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PM Forum - New York
The Humanist in the Middle - Effective thought leadership and the editorial process
Rama Ramaswami and James Gaynor, wordsmiths from Ernst & Young, came equipped with exactly what the Forum audience in New York wanted to hear about - real editing. With backgrounds in publishing and degrees in English Lit, they explained how to bring communication techniques used by the best magazines to bear on "spider" charts and formal prose. Why? Because readers "get mad at people who make them feel stupid," quipped Gaynor.
The pair emphasized that, before a project begins, marketing priorities should be set with a two-sentence summary and a list of key points. Even if these evolve, they will serve to continually reinforce priorities, and the message will stay on track. Ramaswami and Gaynor then launched into a tour de force detailing the elements that produce "coffee-table" quality publications that differentiate the company and engage the reader at many levels.
Ramaswami explained that working with designers from "Point A" ensures that the editorial imprint is on the presentation and works with the layout to draw in the reader. Identification of "at least one important graphic" anchors the piece, and it should be selected to involve the reader. This graphic should be paired with an artful "hook" (e.g., anecdotes or case studies) with which, ideally, the reader can identify.
Gaynor recommended an editorial template for the subject-matter writer that includes length, format, and a few good examples. Early advice from the editor can help, too, for example, using a style guide, following a sequence map for writing (conclusion first, introduction, then the body), checking readability (e.g., Flesch-Kinkaid Readability Tests), and reading the piece aloud, alone or to a trusted colleague. "Be respectful when discussing your edits," he cautions, "and wear a tie." People get personal about their writing.
Effective thought leadership generates discussion and provides avenues to help the reader do what the thought leadership suggests, such as guides to facilitate discussion within organizations. It differentiates and better positions the organization and provides response mechanisms that lead to Web sites or individuals within the organization.
High on the list of priorities for any thought leadership effort is "pushing the information out as fast as possible" in the form of fact sheets, podcasts, news releases, and similar venues, saving the white paper and supporting materials for last. If possible, track the effectiveness of each project and develop "lessons learned."
Kretzer
KPMG LLP
The accounting firm of Marks Paneth & Shron LLP in New York City hosted "The Humanist in the Middle" on January 23, 2008. The views and opinions are those of the author and do not necessarily represent the views and opinions of KPMG LLP.
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