Category Archives: Media and technology

Finding the organization’s voice

It was simpler back in the day.

If you were a kid growing up near New York City, your favorite music came with a voice. In the afternoon, after school got out, the voice belonged to the wisecracking Dan Ingram. After dinner, it was the voluble, high-energy Bruce Morrow.

(There were other voices, in the morning and on weekends. But for most of us, Big Dan and Cousin Brucie stood out.)

A simple, effective brand voice

daningram

Dan Ingram held down the 2-to-6 time slot.

Amplified by a microphone that lent a slight echo to every word, those two human voices combined to give WABC a distinctive and recognizable brand voice. The voice told us that WABC was fun, in the know,  up to date.

What was the hottest music? Every Tuesday night, we listened as Cousin Brucie counted down the new Top 20. Where to hang out? Palisades Amusement Park swings all day and after dark.

WABC’s distinctive, instantly recognizable voice, known to millions of people, came from a couple of voices. Simple.

Later: More content, still simple

When I started my technical writing career at IBM, things were still pretty simple. We didn’t produce voice content, but we did print shrink-wrapped technical manuals that all looked the same. Marketing created print ads, white papers, and spec sheets that shared a common design. IBM customers got lots of content, but only a few kinds of content. And with one glance, they could tell it came from IBM.

Today: Many sources, many outlets, jumbled voices

Today, your organization’s voice is delivered through advertisements and social media — and also through product screens, technical manuals, help systems, blogs, chat sessions, datasheets, videos, conference presentations, and probably dozens of other ways.

What do your customers, partners, and employees hear when they interact with all of this content? What messages do they receive? What’s the image of your organization that forms in their minds?

Chances are the image is blurry. Continue reading

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When you have something shocking to say

The news reports buckled my knees. According to a Pennsylvania grand jury, hundreds of Roman Catholic priests across the state sexually abused more than 1,000 children over a 70-year period.

handwritten letter about a case of child abuse

Image source: Josh Bernoff

The details are shocking and sickening. It’s hard to imagine the scope of the damage done.

Imagine having to write about that story. How do you do it? How do you keep from veering into lurid sensationalism on the one hand and cold, dispassionate, recitation on the other?

The anonymous person who wrote the grand jury’s report handled it brilliantly.

In his excellent analysis, Josh Bernoff calls the report “an amazing document, a model for clarity of description in an emotionally charged environment.”

Josh mixes excerpts from the report with his comments. Here, I’ve boldfaced some of Josh’s comments and added mine in response.

I hope you’ll add your comments as well. Continue reading

Putting out a paper, goddamn it

The FAKE NEWS media…is the enemy of the American people! (February 2017)

Our Country’s biggest enemy is the Fake News so easily promulgated by fools! (June 2018)

Of all the odious things the U.S. president has said — and there are many — these are among the most odious. They’re certainly among the most dangerous. (When the president says fake news, of course, he’s talking about mainstream press whose reporting isn’t to his liking.)

Dome of hte Maryland state Capitol

The Maryland state Capitol, from the Capitol Gazette’s masthead

Yesterday a gunman killed 5 people and injured 2 more in the newsroom of the Capital Gazette in Annapolis, Maryland. While he didn’t wear a red hat or shout “MAGA” — the hallmarks of a radical Trumpian terrorist — he might’ve been emboldened by the president’s words. The words certainly did nothing to dissuade him.

Maybe he thought he could silence the press.

He was wrong.

Shortly after the gunman was taken into custody, Gazette reporter Pat Furgurson called his wife. CNBC’s John Harwood, a friend of Ferguson’s, describes the call:

Today, journalists in Annapolis and every corner of the world will put out a paper, goddamn it. Some, like Pat Furgurson, will work in the face of tragedy. Some will risk imprisonment or even death. But their work won’t stop.

(This tweet from Kyle Feldscher sparked a chain of other, similar stories of journalists continuing to do their jobs even as tragedies turned their lives upside down.)

The press is not the enemy of the people. It’s the enemy of liars. It’s the enemy of charlatans. It’s the enemy of all who claim authority to which they’re not entitled.

Men and women of the press — the journalists and those who work with them — are fighting for the people: working to find the truth and disseminate it.

For us technical writers, journalists are our kith and kin. To a great extent, we share the same skills — interviewing, researching, clear writing, critical thinking — and the same passion for finding and disseminating the truth.

Today we honor those who were slain in Annapolis: Gerald Fischman, Rob Hiaasen, John McNamara, Rebecca Smith, and Wendi Winters. Let’s also honor the other men and women of the press who serve the people by fighting for the truth and lighting a lamp in the darkness.

Carrying the earth on our shoulders

At last week’s STC Summit, I attended a couple of presentations that probed the same question. It’s an old question, but it’s still a thorny one.

atlas_rockefeller_center

I used to see this guy on childhood trips to New York. Now he reminds me of my Tech Pubs colleagues.

How can we integrate content into a unified presentation when the content comes from all over the place? When different teams — communication specialists and nonspecialists — are creating content using different tools and different styles, often with different objectives in mind, how can we present it to customers as a unified whole?

Both presentations showcased successful case studies for integrating content. Both placed the Tech Pubs department at the center of the action. Yet both left me wondering why this whole thing — integrating content produced independently and content produced as part of a collaborative effort — isn’t easier. Continue reading

How do you know I’m telling the truth?

Deep in the Amazon rain forest, they do a really marvelous thing.

Have I seen it for myself? Well, no. Did I hear it from an eyewitness? No again. Truth to tell, I read about it on the internet.

Aerial view of Papuri River

The Papuri River in South America (photo: Andre Baertschi)

I need to back up and start from the beginning.

Dave Thomas, in a recent article titled The Revolution Will Have Structured Content, describes how the language of a culture will reflect whatever values the culture finds most important.

Thus, for example, “if we require Mr., which says nothing about marital status, before a man’s name but either Miss or Mrs. before a woman’s name, we are saying that the most important thing to know about that woman is her marital status.” And that’s why, over the last half-century, the use of Ms. has become prevalent.

A grammar based on evidence

Now, Thomas asks, what if a culture placed a high value on truth? Would its language evolve a grammar that would help a listener to evaluate the veracity of a given statement? Continue reading

Communication and tomorrow’s forecast

clouds

In 1854, John Ball, newly elected to Parliament, stood in the House of Commons to suggest that, just a few years hence, it might be possible to predict London’s weather 24 hours in advance.

He was drowned out by laughter.

Not much more than a century and a half ago, the notion of forecasting the weather sounded preposterous. So let me tell you a story.

Because you’re reading this blog, you probably make your living by communicating. As communicators, we don’t always enjoy the same prestige as scientists, inventors, and the other “movers and shakers” in our world. We might be tempted to think that they’re the ones with the ideas; we only communicate about their ideas. Yet the story of how weather forecasting became reality is a story of communication. Continue reading