Writing Pizzazz

Take a look at the employment section of your Sunday newspaper or the corresponding Web site on the subject, and one thing is apparent. The most important prerequisite in almost every job description listed, along with computer literacy, is “excellent written communication skills.” Correct spelling and grammar, of course. That goes without saying. So what are they referring to exactly?  In lieu of what has become the all-too-common clunky pace of today’s cyberspace jargon, how about an easy flow of words with a touch of style and grace, the difference between a plow horse and a Lippizaner.

How to achieve such liquidity in your writing style is the thrust of Spunk & Bite: A writer’s guide to punchier, more engaging language and style (Random House Reference $16.95). Sounds a little like a textbook. And, well, it is a bit textbookish, at least in the broadest sense, since it’s all about words and how to use them with greater clarity, harmony and specificity. But following best-selling author Arthur Plotnik’s own dictates, this tome is written with a touch of spunk and bite in a jazzy, highly entertaining manner, with no sacrifice to content.

Who says the chance to write with more punch and vibrancy should be confined to the keyboard of the journalist, poet, novelist or student? How about the ever increasing output of text required these days by the agency copywriter, for example, or corporate communicator? Particularly in the latter instance, with so many more e-mail reports, memos and letters, now part of the everyday business lexicon. Not to mention those ubiquitous business presentations propped up by an omnipresent parade of PowerPoint visuals subsuming the power of the spoken word.
 
Don’t toss out your battered old copy of Strunk and White just yet. But along with its elementary rules of usage, stretch your writing abilities to include the new elements of style promulgated by the sprightly locutions of Spunk & Bite.

Bring in the Clowns! But don’t Forget the Other Players

Beyond its whimsical title, 10 Clowns Don’t Make a Circus (Adams Media, $14.95), pays off with a stockpile of useful information jam-packed into its pocket-size, 300 pages. Applying the intuitive advice of Yogi Berra, “you can observe a lot by simply watching,” co-authors Steven Schragis, national director of the Learning Annex, and Rick Frishman, head of one of New York’s leading book publicity firms, did their observing among a variety of celebrated business leaders and assorted movers and shakers the likes of Donald Trump, former Miramax CEO Harvey Weinstein, former New York governor Mario Cuomo and basketball coaching wizard Pat Riley. 

Each was asked to share a single insight—a basic rule, practice or belief that played an important role in his success. Condensed into 250 cogent rules of the business road, the result is a collection of simple but effective strategies for managing everything from people, workloads, companies and careers.

The words of wisdom are followed by a lengthy paragraph explaining “What It Means.” Then “An Action Plan” offers concrete suggestions on how to apply the advice given. Finally, “Even Better” goes a step beyond to further explain how the information provided can be effectively utilized. “Master just one rule a day,” promise the authors, “and in no time you’ll manage everything…with more skill, more confidence and more success.”   

 When the Chips Are Down…

One of the most appealing things about motivational speaker and success consultant Brian Tracy’s latest book, Crunch Point (AMACOM, $17.95), is its compact size. A mere 110 pages, if you’re a fast reader you can breeze through it in little more than the time it takes to fly from New York to Chicago.

What you’ll get, implicit in the book’s subtitle, “21 secrets to success when it matters most,” are some powerful strategies for dealing with the inevitable setbacks that occur—on the job, at home or anywhere in your life. From the annoying speed bumps along the way, to a full-blown crisis that can derail a company or send your personal life spinning out of control, here are ways not merely to cope with the setbacks, but to come out a winner.

Tracy’s concise chapters are easy to digest. Packed with practical tips and entertaining stories to illustrate points made, there are also insights from psychology and brain science, augmented with inspiring examples from business, history and the author’s own experience. Each can-do lesson is wrapped up with specific action steps.

Here’s a sampling of the suggestions offered on how to proceed in the face of a crisis:

• Get the facts. Find out exactly what happened before making any decisions.
• Take control. Accept 100 percent responsibility. Refuse to make excuses or blame others.
• Cut your losses. Walk away from a situation that can’t be saved.
• Communicate constantly. Keep people inside and outside your organization informed.
• Resolve to persist until you succeed. Face up to and surmount each problem.

PR Agency in a Box

The target audience of the For Dummies books is “smart people who are absolute beginners.” In Public Relations for Dummies (Wiley Publishing, $19.95) the spotlight is beamed, obviously, on PR. So, if you’re a smart cookie with basic PR skills who wants to kick things up to the next level, here’s just the book for you.

Written by communications professionals Eric Yaverbaum, Bob Bly and Ilise Benun, the book moves along at a fast clip. First, the co-authors cover techniques used to create successful PR campaigns. Next, PR materials needed and how to create them. Ways to work with the media to get your material published. Power techniques to gain media notice and coverage. Finally, a collection of useful tips and proven strategies to maximize media exposure for your business or organization.

The fast-paced 27 chapters cover everything under the sun about PR, from what it is and how it works, to detailed “how-tos” ranging from planning a full-blown PR campaign to nitty-gritty stuff like writing an effective press release and getting it into print. A complete chapter called “Getting a grip on new technology” covers blogs and their value in the PR mix, with suggestions on how to create them, pitch them, and use them effectively in business. Podcasting is also covered with tips on how to get started in the new medium and how to utilize it effectively. Indexed from A to Z, the book covers virtually everything you need to know on every aspect of public relations and how to make it work for you.