worked for Cirque de Soleil. She said the man was a creative genius improv teacher who had helped her become a bad-ass communicator.

I was hooked.

But since I didn’t know much about improv, I watched a couple of YouTube videos and saw a bunch of guys and gals acting like young Jim Carrey tripping on illegal substances. I thought, Who are these clowns? Nevertheless, I tried a local two-hour session with my friend in Berlin and my mind was blown.

Below, I reveal three networking lessons I’ve learned from doing improv:

1. Embrace the three-circle strategy

My improv teacher introduced me to a theatre technique that works when you want to connect with an audience, even if it’s just one person. The first circle is the passive behavioral mode: You stand like a tree, absorbing what everyone else says. Picture an introvert, a shy artist who’s a born listener but is too afraid to speak up.

I’ll get to the second circle in a sec.

In the third circle, you exude energy. You walk in and light up the room. Speak with fire and dominate your space. Lots of extrovert self-marketers excel at that. It can be effective, but it also comes across as self-centered and domineering, because there’s no place for your partner-listeners. They feel like they’re getting preached to.

In the second circle lies the magic.

Here, you mix the first with the third.

Say what you want about Donald Trump, but even his arch-nemesis, Bill Maher, the comedian, admits he was a good listener. When Trump speaks, he goes full third-circle. Speaks with vigor and gestures wildly. But when he’s in a private conversation, he only focuses on you and asks you questions, making you feel like you’re the center of the world.

Lesson: Know when to listen with utmost care and when to present yourself with passion. Most people either do the former or latter. Learn to master both. Remember the second circle. Remember the balance.

[RELATED: Master LinkedIn publishing at this upcoming webinar.]

2. Be a ‘yes’ (wo)man

The improv teacher wanted to break our rigid behavior and introduced us to the “Yes, and…” game. Here, someone offers you a premise and no matter how ridiculous it sounds, you have to accept the invitation and add information in a positive manner.

An example:

A woman during the session came up to me and said,

“Mars, let’s go to Mars with my new spaceship.”

My first reaction was negative. I thought that sentence made no sense. But that was my closed mind speaking. A second later, I accepted the invitation and added information.

“Yes, and we’ll take your mother Jill with us. She’s been a lifelong fan of red planet movies and will be the first grandmother ever to set foot on Mars.”

It was a made-up answer, but the goal was to add information in a positive manner. Despite the simple rules, half the people in the session either added a negative response (“No, we can’t do that”), or didn’t add any new information, or worse, didn’t say anything at all. This showed me how stuck in mud and closed our minds were. A deal breaker when building business relationships.

Lesson: In a business negotiation, we are quick to shut down requests or ideas we don’t agree with. That’s when I encourage you to remember the 'Yes, and…" game. If someone comes up with a request you can’t deliver or disagree with, think “yes and…” see what happens:

“Do you think you can create a positive corporate logo on a lower budget?”

I may not be able to do it myself, but that doesn’t mean the interaction ends.

“(Yes, and…) I may know some people who can help you with that.”

3. Spontaneity breeds rapport

My improv teacher, in his most polite SoCal style, once said, “Mars, get out of your damn head.”

What he meant was that I constantly focused on giving the best performance. I tried coming up with witty and funny stories in advance. It kicked me out of the moment and cut rapport because I was in my head and not with my partner. Thanks, Mr. Miyagi.

Improv is all about spontaneity.

The teacher said I should concentrate on my partner exclusively, eyeing her body language, focusing on what she said and how she said it.

First-circle behavior which most folks, even pros, do wrong.

If you’re watching the presidential debates in America, you see a lack of spontaneity on both sides of both party debates.

Some candidates sound like robots speaking canned responses, or worse, acting out canned behavior. You watch them deliver their lines with precision and feel awkward, because it’s unnatural. It’s a carefully-scripted setup instead of a genuine conversation. Like you’re dealing with a puppet who cares more about his or her performance than about your needs. Learning to be spontaneous makes you come alive in a dialogue, because you’re in the moment, fully present.

Lesson: I followed the spontaneity advice at my last online entrepreneur event. A speaker talked about building his online travel app from scratch and mentioned his personal development journey, including a trip to a Chinese Shaolin temple where he had trained. After the talk, I approached the entrepreneur thinking I would use my best all-networking style. I wanted to unleash my unusual biz questions, “blah blah…how much did you raise, how did you build connections…” etc.

But since I had focused on his talk and watched his body language open up during the Shaolin part, I tossed the standard approach and asked him what the best part of his one-month temple experience was. Boy, the man’s eyes glowed as he swooned over sparse rice meals with veggies, hours of meditating in the early morning on the mountain and hardcore training discipline that even eight-year-old kids went through. We built instant rapport, exchanged biz cards and parted on a high.

Lessons learned.

While the audience around me was listening with half an ear, looking down and fumbling with their phones like trained monkeys, I tuned out everyone and everything but the speaker.

So, instead of sounding like two pre-scripted marketing bots auto-pitching each other, be spontaneous. You build a genuine connection, which can be the basis of a grrreat biz relationship, or even better, friendship.

Conclusion

Being a good communicator is the alpha and omega of building business relationships. Tony Robbins is right when he says that unusual methods lead to unusual results. Improv has helped me heaps with building deeper connections with potential clients and partners.

A version of this article first appeared on {grow}.

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Friday, February 26, 2016

15 big changes on Facebook, Instagram, Twitter and Snapchat

If you work in marketing, public relations or social media, you know that social media is in constant flux.

Changes happen almost daily, and staying on top of these can be daunting. Sifting through the clutter is time consuming.

Here’s a list of recent innovations, including rumors worth paying attention to:

Facebook

1. Facebook is big on video: According to Facebook’s last earnings report, Facebook users watch 100 million hours of video daily. Facebook now emphasizes video in their ads platform, and is rolling out live video broadcasting (think Periscope in your news feed) to ordinary users, not just public figures and news publishers.

2. The “like” button will never be the same: Facebook revamped its “like” button, enabling users to express several reactions and emotions through emoji-like buttons.

The possibilities of social media managers and customers misinterpreting one another could be endless. On the other hand, the changes could give brandmanagers a more nuanced, accurate snapshot of fan sentiment.

3. Facebook’s Sports Stadium tries to emulate Twitter: Facebook’s first test of their real-time sports commentary feed was a resounding failure during the Super Bowl. They have only a few weeks to make tweaks for March Madness.

4. Algorithm changes, virtual reality and more: Facebook now relies on qualitative feedback to ensure that relevant content gets served up to users. Facebook is also preparing for virtual reality, and new tools to help nonprofits raise money are coming. Messenger will also be changed in 2016.

TL;DR (too long; didn’t read): If you’re not producing brief videos that are optimized for Facebook consider it. Stay tuned to see how changes to the “like” button will affect brand managers and users.

Instagram

5. Ads are here: If you’re an Instagram user, you’ve noticed that sponsored posts in your feed have skyrocketed.

After Facebook bought Instagram, brands could advertise on Instagram to meet three goals: website clicks, video views and app installs. If you know how to set up an ad on Facebook, you don’t have to learn a new ad platform for Instagram. Instagram ads can be set up on Facebook’s ads manager or power editor.

6. Multi-account access is available: You can add up to five accounts without having to log out and log back in.

7. Boomerang: Late last year, Instagram debuted this video app that creates a one-second, looping video.

8. A new video metric: Instagram added a new metric on Feb. 24 to its video view counts. Now users can see how many times their videos are shared on the app. Wondering what counts as a view? A whole three seconds.

TL;DR: Marketers familiar with Facebook advertising and brand managers with compelling photo and video content should be excited about Instagram’s advertising opportunities. The ability to manage multiple brand accounts is also finally here.

Twitter

9. An algorithm-based timeline: Will this be the change that gives Twitter new life, or is it another nail in its coffin?

In a major shift from its traditional timeline, Twitter introduced a new timeline, in which the most popular tweets displace the most recent tweets at the top of the timeline. Users can opt-in, but all signs point to this change becoming platform-wide soon.

10. Prepare for longer tweets: Rumors hint at the removal of the 140-character limit for tweets. This might be welcome to social media managers who struggle to sum up their brand message succinctly. Veteran users don’t seem happy about it.

AWARDS: Did you use social in an innovative way to accomplish PR goals? Enter the Digital PR & Social Awards!

11. GIFs are coming: In partnership with Giphy and Riffsy, Twitter is rolling out a native search in tweets. Soon everyone will be able to react to tweets with more than just letters, emojis and hashtags.

TL;DR: Twitter is trying to balance its desperate need to add users with keeping its current users happy. Many find Twitter confusing and hard to use. #RIPTwitter?

LinkedIn

12. LinkedIn focuses on mobile. LinkedIn has been silent on major changes for 2016, but kicked off the year with a new app design for iOS and Android.

The design’s simplicity in theory makes it easier for users to find relevant content. LinkedIn also made search faster and its message feature more conspicuous.

Snapchat

13. Share your account’s link: One of the big complaints from new Snapchat users is that the app is hard to use, and finding people on Snapchat isn’t as intuitive as on Twitter or Facebook.

Snapchat users can now add new friends by location, username or Snapcode. They can also share their usernames with a URL.

14. Video messaging is coming soon. Snapchat users view 6 billion videos a day. Though you can video-message users on Snapchat, it isn’t easy. It’s reported that Snapchat is working on a major redesign of this feature.

You might ask yourself why this matters. The answer is predictable: money. Snapchat monetized itself with advertising and is looking for other revenue.

15. The Wall Street Journal joined Discover: The Journal has joined 19 other publishers who share content on Snapchat daily. It’s the first newspaper to take this leap of faith—will others follow? PR pros might have to think about how to pitch via a Snapchat story.

TL;DR: Start treating Snapchat as a legitimate social network now. It’s not just for teenagers anymore.

Kelsey Leavey is PR and social media specialist at The Hodges Partnership. A version of this article originally appeared on the firm’s blog.

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How to write a meaningful apology email

So, you’ve made a mistake.

Maybe your website went down or you sent an email with an error. Maybe a PR situation has arisen. It happens to the best of us.

Now you want to make amends, and you’re thinking of sending an apology email. Before you do:

  • Use metrics to evaluate whether an apology is truly necessary. Those metrics could include chatter on social media, the number of complaints issued to your call center or other feedback mechanisms.

    For example, in January 2013, Amazon accidentally sent an email promoting championship gear to Notre Dame and Alabama football fans before the game was even played. It was obviously an error, but Amazon’s apology email only fanned the flames, drawing more attention to the mistake and causing it to become overblown.

    In contrast, in May 2014, Shutterfly accidentally sent an email congratulating new moms to a large group of customers who didn’t recently have children. Unfortunately, the email hit a nerve with recipients who had experienced miscarriages or difficulties conceiving. In response, they made their feelings known on social media. The negative buzz snowballed and eventually went viral. Even major news sites picked up the story. In this case, there was a clear need for damage control. Shutterfly wisely tweeted an apology and responded to media inquiries in a timely manner.

[RELATED: Keep your cool in a crisis with these 13 tips.]

If you decide that an apology email is, indeed, warranted:

  • Determine whether an apology should be issued to everyone or just selected subscribers. If a mistake arose purely within the email channel, you might be able to address it in a targeted fashion and avoid drawing unnecessary attention to the faux pas.

    For instance, in 2014, Lands’ End sent a free magazine to customers who spent more than $100 between July 9 and July 16. However, some customers didn’t appreciate the racy cover photo on their free editions of GQ Magazine. In response, Lands’ End sent an apology email to only those who had received the magazines.

Having decided that an apology email is needed and who that email should go to, now ask yourself these four questions when crafting the apology email:

  • Is it clearly branded? When sending apologies, some companies use the name of their chief executive officer or chief marketing officer as the sender (as opposed to their brand name). They’re hoping to make their apologies seem more genuine and human, but they only make it more difficult to determine who actually sent the email. In addition to general confusion, it invites spam complaints by subscribers who don’t recognize the name and don’t bother to open the email.

  • Is the message simple, clear, and sincere? Brevity rules supreme in email. Keep your apology focused and succinct.

    If it’s a correction email in which the apology precedes the updated copy of a previous email, limit your explanation to a sentence or two.

    If it’s a standalone apology email, keep the main copy all text. Nothing indicates sincerity like plain text. Consider dropping any navigation bars that you might typically include in your emails, and avoid adding stock images or headshots of executives. However, don’t hesitate to include an executive’s signature (don’t use executives as senders, though) at the end of the email. It demonstrates that a specific person is taking responsibility.

  • Are you giving subscribers a reason to forgive you? Saying “sorry” generally isn’t enough. You have to demonstrate that you’re sorry by making things right. Lands’ End, for example, promised to send another magazine instead.

    In a less effective instance, West Elm sent some of its subscribers a 20 percent “win back” offer that had already expired. Then, it followed up with an apology and offered a fresh 15 percent offer. The reduced discount offer left some subscribers feeling cheated—obviously not how you want customers to feel after an apology.

  • Is your apology email error-free? Do not follow a mistake with another mistake. Triple-check the copy, which should be easy if you’ve kept it simple. Also, make sure your apology email will display appropriately in every inbox by using email preview software.

In an ideal world, you would never have to send an apology, but mistakes are inevitable, and it’s crucial to be prepared for them. Determine which gaffes require an apology, give your subscribers a reason to forgive you, and make sure you’re concise and contrite. You never know—a good apology might make your customers respect you even more.

Chad White is the research director at Litmus, an email creation, testing and analytics platform. He has authorde “Email Marketing Rules” and thousands of posts and articles about email marketing.

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Thursday, February 25, 2016

17 words for vocabulary enthusiasts

There are an estimated 750,000 words in the English language —but the average college-educated American has a vocabulary of up to 80,000 words.

That leaves hundreds of thousands of undiscovered words.

Let’s explore words about language and writing. How many of these do you know?

Definitions are from Dictionary.com, Urban Dictionary, Wikitionary and Oxford Dictionaries:

1. Cheville: an unnecessary word used to complete a verse.

2. Cledonism: avoidance of words thought to be unlucky.

3. Epeolatry: the worship of words.

4. Hadeharia: constant use of the word “hell.”

5. Hapax: a word that occurs only once in a given text.

6. Hypernym: a word representing a class of words or things (color is a hypernym of green).

7. Largiloquent: talkative.

8. Lethologica: the inability to remember a word.

9. Loganamnosis: obsession that occurs when trying to recall forgotten words.

10. Logogogue: a word expert.

11. Logogriph: a riddle in which a word is found from the letters of other words.

12. Onomatomania: a desire or compulsion to use certain words.

13. Onomatophobia: the fear or dread of certain words or names.

14. Pauciloquent: of few words; speaking little.

15. Trionym: a name consisting of three words.

16. Verbile: a person whose mental imagery consists of words.

17. Wordbound: inability to find expression in words; constrained or limited by words.

[RELATED: Improve your writing today with this free download.]

What favorite terms would you add to the list, Ragan readers?

Laura Hale Brockway is an Austin-based writer and editor and a regular contributor to Ragan.com and PR Daily. Read more of her work at impertinentremarks.com.

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The virtual office is the future of PR

The job I had before going out on my own was at Fairview Health Services, where we changed from a traditional office (walls and doors) to an open space—no walls, very few offices.

It didn’t go over well.

Almost seven years later, I’m removed from the traditional office. I work at home many days. Coffee shops. My local YMCA. A local co-working spot. My idea of an office is non-traditional.

In those years the open office has taken off. According to the International Facilities Management Association, 70 percent of U.S. offices have no or low partitions.

We’re seeing more articles like this one from The Washington Post, shared widely last month. And a lot more frustrated people (like me and my colleagues seven years ago), too.

The open office may be in its heyday, but I say a different office is the future of PR.

The virtual office.

In articles I’ve read lately, the chief complaint is open offices hurt productivity. That’s not surprising. What’s the one thing you hear from people who work in an office? “I can get more done in a few hours working at home than I can in a full day at the office.” Noisy offices aren’t productive.

Another big complaint people voice about work: The commute. If you live in New York City, Chicago, San Francisco, Atlanta, or Washington, D.C., you know that. The commute is a killer. Some folks spend two or three hours a day in the car or on a train. That’s no way to live. It destroys your productivity.

One of the big reasons proponents back the open office: It fosters collaboration. I’ll buy that (I haven’t seen proof, but it makes sense). But do we have to be face-to-face to collaborate? Can’t we collaborate virtually?

[RELATED: Motivate employees with digital communications that inspire.]

The virtual office deals with each of these issues:

1. You’re far more productive when you work remotely. Your head is down. You’re focused. You have your list. No distractions (or fewer distractions).

2. No commute! How many winter mornings I’ve woken up to six inches of snow and said to myself, “I don’t have to get in the car today.” No commute = two to three more hours of productivity a day.

3. Collaboration is as easy from my dining room table as it is from an open cube. OK, maybe not “as easy,” but I’ll take the trade-off, given No. 1 and No. 2 above. Wouldn’t you if you were an employer?

You see this trend in successful companies. Ask anyone who works for Fast Horse in Minneapolis how it works for them. FH was one of the very early adopters. They call it “hot desking.” It gives employees the freedom to work where they want, when they want. It says: Get your work done-I don’t care how or where you do it.

I think about my experience as an independent consultant. I don’t even have an office. I have a desk at home, but it’s hardly an office. More often, I work in one of the following:

  • On my porch
  • In my bedroom from an easy chair (because it’s more comfortable and airy upstairs—we have a dormer with skylights)
  • At my dining room table (easiest)
  • At the coffee shop (frequently)
  • At the YMCA (good wi-fi, very quiet)
  • At CoCo (the “co-working spot” above; I like it every so often)

I’m really productive. I plow through work at any of these (save CoCo). Why? Because I’m focused—no interruptions. And I save “dead time.”

Why don’t more companies do this? I’ve asked that many times. Lack of trust is largely to blame. Older generations (managers and leaders) still don’t trust virtual. I think many see it as an opportunity to cheat, and get personal things done.

My comeback: Who cares? Employees will do personal stuff if allowed to work from home. Know what? They’ll be far more productive. Why do you care if they do laundry as long as they knock out that report by 3 p.m.

We’re going to hit a tipping point soon. The companies who adopt virtual work will reap business advantages—you already see it in our industry (see Fast Horse). Those who don’t see it won’t be able to attract and retain talent. Ask any millennial which option they’d prefer. As those millennials have kids, that number will swing heavily to virtual.

I’m not saying anything groundbreaking. But then why do we hear so much about open workplaces, and so little about virtual work?

Why don’t more companies adopt virtual work?

It baffles me.

A version of this article first appeared on Communications Conversations.

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30 jobs in the PR and marketing world

PR pros are often regarded for their bravado and hard work.

Although the work can be taxing, that doesn’t mean jobs in PR aren’t exciting.

The Bureau of Labor Statistics says the number of employed public relations specialists will reach 316,200 by 2020. As this number grows, the areas in which young PR pros can specialize will become more diverse and, probably, more interest-driven.

If celebrity gossip is your game, there are ample opportunities in the entertainment industry that focus on publicity. If you’re interested in governmental policy, there’s no shortage of public affairs positions—especially during a presidential election year.

If you have a thirst for creating great content and are a beer connoisseur, then consider a unique opportunity that’ll (ahem) tap that pair of proficiencies.

The World of Beer Inc. is hiring for its “Drink It Intern” program. These positions will focus on creating content through one-of-a-kind experiences and establishing strong connections in the brewery industry.

The ideal candidate will be adventurous, proficient in social media and a strong storyteller.

“The internship is about sharing beer and encounters from around the globe and down the street—the foundation the original WOB tavern was built on,” CEO Paul Avery said in a press release. Candidates must be at least 21 years old to apply.

[RELATED: How to attract—and keep—a millennial workforce.]

Not the job for you? See what else we have in this week’s professional pickings:

SEO editor— Thrive Market (California)

Fashion and cosmetic brand marketing assistant— Live Marketing (Missouri)

Editor— Riot Games (Australia)

Public relations manager— Flipp (New York)

Social media marketing manager— Lava Lite (Illinois)

Brand marketing manager— Turtle Beach (California)

Director of marketing and circulation— Sundance Catalog (Utah)

Product marketing associate— GrubHub (New York)

Sports marketing manager—Allegiance (California)

Scriptwriter—New York magazine(New York)

Marketing assistant— Alpha Events (Ohio)

PR manager—Hays (United Kingdom)

Digital editor— Atlantic Media (Washington, D.C.)

Director of marketing— Spikeball Inc. (Illinois)

Associate video producer and editor— Callaway Golf (California)

Marketing and communications manager— Connecticut Humane Society (Connecticut)

Senior web content architect— American Express (New York)

Marketing project manager— Lift Brands (Minnesota)

Senior public relations officer— Glassdoor (United Kingdom)

Community editor— Network World (Massachusetts)

Marketing coordinator— Medsonway.com (India)

Media relations manager-Middle East— Netflix (Netherlands)

Editor— Nasdaq (Illinois)

Senior public relations coordinator— Kohl’s Department Stores (Wisconsin)

Brand marketing manager— The Honest Co. (China)

Content marketing production coordinator— Houzz (California)

Women’s initiatives coordinator—Minnesota Vikings Football (Minnesota)

Director of social media— Aetna (Connecticut)

Marketing assistant— Green Street Environmental (Maryland)

Editorial and marketing intern— Hachette Book Group (New York)

If you have a position you would like to see highlighted in this weekly jobs listing, please email me at clarel@ragan.com .

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Shockwaves abound as new regs classify PR as lobbying

From what I’ve seen over the years, PR pros aren’t easily shocked.

However, New York State’s Joint Commission on Public Ethics (JCOPE) has managed to stun most in the industry.

Earlier this year, JCOPE passed regulations that require PR consultants to provide information on their relationships and interaction with the media and government officials in the state of New York. Doesn’t it sound like the kind of accountability that lobbyists must provide?

According to the scope of the rules, PR practitioners or firms working with New York State officials could be labeled as lobbyists because of their potential influence on public officials via the media.

The new guidelines say that a PR professional in the Empire State is considered a lobbyist if any of the following situations apply:

  • The result of PR initiatives includes introducing, passing or defeating a bill

  • The PR message takes a clear position on a bill

  • The PR efforts are an attempt to influence a public official in regards to a bill

The move has prompted public relations practitioners, agencies and professional organizations to ask how this label could be associated with the entire PR industry.

FREE guide: How to Be a Brand Journalist—Tell compelling stories and take your story directly to your audience

Five years ago, the Public Relations Society of America (PRSA), the nation’s oldest and largest professional organization for the industry, spearheaded a modernization of the definition of public relations. This is their new definition:

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

This stands in stark contrast to a general lobbying definition according to the “Principles for the Ethical Conduct of Lobbying” by Georgetown’s Woodstock Center:

The deliberate attempt to influence political decisions through various forms of advocacy directed at policymakers on behalf of another person, organization or group.

PRSA has released a statement to oppose JCOPE’s regs. In addition, PRSA has requested JCOPE reconsider the mandate:

We suggest that JCOPE chair Daniel Horwitz and the other members of the commission consider the chilling effect it will most certainly have on free and clear lines of necessary public communication. They should issue a revised opinion that focuses on interactions between lobbyists and government officials. Such an opinion could require our clients to include expenses for PR campaigns related to legislation and rulemaking on their reports, but would not force registration and reporting on those who no one considers to be lobbyists.

Most PR practitioners strive to work ethically with all interested parties—including journalists— to connect information to the appropriate audiences. While the scope of public relations is wide, the majority of folks working in PR are not working on activities designed to influence public officials and legislation. Consider the daily schedules of most PR pros:

  • Writing press releases

  • Developing media contacts

  • Maintaining positive client relationships

  • Planning events

PR pros are always looking for ways to create credible stories with the purpose of communicating important information to the public.

By sharing safety information, medical treatments, research or consumer behavior, practitioners provide insight that’s important in the lives of people and the communities in which they live and work. Even on the hyperlocal level, like high school sports scores and ribbon cuttings, the public depends on PR practitioners to inform them about their world.

As the debate rages, PR professionals and industry organizations across the country will continue to stand together and oppose mandates that unfairly group public relations with lobbying and lobbyists.

Lisa Arledge Powell is president of MediaSource, a content-focused public relations firm that specializes in brand journalism. MediaSource has been named Best Health Care Agency in 2013, 2014 and 2015 in Ragan’s Health Care PR & Marketing Awards. Connect on Twitter: @LisaArledge.

This article was created in partnership with MediaSource.

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7 negative emotions writers feel—and how to overcome them

Do you find writing interesting and pleasant—a time filled with self-discovery? Or is it stressful and unpleasant—sort of like a root canal combined with doing your income taxes?

I work with many people who associate writing mostly with the negative. The act of writing makes them feel anxious or frustrated, confused or fearful. Today I’m going to look at seven of the most commonly held negative emotions associated with writing and suggest ways you can deal with them.

My theory? If you can recognize these feelings—as they’re occurring—you can start to take charge of them and lessen their impact.

1. Anxiety

Anxiety is a feeling of worry, nervousness, fear or unease, typically about something with an uncertain outcome. If you feel anxiety about writing, you’re probably saying some of the following things to yourself:

My boss or client is going to hate this piece.

I could lose my job when my boss/client finds out I can’t write.

I’m going to look really foolish when this appears in print.

What to notice: Can you see how all of these comments reflect on people outside of yourself? You may be the person feeling the emotion, but it arises out of your worries and expectations about what others are going to think. Thus, it’s not a concern about the act of writing; it’s a worry about publication. You should also be aware that anxiety is the most persistent mental health disorder in North America —more common, even, than depression. Experts say that four people in every 100 will have an anxiety disorder.

What to do about it: When you write, concentrate on producing your crappy first draft. Repeat after me: “No one else should see this draft.” A crappy first draft is for your eyes only. You can edit it into something better later. Here are some of the things you can and should say to yourself:

I don’t feel the same degree of anxiety every time I write. This feeling will eventually pass, and I may as well get some writing done while I wait.

What’s the worst thing that can happen if I write? (Answer: I may have to do some more editing.)

If I breathe slowly and calmly, that will help make me feel less anxious.

Many other people also feel anxiety.This is a normal feeling.

2. Boredom

Being bored means you’re not interested in what you’re working on. If you feel bored with your writing, you’re probably saying some of the following things to yourself:

I wish I could write about something else; I don’t want to do this again.

I don’t know how to find a new angle into this story.

I’m wasting so much time on my research (or my writing, or my self-editing).

What to notice: Boredom may occur because you have to produce too many of the same kinds of stories. (When I worked for a forestry company, I had to write at least one safety story each week, sometimes more.) Furthermore, some aspect of the work of putting words on paper—whether it’s the research, the self-editing or the writing itself—doesn’t feel comfortable for you, so you tune yourself out.

What to do about it: Instead of thinking of writing as a chore, treat it as a game. What can you do to make it more fun? Here are some ideas:

  • When you interview subjects, challenge yourself to extract at least one story from them. Stories, anecdotes and real-life examples make writing inherently more interesting, because they are concrete and usually have some tension built into them.
  • Create a mindmap. Mindmapping gives you access to the creative part of your brain, rather than the linear, logical (and dull) part. A mindmap can help you come up with new ideas.
  • Use an app to make some part of writing more fun. I particularly like the Hemingway App, which, with its rainbow of colors, turns editing into a game.
  • Recognize that boredom has benefits. Allowing your mind to wander can help improve your creativity.

[WORKSHOP: Learn advanced techniques for corporate storytellers and writers in this event hosted by Mark Ragan and Jim Ylisela.]

3. Exhaustion

Exhaustion is a state of extreme physical or mental fatigue. If you’re feeling exhausted, you’re probably saying some of the following things to yourself:

I just don’t have the energy to write.

I need a nap or at least I should go to bed a lot earlier.

I’m not enjoying any part of this writing job.

What to notice: Exhaustion arises for either of two reasons: (1) You might not be getting enough sleep. Many people in North America shortchange themselves, getting only six hours or less of sleep per night when what they really need is seven or more. (2) You may be burned out—and therefore, exhausted—from not having enough variety in your life. All work and no play make Jack and Jill dreary people.

What to do about it: Analyze why you’re exhausted and take steps to fix it. These steps might include:

  • If you have very young children, cut yourself some slack. As the mother of triplets I recognize that sleep is sometimes beyond our control. You can’t be a writing machine if you get only five hours of sleep per night. Lower your writing expectations until your children are older.
  • Monitor your TV, Netflix, Facebook and Twitter habits. If you’re regularly spending more than an hour a day on so-called “fun” screen time, put yourself on a digital diet. And get to bed sooner.
  • Recalibrate your expectations: Are you demanding too much of yourself? Most professionals write for no more than four hours per day. They may spend the rest of their day doing related work (marketing, interviewing, researching) but they know that pure writing is exhausting. Fifteen minutes per day may be enough for beginners. Even five minutes per day is a good way to start.
  • Make sure you have plenty of time for fun: music, movies, coffee dates with friends, exercise, reading novels. Your well needs to be full before you can write.

4. Frustration

Frustration occurs when you don’t have the ability to change or achieve something. If you’re feeling frustrated with your writing, you’re probably saying some of the following things to yourself:

I don’t know how to begin this piece.

I don’t know what to say next.

No matter how much time I spend on it, this piece of writing isn’t getting any better.

What to notice: Frustration in the writing stage means you haven’t given yourself enough time for thought. It the editing stage, it means you’re too close to your work.

What to do about it: Before you write, get away from your desk and spend some time thinking about what you want to say. Good ideas almost never occur at a computer—they happen when we’re off doing other stuff: walking, running, cooking, cleaning. Here are some other steps to take:

  • After you’ve thought about your writing, create a mindmap. This can help give you a better route into your story or piece.
  • Write in small chunks of time: Fifteen minutes scattered four times throughout the day will be more productive than an hour all at once.
  • Let your writing incubate before you start editing. If you don’t have the luxury of a long incubation, take at least an hourlong break before editing and do something radically different (go for lunch, interview someone, proofread something else) before starting.
  • Talk to a trusted colleague about your writing challenges. (Make sure it’s someone who’s helpful, not hurtful.)

5. Doubt

Having doubt means you’re uncertain whether what you’re writing is any good or, perhaps, whether you even have the ability to write. If you feel doubt about writing you’re probably saying some of the following things to yourself:

I’m never going to be able to do this.

How did I ever get myself into this situation with my job/book/thesis?

I’m such an idiot to have ever attempted this.

What to notice: Closely related to anxiety, doubt is an emotion that all writers feel, even the successful, published authors. I swear to God that Stephen King, Alice Munro and even the uber-confident Jonathan Franzen feel the cold fingers of doubt wrapping around their hearts from time to time.

What to do about it: Rather than dread doubt, expect it, and even welcome it. It’s a sign that you’re a writer. Here’s what to tell yourself about it:

  • No writers can ever accurately evaluate their own work. For that, you need another person. Divorce yourself from evaluating,
  • Record and celebrate your achievements: When I’m working on a big project I keep a chart showing how many words I write each day and how many I have left to write.
  • Focus on the small job of producing your crappy first draft. Worry about editing and getting published later.
  • Know that doubt has its job to do: doubting. You have yours: writing. Let each of you do your own jobs.

6. Confusion

Being confused means being unclear in your own mind about what you want to accomplish. If you feel confused about writing, you’re probably saying some of the following things:

I don’t know what my boss or client really wants with this piece.

I don’t understand the information a source has given me.

I don’t know what my readers most need to know.

What to notice: Can you see how all of these comments reflect gaps in your own knowledge?

What to do about it: Being a writer is a bit like being a parent: You need knowledge to be able to assert your authority. Here’s how you can get it:

  • Ask your boss/client to give you more explicit instructions. Better, ask for an example of another piece of writing that you might emulate. Having a model is exceptionally useful for most writers.
  • Be prepared to ask “stupid” questions. You have to truly understand a subject before you can write about it. Don’t worry about how you look; worry instead about what you don’t understand. Here’s a guide to asking better questions.
  • Have a beta reader who can review an early draft (the one beyond your crappy first draft) to ensure it makes sense to them.

7. Despair

Despair is the complete absence of hope. If you feel despair about writing, you’re probably saying some of the following things to yourself:

I’m never going to be any good at writing.

There’s no point in trying any harder because I just can’t do it.

My writing is never going to improve.

What to notice: Can you see how all of these comments assume the worst possible outcome? They’re blanket generalizations, but I call them “awfulizations” or “catastrophizations.”

What to do about it: We all feel discouraged from time to time, but if you’ve crossed over into the realm of despair, it’s time to intervene. Here’s how to do it:

  • Give yourself a temporary break from writing. If you can take a holiday, great. If you can’t do that, then take a mental health day and do something fun. Go to a movie or for a walk in the park. Get your mind off writing.
  • Once you’ve had your break, question the veracity of your thoughts: What evidence do you have that you’ll never be good at writing? Is it true that no aspect of your writing has changed in the last 10 years? Often we say stuff like this to ourselves, but when we question it, we quickly understand that it’s just not true.
  • Celebrate your successes. Make a daily habit of jotting down an achievement you’ve accomplished (do it right after brushing your teeth), and review this list from time to time. Save any compliments or laudatory remarks you receive, as well, and review them regularly. We’re all pretty good at criticizing ourselves, but we often forget to congratulate ourselves.

Don’t try to banish feelings; just manage your response.

Even though you can’t control how you feel, you can manage how you react to those feelings. Instead of trying to ignore them or stuff them deeper inside, force them to identify themselves, and let them know that you’re in charge.

If you can keep yourself willing to experience the emotions instead of fleeing them, you will eventually get through to the other side—and you’ll have a stack of writing to prove it.

A version of this article originally appeared on LinkedIn.



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