It is hard to believe that we have a couple of weeks left in 2013. I don’t know about you, but this year went by super fast.
Now, I am busy planning for the year ahead while finishing up 2013 projects. Look out for more blogging workshops in 2014.
By reflecting on 2013, and on what I have learned from working with clients and by attending various professional development events, I am sharing five communications lessons below. For example, I think writing down goals and prioritizing them makes the difference between getting things done or not.
Are you looking for a year-end or a new year's project? How about creating an organizational style guide.
Thank you for reading the newsletter and the blog this year. I hope that you will keep tuning in for my “caffeinated views” in the coming year.
Wishing you and your family a wonderful holiday, and a very Happy New Year 2014!
Deborah
Five communications lessons from 2013
1. Write down communications and marketing goals and prioritize them. You have to know what you want to accomplish in order to be able to do so. You also have to realize that you may not be able to reach every goal, which is why you need to prioritize those objectives. What is the most important thing that you want to accomplish in the new year? What would be nice to get done, but is not your top priority? If you don’t prioritize, you will run around like crazy trying to juggle conflicting actions.
2. Strategy should decide tactics, not the other way around. Don’t confuse tactics with strategy. You shouldn’t let the allure of a certain tactic drive your communications. This is the "shiny object syndrome." Just because Pinterest is hot, doesn't mean it is the right place for your organization. You must think “big picture.” What are your trying to accomplish and what is the best way to get there?
3. Consider usability, SEO and content strategy before creating or re-launching a website. Search engine changes such as Google’s new Hummingbird algorithm have made having an organized, updated and useful website non-negotiable. Spending time planning a website, and considering all the stakeholders, will pay off.
4. Communications presents the entire organization. This year I consulted with an organization that thought the blog and website should be part of the publications department and other marketing communications should be handled by the corporate communications department. And those two departments didn't interact. That's a communications failure.
5. Don't let the perfect be the enemy of the good. Just because something is not perfect does not mean it is not good. Blog posts are a perfect case in point. You can't spend hours perfecting a post--that's counterproductive. Better to post and then fix, than have the inevitable "paralysis by analysis."
There are many other lessons from this year. What would you add to this list? Be on the lookout for an expanded analysis on my blog, and if you send me your thoughts, I will be happy to include them.
Workshops and presentations
The next How to Write Your Blog workshop is not yet scheduled but will likely take place in the spring.
I am also available for on-site and one-on-one specialized training on blog writing. Please contact me if you are interested in obtaining details.
Communications tip: Create a style guide
Do you write "website" or "Web site?" Is there an apostrophe in 1980's or not? What font do you use? Do you follow AP Style or Chicago?
An organizational style guide can help answer all these questions while creating a way to ensure all of your written communications to be consistent. Once you've created a style guide, you can refer to it, add to it and change it if you want to. Editorial style, just like fashion, changes with the times. Read my blog post "Why you need to have a style guide" to learn how to get started.
Deborah Brody Marketing Communications Services
▪ Communications and social media consulting ▪ Communications and social media audits ▪ Writing and editing of marketing materials ▪ Specialized training and workshops
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