The other night a family member (great guy in his early 20s) called to discuss writing generally, fiction and nonfiction. He’s working and volunteering and wants to share some experiences.  

During our fictional conversation, I recalled that my mother had introduced me to short stories and novels (“Honey, don’t see the movie after you read the book, because it’s always a disappointment,” she advised?). In our nonfictional conversation, I told him that my father had subscribed to our local daily newspapers, and I do, too (yes, hard copy, so there!). Besides the news side, I look for movie reviews?

 “Well [he brought me back to the point], how do you tell a story?”  Good question.

Fiction, as we know, is imaginary and created by an author who develops a plot and characters to tell the story. As the style and plot evolve, the author’s goal reveals itself in the climax, often an unexpected turn of events.

Nonfiction, such as journalism, should be an objective, balanced and verifiable report of facts. We expect actual events, truth and cited sources in articles and books, news coverage, histories, scientific reports, white papers, case studies, travelogues and other nonfiction.   

There’s also creative or narrative nonfiction – a story that is factual and verifiable but reads like fiction. It sets the scene, uses imagery and metaphors, presents well-developed characters (real people including protagonists and antagonists) in engaging dialog. While creative nonfiction should tell the truth, it is not necessarily objective in the journalistic sense of objectivity. It, like fiction, also presents a (turning) point or perspective.

If you’re working in marketing and PR, you often tell your client’s story – an experience that reflects the problem/solution and benefits – in narrative nonfiction.

After patiently listening to me (I went on too long), my relative returned to the introduction, whether in fiction or nonfiction. “That’s the hardest part of writing for me,” he said, “and it often stops me from writing.”

 The intro is frequently a big challenge for all of us, so don’t allow it to frustrate you and stop the process. Remember your goal, start writing in the middle, and the intro will emerge later.

What do you want to say, what is your (preferred or required) form of expression, and how do you want to say it?

Is it time to tell your story?

If we’re going to be effective in person-to-person and other communications, we need to listen. Active listening contributes to more meaningful dialog and, thus, stronger personal or professional relationships.

 Listening is not always easy, given distractions, time restrictions, stresses and the context in which the conversation – spontaneous or planned – is occurring. However, whether we’re talking to a professional colleague, friend or family member, we want to be in the moment, trying to understand the other person’s perspective and goals.

Here’s what I’ve learned from others and try to remember myself when listening?!

Stay focused and connected. Give the individual speaking undivided attention and eye contact. Set aside other thoughts and try to understand what prompts this conversation and what the other person’s goal is: Establish dialog where there was none? Build on previous conversations? Communicate new information? Clarify a project? Stay in touch?

Don’t interrupt. Sometimes we misinterpret a pause for the time to respond. Yes, knowing which is which often requires experience with that person’s style. And, it may happen because we’re so enthusiastic about the subject that we want to share our perspective. So we jump in, cutting off the other person’s train of thought. Hold your feedback until you know the pause signals your turn – or until you’re asked.

Try to understand before making your point. It’s often easier to say than do, but our goal is to establish common ground. This means not rushing to judgment, responding with positive, encouraging gestures, avoiding preconceived assumptions, and remaining neutral while listening and before answering.  

Respond in an engaging way. Show that you have listened in a meaningful way and understand the other person’s goal or perspective. If you don’t, ask for clarification. Stay on subject unless it naturally leads to another common interest. Even if you disagree, avoid an adversarial or argumentative response, and think constructively. It’s not always your view or my view. If we’re listening and want to establish common ground, there are usually more options.

We all have something to learn when we’re listening, and we never know when an opportunity will emerge because we did.

Sally

As 1^st person PR for your company, client or yourself, media relations is one of your responsibilities.

Our goal, as PR pros, is to establish a dialog and common ground with each medium based on its specific audience, its goals, and its needs and interests.

Thus, before calling or sending that release or letter…

•  Research the media. Who covers your beat or subject and from what perspective? Which department or feature section does your new news fit into? Has the medium run a story before on your subject, and, thus, would your information offer follow-up? Why is this newsworthy to this particular audience?
• Write it. Whether you send a release or letter, make sure you open with the newsworthiness. (You’ll see more on my web site, PR Tips section.) If you’re writing a release, remember this: Your headline and your email subject line will, of course, have the newsworthiness in common. However, your email subject line should be no more than five to six words, otherwise you might be deleted before you are opened?! If you’re writing a letter, address it to the actual contact. By the way, some media prefer fax and even open U.S. mail submissions.
• Rehearse it. Now that you’ve done the research and writing, you must think through a potential phone conversation before you have it. Remember that reporters (editors or producers) are swamped and under tight deadlines. So, if a reporter personally answers the phone, you do not want to open with “Hi, how are you?” Instead, in one to two sentences, quickly introduce yourself, your organization, and the new news. Ask if reporter has a minute or two. If yes, briefly offer your information. If this isn’t a good time, ask if you can call again and send an email (offer subject line) as follow-up. Even if the reporter agrees to discuss your story now, she may not be interested in this subject. If you’ve done your prior research, then suggest another possible subject.
• If, when calling, you only get voice mail, then leave a brief but newsworthy phone message. Explain that you are also sending an email with such-and-such subject line.

Yes, this conversational approach is geared toward “traditional” media. However, the principles still apply to social media. Doing your homework helps you establish media relationships and increase your placements. Consider every conversation an opportunity to learn more.