In praise of deadlines—that’s right,”praise”

You may hate the pressure of meeting deadlines but I hate the alternative. Nothing gets my anxiety level up more than when I ask a client about the deadline for a project and they don’t have one. “Well, we’d like it done in the next couple of months,” they’ll say. The subtext here is that there is no external motivation such as an upcoming annual meeting, grant deadline or trade show for which the materials are needed. Many times, this means the project is going to stall at some point and drag on to the point where no one wants to work on it anymore.

My point is, that even if there is no looming external event that is driving the need for a new website, publication, brochure or what have you, you need to create one. A reasonable deadline creates and sustains momentum and helps to ensure that your project will, indeed, be completed.

It’s more than that, though. When a project languishes waiting for approvals, feedback or revisions, everyone involved becomes disenchanted. That shiny new concept you developed for the website homepage or advertising copy just ends up feeling like last Thursday’s leftover tuna casserole.

I’ve had projects dependent on client participation that have stalled for several weeks at a time. Each time the client “reignites” the work, it feels as though I’m starting from scratch. I need to remind myself of all the little details that went into establishing the goals and objectives of the project. I sometimes end up just wanting to get the thing done and over with.  It’s also very difficult for workflow scheduling if you’re a one-person shop, as I am. In the end, I feel I haven’t done the best job I could have.

So, what do you do when there is no externally imposed event to dictate a solid deadline? You create one.

I urge my clients to set deadlines based on something that will motivate all of us to get the project completed by a certain time. Maybe it’s an internal staff meeting set to “launch” the new materials or a declaration to your board of directors that the items supporting the new brand will be ready for a specific date. Much like dieting or quitting smoking, there’s a greater chance of success if you’ve declared your intentions publicly.

Many people hate deadlines—fear them even, but they really are necessary for good project management. If you want high quality work from your creative consultant, freelance writer or PR professional, set one.

What do you think? Are deadlines really necessary?

5 tips for better communication with volunteers

Volunteers play a key role at many nonprofit organizations but they sometimes get short shrift when it comes to internal communication. I think this is because they are often given less organizational status than employees because they are unpaid, often have higher turnover and put in fewer hours. At smaller nonprofits without a budget for a volunteer coordinator, volunteers can get overlooked. However, when it comes to volunteer retention and level of engagement, how and how much you communicate plays a role. Here are my five tips for better volunteer communication.

1. A good beginning – Volunteers often approach an organization because something about its mission is appealing to them. Take the time to find out exactly what the appeal is and how much the potential volunteer knows about the organization. This helps in terms of finding out where he/she can fit in. Use your introduction as a way to start orienting the volunteer. Discuss not only on your mandate but also the culture of the organization and where volunteers fit.
2. Volunteer manual – A handbook specifically tailored to volunteers is a great way to ensure that volunteers have the information they need about your organization, and their role in it, at their fingertips. Include task-related info as well as practical info such as bathroom and fire alarm locations. Whether online or in hard copy format, make sure that the content is well-organized and indexed. Although the volunteer may read the handbook cover to cover, it is more likely to be used as a reference so being able to quickly and easily find information is important.
3. Regular check-in – Just as you would for employees, have a regular check-in with volunteers. Find out how they are managing their role, whether they are having any difficulties, or if they would like to expand/deepen their involvement. Perhaps they have certain goals for themselves you can help them to acheive.
   
4. Keep them in the loop – Many times, organizations forget to communicate key structural changes, challenges or developments to their volunteer contingent. Often, management’s focus is on keeping employees informed and volunteers are an afterthought. But to maintain the level of engagement and to make sure that everyone involved in the nonprofit remains informed of critical developments, make sure you consider volunteer communication. In some cases, it’s appropriate to invite volunteers to staff meetings or to include them in routine staff memos or e-mail correspondence.
5. Customized communication – Depending on the number of volunteers and what type of unique roles they fill, it might make sense to develop tailored communication for volunteers such as an electronic newsletter, intranet space or even a social media platform such a Facebook page. You can use this tool not just for sharing information but also for developing a volunteer community with special recognition and unique stories that demonstrate the value of volunteer contributions.
   

Do these five tips seem basic? Common sense? They are, but it’s amazing how often volunteers get overlooked when it comes to internal communication. Having an organized program for volunteer communication will help to  ensure that volunteers act and respond in ways that are appropriate to your nonprofit. It will also enhance their level of engagement and commitment.

Many times, volunteers drift away because they don’t feel they are really part of a team or sufficiently appreciated. When you formalize communication including volunteers it delivers the message that they are important and indeed part of the organization.

Now it’s your turn. How do you communicate with volunteers? Can you add some additional tips?

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Can you commit?

Seth Godin has a gifted ability to get people thinking about complex subjects by writing only a few lines. One of his recent posts, The reason social media is so difficult for most organizations, is a case in point. It reads:

It’s a process, not an event.
Dating is a process. So is losing weight, being a public company and building a brand.
On the other hand, putting up a trade show booth is an event. So are going public and having surgery.
Events are easier to manage, pay for and get excited about. Processes build results for the long haul.

It’s not just social media
Public relations, in general, is a process that needs time to demonstrate deep results. As Seth’s comments point out, relationships are about process. Generally, when process is involved, time is necessary.

It’s not just about tactics. A new website, sending out a media release, starting a blog or internal newsletter; these are all tactics. Unless they are part of a unified strategy that involves cultivating relationships with stakeholders, you won’t see results. If you lose momentum and ignore your strategy, you won’t see results. You need to know that results won’t happen overnight or through random, intermittent bursts of activity.

Successful public relations is about having a plan and having the discipline to stick to it over time. If you’re in it for the big spark rather than the gradual, sustaining heat of the fire, you’re going to be disappointed.

As I won’t be posting again until after the yuletide season, I want to wish all my blog readers all the best for 2010. Happy Holidays!

Captivate with these copy secrets

Some people aren’t familiar with the term “copy writing”.  People outside of PR and journalism circles usually just call it “writing”. It’s  shorthand for writing content for websites, brochures , newsletters, articles etc.  Whatever kind of writing you undertake, clean, compelling copy is your goal. Jason Cohen offers a list of 10 secrets for more magnetic copy in a recent Copyblogger post. It’s an excellent list.

I would add two other secrets.

1. Shorten paragraphs

When I am editing the copy of others, I often have to break up a number of paragraphs that include more than one topic and simply go on too long. To keep your reader engaged and moving through the content, short paragraphs of no more than 3-4 sentences are best. This goes along with Jason’s secret #5, “Use short sentences”:

Short sentences are easy to read. They’re easy to digest. It’s easier to follow each point of an argument. Sometimes longer sentences — especially if divided up with dashes — are an appropriate tool, especially mixed in with shorter sentences to break things up. If you think short sentences are incompatible with excellent writing, read Stephen King. Or Hemingway. Or Basho.

Readers are overwhelmed by large tracts of text and after a while the content becomes difficult to follow. So, break it up as much as possible. Use bullets to make lists easier to read—even if it’s only two or three items.

2. Take care with structure

Make sure that what you’re writing follows a logical structure, with one point leading to the next. Also avoid changing tenses—pick one and stick with it.  I also often see writing on websites that ignores its own headings. Content that should go under “customer service”, for example, ends up in the “about us” section. Make sure that the copy under your headings fits.

As Jason points out, readers frequently scan for information without reading an entire document or page. Make sure they can find the content they are looking for easily.

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