OnLine Fall 2016 | 1

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www.RuraliteServices.org 5605 NE Elam Young Parkway, Hillsboro, OR 97124

Writing and photography tips for Ruralite Services utility communicators and freelance writers

Do you cringe when asked to photograph people holding an oversized check?

Your goal is to communicate with readers. To do that, pictures should connect with readers at a base level. Many pictures are universal, sharing a moment of love, pain, wonder or other emotion.

A picture with a plaque or large check is not a universal picture.

“Sometimes you have to use staged pictures, but focus on pictures that tap into universal feelings,” photographer David LaBelle advises. “I’m not against big checks. I’m against placing them on your cover. The general public does not care about those pictures. Someone does, so you can set aside a certain place on your local pages for them. But remember: Pictures of people with plaques or big checks do not drive engagement or reading.”

After taking the staged shot, look for casual moments connected to the story. If the check was a donation for a food pantry, get shots of donors stocking the shelves. If the donation supports scholarships, spend an afternoon with a former student who works in the community.

Capture pictures of the people affected by the money. Those are images you can take to the bank. —MeganM@ruralite.org.

Photography Tip: Show Cheer, Not Checks

Fall2016

Keep Revisions on Track | 4Members Win Top Honors | 2 Cracking Photo Composition | 6 2017 Story Brainstorming | 8

Some fishermen practice catch and release, but attendees at Ruralite’s Reel in Your Readers workshop kept every lesson they learned this October.

Thirty-four utility communicators and freelance writers met for three days in Bend, Oregon, for Ruralite’s biannual writing and photography workshop.

For a behind-the-scenes look, check out pictures from the workshop on Facebook. Here are three handy tips from the event.

Aim for the Stars Photography instructor David LaBelle encouraged students to aim for stars in their images—not the celestial kind, but elements that help pictures shine.

“If you see something, identify why you are drawn to it,” he advises. “What stands out?”

A picture can have more than one star, but each image should shine with at least one of these core elements:

Swapping Fish TalesThree great catches from Ruralite’s 2016 workshop

n Lightn Compositionn Capturing a momentn Subject

David shared examples of star elements from his 40-year career portfolio, and spoke on the power of pictures to connect readers to people and events.

Strike a Balance A story ideally is told with pictures and words working together to pull a reader into a story.

“Words are not the same on their own,” David shares. “We need visuals. It’s part of who we are.”

He reminds students pictures should not be thought of as filler for pages. Instead, they are a critical communication tool. Readers process pictures 60 times faster than words. A picture can be filled with clues about a story.

See Fish Tales, Page 2

A team of workshop attendees works together on a writing assignment. Photo by Brandon Pomrenke

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Ruralite members shined at the Northwest Public Power Association’s 2016 Northwest Communications & Energy Innovations Conference (NIC) in September.

Barbara Johnson Leads by ExampleBarbara Johnson of Tillamook PUD, Oregon, was honored with NWPPA’s Lacy Peoples Award. The honor recognizes her lifetime commitment to the public power industry and remarkable work in the areas of marketing and communication.

Barb has been in the public power business since 1992 when she joined the PUD as a receptionist. Her leadership and communication skills helped elevate her to the position of public relations manager in 2006, the position she holds today.

“She is always such a pro,” says Ruralite Assistant Editor Mike Teegarden. “Nothing seems to rattle her, and her smile never fades. Her service on Ruralite’s Communications Committee has helped us shape our message as well with her thoughtful input.”

Barb, a member of Ruralite’s Communications Committee since 2008, has been honored as a past Ruralite Communicator of the Year. A past NIC committee chairwoman, her work won several NWPPA Excellence in Communication awards during the past decade for website, brochure and pamphlet design.

Clearwater Power Wins Top Communication AwardNWPPA presented the 2016 Tom Hougan Award for best overall communication effort to Clearwater Power, Idaho. Clearwater Power Marketing Communications Specialist Jeff Marshall accepted the award on the utility’s behalf.

At the 2016 NWPPA Excellence in Communication Awards, Clearwater received an average of 45.4 points out of 50 possible points. The utility won four first-place awards for advertising campaign, special publication, internal communication and wild card; a second-place photography award; and a third-place annual report award.

More from the NICFind more moments from conference at Facebook.com/RuraliteServices.

The most powerful pictures have a face to engage the reader. Capturing detail is also important if you have a large amount of copy.

“Detail pictures provide important information, and they are wonderful graphic tools, too,” David says.

Step Away from the StoryMuch of this year’s workshop focused on photography, but writers got a skills boost, too. Freelance writer Lori Russell worked with attendees to fight writer’s block.

“Writer’s block isn’t something you have to break through or write around,” Lori explains. “Invite it in. The block might be trying to tell you something.”

Often writers hit a block when working on a subject with which they are not comfortable. Lori encouraged writers to name the fear behind the block. Listen to it, acknowledge it and use it.

For example, if you fear nobody cares about the subject, find out what is in it from the consumers’ perspective. Write from that angle.

Other common strategies for fighting writer’s block:n Walk away for a few minutes (or days). n Outline the story first.n Warm up your writing with easier tasks (social media posts, emails) before tackling stories.n Write the last line first.

Ready to Go Fish?We share highlights from the workshop in OnLine, but it is not the same as being there. Plan to join us for the next workshop in Seaside, Oregon, in early October 2018. Have a workshop topic suggestion? Call or email Assistant Editor Jennifer Brown at (503) 718-3719 or JenniferB@ruralite.org.

Fish Tales, Continued from Page 1

NWPPA honors Barbara Johnson and Clearwater Power

Barbara Johnson of Tillamook PUD, Oregon, was all smiles in September when NWPPA honored her with the 2016 Lacy Peoples Award. Photo by Victoria Hampton

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OnLine Fall 2016 | 3

2016 Workshop Flashback!Top left, clockwise: Instructor David LaBelle reviews pictures with students. Assistant editors Pam Blair and Mike Teegarden were serenaded by attendees. Joanna Stelzig, Tillamook PUD, Oregon, left, collaborates with Shelley Paik, Kauai Island Utility Cooperative, Hawaii. With the help of instructor Lori Russell, right, freelance writer Denise Porter sings about writer’s block. Leyla Marshall, 10-year-old daughter of Jeff Mar-shall, Clearwater Power, Idaho, poses for David as students wait for the sun. Jeff shares best practices. Elissa Glassman, Northern Lights Electric Co-op, Idaho, is backlit by a flash during an early morning photo hunt. David used Corby Erwin of Plumas-Sierra REC, California, as a model. A team of writers tackle writer’s block lyrics. Photos by Mike Teegarden, Brandon Pomrenke and Megan McKoy-Noe

See more workshop moments and post your best shot at Facebook.com/RuraliteServices.

https://www.facebook.com/ruraliteservices/photos/?tab=album&album_id=1468682199815426

4 | OnLine Fall 2016

Writing instructor Lori Russell shares insights at Ruralite’s 2016 workshop. Photo by Mike Teegarden

A writer’s job is never done. Once a first draft is written based on interview notes and research, the real work begins. A day or more after you finish your first draft, pull it back out and get ready to revise, revise, revise.

Writing instructor Lori Russell shares seven tricks to keep story revisions on track.

1. Keep Writing TightDo you warm up with a few sentences before you dig into a story? When you make your first set of revisions, get rid of pointless content.

“Is your first sentence part of the story or just about the story you have not started yet?” asks Lori.

Fluff can be anything—from descriptive sentences or people to places not central to the story. Edit out grandchildren, sponsors and life history.

“Keep your writing tight,” says Lori. “Every word should do a job.”

Seven Tricks To Keep

Story Revisions

See Story Revisions, Page 5

On TrackIf you have a few paragraphs about an

event or person that is interesting, but not needed for the story, pull it out and use it as a sidebar. Sidebars keep side stories from pulling the main feature off track.

2. Be ClearYou are not writing a mystery or thriller. Be direct, and let readers know what you are writing about up front.

Use simple language at an eighth-grade reading level or lower. Avoid listing too many statistics or numbers.

“A lot of times we see descriptive words that do not really describe what is going on,” says Ruralite Assistant Editor Mike Teegarden. “For example, what does ‘very big’ mean? When you describe someone as ‘tall,’ how tall are they?”

As you review your story, keep an eye out for lazy or distracted writing. Make sure your paragraph order works, too.

OnLine Fall 2016 | 5

Story Revisions, Continued from Page 4

3. Focus on PrecisionSome writers add longer, “fancier” words to dress up an article. But the goal of a story is to reach readers, not sound smarter than the reader.

“Business speak distances readers from what we are trying to communicate,” Lori explains.

Cut business jargon words: utilization, profitability, implementation, etc. Stick to words with one or two syllables, when possible. Say exactly what you mean, and make sure anyone could easily understand you.

4. Sound CheckAlways read your writing out loud. What jumps out at you? Listen for awkward sentences, fragments, obscure words, and changes in tense or viewpoint.

Uncommon words are fine to use once, but no more. Listen to the way your story flows. Make sure you have a variety

of sentence lengths—short, medium, long—and construction.

5. Put People FirstWhen reviewing your story, make sure the people—their faces, their concerns—stand out.

“If you have written about crop failures, rewrite about farmers in crisis,” says Lori. “Including people adds action and movement to your story.”

Writing should be active, not passive. Active writing focuses on people: who smelled, saw, felt and heard.

Putting people first in your story keeps your verbs active.

6. Keep it RealYour story should be honest—just the facts. Avoid sentimentality and idealism.

“Sometimes when you have a sweet story, it is hard,” says Lori. “Keep your feelings out of it.”

“Sometimes we hear the writer’s voice

and opinions instead of the subject’s voice,” adds Mike. “For example, a writer might say, ‘It was a delicious meal.’ That is not a fact. You can not prove that. It is a value judgment.”

“You need to be specific,” says Ruralite Assistant Editor Jennifer Brown. “Instead of writing a subject was ‘failed by society,’ write ‘they felt failed by society.’ ”

Check your writing for opinions. Replace them with facts or attribution.

7. Look for BeautyLast, but not least, check to see if your story moves you. It should move beyond answering the question of who, what, when, where, why and how.

“We write to share more than basic facts,” says Lori. “Dig deeper. That’s what creativity is all about. Create beauty, express an emotion or an experience. It can happen with an image, a sentence or a word.”—MeganM@Ruralite.org

“Keep your writing tight. Every word should do a job.”— Lori Russell

See design examples and learn more at RuraliteServices.org/Tools/Websites.

Never leave visitors with a disability in the dark. Our websites are responsive and offer

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6 | OnLine Fall 2016

We compose pictures based on the way we see the world. Everyone sees things differently. Composition is a personal choice, but it does take foresight.

“Composition is the setting you build in your viewfinder, then you wait for a performer to complete the picture,” says photography instructor David LaBelle. “Always look for potential.”

Work ahead. Think about how you are going to get the shot you want. Try these three ways to arrange elements and subjects to engage readers.

1. Play With SpacePhotography is the art of subtraction. Go closer. Subtract distractions. Fill the frame. Six inches can be the difference between being a participant or spectator.

But just as there is a time to get close and see faces, there is also a time to pull back to set the mood. Know when you should back off. Some stories need space. Is what somebody is doing interesting? Or is where they are doing it interesting? Maybe it’s both. Include the environment.

2. Aim for Details and PatternsYou decide what will be in the frame and how the subject will be arranged. Look for symbols and visual anecdotes you can add to the frame. Well-composed, detailed pictures support the overall story and plot.

Small details—picture magnets on a refrigerator, a prized heirloom, even a tattoo—can be important visual cues that help a reader better understand and appreciate a story.

Great photojournalists are part detective. They use clues to put pictures together. Details are important to suggest the underlying story.

Watch for repeating forms, too. Photos are musical art. When you are looking at patterns and shapes, change your angle to see how it affects the composition. You capture a different feeling when you shoot from above or the side.

Cracking CompositionPhotography Tip:

Three Ways to Fill Your Frame

Look for details and patterns to add color to a story. Photo by Denise Porter

See Composition, Page 7

OnLine Fall 2016 | 7

Survey Says...Ruralite conducted a survey of utility communicators in September. Questions focused on magazine issues, energy topics and common consumer concerns.

Eight state-specific surveys (FL, AK, OR, WA, CA, AZ, NV, ID) were sent to 60 utility communicators. Twenty-six people responded—a 43 percent response rate.

Common Concerns, NeedsRate changes and uncertainty are the biggest challenges facing utilities, according to respondents. Regulatory changes are a close second, with time management and how to focus messages rounding out main communicator concerns.

Writing stories for local pages and digital communication tools (video, social media) rank as the most valuable services Ruralite can offer members, followed by accessible website design and digital magazine delivery.

Content Readers ValueAccording to survey respondants, readers value recipes above any other magazine content. Energy topics covered in Power Lines and Plugged In are the next highest-valued content. Local stories and faces remain reader favorites, too.

Stories about craftsmen, the local economy, energy, new technologies, hunting and fishing resonate with readers. Stories about weird hobbies are a hit, too.

Next Steps Ruralite Communications Committee members got a copy of the results for their state and a compilation of all results. The committee used the results to brainstorm story ideas for 2017. —MeganM@ruralite.org.

From left: As a sponsor at NWPPA’s 2016 Northwest Communications & Energy Innovations Conference, Ruralite staff met one-on-one with members to find ways to support communica-tions excellence. Marketing and Editorial Specialist Victoria Hampton, left, connected with Brian McLean, Peninsula Light Co., Washington. PenLight worked with Ruralite to revamp its newsletter and website this year. Jeff Marshall, Clearwater Power, Idaho, left, and Ruralite Graphic Designer Duy Mai celebrated Clearwater Power’s 2016 awards. Photos by Duy Mai and Victoria Hampton

Coming Soon as a Sponsor Near You!

3. Angle for BackgroundsBackgrounds can be helpful or harmful. Avoid ugly mergers, when a pole or horizon cuts into your subject.

Move your lens to find separation between the background and your subject. Change angles to try to surprise your readers. Things look differently from above. Shoot from below, too. Getting down low changes the affect of your background.

Always look through your frame in layers. See the subject, then the background. Use foregrounds to lead the eye and create depth in your images. Find foreground to add depth and tone. Without the foreground, an image can become one-dimensional.

Backgrounds add scale to images, too. Use that scale to add contrast to your image. Writers compare things with words for scale. Do the same with pictures.

There are no rights or wrongs in photo composition. It is a matter of choice. For examples of how David sees the world, visit his blog, bridgesandangels.wordpress.com. —MeganM@ruralite.org.

David LaBelle ranked this image as a favorite from 2016 workshop students. His only suggestion was to watch the background. Look for an angle where the bar does not go through the boxer’s head. Photo by Geoff Oldfather

Composition, Continued from Page 6

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8 | OnLine Fall 2016

Survey,Jenga

Post-its and

Wonder how Ruralite’s editorial calendar takes form? It starts with input from Ruralite Services’ Communications Committee. The 10-member group—representing eight states, with two at-large positions—met in Bend, Oregon, in October.

“The committee’s insights and ideas inform the development of our programs, products and the editorial calendar, impacting communications and services for more than 70 utilities in

Committee Brainstorms Story Ideas, Services

See Committee Meeting, Page 9

OnLine Fall 2016 | 9

From left, Managing Editor Curtis Condon, left, eases out a Jenga piece. Corby Erwin of Plumas-Sierra REC, left, and Big Bend’s Kelly Dugger answer Jenga questions. Assistant Editor Jennifer Brown puts committee story ideas onto Post-its for voting. Lane Electric’s John Murray discusses Ruralite programs. Members, including Tillamook PUD’s Joanna Stelzig, left, and Corby brainstorm story ideas for 2017. Photos by Mike Teegarden and Brandon Pomrenke

nine states,” said Ruralite Services CEO Michael Shepard. “The committee has been a valuable sounding board for many years. But in order to best meet each state’s future needs, the committee must develop a stronger voice.”

Committee members used a Jenga game, neon-bright post-its and a stack of stickers as brainstorming tools.

“I thought the meeting went great,” said Committee Chairwoman Corby Erwin, member/energy services manager at Plumas-Sierra Rural Electric Cooperative in California. “I really enjoyed all the new interactive processes to get input and ideas from everyone on the committee.”

Here is an overview of the meeting.

Building Up RelationshipsAn oversized, two-foot-tall game of Jenga helped break the ice. When pulled from the stack, each game piece posed a question about utility programs or writing. Amidst laughter and an early game collapse, players answered questions and explored utility differences and strengths.

Survey Targets Energy Topics Armed with results from Ruralite Service’s 2016 Utility Communicator Survey (see story, Page 7), Assistant Editor Jennifer Brown and Content Marketing and Development Manager Megan McKoy-Noe posted the survey’s most valued topics around the room on large, brightly decorated pieces of paper. Topics were:

n Electrical safetyn Energy efficiencyn Scamsn Solarn Smart homes/technologyn Knick knacks In teams of two or three, communicators took two minutes

per topic to brainstorm story ideas for each topic.

Post-it Editorial Calendar Story ideas were copied onto stacks of neon Post-it notes. Using stickers, committee members voted for the most valuable topics. The Post-it notes will be used to build 2017’s energy topics calendar, giving Ruralite editors direction on story development.

A Look AheadThe meeting ended with a discussion of other ways Ruralite Services can help support utilities. Members talked about video production needs, an energy-efficiency newsletter, digital magazine options, raising awareness of website accessibility solutions and more.

A big thanks to everyone who helped at the meeting. Find a full list of committee members here.—MeganM@ruralite.org.

Committee Meeting, Continued from Page 8

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10 | OnLine Fall 2016

Powering

Communications RuraliteServices.org (503) 357-2105Efficient

Editorial Pet Peeves, Insights At the end of Ruralite’s workshop, roles were reversed. Attendees asked staff anything and everything about Ruralite editorial, writing and photography rules.

Pet Peeves“My pet peeve is people who do not follow directions.” —Curtis Condon

“Organization is a big deal. What I want is the story, photos, captions all together at once.” —Mike Teegarden

“A story can be wonderful, but if the pictures are no good you lose half the audience. Do not make pictures an afterthought.” — Pam Blair

GraphicsAllow about a month for building custom graphics.

Always check picture and logo resolution. Higher resolution gives staff the ability to crop, if needed.

OK to Modify Staff StoriesFeel free to edit Power Lines stories for your pages. Make it local.

Magazine Design“Our last redesign was in 2009. We have specific ideas for a refresh, using the company that designed our current look. Expect incremental changes in the grid, color scheme and fonts.”—Curtis Condon

Have a Question? Why wait for a workshop? Ask your editor anything. We work for you.—MeganM@ruralite.org

Let us know how we can help!

Curtis Condon, CCC Managing Editor | (503) 718-3718CurtisC@ruralite.org

Follow us for writing tips and ideas RuraliteServices/

Kathi VanderZanden Director, Communications and Marketing(503) 718-3724KathiV@ruralite.org

Jennifer Brown, CCC Assistant Editor | (503) 718-3719JenniferB@ruralite.org

Mike Teegarden, CCC Assistant Editor | (503) 718-3716MikeT@ruralite.org

Linda WisemanMagazine Assistant(503) 718-3717LindaW@ruralite.org

Charlie StanleyWebsite Solutions Manager(503) 427-1414CharlieS@ruralite.org

Duy Mai Graphic Designer(503) 718-3721DuyM@ruralite.org

Pam Blair, CCC Assistant Editor | (503) 718-3723PamB@ruralite.org

Megan McKoy-Noe, CCCManager, Content Marketing(678) 468-9600MeganM@ruralite.org

Brandon Pomrenke Associate Editor | (503) 718-3722BrandonP@ruralite.org

Ruralite Services Marketing and Editorial Specialist Victoria Hampton, left, gave staff donations for Write Around Portland to Program Assistant Emily Garcia. The program offers free writing workshops in hospitals, schools, treatment centers, correctional facilities and homeless shelters. Ruralite staff donated 130 journals as part of the co-op’s commitment to community. Learn how you can help at writearound.org.

Ruralite Supports Write Around Portland

Victoria HamptonMarketing and Editorial Specialist(503) 718-3739VictoriaH@ruralite.org

Michael Shepard CEO | (503) 718-3725MichaelS@ruralite.org

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