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How ‘the internship’ has evolved over time

Fri, 24 May 2013 13:59:39 GMT

There are few more formative times in a person’s professional career than the internship.

Sure, you might only be grabbing coffee and picking up dry cleaning by day while eating ramen noodles at night, but it’s a vital first step to getting that coveted first paying job after college.

The internship wasn’t always the glamorous, cushy experience it is today. Its roots are in the apprenticeship. Not until the 1990s did the internship as we know it today start to formalize.

Now, you can complete a virtual internship—33 percent of companies are doing it.

And not all internships are unpaid (or poorly compensated). Apple interns pull down close to $5,000 a month!

These and more fun facts about internships can be found in the infographic below:

RELATED: The ultimate resource guide for PR interns

(via Mashable)

11 rules for hugging at the office

Fri, 24 May 2013 13:56:53 GMT

Hello. My name is Tim Sackett, and I'm a hugger.

Being a hugger can make for some awkward moments. What if the other person isn't expecting a hug, or doesn't want to hug, and you're coming in arms-wide-open?!

Fast Company had an article recently titled "To Hug Or Not To Hug At Work?," that delved into this subject. Here's a piece from the article:

"Awkwardness is … 'the uncomfortable feeling you get when you realize that your concept of your relationship with someone else doesn't match their concept. The intensity of awkwardness roughly corresponds to the magnitude of difference in relationship concepts.' "

'Women will hug anything'

I consider myself to have a number of roles: Husband, dad, coach, boss, friend, co-worker, etc. In each of those roles I've hugged and will continue to hug. Sometimes, though rarely, I'll find someone who isn't a hugger.

The first time I ever met Kris Dunn face-to-face, we'd known each other and talked frequently by phone for a year. At the HR Tech Conference, he was coming out of a session, I recognized him, he recognized me, and I went full "bro-hug" (sideways handshake, other arm hug-back slap combo) on him. I'm pretty sure he was caught off guard, but played along.

Dunn is a closet hugger. Jason Seiden, he's a hugger. So, are Laurie Ruettimann and Dawn Burke. I find Southern folks are huggers, more than Northern, and Western more than Eastern. Canadians hug more than Americans. Men feel much more comfortable hugging women than other men. And, women will hug anything.

I thought it was about time we had some hugging rules for the office, so here goes:

The hugging rules

1. Don't hug those you supervise. The caveats: You can hug a subordinate if it's being supportive in a non-creepy way (major family or personal loss—sideways, kind of arm around the shoulder, you care about them hug); at a wedding and you are congratulating them; it's a hug for a professional win (promotion, giant sale, big project completion, etc.) and it's with a group, not alone in your office with the lights off; or, if you would feel comfortable with your spouse standing next you and watching that specific hug.

2. Hug your external customers or clients when they initiate the hugging sequence. The caveats: Don't hug if it is required to get business (that's not hugging, that's harassment). Don't let the hug last more than a second or two, or it gets creepy; and, don't mention the hug afterwards, that makes you seem creepy!

3. Don't hug the person in the office you're having an affair with (no explanation needed).

4. Hug peers, just not every day. It's all right to hug, but you don't need to do it every day for people you see every day. Save some up and make it special!

5. When you hug, hug for real. Nothing worse than the "fake" hug! A fake hug is worse than a non-hug.

6. Don't whisper "you smell good" when hugging someone professionally. That's creepy; in fact don't whisper anything while hugging!

7. Don't close your eyes while hugging professionally. That's weird and a bit stalker-like.

8. It's all right to announce a hug is coming. Some people will appreciate a "Hey! Come here I'm giving you a hug—it's been a long time!'

9. It's never all right to hug from behind. (Creepier!)

10. Never hug in the restroom. It makes for an awkward moment when other employees walk in and see that.

11. If you're questioning whether it will be all right to hug someone professionally, well, that is your cue that it probably isn't.

Do you have any hugging rules for the office?

RELATED: Embrace Ragan's new distance-learning site houses the most comprehensive video training library for corporate communicators.

Tim Sackett is executive vice president of HRU Technical Resources, a contingent staffing firm in Lansing, Mich. Contact him at sackett.tim@HRU-Tech.com. A version of this article originally appeared on The Tim Sackett Project.

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9 tips for mastering the PR internship interview

Fri, 24 May 2013 13:55:04 GMT

You’ve applied for the job and you finally got a call back from someone who wants to set up an interview. For college students like me, this is where we either shine or falter.

I have had a good many formal and mock interviews with companies within the PR and marketing industries this semester, so I've compiled the following interviewing advice for PR students looking to land that coveted internship:

1. Know the PR field.

You should be able to converse with an interviewer about the public relations field. Survey the job description for keywords that may not sound familiar. Look those words up. Subscribe to PR blogs and websites that cover what is going on in the PR field. It will make you sound good, and it will help you answer interview questions more intelligently and thoroughly.

For example, if an interviewer asks about how you would publicize a new gadget, you need to be able to pinpoint relevant modes of communication and explain why they are relevant to that gadget. Did you mention how you can contact bloggers to review the item? Everyone is going to suggest a press release, but it is important to know emerging trends in the PR industry, such as reaching out to bloggers.

2. Know about the company.

Public relations professionals are the voice of a company. You’ve got to prepare for that. Set up Google Alerts for the company’s name and read articles about it up until the day of your interview. It is important to know about the company’s communications efforts, financial standing, legal history, and more. Don’t limit yourself to communications.

3. Read up on the industry of the company to which you’re applying.

In addition to knowing about the company itself, you need to know about its competitors and industry trends. The library at your college should provide access to databases—such as IBIS World, Hoover's, Lexis Nexis Academic, and First Research—that house articles offering that information. I recently had a marketing internship interview for which I looked up industry trends and included the findings in my suggestions for the company’s marketing efforts, and it was a big help.

4. Come ready with recommendations for the company.

You need to prove you can think on your toes, and you can do that by having some recommendations for the company ready when you arrive. Find previous public relations, advertising, marketing, and communications campaigns, and evaluate them. Look at the company's social media presence. What can they improve? What are their strengths? Be warned, though: Do not volunteer unsolicited recommendations. Only provide them if asked.

5. Don’t list crucial PR skills as weaknesses.

Be honest in the job application process, but don’t purposely shoot yourself in the foot by listing important PR skills, such as verbal and written communication and time management, as weaknesses. It just won’t help you.

6. Have an elevator pitch.

I’ve been asked quite a few times to “sell” myself with a brief pitch. I would recommend including your name, your year in school, and your major. Emphasize why you want to work for the company and incorporate your knowledge of the company and its industry. State what you can bring to the company. This is where you can outline your previous experience.

7. Ask relevant questions.

When interviewers ask if you have any questions, don’t ask a question just to ask one. Incorporate some of the information you found through your research into your questions. For example, Microsoft has recently been under a lot of heat for Windows 8’s underperformance. A public relations interviewee could ask how they've handled the criticism from a communications perspective. Flip the question in your favor by showing you know your stuff.

8. Send a thank-you email.

This would be valuable advice for any college student applying for an internship. It’s important to thank interviewers for their time. In the email, once again demonstrate your knowledge of the industry and courteously reiterate what you can bring to the position.

9. Even if you’re not an expert, you can sound like one.

Don’t try to sound like a drone. Just use your research to answer the questions you’re asked. It is an easy way of showing knowledge and initiative.

I hope this list has been helpful. For the PR pros out there, what advice would you offer a college student going into an internship interview?

RELATED: Master more than just interview skills. Learn the can't-ignore social media tools after Mark Ragan's one day social media boot camp.

Simone Banna is a journalism and public relations student at the University of Georgia.

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5 sources of workplace inspiration

Fri, 24 May 2013 13:52:32 GMT

You’re an artist.

Just because you go into an office every day, or because you sit at a desk or share a cubicle or were relegated to the back of a converted supply closet, it doesn’t detract from that reality.

So, maybe you’re not an artist in the traditional sense, but your job requires creativity. You are often innovating and generating big ideas to inspire people. It’s on you to come up with something where nothing once was. That sounds like artistry to me.

Perhaps you’re the Picasso of publicity, the Sartre of social media, the Kierkegaard of corporate copy. You’re an artist, and artists need good, old-fashioned inspiration—the kind that makes you toss the covers aside and go tearing into your day the moment that alarm goes off. Heck, once you’re really inspired, who even needs an alarm clock?

But where does inspiration come from?

Many famous painters and writers had muses; some people are inspired by places. For Ernest Hemingway, it was the sea and Paris. Georgia O’Keeffe was inspired by the New Mexico desert. Many of us peer out our windows and see other buildings. Depending on where you’re working, that may not be all that inspiring.

If you can’t rely on the landscape or a muse, you’re probably not alone. Inspiration is no less important to us corporate creatives. Though I can’t tell you exactly where to find yours, I’ll share a few of mine, and perhaps you’ll be inspired to look elsewhere for your inspiration sources.

Here are five unlikely sources of inspiration that I draw upon:

1. Rising before the rest of the world wakes up: The best mornings are those when I wake up insanely early, make it to the gym and back home, eat a good breakfast and get ready for my day before most people have even hit the snooze button. It gives me a mental edge that will last at least until right after lunch—when I start yawning and wondering why the hell I got up so early.

2. Fear: Poverty isn’t imminent in my world, and I think I owe that in large part to my healthy fear of it. It seems non-artistic to allow my fear of being penniless serve as inspiration for doing great work, but if it helps me knock out great copy or try extra hard, so be it.

3. Tesla electric vehicles: It isn’t often you find a pure, absolute, undisputable truth in your life, but someday I will own a Tesla automobile. They’re beautiful, incredible cars, and I know the harder I work, the more likely it will be that I can afford one. Simple, electric inspiration. If a material possession can serve as your driving force, set that goal.

4. Things that withstand the test of time: Most of us would like our work to leave a lasting impression. I’m always so impressed with work that holds up over time—whether it’s a centuries-old painting, classic literature, or the movie “Ferris Bueller’s Day Off.” Our art might never win a Pulitzer, but we can create lasting impressions and campaigns that are remembered. Especially with social media, there are so many opportunities to do something no one has ever done; it’s an exciting time to be doing what we do.

5. Working with passionate people: I’ve realized after several years in the professional world that it’s a luxury to work with passionate people. When I’m surrounded by peers who love what they’re doing and want to do great work together, I get rabidly inspired. On the opposite end of the spectrum are dispassionate, disgruntled creatures who just make things difficult for the rest of us. I’ve witnessed collaboration at its best, and that victorious feeling that comes after a great brainstorming session inspires me to keep striving for it.

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10 most valuable brands in the world

Fri, 24 May 2013 13:51:22 GMT

Tech companies are among the world’s most valuable brands again this year, as Apple, Google and IBM claim the top spots in the 2013 rankings from BrandZ, an online clearinghouse for brand data.

Apple remains on top despite a tumultuous year for the brand, which has seen its stock price plummet and Senate investigations into its tax payments in recent months.

Visa replaces Verizon in the top 10, and Microsoft dropped two spots. You can check out last year’s list here.

This year’s top 10 brands are:

1. Apple
2. Google
3. IBM
4. McDonald’s
5. Coca-Cola
6. AT&T
7. Microsoft
8. Marlboro
9. Visa
10. China Mobile

Click here to read the full, 20-entry list of BrandZ’s most valuable brands of 2013.

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5 journalism habits that brands should avoid

Fri, 24 May 2013 13:49:27 GMT

As a longtime journalist, I’m happy to see so many of my colleagues finding work at brands and agencies as content marketers, as brand journalists, and in other roles and titles.

Marrying communications and marketing with a journalistic approach can result in high-quality content that’s of value to the public, as opposed to purely promotional copy.

But there are some bad habits in newsrooms. Here are five things about journalists that a new generation of content creators should be careful not to emulate.

Circling the wagons

In the aftermath of the Boston Marathon bombings, the New York Post splashed two innocent men on its front page and painted them as possible terrorists.

So what did the Post have to say for itself after the cover went down in infamy?

“We stand by our story,” New York Post editor Col Allen said when he finally offered a statement.

Those five words have been the standard reply from newsrooms when the worst happens within journalistic ranks, such as plagiarism or fabrication.

Circling the wagons means refusing to acknowledge obvious failures or to otherwise engage in a discussion about your journalistic practices.

This destroys public trust. It’s long been a habit inside newsrooms, but it’s starting to fade.

So, if you’re working for a brand that publishes content, you need to engage your detractors and openly and publicly respond to requests for corrections. You need to be willing to engage in a conversation about your work, even if that seems like a distraction from your ultimate goal.

View this as an opportunity to demonstrate your commitment to high-quality content and accountability, rather than as a nuisance.

The echo chamber

Journalists get caught in an echo chamber when they spend too much time with the same colleagues covering the same beat in the same way. Views and perspectives begin to coalesce, and they fall victim to groupthink.

The echo chamber is the enemy of fresh ideas. It also leads to blind spots that preclude identifying important developments or oncoming trouble.

How do you escape the echo chamber? Make a conscious effort to read and engage outside your role and industry. Seek out nontraditional sources.

Attend a conference that’s outside of the norm for you. What can you learn from sociology, cognitive psychology, or political science?

Skimping on training

Training budgets were one of the first things to be cut at newspapers when classifieds, display ads, and reader revenue started to crater.

The decline occurred because of fundamental shifts in media and technology. The Internet and its disruptive effects began taking hold and haven’t let go.

Media brands needed to invest in training in order to adapt and thrive in a digital world. But with budgets shrinking and the pace of technological change accelerating, many newsroom staffs found themselves with outdated skill sets, workflows, and technology.

Budgets will rise and fall, and content marketers will feel the effects.

It’s up to you to ensure that you’re always learning and to foster a culture that’s focused on keeping skills and processes up to date.

Creating silos

One media habit that seems to have been replicated in the content marketing world is the separation of writers and editors from technology, product, and business people.

Within newsrooms, this created a culture that was hostile to collaboration and prevented people from coming together to solve problems and develop innovative business models. (I’m not saying that journalists and ad sales people should break down ethical boundaries. Those are crucial to credibility.)

Tearing down walls internally helps blow up echo chambers and gives life to fresh ideas.

Want to know what’s possible when you tear down walls and put a new mix of people in a room?

Have a look at the tremendous, Pulitzer-winning New York Times Snow Fall interactive piece resulting from collaboration by a writer, sports editors, graphics editors, a multimedia producer/designer, a digital designer, a video journalist, and a photographer. All within an organization that has a lot of moving parts, people, departments, and procedures.

If the Gray Lady can break down walls, you can, too.

Ignoring the competition

Companies do a lot of competitive intelligence and tracking. Journalists read and watch their competitors, too, but historically they prefer to not acknowledge their rivals’ existence. This is a horrible, venal tradition in media that’s thankfully starting to go away. It goes like this: If your competitor gets a scoop, you do everything you can to not credit them for the work.

That’s why you’ll sometimes read a news story that refers to “a report today” or “media reports,” without naming the source. The standard operating procedure in newsrooms was to re-report the story just so you could run it without having to note that the crosstown rival got there first.

This tradition carried into the online world to the point where some large news outlets only recently began linking to competitors.

Will you link to it?

Now, imagine one of your competitors writes a great blog post—not something that promotes its product, but a piece about your industry that’s insightful and valuable to your audience. Will you link to it?

I’ll say this: If your relationship with your customers or clients is so tenuous that sending them to a useful link on a competitor’s website will damage your standing, then maybe linking out is the least of your troubles.

Craig Silverman is the director of content for Spundge, a platform that helps professionals and organizations discover, curate, and create engaging content. A version of this post first appeared on SparkSheet.

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10 goals for your first 5,000 hours on the job

Fri, 24 May 2013 13:47:54 GMT

If you're lucky enough to be starting a job—a real, career-building job—after you graduate, you probably aren't thinking of when it will end.

The reality is that few people keep their first jobs for long. The average person stays in a job around 4.5 years these days, according to the Bureau of Labor Statistics, but this number is lower for younger people—only 13 percent of 30- to 34-year olds have been with their current employer for 10 years, the bureau reports. The more common story is that people find other opportunities, travel, go to graduate school, and so forth.

So, let's say you'll stay at that first job for two years. Let's say you're also planning on devoting a lot of time to work—maybe 50 hours per week (far more than the average worker puts in). That gives you roughly 2,500 hours per year, or 5,000 work hours over your two-year tenure.

That's a lot of time, but it's also a finite amount of time, and easy to let slip through your fingers. The weekly two-hour meeting that you sleepwalk through will eat up 200 of those 5,000 hours, with little to show for it.

So a better approach is to ask yourself what you hope to do with those 5,000 hours. What would you like to learn? Whom would you like to meet? What can you do to position yourself well for the next 40 years of your career?

Here's a checklist of 10 things you might want to take away from those first 5,000 hours, regardless of what your actual job entails:

1. A portfolio

Manage your time so you leave with a few examples of work you're proud of that you can point to and say, "I did that." In particular, results that can be measured get noticed.

2. Real colleagues

Manage your relationships so that at least a few of your immediate co-workers would like to work with you should your paths meet again (which they probably will).

3. Mentors

Outperform expectations so well that at least three people higher up in the hierarchy not only answer your emails, but like you and will vouch for your competence.

4. Skills

A job is a chance to get paid to learn. Try to leave with an in-demand skill or two that you knew little about coming in.

5. A network

Meet at least 10 people outside your company at industry events, and keep in touch with them regularly. These people are probably the key to landing your next job.

6. Good karma

A volunteer gig in an industry organization introduces you to people who can see that you're eager to help—so they're likely to help you.

7. A career map

Have lunch with people of lots of different tenures so you develop a good sense of your industry and a good sense of the career paths associated with it. This may keep you from earning a degree that doesn't actually help you reach your goals.

8. Self-awareness

Success requires knowledge of the kinds of projects you do well, the kinds you need to work on, and the mistakes you tend to make again and again.

9. Good time-management habits

Not many people make steady progress toward future deadlines and have the discipline to say no to distractions so you can say yes to the things you deeply want. People who do tend to soar.

10. Assets

If your employer offers a retirement account (like a 401k), be sure to set it up and fund it well enough to get any matching funds. If you earn decent returns, any money you stash away now will be worth a mint when you retire. You'll thank yourself later.

What do you plan to take away from your first 5,000 hours on the job?

A version of this article first appeared on Brazen Life, a career blog for young professionals.

New Ragan website offers distance-learning for communicators

Fri, 24 May 2013 13:46:59 GMT

You're sitting in your office salivating at that new conference brochure. You'd love to attend, but you're chained to your desk.

Your boss is stingy with travel expenses, and you can't imagine being gone from the office for three days.

Does this sound like you? If so, you have good company.

Most of our 1.2 million readers at Ragan.com and PR Daily NEVER get to attend our live conferences.

They are either too busy or too broke. Or they live too far away.

Nearly 600,000 readers live in Europe, Australia, Africa, India and the Middle East. Some of you are reading this story hail from London, Melbourne, Bangalore, Sydney, Toronto, and even Lagos, Nigeria.

Well, don't worry. Help is now available.

It's called RaganTraining.com, and it contains more than 200 hours of instructions that you can view from your desk, your tablet, or laptop.

This was our goal when we developed this first-of-a-kind distance-learning portal:

* Deliver conferences to our customers wherever they are;
* Make the platform accessible from home, the office, the bus, or the gym; and
* Offer an affordable and "all you can eat" membership plan for individuals or entire teams.

Once you register, here is what you get:

* 160 hours of HD-quality video presentations from our highest-rated events;
* 18 interactive, learn-on-the-go courses by Ragan trainer Shel Holtz; and
* Unlimited access to our teeming archive of popular webinars.

And, as they say in those infomercials, THERE'S MORE!

Every month you'll receive 20 more hours of content to choose from AND a newsletter telling you what's new.

So what do we cover on RaganTraining.com? Here is a partial list of topics:

* Media Relations
* Social Media
* Crisis Communications
* Public Relations & Marketing
* Intranets
* Video
* SharePoint
* Writing & Editing

There's a lot more, but you get the point. Everything you do as a communicator is covered on this site.

Here is a new video tour we produced just for you:

And here again is a link to the site.

You can order an individual membership directly from the site at the special $300 discount we’re giving only to our readers. However, if you're interested in obtaining a multi-user membership for your entire team, send an email to: shallonb@ragan.com.

Ferrero backs off bid to quash ‘World Nutella Day’

Thu, 23 May 2013 13:51:17 GMT

A little more than six years ago, Sara Rosso, an American blogger who lives in Italy, started World Nutella Day, a tribute to the chocolate and hazelnut spread. It’s turned into a popular event, with more than 40,000 “likes” on Facebook.

It seems Ferrero, the Italian company that makes Nutella, wasn’t a big booster of the event, and last week attorneys from the company sent Rosso a cease-and-desist order.

Rosso didn’t post the text of the order, but upon receiving the notice on May 16 she did post a now-deleted message stating that she would be shutting down the World Nutella Day website and all its associated social media presences by May 25.

“The cease-and-desist letter was a bit of a surprise and a disappointment, as over the years I've had contact and positive experiences with several employees of Ferrero, SpA., and with their public relations and brand strategy consultants, and I've always tried to collaborate and work together in the spirit and goodwill of a fan-run celebration of a spread I (to this day) still eat,” she wrote.

World Nutella Day fans on Facebook were less diplomatic in their statements about the company.

“They're crazy,” one commenter wrote. “Do they not know good publicity when they see it? Well — clearly not. Idiots.”

That seemed to be the end of the story until news of Ferrero’s order hit news sources such as Businessweek and Time on Tuesday. Seemingly in response to the publicity, Ferrero reached out to Rosso and released a statement, pretty clearly translated from Italian, stating that it would no longer oppose World Nutella Day.

“The case arose from a routine brand defense procedure that was activated as a result of some misuse of the Nutella brand on the fan page,” the statement said. “Ferrero is pleased to announce that today, after contacting Sara Rosso and finding together the appropriate solutions, it immediately stopped the previous action.”

Rosso quickly deleted her post about the possible end of World Nutella Day and replaced it with a post stating that the observance would continue in 2014. She even said she’s not mad at Ferrero.

“I wish it hadn’t happened in the first place, but I’m pleased at the speed of resolution and that the site and holiday will continue,” she wrote.

Facebook commenters were mostly celebratory in regards to the turnaround, though some griped that the cease-and-desist order should have never gone out in the first place, and that Ferrero should have linked the World Nutella Day website in its statement.

The big lesson from all this, according to Jonathan Bernstein of Bernstein Crisis Management, is that corporate attorneys just shouldn’t threaten private citizens without considering the PR outcomes. Robert Holland of Holland Communication Solutions adds that it’s a sign of a changing media landscape.

“Ten years ago, World Nutella Day probably wouldn't have gained such traction and this matter wouldn't be news,” he says.

Likewise, the story proves that relationships between customers and brands are changing, too, Holland says.

“The automatic legal response triggered by Rosso's use of the Nutella name and images just doesn't cut it today,” he says. “If someone at Nutella had been aware of what Rosso was doing, this embarrassing situation for the brand probably would not have happened.”

That said, Bernstein posits that Ferrero pulling back its order for the holiday to end will likely prevent the company’s reputation from being hurt too badly.

“Nutella's amends-making message and action with Rosso were quite appropriate and I don't believe there will be any long-term damage to their brand,” he says.

Matt Wilson is a staff writer for Ragan.com.

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7 challenges that marketers face

Thu, 23 May 2013 13:46:00 GMT

Marketing today remains a great challenge, in large part because of the consistently changing technology and media landscape. Information sources (conferences, blogs, etc.) consistently address these challenges, yet many issues persist.

It may be time to take a step back and look at how education and information sources are meeting these challenges.

Here are the seven difficulties for today’s communicators, each followed by an idea or three about how to address them. Please add your own thoughts in the comments section.

1. Technology adoption and automation: An ongoing challenge is balancing human intelligence, strategy, and likability with the precision of analysis gleaned from big data.

There’s much professional fear of technology. Some deals with nomenclature and the failure of tech and social media firms to make their products easily accessible. We also need information and education to get more specific, refine roles, and better define which data sets matter, as well as how people can master these evolving tools.

2. Integration: “Marketing in the Round” (co-authored with Gini Dietrich) has been out for a year, and most marketers agree that integration should occur in marketing, but it remains a huge issue. People still think in silos and are not stretching to create better results by teaming with other communicators.

Frankly, this is an issue for the C-cuite. Until CEOs and presidents demand successful integration, it’s going to be hit or miss depending on the level and training of the lead marketer in each organization. The good news is that leading educational institutions are now teaching integration.

3. Rapidly evolving media: Media evolution remains a huge issue. It used to be that you could become comfortable for a short period of time. Even the first wave of major social networks (MySpace, Facebook, Twitter) had staying power.

Today, media evolves quickly, and volatility is part of the game. What worked last year won’t this year. Look no further than the decrease Facebook has suffered in tactical viability for some types of business.

Marketers have to move away from channel-specific strategies and must adopt a truly liquid approach to communication. They must deliver a complete content and engagement effort to serve stakeholders wherever they are and however they like to receive information in that channel. Further, businesses should adopt an attitude of ongoing experimentation.

4. Transition to the Internet: The Internet is accessible everywhere—or close to it. The current responsive-design movement addresses the shift temporarily, but the market will soon discover that although making one-size-fits-all Web pages may be attractive, we need custom environments to differentiate.

There’s nothing wrong with a few mobile-specific pages. As marketing IT budgets increase, developing specific experiences for each conduit will best serve stakeholders and brands alike.

5. Video and visual skills missing: The visual revolution is here, and most small and mid-size businesses are not competing effectively. Some of that lag is a matter of financial resources, but most of it is training and skill sets.

Today’s communicators are writers, pitchers (PR), or networkers. They don’t think visually. The next generation of communicators will have a combined skill set of visual and verbal creativity. We need to get them into the workforce quickly. Seasoned executives would benefit from training as well.

6. Nurturing skills for inbound marketing: A majority of leads expected to come via online content and other forms inbound marketing. To succeed communicators have to understand customer experiences and needs and must build more intelligent conversion paths on their sites, in call centers, and in stores. Through the use of data analysis and intelligent content, nurturing customers should become more customized and targeted toward niches.

Education and experience will provide a better understanding of customer service, email marketing, the role of landing pages, and the creation of value-added content for core community members. Communicators steeped in broadcast or public social media paths will need to expand their knowledge.

7. Stuck in social media/community management: Perhaps this is a function of the social media expert/blogger, but the general conversation online seems to lag the challenges that CMOs face. Single-person or small social media consultancies with fewer than 10 people don’t deal with enterprise-level issues like this. Instead, they are often limited in conversation to their tactical area of expertise.

What do you think about these challenges facing the marketing sector?

A version of this article first appeared on the Vocus blog.

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Emoticons for brands: The dos and don'ts

Wed, 22 May 2013 13:53:59 GMT

Are you a serial emoticon user?

I’ve been known to include a smiley face or two in my tweets and Facebook posts. It’s a sign of humor, a signal to my recipients that I may be stating something a little tongue in cheek.

Emoticons have become part of the online lexicon. Whether it’s on Twitter, Facebook, blogs, you name it, emoticons show up in some way, shape, or form. As more people have used emoticons online, the trend has spilled over into business communications.

We’ve all seen it—an email or note from a colleague with a smiley face at the end. But does that mean it’s acceptable, or should be?

That depends. Let me lay out a few scenarios and when I think it is and isn’t appropriate in business.

Appropriate uses

Scenario 1: I’m sending a private message on Facebook to a partner I work with closely on a project. I want to share a funny anecdote as part of the note and include a smiley face.

Scenario 2: I write a tweet that is lighthearted and pokes fun at a mainstream trend for a fun-loving client I work with; it includes a smiley face with a wink at the end.

Scenario 3: I’m sending a text to a business colleague I know well, asking him about a potential partner I’m considering. I add a quick joke at the tail end of the note with a smiley face.

In my view, appropriate uses fall into two big camps: When you’re emailing/texting/private-messaging someone you know very well in business, or when it makes sense for a playful brand or company you represent.

Inappropriate uses

Scenario 1: You’re sending an email to your manager discussing client work and you throw a smiley face in as you make a joke about the client.

Scenario 2: You’re writing a short article for your company’s intranet, and you decide to insert a smiley face in the post to convey some humor, even though it’s a serious topic.

Scenario 3: You’re penning a short email to your client wishing a great Memorial Day weekend, and you add a smiley face to the end simply out of habit.

In general, I would probably refrain from using the emoticons anytime you’re communicating with your manager or boss, communicating with your client (unless you know them very well), or communicating with a mass audience, internally or externally, about a serious topic. The same goes for a brand that is generally more serious in its tone.

So, what do you think? When is it appropriate or inappropriate to use emoticons in work situations?

Arik Hanson is principal of ACH Communications. A version of this article originally ran on his blog, Communications Conversations.

Distinguishing paid, owned, earned, traded, and shared media

Wed, 22 May 2013 13:51:10 GMT

Even seasoned PR pros sometimes have difficulty distinguishing between different forms of media in the digital age. That’s because they all bleed into each other, blurring the lines.

So, what is shared media versus earned media versus owned media versus paid media? And what exactly is shared media?

The nuances can be especially challenging for junior folks cutting their teeth at PR agencies. I’ve seen more than a few otherwise bright eyes go full Cookie-Monster-googly when I discuss this topic in meetings.

An easy way to understand and remember the differences within the media landscape is an acronym Matter Communications came up with called: “POETS” (Paid, Owned, Earned, Traded, Shared). There are exceptions to all of these, and some of them can peacefully co-exist within other categories, but this will get you smart enough to be dangerous:

Paid: If you buy a banner ad or place an ad in a magazine or on the radio, that’s called paid media. You didn’t earn it; you paid for it. No matter how good or bad your product is, the audience will see/read/hear exactly what you want them to. Paid Facebook and LinkedIn ads fall into this camp, as does (in some instances) rewarding bloggers for coverage. In general, consumers are growing more distrustful of ads than ever, because it’s obvious the media was bought and paid for by a company with its own best interests in mind. That’s where native advertising comes in (in which an ad ostensibly poses as valuable content), but that’s a column for a different day.

Owned: If a company has a blog, pumps out e-books or newsletters, creates infographics or “think pieces,” these are all forms of media they “own” and can use to attract eyeballs to their respective websites or landing pages. These typically fall into the content marketing bucket, and, like Paid media, this helps companies keep control of the brand (to an extent).

Earned: This form of media is synonymous with traditional public relations. A company hires a PR agency, the agency weaves a narrative around the company’s products and/or services, and then the agency pitches that story to online and offline publications, blogs, or news outlets. The resulting editorial articles, broadcast hits, or blog posts are called “earned” media, because the company didn’t pay the outlets to write about them. The coverage, therefore, was earned.

Traded: Sometimes two companies will agree to do guest posts on one another’s blogs or will work together on a video series on the same topics. Perhaps they’ll even share booth space at trade show or team up for speaking gigs. In these cases, one company is yielding part of the discussion to another entity, betting that trading part of the stage will return bigger results from a larger network of interested parties. Here’s where it gets nuanced, but many companies are working with influencers and bloggers to garner coverage or social media love in exchange for access, information, or input on a company’s product, etc. The lines can become blurred.

Shared: This one is trickiest to explain and can take on many forms, but essentially, consumers are working in concert with a brand to create and share/promote the brand’s content. For this to happen, the brand must have fans and followers who feel passionately about the brand and want to engage, or the brand has to be giving away something of significant value. A recent example is Lay’s “Do us a Flavor” contest, in which the company asked fans to help pick the next flavor of potato chips. I participated in this form of shared media, and I happened to recommend Sriracha as a flavor. Alas, Cheesy Garlic Bread won.

Parry Headrick is vice president of marketing and communications at Matter Communications. A version of this article first appeared on the company’s blog.

(Image via)

Music at work: Helpful or distracting?

Wed, 22 May 2013 13:49:20 GMT

Ray LaMontagne’s husky voice sings through my earbuds as I answer emails, update brand pages, and send meeting requests. It’s just me, Ray, and my to-do list—and I’m crossing things off.

But not everyone can listen to music at work and still get stuff done. We asked PR Daily Facebook fans to weigh in on whether music distracts from work. The answers varied.

Justine Thurston is in my camp. “It helps me power through and get my work done! Music also makes the work day go by much quicker!” she says. But Chris Holtman says he gets too distracted and might “attempt to sing along, which my co-workers would not appreciate.”

Related: How to create the ideal playlist for writing and editing

Studies say that music improves workplace performance. In a study at the University of Miami, people who listened to music worked faster, more efficiently, and more creatively than those who didn’t. And 77 percent of businesses report that playing music improves the workplace atmosphere and increases staff morale, according to a survey commissioned by U.K. licensing organizations PPL and PRS for Music.

Joy Denise agrees, saying music “makes me very happy, then I'm a happy worker!”

Whether music is helpful depends on the person and the song. Maroon 5′s “Moves Like Jagger” helps half of surveyed workers to be more productive, according to Songza, a music service, while 42 percent preferred Gotye’s “Somebody That I Used to Know.”

Our fans agreed that productivity depends on the type of music. Brandon Shaw prefers to work to Springsteen, while Amanda Munster needs “calming soft music, or my pump-up mix to power through hard tasks.” Chris Jameson likes “non-vocal selections when writing or doing design work and then some 'wake-me-up' rock 'n' roll when performing the mundane tasks.”

Check out what a few other fans had to say about listening to music at work:

Above Promotions: It helps when doing things that don't require attention to detail. The tempo can sometimes help or hurt production and quality.

Cathy Hizo: Music helps zap the background noise. It keeps you focus on a task at hand.

Content By Dawn: It depends on what mood I'm in or how tired (or awake) I am. But either way, music is a must. It ranges from classical to hard rock!

Ree Ngobeni: I need music anytime. It keeps me energetic and positive; as a result I can accomplish any task. However, it depends on the type of music.

Ofoe Kugblenu: Always...and both my clients and co-workers appreciate the genre and classic choice of music I play.

Alyssa York: I feel like I can't get stuff done with music.

Kara Sarvey: Yes I do—I'd go crazy in a quiet office! I don't think it affects my work at all really.

JoNell Modys: No, but I need to. My office sucks.

Sorry, to hear that, JoNell.

PR Daily readers: What’s on your playlist at work?

(Image via)

Why controversies might be good for brands—study

Wed, 22 May 2013 13:48:43 GMT

A lot of brands have taken flak over taking stands on political issues.

There was Chick-fil-A’s flap over the COO’s anti-gay marriage statements last summer. Starbucks, meanwhile, has publicly supported gay marriage. Hobby Lobby has chosen not to offer its employees contraception coverage. The list goes on.

Though PR people certainly remember those incidents, most in the public forget them soon after they happen, according to a report from marketing consulting firm WrightIMC. It found that, largely, brands that stick to their positions may face an initial dip in sales in the month or so after a controversy, but soon afterward, the increased attention the stance brought the brand is actually beneficial.

“Because a brand takes a stand, they get attention,” says Tony Wright, founder and CEO of WrightIMC. “You can’t buy that kind of press.”

As long as brands can tough out the initial pain, stay aware of who their audiences are, and don’t waffle, the outcome might be positive, he says.

Audience awareness

“In the research, one of the things that was very obvious to me was that there are a lot of people that agreed that a brand’s stand affected their purchasing decisions, but not a lot that strongly agreed,” Wright says.

What does that mean? People who aren’t really passionate about the importance of a brand stance will come back, if what you have to sell is good enough.

“Most of the ones that disagreed with you initially will drop off and forget. If your product is high-quality enough, they’ll continue to buy from you down the road,” he says.

Wright offers a caveat, though: Certain audiences care more about political stances than others. For example, consumers in the South tend to agree that stances are important, but not too strongly. In the Northeast, passions run a little higher. Age and income can make a big difference, too, he says.

The long-lasting effect of taking a political stand, Wright says, is lots of online articles about the brand. For companies that have a smart search engine optimization plan in place, that means an increased Internet presence that can supersede the controversy, if the right links make it to the top of search engines.

Making the right moves

Before stepping into the political arena, brands should make sure they have the resources to ride out the month or so of media coverage that will come from it. That includes having crisis plans in place.

“Chick-fil-A and Hobby Lobby, specifically, had more of a framework for how they were going to respond to things based on their culture and their company ethics,” Wright says.

The Susan G. Komen Foundation for the Cure, which revoked its funding for Planned Parenthood, then restored it, erred in doing a complete 180 on its position. That’s the worst thing you can do, he says.

“Companies need to have a personality,” Wright says. “It’s not enough anymore just to be a fly on the wall. Not everyone is going to like you, and that’s OK.”

With more conversation between customers and brands on social media, consumers have an expectation to hear what their favorite brands stand for.

“If you like a company and like what they stand for, you’re much more likely to have a brand affinity,” Wright says. “If a company stands for nothing, they very likely do not have passionate brand advocates.”

Companies shouldn’t force things, though; public stances have to come from the company culture.

“If your company doesn’t have a strong opinion on a specific item, I would not recommend taking a stand,” Wright says. “The point of the white paper is to not be afraid to take a stand because it’s something your company strongly believes.”

More research needed

One interesting detail about WrightIMC’s survey of 3,000 consumers is that the most common answer—about 35 percent of the total—was that respondents said they “neither agree nor disagree” with the questions.

Wright says that answer likely equates to “I don’t know” or “undecided.” WrightIMC used Google Consumer Surveys to collect the data, and the questions were a gateway to premium content. Quite a few users probably chose the middle-ground answer to get through the survey as quickly as possible, Wright theorized.

Because of that, more research is needed on the topic—research that doesn’t come with the limitations of the tool WrightIMC used.

“I would hope, down the road, that someone else would take this up, maybe in academia,” Wright says.

Matt Wilson is a staff writer for Ragan.com.

(Image via, via & via)

5 questions brands should ask before using any social media tool

Tue, 21 May 2013 13:52:40 GMT

I’ve often heard this question from clients: Should we be on (insert shiny, new social media platform here)? My instinct is to say yes, because we want to expand our scope of work with them, and we’re always looking to be innovative. But being a good social media partner requires much more in-depth analysis.

When I was overseeing content strategy and execution for my clients, we would generally work on a POV for each new platform that would come into play. We did this for Pinterest, Instagram, and Vine (among others) over the last few years. Part of that POV was assessing which brands would be a good fit for the platform.

That doesn’t mean the client would automatically sign on for that platform, but it was incumbent upon us to make sure we at least made the recommendation (sometimes over and over and over).

Here are five key questions:

1. Are people using this platform to talk about your brand, your industry, or your competition?

This is easy enough on platforms that use hashtags. I can search #Starbucks on Instagram, for example, and see that nearly 1.9 million photos bear that hashtag. If I’m managing the brand’s social media presence, this tells me that there are 1.9 million potential conversations and pieces of user-generated content out there. This is definitely the right move for that brand to be using that platform (and Starbucks is using it—quite effectively as it turns out).

Part of your research on new platforms should be to assess not just who is talking about your brand but how they’re talking about your brand. If people are actively complaining or bringing up customer service issues on this platform, your strategy will differ from what you’ll do if people are raving about you.

When it comes to your competition, just because they jump off a cliff doesn’t mean you should follow—unless they’re jumping off a cliff into a crystal clear pool of water filled with your current and potential customers.

2. Does this platform align with your demographic?

Maybe people aren’t talking about your brand (or perhaps they’re talking about you sparingly). That certainly shouldn’t preclude you from entering into that platform—especially if it’s used by a demographic that you’re looking to target.

For instance, if you’re looking to reach influential, educated, millennial women, Pinterest is a platform you should strongly consider. Instagram might not be your best bet if that’s the only group you’re looking to target.

3. Is there an opportunity to tell your brand’s story in a new/unique way on this platform?

Brands that are using Vine in an interesting ways—Lowe’s, Smart Car USA, General Electric (sometimes)—are using the platform to tell a good brand story that goes beyond “buy this.”

When Smart Car wanted to show how easy it is to charge its new electric version, a six-second video was the perfect way to do it:

Lowe’s went beyond providing DIY tips in text to show their users how to do things like unscrewing a stripped screw:

If your team can find a way to use a new platform in an interesting fashion, that’s half the battle. So often brands will launch their presence in a new platform, and it’s just a dud.

4. Do you have the resources to maintain a robust presence on this platform?

The days of launching a social media presence to cover an event or product launch are over. Unless you’re going to commit your brand to building and maintaining a robust presence on a platform, don’t do it. It’s up to each individual brand to decide what “robust” means for them, but launching an event-specific account and then shutting it down no longer makes sense.

5. Does this platform logically fit in with your existing digital ecosystem?

Consider the rest of your digital presence, and whether this new platform logically integrates or if it would be on an island. If you can’t fit your always-on and campaign strategies into this platform, it’s probably worth waiting until you jump into it.

These questions certainly aren’t exhaustive, but they can at least get the conversation started. Remember: Any foray into a new platform will require your team to perform a risk assessment and understand any potential pitfalls. Your legal team will want to get involved (and will likely work tirelessly to quash your dreams, as they are wont to do).

(Image via)

Why marketers choose certain colors

Tue, 21 May 2013 13:51:39 GMT

It’s no secret that different colors evoke different emotions in us, and that marketers have been taking advantage of this for years.

But which colors spur which emotions?

Perhaps most notably, it is said that red stimulates the appetite. That’s why the color is so prevalent with national food chains like McDonald’s, Pizza Hut, KFC, Wendy’s, Popeye’s and Chipotle.

Blue, meanwhile, is the color most preferred by men, and corporations often use it because it is thought to be productive and not invasive.

These and other color-related insights can be found in this infographic from CertaPro Painters:

(via Social Media Chimps)

10 things you should expect in your first PR job

Tue, 21 May 2013 13:48:31 GMT

Congratulations. You scored your first job out of college. This means you’re an adult with an exciting career, a social life, and disposable income. Plus, you’ll never have to cram for tests or draft boring research reports, right?

Not exactly.

As you navigate the real world, you are likely to experience several challenges you didn’t anticipate. Here are 10 things of them:

1. Fatigue. In college you stayed up late, slept late, and took naps. When you have to be at work at 8 or 9 a.m., your day starts early, and there is no time for a nap. After the commute, work, lunch at your desk, and more work, you will probably be exhausted. This is one of the biggest adjustments from college to career. It takes about a year to grow accustomed to the demands of commuting and working a full day.

2. Stress. You thought final-exam stress was rough? The aggregate stress of work, deadlines, and being in an environment where you have multiple bosses and clients making demands on you is intense. Identify stress-busting techniques to help you avoid a first-year meltdown.

3. Unsupportive friends. When you work eight to 12 hours per day and have unpredictable hours, making and breaking plans is likely. Pals or significant others who are still in college or who aren’t working in a fast-paced career will not understand that going out for cocktails on a Tuesday night is not in your reality. You'll make friends through various phases of your life. Let go of friends who don’t support your drive to succeed during your transition to the professional world.

4. Money. Once you have a career, you’ll make a lot of money. Maybe. And it will probably take a few years. Most entry-level public relations positions pay in the $30,000 to $40,000 range, and after taxes, commuting expenses, professional wardrobe costs, and other bills, your checks will probably be small. Be patient; with a solid performance and smart career moves, you can earn a great salary within a few years.

5. Budgets. Speaking of money, your employer might expect you to understand and perhaps manage client budgets. Colleges don’t spend enough time teaching students the financial aspects of public relations work. Do some research, and develop fiscal management skills for your clients.

6. Accountability. Reports, reports, reports. Keeping track of how you spend your time, showcasing the value of your work, and justifying the work that you and your team do daily are essential. Reporting is standard practice in this billable-time business. Take good notes.

7. Digital skills. Most university PR curriculums place a heavy emphasis on writing, campaigns, and public relations theory. Digital and social media have become an integral and rapidly evolving component of public relations work. Use these channels strategically for business, and continually update your skills.

8. Multitasking. Entry-level PR requires the ability to multitask successfully. You might be responsible for media monitoring reports (boring, but important), managing the logistics for a major product launch, researching a new business presentation, pitching a news story, and posting content on a client blog—almost simultaneously. Learn to prioritize and tackle assignments quickly and meticulously.

9. Criticism. You will receive criticism from bosses and clients who expect your work to be perfect, even though they provided you with little direction or guidance. Don’t be overly sensitive nor dwell on negative feedback. Learn from your mistakes. Understand the work style of your colleagues and clients, and deliver.

10. Validation. Chances are you won’t hear much praise when you do a good job. You are expected to do a great job; that’s why they hired you. Your paycheck is your praise.

The first year out of college can be tough, but your ability to navigate the challenges of your professional launch will set you on a positive course for a meaningful and rewarding career.

Lorra M. Brown is an assistant professor of public relations/professional communication at William Paterson University in Wayne, N.J. She serves as the internship coordinator and advisor to the Student Public Relations Association. Prior to her faculty position, she held senior-level positions at Ogilvy Public Relations Worldwide and Weber Shandwick Worldwide.

This story first appeared on PR Daily in February 2012.

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12 quotations to guide your online strategy

Tue, 21 May 2013 13:46:59 GMT

Social media doesn't need to be hard if you stay as authentic online as you are off, and concentrate on building a relationship with your fans and followers.

People like to be with those they know, like, and trust. With that in mind, I thought I would share a few quotations from thought leaders around the world and suggest how we can apply them to our online strategy.

They are not all well known for their digital acumen, but certainly are well known for either their business knowledge or thought-provoking ability. Enjoy.

1. "It's not the strongest that survive, nor the most intelligent but those most responsive to change." — Charles Darwin

Make sure you keep up with the times and adapt as you go, or you may find your brand is becoming extinct.

2. "You are what you share." — Charles Leadbeater

People can see what you share publicly; are you proud?

3. "The question isn't, 'What do we want to know about people?' It's, 'What do people want to tell about themselves?'" — Mark Zuckerberg

Are you happy to share your innermost secrets or just top-line stuff?

4. "Just be nice, take genuine interest in the people you meet, and keep in touch with people you like. This will create a group of people who are invested in helping you because they know you and appreciate you." — Guy Kawasaki

Self explanatory: Be genuine.

5. "Social media demands a lot of us on top of our already demanding lives. So let's disconnect as we need to and renew our interest and ourselves." — Simon Mainwaring

Don't be afraid to unplug and regenerate.

6. "Facebook Fan Pages are email newsletters with smaller pictures." — Jay Baer

Think of your Facebook page as a rolling newsletter.

7. "Every company is its own TV station, magazine, and newspaper." — Jay Baer

We all have the option to publish; are you doing so?

8. "'Build it, and they will come' only works in the movies. Social media is a 'build it, nurture it, engage them, and they may come and stay.'" — Seth Godin

Give them a reason to hang around.

9. "How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?" — Seth Godin

You have the platforms; now use them like no one else.

10."You are your Rolodex: Breadth counts. Collect freaks." — Tom Peters

You never know who is connected to who that you meet that could be beneficial to you.

11. "If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends."-Jeff Bezos

The internet gives it scale, so be aware of your brand's actions and decisions at all levels.

12. "It's not the small that get eaten; it's the slow that get beaten." — Linda Coles (me)

Get on and start now; your competitors may be already ahead.

So which relationship building or social media quotations have you heard that resonated with you and should be added to this list?

Linda Coles, author of "Learn marketing with social media in 7 days" (Wiley), is a speaker and trainer on building relationships. She lives in New Zealand. You can get a free sample of a chapter of her book by registering for her newsletter. A version of this article first appeared on LinkedInToday.

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14 elements of a personality profile

Tue, 21 May 2013 13:45:42 GMT

I am very fortunate to have access to writing resources such as PR Daily and Ragan workshops and conferences. But this year, I’ve also learned about writing and editing from an unlikely source—my son’s fourth-grade teacher.

Helping him with his assignments and reading his handouts has taught me about the eight parts of speech, traits of good writing, and how to defeat writer’s block.

This week, his assignment is to write a three-paragraph biography about a family member. The handout lists the elements he should include. Though this list is very basic, I find it helpful and will keep it in mind next time I write a brief personality profile or bio. (These types of articles are my least favorite to write. I would never make it as a biographer.)

• full name
• year of birth
• place of birth
• information about the person’s family
• childhood and school life
• early achievements
• hobbies, interests, and activities
• anecdotes/events that affected the person later in life
• career
• physical appearance (including at least two similes)
• describe how the person looks in full detail
• could I pick the person out of a crowd by your description
• describe something they like to do
• describe a goal the person has

PR Daily readers, do you have any other elements to include in a personality profile or short biography?

Laura Hale Brockway is an Austin-based writer and editor. She writes about writing at www.impertinentremarks.com.

7 errors even good writers miss

Mon, 20 May 2013 13:48:17 GMT

Listen, even good writers make mistakes, from obvious repeats to subtle misspellings. It means we're human.

If you're like most writers, you're probably making common blunders on a regular basis. Don't lose heart. Awareness is half the battle: By becoming alert to typical mistakes, you become less likely to make them.

Before you publish your next blog post or submit another magazine article, do yourself a favor and check it against this list. Below are seven mistakes that even good writers miss:

1. Accidental repeats. You know that feeling of telling a friend a story and then realizing you've already shared it? It happens in writing, too. When you're not paying close attention, you might repeat a phrase, a story, or a point without realizing it. One good way to catch these accidental repeats is by reading your content aloud; often your ears catch mistakes that your eyes don't.

2. Empty adverbs. Let's be honest. When you add "really" to a verb, what are you adding? Is calling something "very" cold better than calling it frosty, frigid, or icy? The truth is, many common adverbs are empty: They add little or nothing to the meaning of a sentence and only clutter your copy. Cut them out.

3. Dangling modifiers. Dangling modifiers are a classic symptom of writing exactly as we speak. Although casual, conversational language may contain dangling modifiers, written language should not; they muddy your message. A modifying phrase should immediately precede the thing it modifies. So, instead of writing, "Setting an editorial calendar, the blog mapped months of topics," write, "Setting an editorial calendar, the writer mapped months of topics on her blog." The blog is not setting the calendar; the writer is setting the calendar.

4. Which vs. that. The words "which" and "that" are not interchangeable. Both begin clauses, but "which" clauses are unnecessary to the meaning of a sentence (and thus set off by commas) and "that" clauses are essential.

5. Overly complex words. Using overly complex words in place of simple ones is a perfect way to alienate your readers. Better to be clear and get your message across than to be fancy and lose your audience. When reading over your content, ask yourself whether the meaning is obvious. If not, rewrite.

6. Common misspellings. Most writers understand the difference between "your" and "you're," but it's all too easy to accidentally type one when you mean the other, especially if your spell-check program doesn't pick up the error. Be on guard for common misspellings such as these:

They're/Their/There
Lose/Loose
It's/Its
Effect/Affect
Weather/Whether
Then/Than

7. Your personal "tells." A writing "tell" is like a poker "tell": It's something you regularly do—without meaning to—that gives you away. In poker, it might be the way you tap your fingers when you have a good hand; in writing, it might be the way you always use words like "just" or something else. Once you identify some of your overused words or other crutches, you need to ruthlessly cut them out. Using them once in a while is fine, but using them all the time dulls your writing.

Shanna Mallon is a writer for Straight North, a Chicago Web design firm providing specialized SEO, Web development, and other online marketing services such as website content writing services. Follow Straight North on Twitter and Facebook.

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