Slides used by Steve Crescenzo and Jim Ylisela in the simply-communicate seminar 'Writing Across Media'

1. Writing Across MediaSteve Crescenzo & Jim YliselaMarch 15, 2011

2. Conversation Satellite TV Sports 24-hour news cycle Podcasts COMPETITION Facebook Hobbies Television Blogs Magazines Radio Online Shopping Drinking LinkedIn Exercise Satellite Radio Newspapers Family You Tube iTunes Phones Twitter Novels Email Tivo Online Gaming Flickr Performing Arts

5. Presentation of the Big Check

9. YouTube!

10. Video of creepy executive

13. We have to compete by making our stuff better . . . than this

14. Really, really lousy print

15. Web sites on crack 15

16. Photos of men who grab their crotches . . .

17. Horrible initiatives like this . . .

18. Or this . . . !

19. Got a story you’d like to have back?

20. So here’s the deal Your audiences are absurdly busy They need timely information, but also context and analysis They want to connect with their leaders—and with each other They want the power to choose . . .

21. They want the power to choose . . . What they want to read When they want to read it How deep they want to go How they want to receive it How they want to interact with it

22. Corporate vs. Creative Old way Top-down communications Stiff and formal Policies and Programs Old vehicles done the same old way Safe content Formulaic writing New way Interactive and participatory Conversational People A mix of vehicles, each doing what it does best “Risky” (creative) content Great storytelling

23. How do we get there? Writing Across Media Evaluate story ideas Determine the best way to tell them Match the message to the medium Write in the appropriate style for each medium Integrate communications across channels

24. How to do it? The “news desk” approach Centralized Coordinated reporting Integrated communication A filter, not a funnel What ties to the business goals? Sometimes, you just say no

25. Content Possibilities Executives & Leadership Must Dos Events Employee Stories Our Great Ideas Crises NewsDesk Filter Audio Video Print Online Face-to-Face Social Media Your Audiences

26. News Desk functions Filtering Planning Execution

27. 1. Filtering Establish guidelines for content providers What’s a news story look like? A feature? What makes a good photo, video or audio? What’s your criteria? Business goals, strategic plan? How many story ideas can we generate ourselves? Beats, regular news meetings, pipeline

29. SaskPower story criteria Stories must be directly aligned with 2011 strategic priorities Stories must feature the voice of an employee closest to the work Images and graphics just as important as content

30. 30

34. What should your guidelines look like? List at least three criteria Tell us a story you’d reject—or tell in a different way

35. 2. Planning What needs to happen? Who’s doing the story? What’s the best way to tell it? What kind of story is it? What do we want to accomplish? How can we take out the corporate and put in the creative?

36. 3. Execution Reporting Direct observation Interviews Examples Writing Strongest writing for the best medium Integrated communication Connected, scheduled

37. 7 questions to ask: Question #1: Is the story worth doing? Remember your criteria! When can you say NO?

38. The strategy ladder Business Goal Communication Goal Messages Content Channel, Audience, Timing & Creative Measurement

39. Atlanta hospital Recruit the best employee candidates Business Goal Communication Goal Paint a realistic picture of what it’s like to work at the hospital You need to be strong and dedicated to work here Messages Emotional videos from actual employees telling their stories and experiences Content Channel, Audience, Timing & Creative Web site metrics (clicks, comments, page views, etc). Over time, measure recruitment and employeeretentionnumbers. Measurement

42. 7 questions to ask Question #2: “What’s the story about?” Every piece of content is, at its core, about ONE thing Write a concise summary about what this story is about If you can’t, you’re not ready to tell the story

44. 7 questions to ask Question #3: “Why should anyone care about this content?” In a few words or sentences, sketch out why anyone would care to read, watch, or listen to this content. Find the benefits for the audience!

45. Would you read this?

47. 7 questions to ask Question #4: “What’s the best way to get your readers’ attention? Remember: We’re NOT their first priority! How can you beat out Twitter, Facebook, Cosmo, YouTube and The New York Times?

50. 7 questions to ask Question #5: What’s the best channel or channels to tell this story? Lots of choices these days . . . and they all do certain things well!

51. Match the media to the message What (Breaking news, announcements, events) Web, e-mail, text message, video, face-to-face Why (Context and understanding) Print, face-to-face, interactive features Who (People, storytelling, interaction) Web and print, audio/video, blogs and forums How (Calls to action, three-way communication) Social media, web interactivity

52. Sometimes print works best Not everything makes compelling video Make the best use of the medium Design and graphics Photography Storytelling

53. Do you really want this guy on video?

57. And sometimes print just won’t cut it

59. Stealth video!

61. 7 questions to ask Question #6: “How are you going to report this story?” Who are your must-have sources? Who are nice-to-have sources? Do you need to be on location (“direct observation”)? What other information can you get: decks, memos, etc.?

62. 7 questions to ask Question #7: “What is the fact checking process?” NOT an “Approval Process” Take ownership of the fact checking process! You don’t balance the books, accountants don’t rewrite your content!

63. Your turn! Apply the seven questions to a big topic or major initiative in your organization

64. Use multimedia to breathe new life into the stories we dread The meeting, the old way Boring narrative Terrible “action” shots The new way Daily video reports Audio news show

70. Make it a radio news report!

71. Writing for multimedia What can video or audio convey that online text or print cannot? Video: What kind of images will help you tell a better story? B-roll People Audio: What kind of sounds will help you tell a better story? Nat sound People

72. Multimedia story organization Approach it like a print or online story What images/sounds would make a compelling opening? What’s the nut graph and how will you introduce it? (Voice-over/interview subject) What’s your best close? Keep it simple, but go for greatest impact What’s the shortest way to tell your story without losing key elements?

73. Map out your multimedia content In video and audio

74. The Case of the Frivolous Photograph

75. What went wrong? How did we wind up with this crappy photo? Where did it come from? Who wanted it? What could we have done better? What’s the real story?

76. To the News Desk! Two possible decisions It’s only worth a photo . . . So Take a better photo Knowing ahead of time A little reporting Set up the image you want, not the one you’re given Write a caption that tells a story beyond the photo Not just what we see, but what it means Add at least one sentence that gives us something more Headline? Photo credit? Links?

79. Option 2: It’s worth greater treatment because . . . It’s part of a breaking news story It helps to Illustrate a larger story It COULD show interesting people doing interesting things

80. Let’s rewrite the awards story News Desk decides several things: It’s not a timely story: the award was handed out a month ago The print publication is filled with good stuff already We’ll do it online We’d like a feature story, with multimedia and social media components

83. Feature stories

84. Social Media

90. Let’s rewrite that awards story 5-second headline, SMS text, or link Tips: Look for key words Make every word count Does it tell what the story is about? Are you being too cute?

91. Headline: John Smith saves XYZ $14,000, wins Chairman’s Award

92. Let’s rewrite that awards story 50-second summary or tweet Tips: Good writing is about what you leave out, as well as what you put in What can wait until the next level? Pretend this is all they are going to read Write it out, then edit Does EVERY word count?

93. 50-second summary, update, tweet John Smith, senior manager in software solutions, was awarded the Chairman’s Award on January 14th for his cross-functional efforts to implement the companywide cost-cutting initiative, resulting in a $14,000 savings. WRONG!

94. Use it to add more critical information to the story!

95. 50-second summary, update, tweet John Smith saves XYZ $14,000, Wins Chairman’s Award Innovative approach to software development yields big savings and a more efficient system

96. Write it out . . . Then chop it

102. Let’s rewrite the awards story 5 minutes: Feature story approach Tips: Go for an anecdotal lead: tell a story about an actual human being! Get a great quote up there early in the story Follow the Wall Street Journal formula

103. Wall Street Journal formula Paragraph 1: An anecdote, of a person, a place, illustrative of the bigger point Paragraph 2: More detail to continue the story Paragraph 3: A quote to complete the tale Paragraph 4: The nut graf, to give us the larger picture and point to where we’ll go next

104. Layering • Write a grabby headline and a good summary lead to get me to click • After I’m in, choose the best lead for the story • Then add links and interactivity

105. Headlines and blurbs

107. Quote and nut graph

108. Paragraph One: John Smith had a decision to make. He could do things the established way, the safe way, and it would cost $14,000. Or, he could try something different and possibly save the company some money. But it could also blow up in his face.

109. Paragraph Two Smith decided to take a chance. Rather than tie two widgets together with wire, he linked them using Silly Putty. The result? A $14,000 savings for the company . . . And a Chairman’s Award for Smith.

110. Paragraph Three “You get to a point sometimes where you know there’s a better way of doing things, but doing it differently is a scary proposition,” says Smith, a senior software developer. “But at some point, if we want this company to succeed, people have to start pulling the trigger.”

111. Paragraph 4: The “Nut” Graph Smith’s ability to pull the trigger and save the company money earned him The Chairman’s Award, an annual reward given to 10 employees who “have demonstrated innovative problem solving that have helped the company meet and exceed its operational goals.” Other winners include . . .

112. 50 minutes: Let’s rewrite the awards story as a blog Blog tips: Convey emotion: Be useful, controversial, insightful, entertaining Make it personal . . . but also tied to the organization’s objectives Strive for three-way communication: Ask for comments and prompt conversation Choose topics that encourage feedback

115. A business blog formula Start with something personal about yourself: “I’ve never been much of a risk taker.” Move to the business at hand: “That’s why I’ve always respected the people who win Chairman’s Awards.”

116. A business blog formula Give an example: “Guys like John Smith are my heroes. He could have gone the safe route and nobody would have said a word” Ask people for their stories: “I want to hear from other heroes. Who else out there took a chance. Maybe it paid off, maybe it didn’t. I’d like to hear about it either way.”

117. Let’s rewrite the awards story 50 minutes: A video sidebar Tips: Ask questions that will draw out emotional answers Get them to reveal their passion Get to the person behind the story

118. Video questions for John Smith “What did it feel like when you knew you were taking a huge chance in an effort to save the company money?” “Were you scared? Were you nervous? What if it failed? “What would you tell other people who might find themselves in the same situation?

119. Integrated communications Same story, multiple channels, on a schedule that makes sense

120. The Case of the Inert Initiative

122. What did the News Desk decide? A feature story online: focusing on actual people Multimedia sidebar Interaction Three-way communication

124. Crescenzo Communications, Inc.

126. Standard Chartered Bank Major initiative: Sponsoring the Liverpool Football Club Executive message—Tell employees first Interactivity—Get people involved Video—Take us there

127. Announcement from the top

128. Our man on the scene!

129. Let’s hear from you Tell us the new way you’ll approach a topic, writing across media

130. Questions? Steve Crescenzo (Write) steve@crescenzocomm.com @crescenzo Jim Ylisela (Rewrite) jylisela@gmail.com @jpyjr www.writeandrewriteblog.com @write_rewrite