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PR Pro Down: Turning the Agony of Error into Long-Term Excellence Susan Dosier PRSA Southeastern Conference April 7, 2016
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Transcript of PRSA_SE_ErrorToExcellence_public.Dosier
PR Pro Down: Turning the Agony of Error into Long-Term
Excellence
Susan Dosier
PRSA Southeastern Conference
April 7, 2016
+ The big mistake
+ What caused the error?
Review of systems showed:
1. Testing notes weak
2. Editor behind deadline
3. Editor disregarded editing notes
4. Pressure to make deadlines
5. Copy editor moved a comma
+ That sick feeling when you hit send….
+ Thank you for that error-free copy!
+ What Causes Mistakes?
+ My Top Ten List
1. Tight, changing deadlines
2. Competing demands
3. Poor communication
4. Fatigue
5. Blood sugar, stress,
medical issues
+ My Top Ten List
6. Bravado: I’m smarter than best practice
7. Out-of-date website, press kit copy
8. Changes: deadlines, key meetings, calls
9. Emailing on the fly
10. Venting in the wrong
space/time
+
+ YOUR Magna Carta of Accuracy
Image from BBC History Magazine
+ Error Prevention: Tracking Systems
ONE MASTER COPY—where does it live and who has final say?
Agree on how to name files once changes start.
Who makes changes?
Save every version.
House final separately.
+ Error Prevention: Proofread
n Read copy out loud.
n Read copy backwards.
n Proof from print, not a screen.
n Highlight every edit on original AFTER you make the change on the new doc.
n Circle proper nouns, stats, and CHECK them even when you know they are correct. Mark it when done.
+ Error Prevention: Organization
n One to-do list, one notebook
n One calendar
n Start early, allow for challenges
n Make “proofing dates”
n Ask someone to read behind you
+ Error Prevention: Personal Moxie
n Never, ever work outside the system
n Never, ever decide you know best
n Delete if you cannot confirm
n If I make this change, who will back me up?
n Commit to excellence
+ Error Prevention: Management
n Scheduled press kit updates
n Regular website content reviews
n Is the right person doing the right task?
n Is the system working?
+
Research the error like a journalist.
What happens when you goof?
+
Take responsibility, report your findings to the client.
+
Commit to future excellence.
Fix what caused the mistake.
Good luck!
DK Communications Group, Charlotte NC
704.993.7871 mob
Find the presentation on Facebook:
DK Communications Group
+
