Communications convergence is here. Are you ready? Do you have a strategy? Find out what this group of experts in writing, editing, publishing, education and digital media had to say at Communication Convergence 2015 in Vancouver recently.


Communications Convergence 2015 Vancouver, organized by Cheryl Stephens and Katherine McManus, looked at how new media is changing how we communicate with and relate to our audiences.
 
Writers, editors, educators, publishers, authors, digital media experts joined forces to examine: Coping with the New: from distribution channels to audience expectations. Many questions were asked. A few conclusions were drawn.
 
How technology affects how we use language?

Public Relations professional Fawn Mulcahy lifted the lid by saying LOL (laugh out loud) that technology doesn't affect language. We are communicating with clients in new ways, often due to technology.  But, we need to build these words, technology and social media into our client communication strategies. What now? We need to go back to the drawing board and create new paradigms.
 

How does the new reality affect communication teams?
 
Panelists Paula Ayer, writer-editor, Frances Peck, communication consultant and writer, and Roberta Rich, author explored how their fields are changing. The consensus – publishers want more, better, faster. 'Much like our audiences.  Creative teams need to work more efficiently and effectively than ever.
 
Who is today's audience?
 
Cheryl Stephens, clear communication consultant, delved into The Hidden Intricacy of the Modern Reading Audience. Forget your concept of the client as a person, much like you, using simple demographics. We need to think about culture, language, health, literacy, stress, social situation and more. The 'general public' is not amorphous. Again, participants agreed we need to 'invest more' in getting to know our audiences, and at the early stages of the strategic planning.
 
Are Audience Expectations Changing Now That All Communications Is a Conversation?
 
I, with my clear communication consultant and trainer hats on, lead the whole group discussion looking at the change in audience expectations driven by the prevailing mode of communication – the conversation. The fusion of fictional and factual story telling is not new. What is new is that our messages are no longer linear. They are circular. We are all interacting and being interactive. We are listening and responding.
 
Participants suggested audiences, publishers and writers want communications to be:

• Directive
• Immediacy
• Transparency
• Accountable
• More democratic.

Passive behavior is so 20th century. We have to keep pace with the publics we serve.
 
We are all publishers now
 
Blake Desaulniers, writer, photographer, videographer and content marketer, issued this challenge: 'get with the digital, social, new media world we live in' and make it work. The Internet has made everyone a publisher, from social media messages, to blogs. 
 
If you are not doing keyword research, don't publish. SEO, keywords, digital media stats are now the threads that make or break our communication strategies. 'Engagement' and 'measurement' will determine the winners in today's complex and challenging marketplace.
 
His advice about developing a complex marketing persona, exploiting social media delivering higher quality engagement and integrating new metrics was thought-provoking.
 
Today we are looking at the new. Coping with creating effective strategies for our next move. And, our audience relationships couldn't be more competitive, challenging and complex.  But, the answers are in taking the time to build personas, track behaviours and build messages that tell stories our readers are keen on.  At your next meeting ask 'Who is our audience?' and see if your members are in tune with today's clients.
 

I celebrated International Plain Language Day 2015 by posting #30plainwords—one each day for the 30 days leading up to Oct 13. We can all use plain language resources. As words are at the heart of plain language, this list can be a starting point. It may be the beginning of a style guide for your organization, encouraging people to choose their words carefully.

Don't Use, Choose

1. anticipate, expect
2. attempt, try
3. As a consequence of, because
4. accordingly, so
5.commence, start
6.consequently, so
7.demonstrate, show
8.determine, decide
9. expedite, speed up
10.in the event of, if
11.facilitate, help
12.however, but
13.in accordance with, with
14.in relation to, due to
15.in the amount of, for
16.it is requested, please
17.at this point in time, now
18.modify, change
19. numerous, many
20. operate, use
21.prioritize, order
22.for the purpose of, for
23.prior to, before
24.regarding, about
25.represents, is
26. subsequently, after or then
27.therefore, so
28.transmit, send
29. with reference to, about
30. our office, we

Remember: Every word counts, and costs.

Starting your first plain language project—or initiating a new one—can seem like a big mountain to climb. But, it simply takes a step-by-step approach to get started, go the distance and achieve success. On International Plain Language Day Oct 13 we are inviting you to take the 'Write Clearly 2015' challenge. Here are tips to help you get started.

Seven tips for project success
Successful plain language projects have these seven characteristics in common:
1. the team - strategically choose people who can help you reach your goal.
2. SMART goals - reduce the volume of content in a document or simplify the writing.
3. clear guidelines - create a style guide for the project so everyone has the same information.
4. carefully select document or information collection - keep it manageable.
5. user or reader feedback -  helps drive the project forward.
6. training - for team and staff.
7. evaluation strategy - track all key developments.
Whether you are doing one document or an organizational overhaul, these steps are important. Success depends on excellent project management and team leadership. You can do it!

Seven steps to plain language
1.Select your document or group of documents.
2.Use plain language checklist to assess what clear communication guidelines are being used. Are missing?
3. Establish project style guide for everyone to use.
4. Carry out one or two readability or usability tests.
5. Edit document to style guide and test results.
6. Proof and re-test.
7. Finalize and design for readability.

When you reach the top of the mountain you will have a great view! Every project is a great learning experience. Expect a few surprises along the way. But, plan to celebrate the project and use it as a template in going forward.

If you need advice - get in touch.