BUFFALO GROVE, Ill., Dec. 7 /PRNewswire/ -- The Construction Writers
Association's "Fundamentals of Construction Writing" session was held
October 20 at the Hotel Allegro in Chicago. A networking luncheon was held
at the conclusion of the program.
Mark Partridge, a partner in the Chicago-based law firm Pattishall,
McAuliffe, Newbury, Hilliard & Geraldson, returned to CWA's education
session again this year, giving construction writers plenty to think about
regarding copyright law. Copyright law protects expression. Ideas and facts
are free for use, but the expression of them is protected. Copyright, a
legal issue, is different from plagiarism, an ethical issue surrounding
academic dishonesty. These two issues sometimes overlap if the plagiarized
content is expression.
Copyright infringement depends on substantial similarity, according to
Partridge. Fair use of another's work depends on the purpose and character
of the use, the nature of the copyrighted work, the amount that was taken,
and its effect on the commercial market and value of the original. Writers
should remember that giving credit doesn't necessarily protect from
copyright infringement. Paraphrasing does not avoid infringement, either,
but transforming the idea (like a satirical Saturday Night Live skit, for
example) may be permitted.
Partridge said that using the copyright symbol can be an effective
deterrent against those who want to duplicate works. Publishers own the
rights to edited content as it appears in their publications. The
publication can't be duplicated without permission. Unless a freelancer
signs a copyright transfer, he or she owns the copyright to his or her
content. However, employers retain the copyright of content produced by
their employees.
Web content owners should take careful note of copyright issues as
well. The Digital Millennium Copyright Act is a copyright law that enforces
copyright related to technology and the Internet. Partridge also noted that
the rules around architecture changed in 1990. Plans and buildings used to
be considered useful objects, but are now protected by copyright.
The Friday morning session concluded with a panel discussion about
working with industry publications, discovering their missions and writing
to meet their needs. Bill Wilson, editor-in-chief of Roads & Bridge,
Arlington Heights, IL, moderated the panel, which included Mike Anderson,
editor of Equipment Journal, Toronto; Larry Flynn, industry marketing
manager for the American Institute of Steel Construction, Chicago; Joanne
Costin, of Costin Custom Communications, Palatine, IL.; and Jeff White, of
Two Rivers Marketing, Des Moines, IA.
Mike Anderson kicked off the panel by presenting "eight simple rules"
for working with editors; many of them related to relationship building.
The first rule was getting the editor's name right. "It sounds simple but
it's really important," said Anderson. It's also simple but effective to
"pick up the phone and say hello." This helps open the door to a
collaborative relationship. "A 45-second phone call with a story idea can
go a long way," Anderson said. He also stressed the importance of
remembering the mission of the publication. Become familiar with what it
covers, and make sure the information submitted is accurate and meets the
goals of the publication.
Follow up is critical. "Submit materials if you say you're going to.
Follow up as soon as you put down the phone. Chances multiply that it's
going to run." For Anderson, it's OK to follow up and ask when a story
might run. "But," he says, "there's a fine line between following up and
hounding."
A career which includes stints as a newspaper reporter, construction
trade editor and now a marketer for AISC has provided Larry Flynn with an
extensive list of lessons learned for both editors and marketers. An early
lesson for Flynn came as a young intern. While calling publications to
update a media contact list, he encountered an angry editor under a
deadline. "That was my introduction to dealing with editors," said Flynn.
As an editor, the experience taught him to be approachable, even under
deadline pressure.
Editorial wisdom passed along to Flynn by colleague Gordon Wright,
former executive editor of BD&C, has proven to be tried and true: "Go back
to the people that come through for you." Flynn said editors tend to rely
on firms that respond quickly with information and photos, which are
particularly sought-after by editors. Publicists who are knowledgeable
about a publication's editorial calendar and provide suggestions for topics
get the best response.
If public relations agencies are doing their jobs correctly, said Jeff
White, they represent the readers of their targeted publications, not just
their clients, and they focus on the publications' missions. "If you're
doing it right, it should be a win-win situation." The publication wins
with high quality content that comes from a credible source and is geared
towards the reader. The agency and its client benefit when the client
serves as an editorial source. However, White noted that the motivation
should not be for free publicity. If public relations efforts are
successful, the company isn't obvious in the article and the content is
objective.
Joanne Costin presented "The PR Guide" and described how it can help
increase the effectiveness of public relations, both for publications and
marketers. Studies show that new products are of high interest to readers
of trade publications. Editors depend on press releases as an efficient way
to get this information, but often what they receive isn't what they want.
Costin created a PR guide for Better Roads and Aggregates Manager magazines
to improve the quality and relevance of press releases, save the editors
time, and improve coverage and readership. Elements include an audience
description, the editorial mission, guidelines for releases, requests for
information, online opportunities, press events, cultivating relationships
with editor, and guidelines to hiring a PR professional.
Costin said that for marketers, learning about publications is probably
the greatest task. Tailoring press releases to the individual publication
is recommended. "Somehow when it comes to PR, we feel that more is better,
because it's free and that one press release can speak to multiple
audiences," Costin says. "It can't and doesn't, and that's a big reason why
marketers don't get the coverage they are looking for and editors are
frustrated by the releases they receive. Looking at differences in
individual publications is the key to maximizing your PR potential."
The panel also discussed the value of press kits. White said that
marketers should concentrate on those they consider top tier media. Query
the media to learn what they want in a press kit (hard copy or digital news
releases and photography or both) and then give it to them "however the
media wants it, particularly the top tier media." Anderson noted that the
information should be up to date and concise. "Bigger isn't necessarily
better," he added.
When it comes to responding to an article query, White favors of phone
interviews. "A lot of publications write questions, but then when the
company writes their answers, they feel they have to send it through the
marketing and legal departments," he said. So for him, the best approach is
for the publication to send some sample questions and then follow up with a
phone interview. An added benefit to the publication is that if the
interviewer is not asking the right questions, the source can provide input
on other trends and issues they should consider.
The Construction Writers Association, founded in 1958, is a non-profit,
non-partisan, international organization for professional journalists,
photographers, marketers and publicists serving the information needs of
the construction industry. In addition to its journalism, photography,
marketing communications and website and electronic communications awards
programs, CWA provides educational and networking opportunities for its
members. For more information, visit the Construction Writers Association
website at http://www.constructionwriters.org .
SOURCE Construction Writers Association
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http://www.constructionwriters.org
CONTACT:
For additional information, contact: Sheila
Wertz, Executive Director of Construction Writers Association,
Phone: +1-847-398-7756, Fax: +1-847-590-5241, Email:
office@constructionwriters.org
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