Why You Should Use Infographics to Communicate Visually

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By Vincent Derama, Design Specialist 

For a business, it is important to send the right message to your audience, but it is equally important that the audience can understand your message. After all, not everyone is an expert. Today, any individual can access the Internet and find very specific answers to very specific questions, but if their questions involve you or your message, how do you know that they’ll remember that information?

Information graphs or “infographs” are visual tools that communicate information simply and aesthetically. They take profuse and in-depth knowledge and present it clearly and concisely through visual representation. Infographs typically contain statistical information about a specific topic or field of work, but have also been adapted to communicate themes and ideas as well.

The value of infographics as a communication tool can be attributed to the way our brain processes information. For instance, right now you’re reading this article, line by line, taking in everything in the chronological order it was written. Because we read in a linear pattern, our brain cannot process information faster than we can supply it. The brain can process visual information up to 60,000 times faster than text, however. When you look at a picture of, let’s say a beach, every element of the photo is interpreted simultaneously, so you know the image is of a beach. Even when viewed separately, say separate images of palm trees, sand, or waves, you can infer that a beach is connected to these themes. However, after just describing a beach to you, you had to process that information linearly (e.g. palm trees -> sand -> waves = probably a beach).

Infographics are a valuable communication tool. When communicating with your audience, as a business or otherwise, an infograph brings a level of professionalism and expertise in a given topic through your ability to clearly convey complex data or information. Additionally, people want more visual content. In fact, there has been an 800 percent increase in “infographic” searches on Google throughout the past two years. The viral potential for visual content is at its highest. Who knows, maybe your next infographic could be your breakout in Internet immortality.

Hospitality Marketing: Going Mobile in the Digital Age

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By Rebecca Gardon, Account Executive 

Hotel management consultant Robert A. Rauch of R.A. Rauch & Associates recently hosted his second annual Hotel Forecast and Digital Marketing Conference with additional presentation by e-marketer Adam Brownstein. Brownstein is co-founder of buuteeq, a firm that provides a digital marketing system for hotels. Both presentations offered great food for thought for hospitality marketers.

In his opening, Rauch boldly stated that the information age is over and that we have entered a “digital tsunami age.” He explained that the hospitality landscape is evolving quickly as customers increasingly turn to online and mobile platforms for all forms of communication, sharing, planning and booking. But, now more than ever, the digital landscape is also driving all aspects of customer service and engagement, before, during and after a trip.

Brownstein later noted that while mobile traffic makes up 15 percent of current hotel website traffic volumes, smartphone activity has tripled in the last year alone. Approximately 30 percent of website traffic and 65 percent of same-day hotel reservations now come via mobile phones. He also noted that 57 percent of mobile users will not recommend a hotel with a bad mobile site.

What makes a good mobile site? In a nutshell, it should automatically deliver a tailored experience. A few ways to accomplish this include:

• Resizing and compressing images and enlarging text
• Displaying contact information prominently
• Linking seamlessly to maps
• Not using outdated flash technology
• Using a mobile optimized booking engine
• Running mobile-only promotions to target on-the-go travelers with last-minute deals

But having a mobile site is only one piece of the puzzle. Both Rauch and Brownstein agreed that in today’s instantaneous speed of ingesting information, a hotel’s main site and mobile site also should:

• Not skimp on high-quality photos! Photos sell a hotel even before marketing copy, with nearly 73 percent of users clicking on photos of rooms after visiting the homepage. 
• Keep things simple. As soon as a guest decides a site requires too much focus, effort, or time to find what they need, they will likely move on with without booking a room.

More advice for hoteliers included making sure their brand is on social media, and providing guests the opportunity to book through every applicable platform, such as the hotel’s Facebook page. Rauch also recommended that hotels integrate their TripAdvisor feed on their website. His reasoning? TripAdvisor is a great driver of bookings but also a leak. When potential guests are forced to leave a hotel’s site to read reviews of the property, they end up also reading the competitions’. Lastly, while TripAdvisor is still the leading trusted source of travel reviews, Rauch said to keep an eye on Google. The relentless competitor has made strong forays in hospitality and therefore hotels should at the very least have a presence on Google+ and Google Places.

The lessons imparted by Rauch and Brownstein can be applied to just about any business. Is yours effectively capturing today’s digital generation?

Hashtags: You’re Doing it Wrong

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By Chancelor Shay, Account Executive

You just wrote a solid 115-character quip on your deeper analysis of a common observation that you’re sure will get at least five retweets and a handful of favorites from your followers. But you have 140 characters worth of space. You can’t just waste 25 characters, but the current draft already reflects perfect wording. What do you do? Of course! Add a hashtag!

That seems to be the thought process behind many of the tweets I see stream across my somewhat-cluttered Twitter stream. As a professional communicator, it’s bothersome that these tweeters don’t have the courtesy to ask themselves, “How does this add value to my message for my followers?” Meaningless hashtags are so prevalent that I considered whether or not the majority of tweeters understand what a hashtag is and its purpose. It’s not as absurd a question as I thought, made apparent when lifelong broadcaster and Emmy Award recipient Vin Scully asked “What is hashtag?” on live TV.

The simple answer to Scully’s question, of course, is a search indexing tool for Twitter that allows the site to more easily sort messages focused on a specific topic. The hashtag allows for a collective discussion around a single topic, whether it be a conference or trade show, current event of interest to masses of people, or an informational theme such as “dailymotivation” or “fitnesstips.” This helps the Twitter community build their social network with people who provide content they’d enjoy.

But just how the use of texting has evolved from its initial purpose as it’s been adopted, so too has the hashtag.  

We’ve seen the “hashtag as the punch line of a joke” tweets. Ending a message about a trip to Dog Beach might be #Wetdogsmellairfreshener. Capping off a confession of love for Nutella we could expect #NoreallyIcouldeatNutellaateverymeal. Or concluding an observation of road workers sitting down on their lunch break someone might announce #Mytaxdollarsarepayingforyoutoeatasandwich. I’m not convinced others will search any of those hashtags with interest in joining the conversation.

Then there are hashtags that were invented specifically so that anyone interested can join the conversation and offer an opinion. These are hashtags like #WeCan’tDateIfYou and #ThingsshorterthanKimKardasiansmarriage. Rather than being a reactionary product to something else, there is no reasoning for these hashtags to exist beyond the fact that they can exist.

The variations of hashtags are so vast that, in their quest for constant irony as a counter culture, hipsters adopted the hashtag #hashtag. Is it ironic? More like self defeating.

So are hashtags a trend? Will they go the way of Ed Hardy T-shirts and Von Dutch trucker hats?

Essentially, as online conversing continues to become the status quo, the hashtag is showing characteristics of natural language. People are manipulating, misusing and experimenting with it. They’re the opposite of a trend because they’re not one thing and are constantly evolving. In that sense, I guess, explaining the “right” way to use a hashtag is like explaining the right way to deliver a joke or what facial expression is correct for the subject of discussion. You can’t define what’s “right.” In the same way you can’t stop that one co-worker from winking after each sarcastic statement he makes, you can’t stop tweeters from hashtagging every other word in their message. But you can unfollow them. #Winning 

Four PR Trends

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By Grant Wright, CEO

Looking at past trends in an evolving industry can be a poor predictor of future trends—whether you’re talking about the stock market or the PR field.

Witness Facebook (a 9-year-old), Twitter (a 7-year-old), Instagram and Tout (both 2 year olds). These are among only a few of the game changers that disrupted the publishing industry. Each is a relative toddler by traditional business standards, and not that many years before their existence I don’t recall anyone predicting them. But their global impact on the human condition is already established.

The trend impacting the PR industry, therefore, is not which new social tool will take off, but that game changers are now the norm. Expect and anticipate them.

Here are four things (among many) I see near through long term impacting PR.

The Story Stays

We like a good yarn. Stories have been told throughout human history and they’re not going away anytime soon. So while the delivery method may continue to break speed records in the unprecedented data age we’re now in, if there isn’t a compelling story to whatever the communication is, it won’t leave the station.

In creating your communications, think about your story. How compelling is it or could it be, and why should others care? And if you don’t have one, then either create one or rethink your communication strategy for most effective resource use.

Multimedia Explosion

We are a sensorial species, and with the written word there’s a terrible lack of engagement of the senses. True, imagination can help make up for that. However, the way I imagine Utopia and you do can be very different, meaning there’s a significant control loss of the intended message. But what if I could not only tell you a story, but also engage you in it by your five senses? Instant communication around the planet is now possible with video covering sight and sound that will only increase. But I think it’s only a matter of time before technology allows for an online cook ‘book’ to not only convey with what and how something’s made, but also how it should look, feel and even smell and taste.

Additive Manufacturing

 …aka 3-D Printing will change everything, and this means for PR too.  I think 3-D printing is truly Roddenberry’s Star Trek replicator come to life like the cell phone, and why I see it profoundly impacting PR is that currently the world’s societies are built largely around traditionally manufactured goods and related services – shoes manufactured in China are consumed in the USA; medical implants created in New York are used in Canada; an airplane is created and assembled from many different places; etc. Things today are still made for us and we don’t make things for ourselves. PR supports all of this ‘traditional’ world commerce that in the next decade will dramatically change with the advent of 3-D printing for the masses. Like intangibles such as information value decreasing with increased accessibility, so will the value of physical goods change. As it does, PR will change as well, becoming less about conveying a compelling call to action to buy consumer products, say, and more about strategically helping communicate things like B2B opportunities, services expertise, key events, experience opportunities, and political and societal agendas.

Local & Smaller

It’s well established doctrine for good communication to know thy audience, and reach them where they are. With billions of us now having our heads buried in our smartphones more than we’d like to admit, guess where audiences are? Sure, we’re still driving down the freeway ready to notice a billboard, pouring over that quaint thing called a newspaper at Starbucks occasionally, and watching commercials whip by as we watch our favorite DVR’d show.  But increasingly we’re more interested in our immediate environs – our local neighborhood - than otherwise. So as opposed to a broad shotgun approach, PR will increasingly need a precise rifle approach tailored to local geography and interests. And in doing so rely less on large real estate like a full magazine, in-depth television reporting or a regional newspaper spread, but instead plan for consumption to be increasingly on a screen just four or five inches wide—that if it’s showing a picture of a rose, soon enough will probably smell just as sweet.

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Public Relations is More Than Order Taking

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By Rebecca Chappell, Account Executive 

Recently at a luncheon for hospitality sales and marketing professionals I heard the phrase, “I don’t care if you’re an order taker, be the best order taker you can be.” I suppose the phrase makes sense for a restaurant server, for example, since what typically sets the best servers apart is their ability to upsell: As you’ve each selected the same glass of wine, how about sharing a bottle? But could the same phrase also be applied to a PR professional? I certainly hope not.

At (W)right On we take ‘project orders’ from our clients all the time. In any given month we fulfill a myriad of requests from writing a press release or designing a brochure, to producing a video or strategizing an email marketing campaign. But it’s not our goal to simply be great order takers. As PR consultants, our goal is to help our clients achieve their communications goals while helping them to see a bigger picture. And that means steering them to the right strategies to reach their goals.

For example, before we ever sit at the table to create compelling copy for a brochure, we may first have to spend time gently explaining to a client why his company jargon isn’t compelling or why a brochure is not the communications vehicle in the first place. Or when a client comes to us with a “great idea” for a press release, we can’t be afraid to ask: so what? We’re in the business of communications, so it’s our job to pinpoint the “so what?” in every project we collaborate on. Is this idea newsworthy? If not, let’s come up with an idea that is! Will anyone care? If not, let’s look at why and figure out how to make it so! Is there a different marketing route we could take instead of a routine press release? Let’s brainstorm the possibilities!   

When I heard that phrase, “…be the best order taker you can be,” I immediately thought of (W)right On’s Core Values and how five of them illustrate why we will never consider ourselves order takers: 

We act with intention. When we know the outcomes that are being targeted and how these will help our clients reach their goals, we make the best use of client and agency resources and we can anticipate problems before they arise. 

We focus on the important. We don’t confuse flash for substance. And we don’t confuse activity for productivity.

We are relentless about results. We are creative and thorough in helping clients achieve their goals. And we accept that we won’t always be successful, but when we aren’t, it won’t be because of something we didn’t think of or do!

We embrace and lead change. We accept and strive to stay ahead of changes in our industry and our clients’ industries. 

We do what’s right. We always act with integrity and don’t compromise on excellence. We don’t take short-cuts that sacrifice quality or our reputation. When we make a mistake we own it and make it right. 

Fact of the matter is, for us, relationships rule, and you can’t really have a relationship with a client if you’re just an order taker. Order takers are a commodity. Leaders add value. We take the time to build relationships with our clients by adhering to our Core Values and setting clear expectations and goals, having open communication channels and showing mutual respect. 

How do you build relationships in your industry?

Don’t Just Talk, Say Something

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By Maureen Legg, Account Executive

You’re at the end of your rope and they’ve given you enough to hang yourself. They wanted the job done yesterday but they’re not playing with a full deck. That big idea they had is on the tip of your tongue but you can’t put your finger on it. You’ve got a lot on your mind and need someone to take this project off your hands so you can get a grip and figure out what the heck they want. Well, wake up and smell the coffee, my friend. You’ve got to break a few eggs to make an omelet. So if you really want to whip up something special you’ve got to bite the bullet, mosey back in there and ask them what they meant.

Communication.

As communications professionals, we know better than anyone that it’s an art. Especially when it comes to giving direction. But what many people don’t realize is that it is also a critical component of productivity.

How many times have you stalled on a project because you really weren’t sure what was being asked of you?

As the loquacious Mike Meyers said in The Cat in the Hat,  “Well, sure, he can talk. But is he saying anything? No, not really…”

Quality communication not only engenders efficiency, it also boosts employee morale and impacts client satisfaction. Did you know that Communications is one of the top 10 college majors, according to The Princeton Review? And yet, the workplace is a minefield of unclear communication. People get confused. They waste time. They do it wrong. They miss deadlines. They feel bad about themselves. It’s a vicious cycle that can be broken by brushing up on a perhaps obvious but often underutilized skill set.

Be specific. If you’re asking somebody to do something, presumably you know a bit about what it’s going to take to get it done. Share that wisdom with your co-worker. While everyone loves a “self-starter,” pointing them in the right direction utilizes your big brain and helps them to be successful.

Invite questions. Co-workers may be embarrassed that they don’t know something they are expected to understand. While it’s great when someone “gets you,” giving them an invitation to clarify lets them off the hook when they don’t.

Bear the burden of successful transmission. I once had a supervisor say to me, “You need to read my color chart to figure out the best way to communicate with me.” Successful communication is not a one-way street. As a supervisor, take responsibility for making sure the task is understood.

Check in. Instead of waiting until it’s too late and they are long down the wrong path, schedule a status call to confirm all is well or respond to new questions that have surfaced.

Set deadlines. You know…with a date and time. Contrary to popular opinion, ASAP is not a real deadline, and “when you get a chance” is not really respecting someone’s time.

Confirm expectations. While we assume everyone has the same quality standards, reminders that the data should be proofed, fact checked or recalculated is never a waste of time.

Stay on point. Burying direction in a long and complicated explanation only dilutes focus and understanding on the receiving end. Try bullet-pointing the direction via email and then following up with a live discussion. This also gives a co-worker time to digest the direction and formulate questions.

Keep the team in the loop. Being clear on who’s doing what avoids duplication of a task and allows everyone to plan their workflow. It also enables managers to communicate effectively with clients about the status of projects.

Communicate about communication. In fact, make it a core value in your workplace. Review this skill set, discuss expectations and determine how course corrections will be made on a one-to-one basis.

In conclusion, I know that you believe you understand what you think I said, but I’m not sure you realize that what you heard is not what I meant.

If that’s the case, call me.

Image credit: studiom1 / 123RF Stock Photo

Lance Armstrong’s Race to Redefine His Legacy

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By Julie Wright, President

How will you remember Lance Armstrong? As one of the most celebrated athletes in the world? As a cancer survivor who has inspired and helped millions of people around the world? Or as a fallen sports idol and fraud?

Say what you will about the doping case being built against him, but Armstrong’s Aug. 23 announcement that he would neither fight the charges nor arbitrate with the U.S. Anti Doping Agency (USADA) may  just be the first time in his storied personal and professional life that he has ever given up on something.

He can beat cancer and win seven Tour de France titles, but he doesn’t have the will to contest these charges and fight to clear his name? At a net worth of $125 million, he certainly has the scratch to lawyer up and arbitrate or take it to court. But he doesn’t think he can win this case – either because it’s unwinnable, as he alleges, or because he is guilty, as the USADA alleges.

So, Armstrong is, instead, seeking to win the PR battle. If he can hang on to his reputation and convince fans to give him the benefit of the doubt, he will continue to have value as a product pitchman and cancer spokesman. By staying out of arbitration, he can continue to say that he has never tested positive, and, thus, the allegations will always be only allegations. In addition, Armstrong has been depositing a lot of credits in the goodwill account for many years through his Livestrong activities. This goodwill is a major asset during this crisis.

Ultimately, what do people want to believe? There is an emotional and rational component to this controversy. His innocence is a better story and outcome for sports fans and cancer sufferers than his guilt.

The USADA filed charges against him on June 12. On Aug. 23, Armstrong answered those charges by announcing he would stop fighting them. He was banned from the sport for life. His statement on the Livestrong website said “I have been dealing with claims that I cheated and had an unfair advantage in winning my seven Tours since 1999. The toll this has taken on my family and my work for our foundation and on me leads me to where I am today -- finished with this nonsense.”

Had he persevered and fought the charges, a hearing may have been held in December with witnesses for and against.

This is a defining crisis for the Lance Armstrong brand and by not choosing his legal right to clear his name, he will forever be under a dark cloud of suspicion. But what can be learned from Armstrong’s public relations activities to counter this crisis and spare enough goodwill to maintain the credibility of his Livestrong efforts and his legacy to cancer if not to cycling?

First, bad news is bad news. You can choose to hide from it and let a bad situation define you or your brand. Or, you can step up and attempt to fill the vacuum with your own message. Armstrong chose the latter by announcing he wouldn’t fight the charges, unequivocally stating his innocence, casting doubt on the fairness of the process and reminding fans that he would rather spend his time supporting his foundation and the cause of cancer patients.

He also lined up a slew of communications and endorsements to reach fans with these messages. His Livestrong blog shared a message Aug. 23 from the Foundation’s founding chair Jeffery C. Garvey: “Faced with a biased process whose outcome seems predetermined, Lance chose to put his family and his foundation first and we support his decision. Lance’s legacy in the cancer community is unparalleled. Lance could have left cancer behind him and never looked back. Instead, before ever winning the Tour de France, he established a foundation that today has served 2.5 million cancer survivors with its free patient navigation services.”

The Lance Armstrong Foundation would clearly like to ensure his legacy is one of helping the cancer patient community.

Also lining up to throw their support behind Armstrong in this post were John R. Seffrin, PhD, chief executive officer of the American Cancer Society and Matthew L. Myers, President, Campaign for Tobacco-Free Kids.

But Armstrong and his supporters are just getting started.

Attorney and former San Diego Chargers spokesman Mark Fabiani is representing Armstrong and getting the message out through the media now that the USADA has released its report. The details contained in the report might be exactly what Armstrong was hoping to keep out of the public eye by avoiding arbitration as the USADA-released report concludes that the U.S. Postal Service Team was engaged in a doping conspiracy that “was professionally designed to groom and pressure athletes to use dangerous drugs, to evade detection, to ensure its secrecy and ultimately gain an unfair competitive advantage through superior doping practices.”

On the same day that the USADA report came out, Oct. 10, Armstrong Tweeted “What am I doing tonight? Hanging with my family, unaffected, and thinking about this. http://bit.ly/Po6mXT  #onward”.

The Tweet links to a press release issued by his foundation on that same day announcing its 15-year anniversary celebrations in Austin from Oct. 18-21. The highlight is the Fri., Oct. 19 fundraising gala that includes Norah Jones, Stephen Marley, Sean Penn, Ben Stiller, Robin Williams and, of course, Armstrong himself. With throngs of supporters at rallies, sporting events and the gala later this week, it might be difficult for people to see Armstrong as a bad guy.

By hammering on the work for cancer and success his foundation has achieved, the public might ask whether Armstrong hasn’t done more good for people in serious trouble than he has done harm to a sport and its competitors and fans?

Clearly that is the drumbeat to which Armstrong and his closest supporters are marching.

In a survey of more than 800 people that was conducted before the USADA’s findings were publicized, it would appear that the public was reluctant to turn on Armstrong. Sixty-seven percent said they still saw him in a positive light including 29 percent who said they were disappointed but respected what he has accomplished and 24 percent who believed Armstrong that he had never doped. Fourteen percent said he is still a champion while 8 percent said he is a cheater.

It will be interesting to see what the weekend’s celebrations produce to counter the negative coverage since Oct. 10, but with serious allegations about Armstrong that go beyond doping to bullying team members, paying $1 million to an Italian physician also accused of helping athletes dope and gifting $100,000 to the International Cycling Union and a drug-testing laboratory, fighting this crisis may be the one challenge his will alone won’t be enough to surmount.


Image credit: John Kershner / 123RF Stock Photo

How to Get the Most Out of Your Internship

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By Leah Reyes, SDSU Public Relations Senior

I wasn’t sure what to expect when I began my internship at (W)right On Communications. This is my first time taking what I've learned in the classroom and applying it to a real public relations setting. I've been here for about one month and I've already learned so much. Here is what I’ve learned so far:

Don't be afraid to ask questions.

Internship supervisors understand that you don't know everything, especially if it's your first internship. In the beginning, I was nervous to ask questions because I didn't want anyone to regret choosing me as an intern. I learned fast that if I didn't ask questions, however, I would end up sitting there staring at my desktop. Therefore, I ask questions whenever I have the chance, whether it's to clarify a task I was given, or to learn something new.

Every opportunity is a learning opportunity.

No matter what you're doing, there is always something to learn. Observe how your supervisors talk on the phone, how they discuss client work with each other, or even how they conduct their individual work. Learn from them and apply it to your own work. If you are working on a task and you’re curious about something, ask. For example, I was browsing pictures for a brochure, and I realized that I had always wondered how organizations selected pictures for brochures and other marketing collateral. I asked Account Executive Rebecca Chappell, and she explained how images are selected. There have been several times when someone has given me advice or extra information just to expand my knowledge about the profession.

Don't be easily discouraged.

Supervisors are here to teach and correct if needed. I've made a few mistakes and I've been told what I can do better next time. I was scared that I would be scolded for mistakes, but the (W)right On team really makes sure that this is a learning experience for me. They don't make me feel bad for mistakes, but guide me instead.

Ask for feedback.

I am enrolled in an internship course, which requires me to have a "midterm meeting" with my internship supervisor. The purpose of the meeting is to evaluate my internship and discuss what I can improve. If this isn’t required for your internship course, I encourage you to seek feedback from your internship supervisor.

Show that you care.

When I don't have a task, which is rare, I always ask if anyone needs help. It's courteous to offer assistance, and it shows that you care to be part of the organization. Also always use your manners. I say "thank you" every time I am given a task. I also apologize if I make a mistake. We should be polite by default, but sometimes we forget how important it is. You want to establish a close rapport with your team, so don't forget your manners.

Social media is powerful.

Prior to joining the (W)right On team, I was aware of the power of social media, but I didn't understand how much power it has. As media technology develops, old media traditions begin to slow down. Almost every piece of client work I have had includes social media. There is something new to learn about social media every day. Visit mashable.com and you'll see what I mean. It's not enough to know what Facebook, Twitter, etc. is and how to post. The mechanics behind what to post are very detailed. I've learned that it's really important to have one "voice" when posting, especially for an organization. I've also learned that although it's free of cost, it's not free of your time. A lot of thought goes into the posts we draft and I've learned how to make personal, but professional posts. I've also learned how to use the different tools of social media, like Hootsuite. As long as media technology is changing, which is every day, you should be willing to learn it if you're going to be in the journalism/communications business.

An internship is an opportunity to learn about the profession you are pursuing. It’s important to get the most out of your internship so you can learn and grow. In order to get the best experience from it, you need to put yourself out there. I still need to work on not being so shy, but I am definitely taking everything in as I go, which will help me build my future career. 

Bad Cover Letters Need Not Apply

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By Elyse Charlesworth, Account Coordinator

When applying for a job in the communications field, or any professional job for that matter, what sets you apart from the rest of the bunch? While a referral is definitely helpful, a cover letter can make or break your chances of getting a call for the initial interview.

Our team here at (W)right On sees many cover letters, from the flawless and well-organized to the ambiguous and typo-riddled. Superior writing is the bread and butter of the communications industry, which is why an exceptional cover letter is key to landing an interview. Here are some general tips for crafting a compelling cover letter.

1. Know who’s who.

Do everything possible to find out the name and title of the person you are writing to. Look on the company’s website and social media site(s) for clues. If all else fails pick up the phone to inquire.

2. Don’t duplicate your resume.

Your cover letter should complement, not duplicate your resume. It should also be no more than one page. Think of the cover letter as the finishing touch to your resume and application.

3. Understand the position you’re applying for.

You should know what the company you’re applying for does before writing the cover letter, but be sure to also research what’s expected of the position. By understanding your would-be responsibilities, you can craft an effective cover letter. Sell yourself by highlighting relevant experiences and qualifications that illustrate why you are an exceptional candidate and capable of achieving the types of outcomes the company strives for.

4. Spelling and grammar errors are not acceptable!

If you’re aiming to demonstrate to potential employers that your attention to detail will prevent you from making silly mistakes, don’t rely on your computer’s spell check. Be sure to also proof your cover letter with your own eyes for spelling and grammar errors, pass along to someone else with a good eye for editing and then read it again. You should proof your submission at least three times before hitting the send button. 

5. Don’t be afraid to search.

If you’re not sure where to begin, Google is your friend. Search for examples of outstanding cover letters within your industry to help you get started. Structural guidance can go a long way towards crafting a great cover letter.

These five tips won’t guarantee an interview for your dream job, but they will ensure you aren’t denied before your resume is even seen. Good luck with drafting your cover letter and happy job hunting!

Communications Tips from the Team

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By Kristina Houck, Research and Online Content Specialist

Whether you are an intern starting out at an agency or a seasoned PR pro, you should always keep learning to better your craft.

In (W)right On’s latest newsletter, each of our team members provided a tip to share with others in the communications industry. Read these helpful tips from our team and share your favorite tips below.

1. Keep it Simple

"As communicators, we need to break through the clutter to be heard. Keep your message simple and direct if you want it understood."

-Julie Wright, President & Founder

2. Communication is Key

"Good communication is much more than meets the eye. Like law, medicine, fire fighting and sky diving, it's not something we should wing and hope for the best."

-Grant Wright, CEO & Managing Partner

3. Know Your Audience

"Getting a story covered by media is often the result of months of relationship building. Knowing what topics a writer doesn't cover is just as important as knowing what they do cover."

-Rebecca Chappell, Account Executive

4. Update Your Media Lists

"Newsrooms and editorial teams are constantly changing. Refresh your media lists often so they reflect the most current contacts."

-Chancelor Shay, Account Executive

5. Follow Up

"Most reporters receive hundreds of emails every day. After you send an initial email, make sure to follow up with your contacts by phone to ensure your pitch is heard."

-Maureen Legg, Account Executive

6. Proof Your Work

"For accuracy of written materials, make sure at least two people proof your work before it is sent to clients or the media."

- Elyse Charlesworth, Account Coordinator

Are your employee communications as productive as your employees?

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With fewer employees doing more of the work, the economy has really put the squeeze on workers during the last 12 to 18 months. For those fortunate enough to be considered in the employed rather than the unemployed category, they’ve stepped up, done more with less, and the statistics show it. According to the U.S. Bureau of Labor Statistics, productivity has increased more in the last year than it has in the last 48 years. Read that again: the productivity of American workers has increased so dramatically over the last 12 months that 1962 was the last time the workforce saw such an increase. Specifically, from the first quarter of 2009 to the first quarter of 2010, productivity increased 6.3 percent.

Can this rate continue? Or is this a cause-effect relationship that will be a mere blip on the radar a year from now? Is your business prepared to make this a long-term trend? Businesses today don’t need sprinters, they need marathoners. It is foolish for employers to do nothing and expect that this trend will continue. It is more important than ever to have a strategic employee communications program in place. Whether your company consists of 5 or 50,000 – employees must feel connected, engaged.

If they are not already, have your corporate communications team work closely with human resources. Make sure employees are getting the need to know information as well as the nice to know.

At (W)right On, we’re leading internal communications programs for small businesses as well as for large, international businesses with tens of thousands of employees in hundreds of locations spread across the world. Don’t let language barriers, multiple time zones or diverse cultures be excuses. If you’re a small business, don’t just assume employees feel connected. Make the effort to communicate, it builds employee morale which will help keep productivity on the upswing.

Paraphrasing our favorite character from "The Office," Dwight Schrute. "Would I ever leave this company? Look, I’m all about loyalty. In fact, I feel like part of what I’m being paid for here is my loyalty. But if there were somewhere else that valued loyalty more highly, I’m going wherever they value loyalty the most."

Five tips for a great agency relationship in 2010

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In the spirit of the season, here are five back-to-basics resolutions for organizations working with agencies. We hope these are common sense to most people, but sometimes the easiest things are the first to be forgotten.

Please feel free to contribute your suggestions. And it goes both ways. Resolutions for agencies are welcome too!

1. Communicate

If you expect a busy quarter ahead or will be consumed with a project, let your agency partners know. Please don't go dark for weeks and even months at a time in the middle of projects. And avoid following such periods of silence with firedrills where everything is now needed all at once. Your agency prides itself on being responsive and making the impossible happen for you, but it can be done better and for less money with a little planning and communication. That's how everybody wins!

2. Don't box people in

Boxes are made for moving and jewelry (though I like the latter best). Neither is meant for people. The more you box in a person or team, the less you get from them. Stay open to ideas. Containing people contains results. 'Nuff said.

3. Help us help you

Think of your agency as an extension of your team. The same way you would tell internal employees of a new venture, product or hire, tell the agency. Even if it's just a quick FYI email or a simple cc or bcc. It will help the agency better understand and manage your communications needs and reach your goals. It will also save you time (a.k.a budget) down the road.

4. Choose the appropriate contact person

Designate a primary contact for your agency representative but be sure that individual is given at least some responsibility for decision making and accountability for agency communications and the PR program. If the designated contact is not made accountable or is not qualified to be so, we guarantee that items 1 through 3 above are not happening either.

5. Make time for face time

Your agency wants to meet with you. Email is an interim solution for agency-client communications and not the permanent solution. Your agency also wants to see the technology demonstrated, taste the new menu, and experience the new service. If you want the agency to sell the concept to your stakeholders, allow time for in-person and hands-on meetings.

Remember, a good agency is here to help you achieve your goals and help identify ones that you might not have thought of yet.

Rule #1: Know Your Audience

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It's the first rule of good communications: know your audience.

Whatever you're communicating, you need to make the content relevant and interesting to your audience, first and foremost.

After attending an awards event last evening, I believe that this rule needs further clarification: you must also respect your audience.

It is only in the rarest of circumstances that an audience will wish you spoke longer. Therefore, be concise and to the point. Short speeches, I guarantee you, will be remembered as more entertaining than long ones no matter who you are. Even professional entertainers know this: "Leave them wanting more."

When you speak without notes, without preparation and to entertain and amuse yourself, you are not respecting your audience.

So, know who you're addressing, make the effort to connect with your audience, and show them respect by preparing and keeping it tight.

And, one last word on this subject, at risk of stating the obvious: remarks by outgoing presidents should be shorter than the remarks of the incoming president, and similarly, remarks introducing an award winner should be shorter than acceptance speeches. When these natural laws of speaking are inverted, audiences revolt.

Internet's Dark Secret: It's Made of People!

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Like 'Soylent Green,' the mysteries of the Internet are easy to unravel when you realize this: It's people. The Internet is made out of people.

Twitter, Facebook, search engines, websites, video, monitoring software...

The point of all of these tools is to help people connect and communicate. You've got to fulfill the expectations of the people on the other ends of these tools for them to work for you.

So don't be overwhelmed, intimidated or turned off by the technology. And conversely, don't make it all about the technology. Make it about the people. (Just don't actually turn the people into food. That's not supposed to happen until 2022, the year in which the film, Soylent Green, is set.)

But do add Soylent Green to your Netflix queue, and while you're at it, add SNL's the Best of Phil Hartman, who could impersonate Charleton Heston like no other before or since.

Communicate at a Glance

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The Internet has changed our reading habits.

If you're like most people, you don't read online as much as you scan. And in all fairness, with so much information available to you, who can blame you?! Reading a website word-for-word makes about as much sense as admiring a field flower-by-flower or a grove tree-by-tree.

As communicators, we recognize these behaviors and preferences and leverage them for better results.

I've been talking about 'at a glance' communication for the last two years, by which I mean information that communicates the message with one look. Headings, subheadings, short bulleted lists, diagrams, images and captions all help to achieve this outcome.

Paragraphs of full prose kill this effect.

With attention in short supply, smart communicators are turning to visuals to engage their audiences. Economy of words and efficiency are essential to getting your point across.

However, there is a time and a place to use a lot of information: when you are trying to show 'at a glance' that you're the experts or the best source for something. In that case, employ the opposite tact and overload your communications with links, words, inserts, papers, slides -- no one may read any of them but, 'at a glance,' they'll get the message that you've got a lot to say or show, which must mean you've got a lot to offer.

Sea Change in Communications

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I've spoken with many communicators who share my awareness and understanding that a sea change is taking place in our industry. The advent of social media and networks coinciding with the historic dismantling of traditional media models are tectonic shifts pushing out this sea change.

Where I see a problem at this juncture is the disconnect between communicators and those that they counsel.

Too many clients and prospects remain anchored to the communication practices of the past and are unable to see or accept what's coming at them on the horizon. What's worse, they disregard the advice of the people who watch that horizon for a living! Yes, this lends itself to a macabre business analogy wherein we fail to recognize the peril we're in until it's right on top of us.


The five primary objections are that (1) social networks are time wasters, (2) social media is too time consuming, (3) these tools are only for teens and twenty-somethings, (4) they are fringe communications activities and are not useful for reaching customers, media or influencers, or (5) they are filled with irrelevant drivel.

All are dead wrong.

If you're a decision-maker with an organization who's realizing a little late that it's time to act, my best advice is that you hire someone who knows what you don't--a communications team with a range of personnel who has invested in understanding these tools, developing best practices and formulating policies that account for a Web 2.0 world.

Take decisive action and get to the social media high ground swiftly; avoid wallowing around trying to find your own way; and recognize that the cost of waiting or going it alone will far outweigh the cost of getting it done right and quickly.

Social Media and B2B Marketing

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I had the opportunity today to share some ideas with professionals in Southern California's electronics industry for using social media in their marketing programs.

I shared some examples of effective B2B social media communications with a technical focus. You can get a sense of the content of the presentation from the slides below.

I did steer the audience toward FriendFeed as a more technically oriented social networking tool. It may have a smaller number of users but when your target audience is limited to the 275 engineers that truly understand your area of electrical design, that's all you need--it's not about attracting thousands of followers, just those who matter.

Social Media & Electronics Industry B2B Marketing

View more presentations from Julie Wright.

Hitting Pause in a Fast-Forward World

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As communicators -- PR people, marketers, media, bloggers -- we're inundated with incoming and outgoing messages. Keeping pace is hard enough, but it's also not enough. We must stay ahead of the curve.

In this day and age, that's what our clients, readers, and viewers expect of us. We live in a hyper-connected world and are navigating it at hyperspeed.

Is it any wonder that from time to time, a communication goes awry or a message astray? In this communications environment, the unglamorous 'check and balance' has been run roughshod by the fast and the furious.

It reminds me of the character Toby, in my favorite TV show, The Office (yes, I'm finally making the connection to the photo above!). He's always trying to put the brakes on his boss Michael's ill-conceived ideas. But the office group-think and Michael's impatience always trump Toby's protestations, and Toby is the office buzzkill. It's good comedy, but it's a reminder that what's popular or fun is not always right or appropriate.

But, back to the real world and what happens when the checks and balances aren't adhered to: The New York Times had to post a retraction yesterday for running a letter to the editor that was supposedly from the mayor of Paris. It was critical of Caroline Kennedy and her senate seat run. New York Times letters are supposed to be verified with the author before being published. This one was edited and emailed back to its sender; however, it was published eventhough the sender -- who, of course, was not the mayor of Paris -- never responded to the Times.

This reminds me also of the French-Canadian DJs posing as French President Nicolas Sarkozy who got past the checks and balances that should have been protecting U.S. vice-presidential candidate Sarah Palin from such embarassment.

And, I'm wondering, to borrow a phrase from the French, if "c'est la vie?" I hope not. And as communicators, I think it's imperative that we keep one finger on the pause button, ready to push. Communication is often defined by what you don't say, and keeping quiet can often be the best course (see our blog post from yesterday for more on that topic.)

This season, The Office brought Toby back from Costa Rica. I'll take this as a sign that we're ready to slow the pace down, increase our control over communications, heed and head off problems before they get bail-out big, and live with making unpopular decisions rather than living with disastrous consequences.