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Would you read your own stories? Ask yourself this: would you set aside what you're doing to read the content you're churning out? No? Then you can't expect anyone else to, either!

Publication: Communication World
Publication Date: 01-SEP-09 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Would you read your own stories? Ask yourself this: would you set aside what you're doing to read the content you're churning out? No? Then you can't expect anyone else to, either!(creative communication)

Article Excerpt
Let's face it: As corporate communicators, we don't get to write about "sexy" topics. We don't get to write about wars, or politics, or sex. We don't even get to write about celebrities. Not that we would want to, but still.

[ILLUSTRATION OMITTED]

Instead, we get to write about things like...safety! And benefits! And new policies! And new products! And--I can barely contain my enthusiasm long enough to type this--new corporate initiatives!

No matter how many exclamation points you put on them, those topics are deadly dull. Even if you dress up the next corporate initiative with posters and buzzwords and slogans, it's still about as exciting as the CFO's presentation at the last town hall meeting.

That is the corporate communicator's lot in life: writing about the same less-than-scintillating topics, year in and year out.

But just because the topics themselves are boring, that doesn't mean that the way we cover them has to be. I say that if you are willing to tap into that long-stagnant creative pool within you and do a little extra work, you...

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