Workshop Summary - Steve Crescenzo Reminds PICA Why We're Here

Here is another workshop entry to help you rediscover all the great things you learned during the 2010 PICA Workshop in Las Vegas! Past PICA Chairperson, Kirsten Amspaugh, summarizes Steve Crescenzo's Advanced Writing & Editing session:

I was very proud and pleased to have the Crescenzos join us in Las Vegas for our workshop. For years, Steve's C.R.A.P. Awards and articles have been circulated within my company's corporate communications department, and we've always held Steve's theories about effective writing in high regard. So, it was really a treat to finally get to meet Steve and to receive specific feedback from him about how each of us can improve our publications.

Steve explains how he's taken time from his regular job with the "Thunder From Down Under" dance group in Las Vegas to work with PICA.

Steve takes a holistic approach to corporate communications. Generally, a company's needs to communicate are generated by policy, programs or procedures...but it's all really about people. The best companies use their publications to build communities of people.

Steve's presentation reminded us that any time we put pen to paper - or fingers to keyboard - we have to ask ourselves, "Is this worth doing?" Does the message we need to get out there have a benefit to the organization or to the audience? If not, maybe we shouldn't write it. Steve asked us, "Do you want to be seen as strategic communicators, or do you want to be Julie from the Loveboat?" Before you Loveboat fans get offended, consider that our purpose as corporate communicators isn't to give the audience what they think they want. Our purpose is to give our audience what they need to do their jobs and make contributions that benefit the organization.

Steve illustrated his points through our own publications that we submitted to him prior to our workshop. While some may squirm just a little when their publication is up there on the projection screen, I crave this kind of criticism and really welcomed the feedback, so everytime I saw something from my company appear on the screen, good or bad, I was psyched. To have specific feedback from someone like Steve is a huge benefit of PICA's workshop setting - we actually get to interact with writing experts and see our work through fresh eyes. (Hint: if you didn't submit something this year, do it the next time we have a session like this! You'll really increase your company's return on the investment it made by sending you to our workshop...)

A few examples of the kinds of specifics Steve touched on that we could fix right away:

Write better headlines! Putting words above an article in a larger font doesn't make it a headline. Use verbs to create movement and energy. And don't write the headline last...write it early on in the process while your enthusiasm is high and let that theme lead the article.

Give your publications credibility. How does it benefit your company's objectives to write about how a retiree plans to fish or (surprise!) relax upon retirement? Or to include articles that talk about an employee's favorite recipe or about household issues? While these topics may seem like they're contributing to the human element of your publication, they're really just fluff. Punch it up and include things that will increase your company's overall success. For example, in an interview with a retiree, ask, "What is the one thing you've always done to promote good service?" Now, that is a parting thought that shows a person's value and can benefit those who continue to work for the organization. Or, ask someone else for a story or quote about that person to illustrate the kind of worker they are.

Good writing is talking edited. Given that, when we construct long quotes that our executives supposedly said that sound nothing like talking, it's obvious! And awkward.

While the session was packed with information, we laughed a lot, too. Whether we were giggling over Crescenzo Communications IT Department, or learning how to play Buzzword Bingo, Steve did a great job of keeping the energy high and the mood light. An outstanding session!