Trends & Insights from Writing & PR Pros that will Shape 2010

Think Online:

With four in 10 Americans with at least one social networking profile, companies will increasingly be looking to social networking sites to engage employees and customers. This isn't just a U.S. phenomenon: in Europe, internal communication and social networks are on the rise. According to The Global Intranet Trends for 2010 report, just out, one-fourth to one-third of organizations with some form of social media have experienced three general benefits: increased employee engagement, more effective knowledge sharing and better informed employees. Writers who know to write for interactive media will be in demand.

Prove ROI, Provide Strategic Counsel:

The majority of communication departments will face some budget cuts in 2010. Survival and success increasingly will be tied to showing tangible returns on investment.  A bright spot, however, was articulated by Sandy Lish, founding partner of The Castle Group, who stated in PR Week’s Dec. 10 issue, “There are more PR consulting opportunities related to strategy, perhaps the result of corporations retaining more junior staff, yet recognizing they need senior counsel.”

Stand Out in Crowded Writing Market:

The demise of significant numbers of print papers will bring more freelancers into the market, so expect to see more competition for writing jobs. Set yourself apart from the masses by showcasing specialized industry expertise and specific writing niches. On the other side of communications, PR pros trying to place stories among thinning newsrooms will find themselves starting over and exercising patience with increasingly junior reporters who have a significant knowledge gap.

Communicate Sustainability:

2010, being the international year of biodiversity, will find more organizations focusing on increasing their sustainability efforts. According to Melbourne, Australia, change management guru Jennifer Frahm:  “It’s a fearsome change communication effort, changing long ingrained mindsets, habits and culture. Despite 2009 being the Year of the Generalist, if you can communicate science you will be a very hot property.” Frahm was describing one of five big change communication trends for next year.   She advises that core skills will be crafting narratives of change, storytelling, and translation.

Embrace Good Writing -- it's still the gold standard: Helen Vollmer, writing in the Dec. 15 PR Insider blog, urged communicators to not lose sight of the core writing fundamentals as we navigate the fast-paced and increasingly digital world. Vollmer, who leads the Southwest’s largest independent PR firm, cautioned: “Writing shouldn't be the lost art of our profession. In fact, it should be elevated and revered. And whether writing a CEO's speech, Web content, a Twitter post or a blog, such as this, we should all make a New Year's resolution to love language. Let's commit to finding the right words in our work, not just the jargon that's so easily bandied about. And let's demand from our colleagues and ourselves to engage in using words that move us to insight and action.”   Well put.

Ways to Nurture Your Writing Spirit

With the holidays fast approaching, it’s an ideal time to carve out some “you time” – to recharge and renew your creative spark – especially for those of us who earn our living through the written word. Here are a few ways to renew your writing spirit, even in the midst of all the holiday hoopla:

 Read for joy.  There’s nothing more relaxing on a cold winter’s night than to curl up in a favorite reading chair, sip on some hot chocolate and open a favorite book. Pick something fun, fanciful or fast-paced that can transport you somewhere else – it’s a trip well worth taking. My only caution is to avoid continuing to read to the point of sleep deprivation – the better the book, the more likely you will avoid sleep to enjoy the next chapter. Below are some great “reads” from my bookshelf:

• The Killer Angels -- by Michael Shaara
• The Joy Luck Club – by Amy Tan
• The Hot Zone – by  Richard Preston
• Seabiscuit – by Laura Hillenbrand
• The Five People You Meet in Heaven – by Mitch Albom
•  A Farewell to Arms – by Ernest Hemingway
• The Four Witnesses – by Robin Griffith-Jones
• Anything by Jane Austen

“Hear” a really good movie. Ever watched a movie and fell in love with the dialogue and writing?  You know you’ve experienced an exceptionally written film when the words are still with you long after the ending credits.  A perfect example is my all-time favorite movie, the 1942 WWII classic, “Casablanca.” These classic lines penned by the Epstein brothers between Humphrey Bogart’s character, Rick, and London actor Claude Rains’ Captain Renault still make me smile:

Captain Renault: In 1935, you ran guns to Ethiopia. In 1936, you fought in Spain, on the Loyalist side. 

Rick: I got well paid for it on both occasions. 

Captain Renault: The *winning* side would have paid you *much better*. 

Captain Renault: Rick, there are many exit visas sold in this café, but we know that *you've* never sold one. That is the reason we permit you to remain open. 
Rick: Oh? I thought it was because I let you win at roulette.
Captain Renault: That is *another* reason. 

Captain Renault: What in heaven's name brought you to Casablanca? 
Rick: My health. I came to Casablanca for the waters.
Captain Renault: The waters? What waters? We're in the desert.
Rick: I was misinformed. 

Write a poem or letter to a loved one.   Wanting to reconnect to a loved one? There is no better way than through a heartfelt sentiment captured through prose. Take a moment to write a poem inspired from the sights and smells of the season...or write a homecoming letter. Letters have particular significance to soldiers serving far from home during this time of year.  You only have to read some of the sentiments of soldiers in “Letters from the Front” at http://www.letters-from-the-front.com/ to find that universal truth. Their letters of loss, suffering, homesickness and thankfulness ring true, from the Revolutionary War to modern-day conflicts in Iraq, Kosovo and Afghanistan.
Storytell with a child. There’s nothing more magical than capturing the joy of storytelling with the young. It’s the ultimate recharger of my spirit to take my own preschool-aged kids on a magic journey through their imaginations.  This type of creative exercise nurtures their creativity and inspires a love for storytelling (both from others and their own). It can start with a favorite story or even everyday activities.  The key is to take turns telling the story – adding rich details leading to a climactic moment and hopefully (with your influence) a subtle life lesson. Here’s one storytelling jump starter to try:

During bath time, imagine that the tub is transporting your youngster to a magical place…Where are they headed? What adventures do they embark upon? My son’s favorite tub-driven destinations: the Atlanta Braves stadium to hit the game-winning homerun and to Yoda’s home planet for an out-of-this-world sleepover with Yoda and his crinkly faced twin brother and sister.  When it comes to the imaginations of children, the galaxy is truly the limit!