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: prnewswire