Posts Tagged ‘Writing’

Going mobile

Monday, December 6th, 2010
going-mobile

Print is on the move again.

Ever since Bernard Silver and Norman Woodland invented the barcode in 1949 business has worked to turn objects into information. The recession in advertising, the migration from print to digital media, consumer preference for mobile devices—all have accelerated the trend toward digitizing the physical world.

Enter the QR, or quick response, code. What looks like a stamp, a maze or a square hieroglyph is really a portal to a new world of information-rich advertising. QR codes allow people with cameras in their smartphones to load websites just by pointing the device at, say, a magazine ad that carries the code. They function like hyperlinks on websites, taking readers directly to the information they want.

It’s more than the latest online fad. The technology just might help authors connect with an elusive audience.

Specialty publications are among the first to adopt the technology. The October issue of This Old House is loaded with codes. And not only in the ads. The editors are using the little squares for contests, access to how-to videos and requests for literature—techniques authors might adopt to publicize their work and promote their brand.

Builder Buzz QR CodeTrade publications are embracing the technology, too. Last month Randall-Reilly’s trucking division sent an email to media buyers announcing a program to allow readers to “unlock access to multimedia content.” Consumer publications are also rolling out programs. A recent issue of People featured a QR code in an ad for Panasonic. Why not publish the codes in any printed collateral used to publicize your work? You can track the responses, analyze the data and reach out to new audiences with targeted messages on the device of their choice.

Our agency joined the movement last week when we designed a QR code for a social media platform I helped to create. Printed on postcards that we’ll distribute at a tradeshow next month, the code will lead smartphone users to a blog that highlights trends in the industries in which our clients compete.

Try it yourself. Download an app like QR Reader, hold your smartphone up to this screen and visit the site—all without having to key in a lengthy URL.

The very technology that threatened to destroy print is enabling it to reach new readers. As the economy recovers and mobile devices spread, writers can use that knowledge to turn dead wood into dynamic sources of data . . . and revenue.

D is for dream

Thursday, December 2nd, 2010
d-is-for-dream

I picked up a collection of short stories Ray Bradbury wrote in the 1940s and 1950s, R is for Rocket, created before the dawn of the space age. An ancient paperback, its pages as brown as parchment . . . a book I’d read in high school, dreaming of the day humans would fill the vast emptiness among the stars. I haven’t read science fiction in years because the older I grow the more trite it seems, its stories filled with brave commanders of vast armies of hollow ships and mindless machines.

r_is_for_rocketAnd then I read the title story, about a 15-year-old boy and his best friend who watch the rockets blast off on their way to the moon and long for a life neither thinks he’ll ever see. And I knew at once why I’d enjoyed Bradbury as a kid: he writes with heart. He captures what people feel but can’t seem to describe, even to themselves. He writes about a boy who wants the rocket to knock the stars out of orbit and wants to be there when it does, who feels the kick of liftoff in his chest and abandonment in his soul.

“It gripped me in such a way I knew the special sickness of longing and envy and grief for lack of accomplishment,” he thinks as other men trace his dreams like the imaginary lines that form our constellations. Bradbury writes about an old man who understands the heart of a prehistoric creature called out of the depths by a fog horn on a lighthouse. About a father who can only send one family member on a trip to Mars and instead gives all of his children the gift of imagination.

As Bradbury did.

Writers’ lib, Crusie style

Tuesday, November 30th, 2010
writers-lib-crusie-style

Jennifer Crusie has a new and delightful take on the old saw Publish or Perish: just as you don’t have to get married to validate yourself, you don’t have to publish to validate your talent.

Jennifer Crusie“Just as women had to give up being married as a life goal before they could lead full lives as women, so writers must give up being published as a career goal before we can lead full lives as writers.”

Her suggestion about getting published? Don’t make that your only objective. “When we write the stories we need to write, we take back control of our lives because we’re meeting our own needs, not looking for validation elsewhere.”

To draw a parallel of our own, Crusie sounds a lot like Marsha Sinetar in her book Do What You Love, the Money Will Follow: write what you love and maybe the editors will follow. No guarantees from the management, but at least you’ve liberated yourself.

The accidental publicist

Tuesday, November 16th, 2010
the-accidental-publicist

First we had cavemen sitting around the fire telling stories. Then gossips and reporters. Then came chat and blogs and we cycled back to citizen journalists.

With the rise of social media we now have citizen publicists. Like volunteer journalist, they want to speak their mind. When they listen, they want to hear what their peers are saying, not just the company line. And through the really big amplifier called the Web they can have an outsized influence on our work.

As creatives, we want to reach them.

FireOur agency regularly counsels clients who want to join the social media wave but are afraid of getting swamped. There are too many networks and monitoring them is a time-sink. So for those clients who want to dip a toe into online communications, we’ve developed an approach called the Social Media Platform that allows organizations to engage their audiences as well as publish their ideas.

It’s a perfect fit for artists, photographers, writers and other creatives who can’t afford a publicist.

Here’s the strategy: Organizations need to monitor and influence what people are saying about their brands. So do creatives, with the added task of promoting their work far and wide. We social media because that’s where our future editors, clients and benefactors hang out. With a social media platform we can harness the power of peers, asking influentials who like our work to spread the word. The social media platform is no substitute for a full-blown marketing campaign that uses advertising, direct mail, media relations and microsites. But it offers creatives a turnkey operation that allows them to join, monitor and influence the online conversation.

quest-for-fire_lHere’s how it works: The platform is an integrated collection of social media networks and tools. It includes the major social and business networks—Twitter, Facebook, LinkedIn, SlideShare and YouTube—but has room for numerous sites, forums and communities. At the heart is a white-label blog without branding for an independent look and feel. With the blog creatives can manage reputations, disseminate key messages and establish expertise in the market—this might apply more to non-fiction than fiction writers. Creatives who’ve already built a reputation can use the platform to solve issues before they become wide-spread problems.

There are six parts in the process of establishing a social media platform:

  1. Create. We start with a blog hosted on an independent site. Posts and comments radiate from the blog to the major social and business networks. The system notifies the blog administrator each time someone from the outside posts a comment. For your peace of mind, comments can be approved, edited or deleted before anyone on the ‘Net sees them. Tools: WordPress software, web host.
  2. Listen. Tapping into the online conversation about our brand is essential. Specialized search engines allow us to listen to what people are saying about our work. PR people call it reputation management. Tools: Social Mention, Google Alerts, Gmail to verify social network accounts.
  3. Contribute. Based on your expertise, you can contribute original text, slides, photos and video. Crowdsourcing allows you to obtain feedback on work. You can even use your network to float ideas for future projects. Tools: those listed above.
  4. Publicize. Blogs are like parties. You have to invite the right people to achieve critical mass. We start with the internal audience, your friends and business associates, and add editors, writers and bloggers in traditional and digital media. Tools: LinkedIn, Twitter.
  5. Monitor. The conversation is ongoing. The monitoring needs to be, too. But checking multiple sites dozens of times a day can get crazy. A dashboard can simplify the process: Tools: HootSuite, TweetDeck.
  6. Evaluate. You’re not a major corporation. The goal isn’t to fill spreadsheets and generate charts that dazzle but yield no useful information. We measure the volume and tone of comments but take everything with two grains salt. Tools: Twitrratr (Twitter rater), Twendz (Twitter trends), Tweet Level.

Does the system work? Yes. Our agency is seeing a good adoption rate from editors and bloggers as well as retweets of original material. Why does it work? Because it leverages three potent forces in our society: the shift toward digital media, people’s desire to hear recommendations from peers rather than companies and journalists’ need to discover leads rather than waiting for pitches.

That’s almost as good as telling stories around the campfire.

NewsBasis helps writers market their expertise

Monday, August 2nd, 2010
newsbasis-helps-writers-market-their-expertise

A new service debuts today that could change the way writers publicize their work, and their areas of expertise.

NewsBasis is the communications equivalent of a matchmaker. Journalists issue requests for information and writers can respond. It’s a targeted way for both parties to find sources and promote their work, without a lot of waste.

In some ways NewsBasis is similar to Help a Reporter Out (HARO) and PR Newswire’s ProfNet. All three services allow journalists to post questions and search for expert sources. They also allow PR pros, companies and writers to search for questions from journalists or receive those queries via email. The idea is to allow journalists to cut through the clutter of unsolicited pitches and writers to better target their queries to the journalists who want the information.

LouGrant1NewsBasis differs from the competition with the introduction of real-time commentary on published articles. The service allows writers to embed their point of view or corrections directly in articles on the Internet. Journalists signed with the service will see those comments when they view the article online. They’re also notified by the service when a source leaves a comment.

Other features will look familiar to people using either HARO or ProfNet. The NewsBasis media notification tab allows users to type keywords into the search bar and read real-time activities by journalists. As with HARO, users also can receive email alerts.

With this week’s launch NewsBasis pits itself against some stiff competition. HARO brings nearly 30,000 reporters and bloggers, more than 100,000 news sources and thousands of small businesses together to exchange information. In addition to pumping out alerts to sources, ProfNet lets journalists search a database of more than 30,000 expert profiles.

HARO is free to PR pros, companies and writers. It also offers a free Twitter feed, especially helpful for communicators toting mobile devices. ProfNet is free to reporters but charges a fee to experts and their representatives. NewsBasis, which is in beta, is free at this point.

All of these services could change the face of publicity for authors, and not just because they provide a more efficient way to pitch their work. They give us the choice between active and passive publicity. Instead pf cold calling journalists, we’re now able to contact them directly about a topic in which they’re interested.

It can also allow authors to contribute to the news, rather than react to it through Google Alerts or other monitoring services. We can get the inside story about who’s writing what before journalists publish those articles and blogs. That should reduce the frustration so many authors feel when promoting their work.

A word about making history

Tuesday, July 27th, 2010
a-word-about-making-history

Mickie Kennedy has an interesting post this morning about writing books for their media-relations value. To summarize his thesis, even in a digital age the printed work can give you credibility and a reputation as an expert in your field. I learned that first-hand when the company now known as Sanofi Pasteur US hired me to write a book about the organization’s rise from horse farmers to suppliers of vaccines to the world.

Brand_New_Day_cover 2While the company paid for the first printing of The Spirit of Swiftwater we arranged the second printing with a university press just itching to publish a business book. That attracted the interest of several thought-leaders in the industry. I knew we’d struck gold when one of the world’s most influential virologists, a doctor who’d been working with WHO to contain bird flu in Asia, visited the company and accepted an autographed book.

Those of you who know me know that I live to write large-scale works that appeal to a wide audience. I think there are several reasons why an executive or an individual would hire a writer or a ghostwriter to create one of these: to promote the organization or the person, or to be more altruistic, to leave a legacy. I often tell the story of Marco Polo and his travels along the Silk Road. His father Making_History_cover 2and uncle made the journey years before they took the young explorer yet few people know their names. Every kid who’s splashed in a pool knows about Marco. The reason is simple: Marco wrote about the journey.

If you’re fascinated with an elegant tool for marketing, or just a fleeting moment of fame, I have a few resources for you, including two documents that detail the rationale, project scope and budgetary outlines of a book-length project. You can download Brand New Day and Making History from this website.

Good luck on the journey.

A heartbreaking life of staggering generosity

Wednesday, July 21st, 2010
a-heartbreaking-life-of-staggering-generosity

An eerie thing happened on September 14, 1982. I received a letter from John Gardner that morning about a pack of short stories I’d left with him to critique, at his suggestion, even though I wasn’t one of his students. Later that day, as I sat on the rim of the copydesk, the city editor swiveled in his chair and, pointing to the computer, said, “Look at this.”

It was an AP story reporting that the novelist had died in a motorcycle accident on his way home that day. He was forty-nine. The story sounded like something from his latest novel.

Gardner was well-known in and out of literary circles for his outsized characters and their philosophical rants. Some of his books, like October Light, made the bestseller lists. A few months before his death the New York Times led its book review section with commentary on his last novel, Mickelsson’s Ghosts, a work I had just finished reading.

John Gardner explainsI’d met him earlier in the year in a class at a local university. The professor had invited Gardner to talk about fiction and, as a bonus, he’d read and commented on the first page of our latest submissions. He had a shock of white hair that flowed over his forehead and small, wrinkled eyes. His pipe kept going out as he talked. Later the professor invited some of us to his apartment to continue the discussion. Sitting on the floor, our backs to the tiled fireplace, we listened as Gardner talked about his work.

Some of the discussion was funny. “Why did you sell the short story on Julius Caesar to Playboy?” “Because they offered the most money.” Other parts were more serious. Gardner didn’t give a toss about genres; he didn’t care whether people considered his work popular or literary, thoughtful or entertaining. He wanted to be known as a storyteller. He constantly courted the ancient arts, rewriting epic tales like Beowulf from the monster’s point of view. (Years later, Hollywood would turn his novel Grendel into a movie, the closest to populism the author ever got.)

John Gardner typewriterEmerging from the dream
For emerging writers Gardner is best known for his view that fiction should remain a “vivid and continuous dream” in the mind of the reader, uninterrupted by extraneous detail. Yet his books were crammed with characters philosophizing about life. He seemed obsessed with philosophy and argued constantly against nihilism, a doctrine that nothing is knowable, that rejects all distinctions of moral value. In his work of criticism, On Moral Fiction, he called for books with “just and compassionate behavior,” art that “establishes models of human action.” He may have identified deeply with Grendel, the monster who finds himself cast out of heaven because he’s ugly, comes from a bad family and asks too many questions.

While his characters were not always models of behavior, Gardner was a kind and generous man, lending his time and name to aspiring writings. I met him that May in class and shared an evening with friends, but I wasn’t his student. Yet he invited me to his home in Susquehanna to discuss and critique my work.

I arrived on a fine spring day to find the novelist in a farmhouse on the edge of town, nestled in the hills the locals call the Endless Mountains, purplish gray and draped with mist like the webs of tent caterpillars. The clapboard house had curlicues over the porch; it looked like an old train station.

Inside sat Gardner’s son Joel, a photographer, and Susan Thornton. She and John were to be married—the week he died. A visiting colleague handed him a few short stories and a novel for comment. They talked about producing plays in Susquehanna and about a literary magazine on which he was working.

Gardner went into his study to concentrate on the story. His desk consisted of a door resting on two sawhorses, covered with pipes and papers. He hunched over the story, making quick notes with a pencil. Then he and Susan had to leave. He apologized over and over for giving me so little time.

Mickelsson's Ghosts AMZA life in fiction
Back in the living room, I asked Joel how much of his father’s work was autobiographical—a questions many writers hate but I was too young to know at the time. Not much, Joel said, but then he opened the door to the dining room. It was long and sparking with new plaster walls and thick with beams. The mead hall from Grendel, the house from Mickelsson’s Ghosts. I felt a chill, as if the spirit of those characters were looking over my shoulder.

There were other similarities. The main character in that book, Peter Mickelsson, is a professor at the State University of New York at Binghamton who is battling a failing national reputation and the IRS, which is after him for back taxes. He lives in Susquehanna and is going through a divorce. That much mirrored Gardner’s life. But Mickelsson is going mad, his mind enflamed with the ghosts of Martin Luther and Nietzsche, his wife, his son, two lovers and a murderous couple who used to live in the farmhouse. Joel smiled at this and said his father made up most of the book.

John Gardner hatThe lion of literature
Whatever its condition at the end, Gardner’s career in fiction got off to a slow start. He was born on July 21, 1933, in Batavia, New York. His father was a dairy farmer and lay preacher, his mother a high school literature teacher. His first novel sold about 1,000 copies but The Sunlight Dialogues became a bestseller in 1972 and October Light won the National Book Critics Circle Award in 1976. He raced motorcycles, survived surgery for cancer of the colon and married twice. He lectured at the Bread Loaf Writers Conference. He settled in rural Susquehanna, on a thirty-acre farm. Writers sought his comments on fiction and his clout with publishers.

A gifted writer with a marvelous ear for dialogue, he had always written interesting books. But with Mickelsson’s Ghosts he reached the top of his form, merging his beloved philosophy with a strong story line. He also seemed to have mellowed from the harsh critic of his youth to a man who wanted to say good things about others. People said he was trying to find his place. Others found him humble and generous.

The day I visited him in the Endless Mountains he sat on the couch and chatted in a smooth and quiet voice about new projects. I told him I’d had trouble finding his work in the local bookstore. It wasn’t filed under “fiction.” Concerned that his backlist had gone out of print, I asked the clerk if she carried Gardner’s books and she led me to the back of the story. There they were, filed under “literature.”

Gardner threw back that great mane of white hair and howled with delight, much like I imagine Grendel might have done.

The blog stops here

Friday, July 16th, 2010
the-blog-stops-here

The growth of blogging among adults has flattened and continues to decline among teens. That has implications for writers as well as marketers.

A pair of surveys from the Pew Research Center’s Internet & American Life Project shows a rapid decline in blogging among teens and young adults and a modest rise among people 30 and older. To quote the study: “In 2006, 28% of teens ages 12-17 and young adults ages 18-29 were bloggers, but by 2009 the numbers had dropped to 14% of teens and 15% of young adults. During the same period, the percentage of online adults over 30 who were bloggers rose from 7% in 2006 to 11% in 2009.”

Overall, blogging has leveled off among adults over the past few years, hovering around 10-12% of Internet users.

Amanda Lenhart, lead author for the studies, told me that among those under 30, the shift away from blogging follows their migration to newer social networks and technologies such as mobile devices. “We attribute some of the decline among young adults to the move away from MySpace, which made blogging a prominent feature of a profile, to Facebook, which does not offer the same opportunities to engage in an activity that the site terms blogging.”

Researchers elsewhere have measured the same declining interest in blogs, but for other reasons:

  • A year ago Adweek reported that Internet use had reached a plateau and the growth of blogs had flattened. According to Forrester Research, the number of households with Internet access grew 3 percent from 2008 to 2009. Slightly less than 20 percent of respondents reported reading blogs, the same figure as 2008.
  • That week ReadWriteWeb reported research from Universal McCann that showed blogging has reached a saturation point. “UM notes that 71% of users report reading blogs—an increase of only 1% since [2008].”
  • In February 2010 HubPages’ Larry Freeman wrote that growth in U.S. traffic at major blogging sites WordPress and TypePad has flattened. The one contradictory statistic: U.S. traffic at Blogspot has grown by about 40%.
  • In June The Economist reported that traffic at two of the most popular blog-hosting sites, Blogger and WordPress, is stagnating, according to media research firm Nielsen. “By contrast, Facebook’s traffic grew by 66% last year and Twitter’s by 47%.”

Anecdotal evidence from the B2B world supports the studies. In a post, Matthew Ingram says he knows of several entrepreneurs who have replaced their free blogs in favor of subscription-only email newsletters. And Michael Hickins reports on BNET that while the number of active communities at network storage company EMC has increased by nearly 30% over two quarters, the number of blogs has dropped by 70%.

What could lead to such a leveling of blog activity? Lack of time and attention to start. And the perception that the activity isn’t valued by others and doesn’t contribute to the writer’s income or ego. Maybe there’s a growing realization that, while anyone can become a publisher, not everyone wants to read our thoughts.

Citizen journalists are discovering what mainstream media have known for centuries: people’s attention is just as valuable and elusive as their time. Engaging it requires a lot more than a forum.

A legacy worth preserving

Wednesday, July 7th, 2010
a-legacy-worth-preserving

The best part of judging a contest is seeing the large number of talented people in the communications field. The worst part is choosing among them.

When I was asked by Linda Koehler of the Times-News in Lehighton, Pennsylvania, to serve as one of the judges for the 2010 National Federation of Press Women Communications Contest, I thought the assignment would prove an easy one. Read the entries, create a rubric that encompasses the objectives and rate the contestants.

Simple but not easy. Reading the entries was a pleasure. Creating the rubric was fairly easy. It was the last part, rating the contestants, that proved a challenge.

The NFPW looks for the best writing and production values in virtually all forms of communication, from public relations and advertising to blogs and books. The organization requires entrants to submit a one-page summary of the project with details on objectives, audience and budget. Contest organizers provide judges with clear instructions to rate the entrants on whether they met their own objectives, not on one-size-fits-all standards. So far, so good.

Healthy Partners cover v1 issue 1There were 13 entries in the four-color magazine category. They included university, healthcare and tourism publications. All were very good, the scores on the rubric close. The winners were: Chelsey Baker-Hauck, Colorado, first place, the University of Denver Magazine; Heidi Jameson, South Carolina, second, Healthy Partners, a publication of the Spartanburg Regional Healthcare System; and Andrea Cranford, Nebraska, third for Nebraska magazine, published by the University of Nebraska Alumni Association. The Virginia team of Laura Beck and Mike Freeman shared the honorable mention for the Official Richmond Region 2010 Visitors Guide.

All of the strong contenders had one thing in common: they focused their coverage on the people who benefited from their organizations’ services and not the services themselves. The Richmond Guide showed portraits of successful residents engaged in enjoyable activities. Nebraska used people-centric articles to illustrate larger trends. Healthy Partners packaged those kinds of stories in a clean, accessible design.

Denver magazine cover Our Wild West Jun 2009All did well. But my favorite was Denver Magazine. Under the guidance of Baker-Hauck, the managing editor, the magazine met its objectives with style, producing a themed issue in the summer of 2009 that contained some of the liveliest writing I’ve seen in years. Much of the credit goes to Baker-Hauck for helping to develop the theme — the Western legacy — and hiring the people to execute her strategy. The rest goes to writers like Richard Chapman, whose pair of articles, “Colorado’s College War” and “At Home on the Range,” kicked like a bronco. His two opening lines: “University Hall crouches like a stone lion” and “It’s a chilly January morning five days into the 2009 stock show and the president and CEO of the National Western is pausing to chat with a hobo.”

Peer-focused stories, lively subjects, descriptive writing. And to top it off, Denver Magazine included the results of a readership survey that defined the target audience and showed that editors were meeting their needs. Good marketing as well as editorial.

I’ve saved the best for last. It’s Baker-Hauck’s Editor’s Note, in which she explained the reason for the themed issue and grounded it in personal experience. Here’s the first paragraph:

“My West — the West of my youth — was one of blue-ribbon biscuits baked for the county fair; gathering eggs, still warm, from under the cushion of a hen who would peck you ferociously on the back of the hand if you didn’t move fast enough; stalking through a silent, frosted autumn forest with my dad during black powder season; waking up to find the neighbor’s prize bull looking in our picture window, and later having to scrub the thick track of bull slobber off the glass with vinegar and newspaper. There was ample time for running wild in the nearby Uncompahgre River bottom land, tossing rotten duck eggs from the hayloft, wading irrigation ditches and baking mudpies in the mailbox.”

I’m here to tell you it doesn’t get much better than that. Except maybe the Editor’s Note in the next issue, where she writes about getting her face licked by a wolf. Why is this good writing? Because it’s detailed and vigorous? Yes. But above all, the work captures the spirit of a person, time and place. The details illustrate a larger truth. That’s a tradition NFPW honors, one that writers, publishers and clients can, too.

It’s an easy choice.

This writing life

Friday, May 28th, 2010
this-writing-life

Ira Glass, host of radio’s “This American Life,” talks about the building blocks of a great story in a series of four videos on YouTube. His advice on crafting a compelling story works for any format, print, audio or video: start with an anecdote, not just a theme. Have one thing happen after another. Then let someone reflect on the importance of what they’ve just experienced.

Perhaps Glass’ most crucial piece of advice is the most obvious and over-looked: trial and error leads to success. Or as Glass puts it, “The most important thing you can do is do a lot of work.”