Fake News vs. Real News

by Elle Ray | Feb 27, 2017 | Communication

The Media Landscape’s Shifting Regarding News

Those of you of a certain age may remember the TV commercial for hair color that said it left your hair looking so real that “only your hairdresser knows for sure.” Do you remember that? At least she had a hairdresser to tell us if the color was fake or real.

In today’s over-saturated news universe, there is no one person, organization or source totally without bias. None can be unequivocally trusted by every single citizen. These days, if the skies turned purple and a booming voice heard round the world shouted out answers clearly in every known language, you may wonder if there’d be naysayers who refuted its existence. But if it really happened, is it “fake news?”

fake news and the shifting media landscape

Skeptics Abound

The skeptics in our society serve a purpose. They keep us all honest. Skeptics question everything they read or hear. They always ask for proof, for substance. They enjoy playing the devil’s advocate to make us question our assumptions to the core. For every faction who says they’re right, there are an equal number of people who believe just the opposite. Even facts are in dispute today. Welcome to the era of fake news.

It’s very unsettling. It’s troublesome when you have to take a poll to find out which apple is organic and which is laden with so many chemicals that it’s toxic. If you picked it from the tree yourself, does that mean it’s safe? You see water falling from the sky, yet you’re told that it’s not raining. What can you do when you can’t even trust your own senses? When does fake news start to become surreal?

Pick a Side, Any Side

As a former journalist and as a writer who today produces copy that’s read by many, Linda Ray of Ray Access has always prided herself in fair and accurate reporting. Everything she writes is researched from reputable sources. She checks the “About Us” page on websites to find out if they have potential conflicts that make their information questionable. She goes to original sources whenever possible to hear directly from the “horse’s mouth” what was said … or whinnied.

But does that matter anymore? Like beauty, fake news may lie in the eye of the beholder (or the reader). Upon learning a source’s political leanings, gender, age, race, sexual orientation, all of these things or none of them, do you believe the source more if the characteristics of the writer are more like your own? Would you simply dismiss out of hand every notion from someone who’s different from you?

In other words, is the source of information an actual fountain of credibility today? fake news: one plus one Is reality objective or subjective? Does first-hand experience mean anything at all or does it mean everything, meaning anything outside your experience can’t be trusted? Is education itself a sham? Does one plus one equal three?

Only Time Can Tell

When doomsayers proclaim that the world will end next week by a giant meteor hurtling toward earth, some people believe it to be true. The impending disaster becomes news. When the week passes without incident, does it become fake news? And if so, do all those who went about their business, not believing a word of it, sit around over their usual morning coffee and say, “See? I was right, and you were wrong.”

But a problem remains, a problem similar to that of the boy who cried wolf. When a real planet flings itself out of orbit next year and we need to take shelter, that bell has been rung already. No one believes the scam the second time around. It’s immediately declared fake news without follow-up. The boy cried wolf too many times and lost his credibility.

Perhaps the only truth in today’s world is found in the lens of hindsight. Only by living through each day can we look back and see what was real news and what was fake news. And only by continuing to question each and every assertion can we comfortably say goodnight in peace, knowing that the answers will come tomorrow — that the only real news is yesterday’s news.

Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.

The Message or the Medium

by Elle Ray | Dec 20, 2016 | Communication

Send Your Message in an Appropriate Medium

In 1964, Marshall McLuhan coined the phrase “the medium is the message.” Due to a publisher’s error, his follow-up book became The Medium Is the Massage. Being writers, we certainly can understand typos. But when they are so right-on — as McLuhan thought when he saw the mistake — they must deliver some underlying, deeper truth.

And as true as both sentiments were in the 1960s, so they remain valid today. The medium you use to send your message has just as much to do with its acceptance as the words you use to convey your ideas. As a matter of fact, the medium you choose may have even more to do with the validity of your message today than it did back in the day.

The Medium Speaks

McLuhan posited that the means by which you deliver a message becomes embedded in the actual sentiment. In 1964, marketers chose between radio, TV and print. Which one they used to put out their word actually shaped (or massaged) the way it was ultimately perceived. Imagine if the Canadian philosopher and public theorist saw the way consumers communicate today.

He’d probably take solace, knowing that he was so very right. And it’s this question of “what comes first: the message or the massage?” that keeps marketers up at night. And to get a handle on the entire concept, you may need to boost your market analysis to find out the level of importance your target market places on how you send your message — and what your medium says about you and your company. As an extreme example, what would you think of a company that sent out marketing materials by fax?

Who Are You Talking To?

Call a Millennial from your landline to invite him to your launch party, and you’ll probably never see that guy at any of your company events (nor see his name come across your desk as a new client). But send your message in a tweet or a post on a hot community Facebook page, and he very well might show up with all his friends in tow.

Tweet that you have a special going on for seniors — and have fun sitting all alone at your business. But if you send an email or leave a voicemail message about how much you appreciate his previous business and want to show your appreciation with a sale just for him, and you better make sure you have plenty on hand. You’ll be swamped.

How You Send Your Message Says a Lot About You

So not only do you have to consider the message your prospective target sees, but you also must take into consideration just what your choice of medium says about you and your trend savviness. Ask a Millennial, for example, to call you back with her RSVP, and she may just roll her eyes and say, “No thank you, dinosaur.” Ask a Baby Boomer to post her RSVP on Facebook, and she’ll just pretend she didn’t hear you and wonder about your trustworthiness.

The medium you choose tells the world whether you’re hip and with-it or old-school and ready for retirement. So what’s a business owner to do when you want to reach a diverse audience of all ages, but don’t want to come off as a Luddite? Consider the facts:

All generations use email.
Email is one of the most trusted sources of contact for Millennials, Gen Xers and Baby Boomers.
Consumers over 65 use email, but still prefer postal mail.
Mobile apps, text messages and social media are strong media for reaching Millennials, but drop off drastically as the media of choice for everyone else.

Basically, email is the safest medium to use when you want to reach the most people. You also can’t go wrong with a high-quality website and interesting blogs to send your message. Consider:

87 percent of all adults use the Internet.
97 percent of consumers 18–30 use the Internet.
67 percent of those over the age of 65 use the Internet.

The Moral of the Story

The point of all this is to:

Applaud your use of the Internet to reach the most people.
Remind you that you’re being judged by your constituents in ways you may never have even considered, so listen closely to their feedback.
Be nice, use the appropriate medium for your message and surprise: you’ll make money.

If you’re having trouble coming up with a new topic or engaging content to fill your tweets, posts and blogs, contact Ray Access. The writers and editors of Ray Access are poised to come to the rescue. Whether you want to reach Millennials who prefer communicating through emoji’s rather than talking on the phone or the high-end Baby Boomers looking for more ways to spend their money, Ray Access can pointedly reach your audience with just the right amount of savvy. We can speak the language of your readers, no matter who they are.

Our medium is the message, and we know how to massage the written word, yo. So relax, sis, chill and veg-out. It’s all good, cool — lit. And it’ll be very much to your liking, sir, right up your alley and smooth as silk stockings.

Dudes with ‘Tudes

by Elle Ray | Oct 25, 2016 | Communication

How to Avoid Creating an Email with Attitude

Don't send email with attitude

Many people believe the best way to convey a strong or sensitive message in a non-threatening manner is through writing — in an email, a text, a social media post or (God forbid) a written letter. Sending a message in writing may seem to be somehow less personal, less threatening and maybe even less dangerous. Maybe you think you can avoid a scene or avoid an unwanted response like tears or threats.

The fact is that your attitude shows in everything you touch, whether it’s through your tone of voice, in your body language or via the written word. Text messages and email with attitude rank among the greatest offenders these days. Still, these old words stand today:

“Attitude is a little thing that makes a big difference.”
― Winston S. Churchill

Be Careful What You Wish For

Imagine for a moment that you need a client to submit some guidance on a project with a firm deadline, but that client is procrastinating and keeps putting you off. You need him to respond or you’re going to miss your deadline. (Of course, this never would happen in real life, right? Things like content delays are fiction.)

You’ve sent several nice requests through email and had a very pleasant phone conversation during which the client agreed with you while reiterating his need for you to meet his deadline. And then — deafening silence. You wish you didn’t have to go through this. You make a mental note not to work with this difficult client again, but you’re still stuck.

So you decide to write another email, this time a little stronger, expressing your need. You say what’s on your mind in such a way that you infer he’s sabotaging the project and making your life a living hell. He responds rather quickly this time by firing you and taking his business elsewhere. You never came right out and accused him of anything, but your tone was very clear.

Words Matter

The words you use matter. As professional writers for our clients, the team at Ray Access is especially sensitive to the impression that tone takes in a written piece of work. Our writers and editors have been on the receiving end of those messages and lost our share of goodwill through a poorly worded email with attitude. But we’ve learned from those mistakes.

Remember, when you send emails and texts, the person who receives your message can’t see your body language. A slightly titled head, raised eyebrows and conciliatory half-smile go a very long way when you have to deliver unpleasant news. But you’re a blank slate when sending an email. Also, it’s really hard to hear your own voice when you’re upset or angry. The words come pouring out when you’re emotional. You don’t often consider how they’ll appear on the other end.

Tone It Down

Tone is difficult to convey in writing. Ideally, you’d have a partner who’s willing to be honest with you (like we fortunately do at Ray Access) to whom you can send an email with attitude before sending it off to its intended target.

“Wow, that’s not really necessary to say,” a true friend or partner may tell you when you’re about ready to blow it up. “Why don’t you phrase it like this…” These pearls of wisdom can save your skin. A few other quick tips to avoid sending an email with attitude that can ruin an otherwise good relationship include:

Consider your source. If you’re sending a message to someone you know is very sensitive, tone down your words even more and pepper your message with soft-pedaling positivity.
Ask for clarification from someone before sending an accusatory or harmful note. You actually may be the one who has misunderstood a message.
Keep it short. You’re less likely to offend in an email with attitude when you keep the word count to a minimum — just stick to the facts.
Pick up the phone instead. When all else fails, go old school and try a face-to-face meeting. You may be surprised how sharing a meal or even a cup of coffee can set the stage for mutual understanding and respect — just when you thought all was lost.

Email Etiquette Tips

by Elle Ray | Aug 22, 2016 | Communication

Don’t Sacrifice Courtesy for Convenience

There’s been much written about the sheer audacity of cellphone users who refuse to set down their devices when in the physical company of others. Enough about it already. If you don’t understand etiquette, the ways of polite society, enough to understand that it’s rude, inconsiderate and downright wrong to bury your nose in your phone while another person is standing or sitting right in front you, then there is little hope for your future success in any relationship — be it in the personal or professional arena.

bad email etiquette

Instead, let’s review some basic email etiquette boundaries and rules. And we’re going to get personal here; something we rarely do at Ray Access. But as technology takes over our lives, it’s more vital than ever that we treat each other with respect.

Email Etiquette Trumps Texting Time

As baby boomers who have fully embraced email in lieu of talking on the phone, we understand that these days, many people eschew email in favor of texting. We also understand that much of the email traffic occurs on mobile devices, versus the draconian desktops or more familiar laptops.

That’s all well and good; we love the convenience of texting as much as the next person. But texting is not appropriate for long messages with instructions or questions that call for lengthy answers. Even email requires some level of thought and consideration rather than just a quick “Pick you up at 8,” version that’s more suited to text messages.

Anybody Home?

Whatever device you use to receive and send email, the rules of email etiquette are clear and, for the most part, unequivocal. At least if you want any of our business. So do us all a favor and follow these simple rules:

Respond in a timely manner. If we send you an email to ask if you’d like to work for our company, for example, you’d best reply within 24 to 48 hours. Otherwise, you’re toast in our book — black toast that only belongs in the trash. We don’t need an instantaneous reply, but we do expect the courtesy of a response, even if it’s to say, “no way.” And we’re sure other employers feel exactly the same way.
Make sure the subject line matches your email message. Please don’t add us to a 30-message string. Not only does it make us feel like an afterthought, there’s a chance we’ll miss the actual message you’re sending.
Which leads us to another tactless point that email etiquette lovers shiver when we see: Don’t look up an old email and tag on a new message with reply. At least take the time to delete the previous verbiage that has nothing to do with your current request.
Use the important tag only when it really is vital and you want us to look at it and respond immediately. Email etiquette demands that if something is really important, you should call. By calling, you have a much higher chance of an instant response if that’s what you really need. Don’t try to bully us into thinking your message is more important than others.
On our list of Top 5 Email Etiquette Blunders is this one: Proofread your work before sending. If your message is so long that you don’t have time to give it a quick read for errors, then it’s too long for anyone. Consider creating a Microsoft Word document that you can play with, edit and change before you send it.

practice email etiquette

Email Etiquette for Dummies

Once you hit “Send,” your integrity, values, personality and intelligence are out there for the world to see — or at least for the recipient of your email to see. If you want to appear smart, considerate, respectful and polite, think before you click.

Others may have different email etiquette priorities, and you can tell what those are by the way they communicate with you. Some people, for example, believe that it’s rude not to include a greeting and ending salutation to an email. That’s not required for us, but we respect those who practice it. Everyone can take away some suggestions from this blog that yes, is a bit of a rant. Mea culpa. Send us an email if you disagree: info@rayaccess.com.

No BS: Communicate with Confidence

by Elle Ray | Jan 17, 2013 | Communication

Be Confident Whenever You Speak to Others

How you feel directly influences how well you communicate. We can all appreciate, for example, how impossible it is to hide intense feelings of anger or sadness when trying to talk to clients, bosses, or even a loved one. Similarly, your level of confidence shows through as well.

Your confidence shines through your words and actions

Ideally, before you speak, you should consider what you’re going to say and how you’re going to broach the subject. You should also be sure you have your facts right. Add to the mix how you feel about yourself, which we’ve just explained colors your words, and you have a virtual booklet to read before ever get to open your mouth. If every person was this thoughtful before speaking, the world would know no war and few arguments.

In the realistic world, we all take shortcuts. Every chance we get. Open mouth, insert foot, close mouth. Repeat. If your goal is to communicate clearly, though, you must understand both the internal and the external forces that direct not only the words you speak but the tone of your voice.

Examples in Confidence

Here’s a real-world example. Let’s say you’ve studied the latest Facebook changes for your company. In a meeting the next day, the boss asks for your input on how to best use the social networking site to market your product or services. You realize all eyes will be on you, and the thought terrifies you because you feel self-conscious about your teeth or your weight. When you do finally speak, you keep your eyes on the table in front of you while your voice stays a low mumble. Do you think your boss is going to give your suggestions much credence? Can you imagine them promoting you to a top marketing position? No to both questions.

Here’s another example. Imagine you meant to spend the previous evening on Facebook checking out the latest developments, knowing the meeting was approaching, but you got caught up in a chat with an old high school buddy. The next thing you knew, it was midnight, so you shut everything down and went to bed. At the meeting the following day, anxious to make a big impression with the boss, you start spouting off what little you did discover in your “investigation.” When you can’t answer questions from the floor and begin sputtering, your whole charade comes tumbling down. Do you think you made a very good impression? Will they take you seriously next time you have a suggestion for how to improve the company? No to both questions.

Tips for Self-Confidence

Look at your reflection When preparing for a meeting, a party, a networking event, or any gathering with intelligent, important people, start with a little confidence booster. Look directly in the mirror and try to see yourself objectively. Maybe you’ll see that a little blush or hair gel will give you a more polished appearance. Go ahead and add whatever little touches you need to make you feel good about how you look. Then smile at your reflection and tell yourself that you’re ready for the encounter — because no matter who’s in attendance, you got it right!

If your self-confidence is in the toilet for deep-seated reasons that go back to your childhood, consider therapy or a support group. Professional help or support from peers can help you overcome image or confidence issues. No matter how well-versed you are or how much you know about a subject, your words will fall on deaf ears if you don’t believe in yourself and your abilities.

One Final Note

Make sure to get your facts straight. If you ever get caught spouting BS in an effort to impress, your credibility will be shot. Done. Kaput. No matter how good you feel about yourself, keep your mouth closed until you’ve done your homework — all your homework.

A cocky attitude and inaccurate information will likely damage far more than just your presentation. But when you have a solid grasp of the facts and speak without fear or embarrassment, you send a message that you are someone to be taken seriously. Communicate with confidence and put your career on the fast track!

That’s Not What I Meant

by Elle Ray | Jan 10, 2013 | Communication

Here Are Some Communication Shortcomings

Communication. Merriam-Webster defines “communication” as an act of transmitting a message or an exchange of information or opinions. Human interaction hinges on sending, receiving, and reacting to information, whether verbal, written, or sensory. We send messages whether we intend to or not.

Look it up in the dictionary

But are those messages reaching your intended audience in the manner you hope they do? You don’t always know how a person will receive your message because there’s usually a lot going on behind the words that affect your communications.

The main question is: are you sending the messages that you intend to send or are you inadvertently transmitting information that strikes others in a way you didn’t expect? Being clear in our communicative styles is both an art and a skill. It takes a certain finesse to deliver criticism or bad news, for example. Too often, when we talk to another about a failing or offer what we think is constructive advice, we invoke a defensive response. Worse still, we can alienate our family, friends, coworkers, or customers through an inadvertent lack of subtlety. The art of letting a person down gently, expressing your opinion, or delivering a critical report is a skill that you can learn, but your education starts not in the classroom, but in your heart and mind.

By taking a quick inventory every morning, you can get in touch with your true nature and the mood that most likely drives your interactions each day. If you’re like most people, that mood varies from day to day. For example, days that you wake up feeling fresh and excited about the tasks ahead, knowing full well you’re up to all the challenges and eager to meet them — those days you’ll most likely talk to everyone with positive overtones you don’t have to manufacture. On the other hand, on those self-critical, negative mornings when you’re filled with fear and trepidation, not sure how you’ll manage to get through the burdens you’ve been strapped with — those days probably elicit harsher tones and negative projections on everyone you talk to… even those whom you praise.

Communication is not just about the words you say, it’s also about how you deliver them. More often than not, your mood affects your message more than the actual words that come out of your mouth. Even your memos, emails, letters, and reports can reflect your mood at the time you composed them.

You can learn the skills inherent in communication through a wide range of instruction and practices we’ll discuss in a later post. In the meantime, if you want to make sure you’re getting across the message you intend, let someone else read it before you send it. The writers at Ray Access have a knack for cutting through the moods and attitudes so that your blogs, emails, press releases, and articles are clear and free of emotional overtones. As the writer and speaker, you usually don’t recognize it. We can — and do. Email us at info at rayaccess.com for a preview of editing services that can save you from having to follow up with explanations and embarrassing apologies for sending inaccurate or unintentionally vague communications.

Next Entries »