Rhythm in writing can be as pleasing to the ear as lyrics set to music. We established this in the first blog on rhythmic writing and mentioned that we can adopt the techniques of fiction writers who are often adept at creating a lilting cadence within their pages.

In this blog, we will discuss techniques to craft sentences that seem to sing. While no set formula exists for creating rhythmic writing, the guidelines that follow can help advance your skills.

Longer sentences, shorter sentences—and everything in-between. Michele Pariza in “Three Tips to Improve Your Writing Rhythm” points out that in music, a steady beat is usually an admirable quality. In writing, however, it’s a deadly obstacle that slows the reader with jerky copy.

Writing that features a distinct rhythm often includes a combination of long, short and medium length sentences that establish a tempo that encourages the audience to keep on reading. While you may employ short sentences for emphasis, you will probably want to vary sentence length and avoid sentences that become too long and boring.

Natural transitions. The best transition is no transition. Sentences should have a natural flow that moves readers forward from one thought or paragraph to the next. While introductory clauses can help create rhythm, overuse of this technique can relegate writing to tedious and dull.

Interesting words. Words that sound good to the mind and ear create copy that flows as naturally as water in a rushing brook. I enjoyed the email that our colleague Tim Miller composed about an internal competition designed to identify an appropriate name for an owl. An excerpt follows:

There were several variations of “Hoot”, “Hootie”, “Hornblower”, etc., and while noble attempts, they fell a bit short. We did see forays into literature and science with “Archimedes” and “Ravensmore” placed in nomination (although let us note, he is an owl, not a raven). And even “Hedwig”—which I had in first place until I realized every time I looked out the window I would see a tearful Harry Potter cradling his beloved, deceased pet.

Nice imagery and interesting word choice.

Quotations. Inserting quotations into your writing can foster flow and add credibility to your work. Quotations should have a natural tempo and should be constructed so they mimic the way people actually talk.

Effective editing. Few of us possess the talent to create rhythmic, naturally flowing copy when we compose a first draft. We must, therefore, concentrate on adding rhythm to our writing during the editing phase.

Reading your work aloud will help you decide whether you have achieved a pleasing cadence. If you like the way your words sound as they meld together, your readers will probably like them, too. And, if you find your writing is choppy or disjointed, you can locate problem areas and take action.

Don’t worry about what your co-workers will think when they find you standing in front of the mirror in the restroom narrating the words in a news release or white paper. I guarantee the effort—and strange glances—will be worth it!

This season, the Cleveland Indians are engaging audiences both on the field and online with their new social media deck — the Tribe Social Deck. No longer is traditional media the only group to receive an insider’s view with their own section, now citizen journalists can as well! This new seating section at Progressive Field is reserved solely for social media users to have an exclusive view of the game.

I was lucky enough to be one of the first social media folks to try out the Social Deck at the Indians Home Opener in April. I received an email a few days before the game from the Indians’ newest PR professional, Rob Campbell, which read:

“As a fellow member of the Cleveland social media community, we at the Cleveland Indians have identified you as a key player with a passion for the City of Cleveland, as well as our baseball team.  The Indians organization would like to extend to you the opportunity to attend Opening Day at Progressive Field … seated in the newly created Tribe Social Deck. The Tribe Social Deck sits atop the left field wall at Progressive Field near the base of Section 180 in the bleachers and provides not only stunning views of the action on the field, but also the opportunity to network with 9 other social media peers in your very own private section.”

I was slightly skeptical, having not heard of this initiative before, but accepted the invite to see for myself what the Social Deck was all about. This invite-only section is located behind third base, right next to the bleachers. There are ten seats (two rows) and a TV for another look at the game. Upon arrival to the Tribe Social Deck we were greeted by Rob, who provided us with a press kit that included the game day information and lineup, a handful of press releases and a CD entitled “2010 Information & Record Book.” Rob and another PR person from the Indians were on hand almost the entire game to make sure we had what we needed and to answer any questions we had about the Indians, the Social Deck and more.

In addition to the press kit and unlimited access to the PR team, the deck had many other features that were clearly created specifically for social media users. The section comes equipped with its own wireless Internet access, plus electrical outlets for your laptop/iPad/other electronic device — both privileges that in the past had been reserved only for the media. I was able to go online, tweet, take photos and check into foursquare (the Social Deck has its own check in spot) from my phone.

These features made the Social Deck a great experience for any social media user. It’s refreshing to see a long-established Cleveland institution engaging its audience in new ways. Rob mentioned other professional sports teams offering bloggers access to the press room and organizing various tweetups, but did not know of any other sports teams who were officially reaching out to fans this way. ESPN the Magazine even did a short blurb about the Social Deck a few weeks ago, which you can see here (yes, that’s me in the red sweater!).

It’s only time before other sports teams follow the Tribe’s lead and do more to engage fans online. The concept of a section for social media users is simple, yet has the potential for great success. People are already posting/tweeting/blogging about the Indians. The Social Deck, combined with the Indians’ social media program, encourages and engages this active, and often vocal, social audience. If the ultimate goal of any sports team, besides winning, is connecting with fans, then the Social Deck is bound to be a home run (come on, how could you write a blog post about sports without a bad sports pun?).

Are you interested in visiting the Social Deck yourself to see what the hype is about? I definitely recommend you apply. It’s a great way to meet other social media folks in Cleveland and catch an exclusive view of the game. Applications are available here.

Editors Note: After sitting in the Social Deck on Opening Day, I was invited back and returned for another game in June. Thanks again to @tribetalk and the Indians for these invites. I received free tickets to the Social Deck and a $10 voucher for food as part of my ticket. I was not paid to blog about the visit.

Fans of the colorful musicals from the ’30s may recall this popular Gershwin song featured in Girl Crazy. The entire chorus follows:

            I got rhythm, I got music.

            I got my girl, who could ask for anything more.

Even if you don’t recall the upbeat music that accompanied these snappy lyrics, you must admit that the words themselves and the “beat” they establish create a rhythmic, lyrical quality. The words flow naturally, and they sound good to the ear-especially if you read them aloud.

Writing Copy that Sings
Now that the melody from this song is embedded in your mind and destined to repeat itself many times throughout the day, you may be asking, what does rhythm have to do with my job as a technical writer? The answer is, plenty!

While rhythm is a subtle aspect of writing that is seldom discussed and almost impossible to quantify, it is essential.  Readers, in all likelihood, cannot identify or define the elements of rhythmic writing. Yet, they know when it is missing because copy will be choppy, disconnected and difficult to read. When copy does not entice and reward readers, individuals may stop reading and turn their attention elsewhere.

So, how do creators of the written word achieve this illusive quality that we call rhythmic writing? The answer is practice. Even though rhythmic writing is hard to teach because each writer possesses a unique style, recognizing what rhythm is and striving to achieve it can go a long way in creating an alluring tempo in the written word.

Borrowing from Authors’ Techniques
We can often learn from the techniques of fiction and nonfiction authors, who are adept at creating rhythm among their pages. Take this example from “Mennonite in a Little Black Dress,” written by Rhoda Janzen.

I was making myself a tuna salad for lunch in my parents’ kitchen, draining the can of tuna into a small bowl. “Hey,” I said, “are there any cats in the neighborhood who would appreciate this tuna juice?”

My mother looked at me as if I had entered the final stages of dementia. She swiped the bowl, chugged the tuna juice, and said, “Schmeckt gut! Tastes like Toooooona!”

Then she asked me if I would run to the grocery store for corn on the cob and heavy whipping cream. You can never have enough corn on the cob and heavy whipping cream is what I always say, and it’s a pleasure to provide them for a mother who does tuna shooters.”

This passage is simple, yet it is colorful, interesting and supplies readers with an anecdote, which are all elements of good writing. As far as rhythm is concerned, the copy uses varying sentence lengths, has great transitions and employs interesting words. I will address all of these characteristics and provide more insight about how to achieve rhythm in writing in my next blog post. Stay tuned!

I was recently asked to pick which actor would best play the story of my life. I chose Neil Flynn, who plays the dad in the sitcom The Middle. We share similar parenting styles. Whenever he’s determined to impart Important Life Lessons to his kids, his solution boils down to one word — “sports!” Of course his efforts, like mine, are usually greeted with much eye-rolling and loud protests.

Even if, like my kids, you don’t think sports analogies are the answer to all life’s questions, as a PR person you’re probably interested in how to rally people to a cause. If so, I recommend checking out The Sixteenth Man. It’s a documentary about how Nelson Mandela forged national unity in South Africa in the mid-1990s.

When he became president of South Africa in 1994, Mandela faced enormous challenges in uniting a nation fractured by 50 years of apartheid. After generations of being terrorized and tortured, many black South Africans sought bloody revenge. White South Africans felt the country of their forefathers had been unjustly taken from them, and were mobilizing to re-take power by armed insurrection.

Civil war was inevitable. It seemed only Mandela believed reconciliation was possible.

Mandela’s strategy was far-fetched — he sought to rally support for the Springboks, the national rugby team, which for many of his supporters symbolized the worst aspects of white supremacist rule. But for the minority whites, it was the ultimate passion, something akin to Ohio State football in Columbus.

The South Africa team, after years as international pariahs, was given little chance to win. But through Mandela’s unconventional approach, he inspired the team and rallied the nation behind the slogan “One Team One Country.”

Let’s put it this way — 15 years later, the rugby players still sob like little schoolboys when they recount his inspirational style.

Rugby players.  Sobbing.

But that’s all I’m giving away. For the rest, you’ve got to watch the show, which airs one more time this Friday morning, July 9 at midnight (set your DVR, OK?). Whether you’re developing a campaign, quelling an account-team mutiny, or trying to win over a challenging prospect, The Sixteenth Man might provide some useful insights.

I hope you’ll check it out, then stop back here and share your thoughts. It could be a great conversation on leadership.

FYI, the story was portrayed in Hollywood fashion in the film Invictus, starring Matt Damon and Morgan Freeman. It’s all based on a great book, Playing the Enemy, by journalist John Carlin.

photo credit: jomike

Each year the public relations community reflects on the past year. We look back on the hard work, the late nights and the fun projects and formulate the entries for the national Silver Anvil Awards and the local PRism Awards. These awards acknowledge the best of the best in public relations, recognizing the leading minds and outstanding projects in our field. The entries are judged on the execution of research, planning, implementation and measurable results.

From the Central Ohio PRSA chapter, Fahlgren Mortine received 16 PRism awards and 15 awards of excellence on behalf of 24 clients. Longaberger’s Baskets for Bloggers, Elmer’s Glue Crew and Lifeline of Ohio’s Live On. Ride On. campaign are some of the entries that received top accolades.

In Dayton, Fahlgren Mortine submitted seven entries. Five were awarded PRisms, and one entry was given an award of merit. The Dayton office’s strengths in media relations and writing were highlighted through entries such as the launch of Crown Equipment’s C-5 forklift and support of the local taping of “Extreme Makeover: Home Edition.”

We’d like to give a special shout out to our new Rising Star, Hartley Mikus! This year, the Central Ohio PRSA chapter recognized Hartley as an individual with three or fewer years of experience who has demonstrated commitment to the public relations profession and community involvement. Hartley is our tenth Rising Star winner in the past 11 years.

We’d like to thank our great clients for their support throughout the year. We’re honored to be a part of your award-winning communications programs.

On my “bucket list” rests one unrealistic to-do: attend a major, glamorous, Hollywood-style awards ceremony.  Unrealistic, because I’m not an actress, screenwriter or director, or even someone who gets coffee for actresses, writers or directors.  Nor do I aspire to be.

Yet it’s on the list. And that’s all about the fashion, I admit it. I want to wear a vintage Channel, or Valentino, or Armani Prive and see what everyone else is wearing up close. So glamorous.

So last night was especially thrilling—and much more meaningful and relevant.

Last night, my Emerson Network Power and Lifeline of Ohio clients, Neil and Christine Mortine and I trotted our black-tie attired selves to PRSA’s Silver Anvil Award Ceremony in New York City.

We were in good company—the U.S. Air Force, The American Cancer Society, Kodak, Sprint, and tons more iconic brands and inspiring campaigns.

So when Emerson Network Power’s Energy Logic won a Silver Anvil Award of Excellence and Lifeline of Ohio’s Live On. Ride On. campaign took home a Silver Anvil, it was an Oscar moment. Actually, two Oscar moments.

Better than the Oscars, because there were no political rants by actors and actresses—an outcome prevented by written requests to the acceptors to refrain from making any comments (which was wise, I thought, in a theater full of spokespersons).

And more relevant to my world than the Oscars because the Anvils recognize work that may or may not be glamorous, but that helps change minds. And the ability of public relations to help change minds is the thing that we’re celebrating, really, incarnated in these two campaigns and in all the other winners.

And that’s inspiring.

More to come on the campaigns in a later post.

 In case anyone is wondering, I wore a cocktail length, black, banded, asymmetrical dress by Eliza J.

That’s the decision readers make every time they receive your newsletter or Ezine. What they decide will depend largely on two factors: the newsletter’s content and the quality of the writing.

Actually, there is no single or “right” way to write a newsletter or Ezine. Content and style will be determined by the communication piece’s audience and its purpose.

The newsletter you compile for a local hospital to encourage employee retention and boost morale may be light, chatty and personal. The newsletter that updates customers and potential customers about new high-tech products and services will likely be more serious and may have an educational tone.

Every newsletter or Ezine should have defined audiences and objectives, with every article and photo moving your client company closer toward meeting those objectives. Developing an editorial calendar with enough flexibility to focus on last minute events and “news” can help keep you on track and progressing in the right direction.

While entire books and manuals have been written about how to create a newsletter, below are some quick tips to help you encourage your audience to read your newsletter or Ezine from beginning to end.

Use clear, common language.
Even though your newsletter may be targeted to highly educated individuals, remember to KISS (Keep It Simple, Sam). Even readers with a Ph.D. will appreciate clear, everyday language that is easy to comprehend.

As part of my master’s thesis, I conducted primary research to determine whether individuals with higher levels of education prefer copy written at an elevated reading level. The response was a resounding “no”–readers with various educational backgrounds appreciate copy written at the popular Reader’s Digest reading level. Reader’s Digest writes for the 13-year-old, yet does not talk down to adults.

Remember less is more.
You cannot cram everything into one newsletter or Ezine issue, which is why it is important to make every word count. Make sure your copy is concise and impactful and does not overwhelm.

Incorporate quotes.
Quotes effectively break up narrative and add credibility to copy. In all likelihood, you are not the expert behind the information you present. So, you must incorporate insight from individuals who are experts. Quotes can also make copy more chatty and personal if that is the desired effect.

Keep articles short.
According to Paul Myers, publisher of TalkBiz News, you should keep newsletter or Ezine articles to 350 words or fewer to keep the momentum going. OK, depending on the topic, you may stretch an article or two to 500 or even 750 words. But, the copy must be highly interesting and appropriate.

At this point, I’ve surpassed 350 words. So, I’ll end by saying keep your newsletter and Ezine articles brief and interesting to keep your audience reading. Watch for more newsletter tips in future blogs.

photo credit: markhillary

What do you want to be when you grow up? This question still stumps me. Although I have a good idea, it is difficult not to wonder if I truly know what I want to do for the rest of my life. But then again, who does?

As I near the end of my internship at Fahlgren Mortine, I can’t help but think of my career path as a series of connecting flights that will take me to my ultimate destination.  My upcoming summer internship at Southwest Airlines may have encouraged this analogy, but I would like to use it as a way to offer some insight into my approach to becoming what I want to be when I grow up.

My experience at Fahlgren Mortine has exceeded my expectations, allowing me to grow not only professionally, but personally as well. Although I am only a college junior, here is my advice for approaching the next step in your career, whatever it may be.

• Check your bags. Some people may be skeptical about checking their luggage when they fly because of the slight chance that their belongings may not make it to the correct destination. But, when it comes to work, it is important to check your baggage. Leave any doubts or inhibitions behind and begin a new internship or job with confidence.
• Prepare for delays. Delays and changes are inconvenient and stressful, but it helps to be prepared for the unexpected. From working at a PR agency, I have learned to expect the unexpected. Be willing to take on extra projects, run errands or stay at the office a little later. Your hard work will not go unnoticed.
• Utilize the flight attendants. Recognize the people in your workplace that can help direct you. These are the people you can turn to when you have questions or need guidance. Whether they sing, rap or simply offer advice, co-workers want to help, so take advantage of their knowledge. Don’t be afraid to ask questions, you never know what you might learn.
• Bear with the turbulence. No one really enjoys turbulence, even if you love flying, but in most journeys, you will experience it. So, what’s my advice for when it gets rough? Bear with it. There will probably be at least one part of your new job that is not enjoyable, to say the least, but you will make it through. After all, what doesn’t kill you makes you stronger, right?
• Savor the perks. You don’t get to watch a movie or have a free meal on every flight, but why not enjoy it when given the opportunity? I believe it is important to maintain a healthy work-life balance. Sure, not all companies celebrate Groundhog Day with a pancake eating contest, witness office pranks from the president or host an annual competitive kickball game like we do at Fahlgren Mortine, but most make an effort to make work fun in some way. So, take advantage of these chances to relax, let loose and get to know your colleagues on another level.

Finally, when approaching the next leg of your professional life, don’t forget to fasten your seat belt and enjoy your flight.

photo credit: .curt.

If you like to cook, you have probably followed recipes that include a dash of salt, pepper or another ingredient. While adding a dash of a salt can spice up a culinary creation, using a dash in your copy—when appropriate—can add flavor to your writing.

The dash as a grammatical element, however, can be tricky and is often misused and even overused. Following the guidelines below will help you decide whether a dash is right for your sentence.

Interruption alert

A dash, sometimes referred to as a “long” dash, informs the reader of a change or interruption in the thought or tone of a sentence. It can also signal an emphatic pause.

Example: The lighting solution—if it is adopted—will reduce the company’s energy consumption by 23 percent.

Afterthoughts and summaries

You may choose to use a dash at the end of a sentence to signal an afterthought or a summary. The dash, in most instances, serves the same function as a colon—although if you are writing a more formal piece, such as a white paper, you will probably want to employ a colon.

Example: The entire project was funded—from the preliminary research to the final manufactured product.

A connector

You will likely want to use a dash to connect an independent clause with another independent clause. In most instances, you will need a conjunction such as and, or, for, but, yet or as after the second dash.

Example: The gloves were able to protect workers from the chemicals—even though the coating was partially worn—and the workers sustained no injuries.

Offsetting lists

The dash is a handy grammatical tool when you want to set off items in a list that are already separated by commas.

Example: All of the budget figures—the purchase costs, inspection, certification and taxes—remained intact even after stringent management review.  

Even with the above guidelines, many writers question when they may correctly use a dash in place of other forms of punctuation. Famous grammarian, William Strunk Jr., probably sums it up best in The Elements of Style.

“A dash is a mark of separation stronger than a comma, less formal than a colon and more relaxed than parentheses.”

As Kristan Leedy stated in her grammar blog, Grammar Rules: Commas, the comma is still punctuation king. But a dash—when used sparingly—can add flavor to copy, just like a pinch of seasoning to a salad.

photo credit: diekatrin

As part of its expanded commitment to meeting the needs of clients interacting with all levels of government, Fahlgren Mortine is increasing its public affairs staff as well as continuing to broaden the scope of its full-service offering.

“The interaction between the public and private sectors is growing more and more complex, and the ability to communicate clearly and effectively has never been greater, ” said Neil Mortine, CEO of Fahlgren, Inc. and president of Fahlgren Mortine. “The additions and changes we are making position us as the leading agency in Ohio in helping public and private organizations work together.”

For more details, please view the complete news release.

photo credit: Manicosity

The river valley that stretches beyond my office window extends nearly 15 miles. I gaze across emerald hillsides dotted with picturesque and even historic farmsteads. Contented cattle and grazing horses replace the more traditional views of brick buildings and busy highways. When I open my window, I hear the growl of a tractor or the bray of mule. 

As a public relations professional working from home, do my pastoral surroundings inspire? Certainly! Do they distract? Only if I let them. 

I have had the privilege of working from home during much of my 34-year career. Over the years, I have compiled several do’s and don’ts that can help ensure a productive environment. 

• Do set aside designated space. My office is located in the bonus room above our garage. When I enter this space, I am officially on the clock. Even my four canine coworkers understand that they are not allowed to disturb me when I sit at my desk. 
• Do keep regular hours. I work the same hours as my colleagues at Fahlgren Mortine. I climb out of bed early so I have time to feed the animals and clean the barn. By the time I check my email at 8:30, I have mentally organized my day and I’m ready to do business.
• Don’t isolate yourself. Even though I love working from home, I make sure I have plenty of interaction with clients and coworkers-and I periodically travel to Fahlgren. I am also active in the local PRSA chapter, which helps keep me connected to the outside world.
• Do opt for a change of scenery. I usually drive somewhere for lunch so that I am not confined to the house 24/7. Sometimes I work at the dining room table or venture onto the front porch when I encounter a mental block.
• Don’t work too many hours. It’s tempting to return to my office after dinner. But, working too many hours can lead to burnout. A recent article in USA Today confirms that professionals who work at home sometimes blur the lines between work and their personal lives.
• Do have the equipment and supplies you need. I cannot rely on my cube neighbor to lend me a pen or help me remove jammed paper from the printer. I’m on my own, which means I need reliable equipment and plenty of supplies. I greatly appreciate our IT professionals’ expertise and their willingness to troubleshoot over the phone.
• Do say NO. Just because my car is parked in front of the garage does not mean that I can chat on the phone or indulge in a lengthy lunch. It’s important to let friends know your business hours, which helps eliminate interruptions.

While working at home can be gratifying, the isolation can present challenges. Recognizing and preparing for these challenges will help create a positive and successful experience. 

Do you work from home? What would you add to this list?

Are you a public relations student living in Cleveland or Dayton this summer? Consider spending your summer with Fahlgren Mortine. We are looking for two outstanding PR students — one to support our team in Dayton and one to assist the Edward Howard group in Cleveland.

If you are a rising public relations student and are at least a sophomore in college looking to learn more about life at an agency, send your resume and cover letter to careers@fahlgren.com. The deadline for submitting your information is Friday, April 30. We look forward to hearing from you and hope to work with you this summer.

Interested in getting a sneak peek at what it’s like to be an intern at Fahlgren Mortine? Join the Fahlgren Mortine PR Interns Alumni group on Facebook.