Lust$

Be$tough$on$your$own$words$

•  Beware$the$long$windup$and$passive$voice$•  Priori5ze$your$paragraphs$•  The$Color$vs.$Crap$Test:$If$you$took$it$out,$would$anyone$be$worse$off?$

•  Go$easy$on$the$adjec5ves$

Get$to$the$specifics!$

Find$the$good$detail$.$.$.$$

$.$.$.$And$ditch$the$bad$

Department$of$$Redundancy$Department$

Envy$

The$Strategy$Ladder$

Business$Goal

Communica5on$Goal$

Messages$

Content$Channel,$Audience,$Timing,$Crea5ve$

Measurement$

Case$Study:$SaskPower$

•  All$communica5on$stories$must$be$directly$aligned$with$2011$strategic$priori5es$

•  Stories$must$feature$the$voice$of$an$employee$closest$to$the$work$

•  Images$and$graphics$are$just$as$important$as$content$

40

Glukony$

Give$your$readers$the$good$stuff$first!$

•  If$you’ve$ever$suffered$the$agony$of$a$misplaced$catheter,$you$know$the$torture$it$involves.$$

•  Dr.$Errol$O.$Singh$is$figh5ng$a$bakle$to$make$sure$that$nobody$ever$has$to$suffer$through$that$nightmare$again.$And$he’s$winning$that$bakle.$$

The$less$interes5ng$the$content$.$.$.$The$faster$you$have$to$be$