The other day I thought about writing a review on TripAdvisor.ca about a local business and I have to confess I was envisioning something scathing – a real Molotov cocktail of choice adjectives.

Unfortunately, glowing comments on TripAdvisor.ca convinced me to pay a visit to this business, but my experience did not mirror the online praise and left me feeling angry.  I considered slipping a little barbed wire kiss amongst those positive comments, maybe hiding behind a pseudonym. Eventually I decided not to take the passive aggressive route because I know how powerful words can be. It’s hard running a small business in my neighborhood and maybe the owner was just having a bad day – and maybe I was too.

Instead I called the business and we had a grown up discussion about my experience, I received an apology and got a partial refund for my service. We ended the call on a cheerful note and I will go back.

Part of the reason I chose the direct route is the power of social media. It scares me and fascinates me in equal measure.   As of late, I’ve seen some pretty extreme examples — but the one I saw late last month shocked me.

A Cleveland –based marketing practitioner created a social media tsunami after she wrote a rejection letter via her LinkedIn email to a 26-year old job seeker who wanted to join her local PR and marketing job bank.  I won’t go into all the details, which you can read here, but the job seeker created a screen grab of the rejection email and posted it on a number of social media sites.

It went viral launching a hashtag on Twitter and stories on CNN, BBC and the Daily Mail in the UK, etc.  Many of the reader comments on the stories were off the charts. One person hid behind a user name and said she hopes the marketing practitioner’s whole family dies of cancer and she is alive to watch.

What a tragic incident! The marketing practitioner has deleted any trace of a social media footprint, the job bank is no more, and both ladies are forever linked on Google for those who want to discover more about them. If only this had remained between the two parties. Words are powerful, your reputation is priceless, and social media is the most powerful communication tool we’ve ever created.

This hit a little too close to home for me because both of these ladies are from my industry.  My recent social media experience has prompted me to craft these reminders to myself as I continue to navigate our online world.

1.          How would this look in a headline? This is a litmus test we use in PR. If you’re having second thoughts about whether you should post or tweet something, you need to picture it as a headline in your favourite newspaper – the one your mother reads.

2.          Be careful what you put in writing – When I was very young someone told me not to commit anything potentially contentious to writing because you never know where it could end up and be misinterpreted. Nothing could be truer today.  Everything we write and post reflects on our good reputation.

3.          Sleep on it - You are charged up with emotion, dying to express your opinion in writing, and you are ready to press ‘send’– don’t do it.  Walk away from your computer.  Shift your energy to something else. We have all been there.  Things will look different in the morning and that Recall Message function in Outlook never works.

4.          Nothing is private today – We all are prone to stupid things, like dancing as Elaine did on Seinfeld at a company event. We would never dream the memory could go viral.  But anything goes today. We all need to be on guard for the person lurking in the shadows with the device that allows them to post content directly to social media. If you don’t believe me, ask my mayor Rob Ford.

We talk about our 24-hour news cycle but the reality is it is now an 86,400 second a day news cycle. No ones knows this better than the communications team at Malaysia Airlines who managed information flow during the most extraordinary aviation event in global history.

This was really the first time the full head-on impact of the social and traditional media has been tested on a global scale. The corporate communications profession has never witnessed anything like this. The media has never witnessed anything like this. I don’t recall a time when CNN broadcasted an event continuously, analyzing every angle to the point where it became difficult to watch.

I don’t think it surprised anyone recently when the prime minister of Malaysia admitted that they weren’t ready and ‘didn’t get their communications right to begin with and in the later part we got our act together.” Let’s be honest, how many companies are ready to take on a crisis of this magnitude on a global scale? It was unprecedented. How many airlines are ready to handle a crisis when a plane literally vanishes?   We all bemoan how busy we are today but I think it‘s an excellent investment in time to examine how prepared your organization is for a crisis.

Do you have a crisis plan? If you have one, do you know where it is located and who manages it? I believe it is a must for any company but it’s critical for those who manage human life, our health and our money. Malaysia Airlines has taken a reputation hit from which they may not recover.  Their focus as a company is now finding the plane, looking after the families of victims, consumer confidence, legal woes, and a whole host of issues that may never disappear.

For a few years starting in 2005 I was the point person for business continuity communications for RBC and I can tell you back then it was a round the clock job making sure no client experienced a disruption in their service. Social media was a niche communication tool at that time. Now we have so many social media channels and they have added a complex level of transparency and demand to crisis communications, but they haven’t changed the principles of good crisis communications.

I think the smartest headline during the crisis was Here’s what we know. This is the guiding principal of crisis communications. Even if you have throngs of media coming at you from around the world, you can only communicate what you know and communicate it as quickly as possible. Never speculate and don’t comment on anything beyond your area of expertise. This is true of the spokesperson and the media. We’ve seen many examples of media outlets jumping in to be first to cover news that wasn’t accurate.

As I watched the Malaysia Airlines crisis unfold in our new 86400 second news cycle I had these observations…

The crisis communications plan is your company’s most important document - I have seen more crises in the last ten years than I’ve seen in my entire life. It isn’t that we’ve had more crises, it’s just that we have more channels to share information. It started with 24-hours news channels like CNN, then the Internet and social media has ratcheted up the flow of information so our eyes can barely keep up with the Twitter feed on TweetDeck. If you go for coffee, the biggest news in the world may appear in your Twitter feed. You may be the news. Can you start executing your plan and protecting your organization as soon as the crisis begins?

A good spokesperson could save your brand - The focus on any crisis communications plan should be a good spokesperson with a proven ability to deliver and create confidence that everything is under control. You don’t want a spokesperson fumbling along trying to explain how a passenger flying on your missing plane with a stolen passport looks like a famous football player. This person reflects your brand and if you’re in the blinding spotlight like Malaysia Airlines it’s because you brand impacts lives. Your passengers trusted your brand to keep them safe. There is nothing more important than a human life. You need to ensure you choose a key spokesperson who wants the job and feels confident in his/her abilities. Then set them up for success with thorough training, regular update training and annual mock training exercises with the entire crisis communications team. You should choose the right experts for the team. The team members should know their role, the roles of others on the team and everyone should be confident they can contribute effectively.  I also think it’s important to prepare approved messaging for every crisis scenario so at least you’re not creating copy from scratch in front of a blank screen when the pressure is on. No amount of planning is too small when it comes to crisis.

Understand social media - Ironically, social media may create your crisis and it might be the channel that saves you. Social media is a dream for crisis communicators because you can drive instant information and obtain feedback from those in need. If you don’t have at least one account, it’s wise to create one. Put someone in charge of your channels who is confident, calm and skilled enough to create the right messaging and images for your stakeholders. They will be demanding and will scrutinize your regular updates. That’s why they trusted you with their business.

Walter Isaacson’s biography on Steve Jobs was jammed packed with so many fascinating quotes and observations and one of them popped into my head this week.

“A story can be told in a few seconds.”  This was a piece of advice given to John Lasseter the creative genius behind the animation blockbuster franchises of Toy Story, Monsters, Inc, Cars, etc.   In 1986, Lasseter was toiling away on a short animated film called Luxo Jr.  – a demo to showcase the innovation of Pixar’s computer and software – and decided to show some Luxo Jr. random test frames to a fellow animator friend to get his thoughts.

“Make sure you tell a story,” his friend stressed.  When Lasseter reminded him it was just a ‘short’ inspired by the Luxo lamp on his desk, his friend countered with — a story can be told in a few seconds.  Lasseter realized he was right and when he unveiled Luxo Jr. at an industry trade show, with Steve Jobs proudly at his side, the audience leapt to its feet in applause.

Luxo Jr., which only ran for 2 minutes, was nominated for an Academy Award and helped spawn an animation empire supported by a merchandising rights juggernaut.  Jobs suddenly wanted to be a bigger storyteller than Walt Disney.

Most of us are sold on how effective stories are in grabbing the attention of our audience, moving them and helping them understand and remember complex information.  But how many of us use the techniques of really good storytelling in business — even when it comes to the most basic things like introducing ourselves.

Are we missing our opportunity to shine like little Luxo Jr.?

We all know the communication channels out there are endless to promote our work and share our unique offering.  We’re posting on social networks, networking like we invented it and maybe even driving our stake in the ground in thought leadership.

We’ve all had to write something to introduce ourselves to these channels so people know who we are and why we want to be there.  What are you saying? What are you writing?  There is no one on the planet as unique as you.  Does your introduction reflect that? Does it sum you up in a compelling story? Does it stop people from sneakily gazing around the room at industry events to see who else is in attendance?  Does it generate questions or observations?

Think about the way you introduced yourself at the last cocktail party or company function?  How did the person react? Were they focused on you, ready to hear more, or did they take your business card and write something on the back to jog their memory if they ever need to rifle it out of the pile on their desk?  What about your written bio – the one you use on social media sites or when you’re introduced as a speaker? Did you insert your facts into a template your buddy in the next cubicle gave you? Is it a mini-me version of your big-me resume?

Moment of truth time. Could it be that we are unintentionally making ourselves seem boring? If we watched ourselves in action as we’re shaking hands would we put ourselves to sleep?

Do we all need to take the advice of Lasseter’s friend and elevate the test frames of our life into a story?  We know it’s interesting, that’s for sure.  No one is like us.  You have an academy award-winning story but it’s probably buried under a mountain of facts and templates of which you are the author.

What is your story – the really interesting version?  What would your storyboard look like?  Every good story has conflict that got you to where you are today.  What’s yours? What are the three moments that defined your life? What are the three top qualities that portray you? What drives you to get up every morning? Where do you want your life journey to take you?

A good first step is defining ourselves in one line – your big once upon a time opening frame.  My incessant talking used to get me into trouble in every class at school so I decided to talk my way into a career in public relations. Were you a hypochondriac who decided to cure yourself by becoming a doctor?  Did you follow the beautiful woman you had a crush on to acting classes like Phillip Seymour Hoffman and become one of the best actors of your generation? Were you selling computers in your college dorm and accidentally started a corporation. Did you come to Canada with nothing and decide to help other immigrant women get started?

A good story makes you authentic, shows how interesting you are, generates conversations, and open doors you never knew existed. Your great story could launch a phenomenon like Pixar but you just have to write it first.

Last week I came across a really interesting article from the Harvard Business Review on my Twitter feed called How will you measure your life?.  Every year, the author, Harvard Professor Clay M. Christensen, shares his advice to his Harvard Business School graduate class.  He tells them about one of the best decisions he made at their age – to carve out one hour every day to reflect on his future.

This really struck a chord with me. Dedicating one hour every day to focus just on you. There’s a revolutionary idea. Most of us could provide every excuse in the book for why that was impossible.  We are all just too busy.  There’s not enough time in the day. So many things need our attention.  Christensen confesses it was a challenge because of the pressure from a brutal workload (he was a Rhodes scholar at the time) but he did it. He firmly believes then, and now, that the “decisions about how you allocate your personal time, energy and talent ultimately shape your life’s strategy.“  He gives the example of the new batch of disenchanted colleagues he encounters regularly at his Harvard Business School reunions to illustrate what happens when you don’t have a strategy and just let life happen.

If you’re someone who really yearns to write (admit it, that probably includes all of us) I’m sure it bothers you that you just can’t seem to find the time.   But what if you said, I’m going to make the time for it. I’m going to carve out just one hour during my 24-hour day to focus on my writing.   I’m going to spend from 10-11 p.m. writing instead of watching Homeland, or the end of the hockey game, or checking work email. The kids are in bed and the dishes are done, I could write.

If you have admitted you could invest the time, here are a few tips to set the stage for some really good productive writing and creative output.

A Room of One’s Own – Go to a place with a door that you can close, preferably one with a lock.  Set up your desk in a comfortable place surrounded by things that inspire you. Turn your desk into a vision board with serene beach scenes, pictures of your favourite writers, inspirational quotes – anything that is going to motivate you. Bring some tea, coffee, chocolate, or maybe something stronger (let’s make this really fun) to boost the endorphins and inspiration.

Do not disturb – Notify all occupants of your home (human and four-legged) that this is your time and no one is to disturb you unless of course there is a fire or a zombie apocalypse (because you don’t want to miss that writing opportunity). Winston Churchill used to take a nap in the middle of the afternoon during World War II with instructions not be disturbed. If he could do it…

Namaste – Work in complete quiet in front of your computer, just you and your computer screen or notebook. You may want to put on your iPod headphones but don’t turn on the music.  Just sit there in quiet and remember what it sounds like.  It’s a foreign concept to all of us but in time you will start to love it again. It’s almost spiritual.  If you’re finding it hard to work in complete silence, maybe spend the hour contemplating what the constant urge to check your Smartphone is doing to your poor mind. If you want to learn something you have to focus and commit to practicing it over and over again. We are all doing a million things during the day, diffusing our energy all over the place. Our minds need at least one hour of complete focus

Start Typing – anything – I never stare at a blank screen. I always just start typing something, whatever is in my head that wants to come out. It may not make any sense at first but I find as I continue to type and free associate, certain words or sentences jump out from the page. They may form the basis of something great.

Shhh…Don’t tell anyone what you’re writing –  As Hemingway put it, “Writing is a private, lonely occupation with no need for witnesses until the final work is done.” Whatever you are writing, resist the urge to share it with loved ones until it’s almost at final draft.

Read quality material – When you’re not writing, fill your head with good writing. You don’t have to read the New Yorker on the subway every single morning but choose to fill your head with the work of experts in the craft.

I am willing to wager this may become the best part of your day. You may start to look forward to this time when your mind is free and takes you to places that will push you, inspire you and energize you. That one hour may change your life — just like Professor Christensen.

The best piece of advice I’ve received on writing came from one of journalism instructors at Ryerson, a shrewd Brit who’d spent many years on London’s Fleet Street elevating cheeky tabloids headlines to an art form.  He insisted all effective writing is framed around one thing – something called people.

If you want to attract attention, he told us, you have to make people the focus – it’s the secret sauce that makes the audience — who are also people –  want to dig in for more whether it is a news story, a feature story, or blog post.  

That piece of advice was unforgettable and has shaped my writing throughout my career in journalism and PR, no matter what I’m writing or for what audience. Putting people front and centre in your story almost guarantees you’ll get someone to take a look, — perhaps it’s just a peek —  but you’ll get their attention. People relate to other people, they put themselves in their shoes, they see themselves reflected back in the subject, and it helps them visualize what you are trying to communicate.

Since your work is competing with a wall of information overload that just gets bigger every day, maybe it’s time to recruit some humans to be your secret weapon to blast through the noise and get your writing the attention is deserves. Here are a few ideas…

1. Once upon a time

Stories are the way we interpret our world. We got hooked early on sitting on our bed listening to our parents read us our favourite storybook over and over until they eventually hid it from us.   Why are stories so effective?  They take a big pile of cold, unfriendly, boring facts (think quarterly earnings) and inject life into them, transforming them into something three-dimensional, memorable and maybe even emotional. When wrapped in a story, a bunch of facts on sales results trapped in an endless list of bullet points in a PowerPoint presentation suddenly becomes a battle of David and Goliath. The exciting areas of the right brain start to light up and give the left brain a well-needed rest.  Final sales numbers never looked more attractive than in a story about how a sales team collaborated with teams across the company on a unique solution and snatched the biggest account of the year from the giant in your industry.

2. Give me an example, please

Our world has become so technical.  Bar codes are now making our coffee in the morning, iPhones our talking to us and yesterday my new Fitbit told me it loved me.    Whether you’re in the tech sector or not, chances are you’ve been faced with translating stuff so technical it would give the average person instant narcolepsy.  The best way to simplify anything is to inject a human. The one thing all technical information and products have in common is that they are used by human beings or they impact humans.  Here’s the burning question on the mind of anyone reading about the latest shiny new product – how does the darn thing work? Once you give the reader an example, or spoil them with a couple of examples, telling them how the product works and how it is  going to make their life simpler, they may just want to buy it. Or perhaps you’re writing about an SAP implementation, a multi-year project that’s redesigning hundreds of processes that manage financial reporting.  A real snooze fest?  Not if you drive your monster truck through the technospeak and emerge with some reasons to show how it’s helping humans. Maybe you start the article with a headline like this: Want to reduce your expense reporting from one hour to 10 minutes and get reimbursement on the spot? Employees might start looking forward to the SAP implementation updates (it could happen).

3. People shine in direct quotes

There is a reason reporters use direct quotes. They provide stories with depth by offering an inside look from those who were there or are experts in their field. Say your boss is torturing you by making you give a speech on the most boring topic in the world. Let’s just say the topic is lint, you know the white stuff that sticks like crazy glue to your favorite black outfits. You’re thinking about doing a whack of research on Google and then packaging up your findings in a PowerPoint slide deck, stuffed with charts and bullet points highlighting the molecular structure of lint, its origins, and its future.  Or — you could inject some humans into this topic with direct quotes to add some sizzle to those clinging little bits of annoying matter.  Maybe you talk to the person who did the study on why people with abdominal hair have a greater the tendency to collect belly-button lint (real study mentioned in the Wall Street Journal) and then rivet your audience with some direct quotes from some sales people who live and breathe lint rollers. Lint is actually a competitive business accounting for $100 million in sales every year from the two main players and they are in a nasty fight for advertising supremacy (story on CBS website).  You can wrap up the speech with a quote from fantasy writer Charles de Lint. “Don’t forget – no one else sees the world the way you do, so no one else can tell the stories that you have to tell.”  All you have to do is include your secret ingredient.