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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

Ever lost control of an interview? Some subjects ramble when answering questions. How do you guide them back on track and refocus the interview?

Be careful not to interrupt your subject or bring them back too quickly. You might offend them and lose their trust. Even worse, they might resort to short answers instead of colorful quotes.

Instead, try to paraphrase the last few sentences when they pause. Then bring the conversation back on track.

Try this question:It sounds like ___________

(technology, helpers, etc.) makes your job/hobby easier. What is different now, and which do you like better?

In general, avoid yes or no questions. But when you are trying to guide an interviewee away from rabbit trails, a yes or no answer may help get you back on track.—BrandonP@Ruralite.org

Interview Tip: How to Avoid Rabbit Trails

Winter2017

Show Your Story | 3Rock, Paper, Scissors | 2 PrePay Program Marketing | 6 Anatomy of a Profile | 8

It takes skill (and humor) to turn a bout of sunstroke into a tale showcasing community solar. Meet Case in Point, the back page column penned by Ruralite Services’ 2016 Communicator of the Year, Ted Case.

Ted is executive director of the Oregon Rural Electric Cooperative Association based in Wilsonville, Oregon. Each month, he provides content for Ruralite magazine—ORECA’s monthly publication for its members.

Ted was selected for the award because of his well-written, informative features on interesting topics and people; monthly thought-provoking columns; and genuine interest in serving ORECA members.

“Every month, I look forward to seeing who and what Ted is going to share with his readers,” says Ruralite Assistant

ORECA’s Ted Case Named Communicator of Year

Editor Jennifer Brown, who coordinates production of the magazine for ORECA. “His enthusiasm for writing is both obvious and contagious. He is committed to keeping his members informed and entertained.”

That commitment to use Ruralite magazine to inform ORECA members about the state’s people and policies earned Ted the award.

Ted has been at ORECA since 2008.

Want to read his work? You can see samples of Ted’s monthly column, Case in Point, read a selection of the features Ted wrote last year or learn more about his work at www.oreca.org. —JenniferB@ruralite.org.

ORECA Executive Director Ted Case, left, received Ruralite Services’ 2016 Communicator of the Year award from Ruralite Services’ CEO Michael Shepard. Photo by Mike Teegarden

Source: Unsplash

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Where should you put your message: online or in print?

Both, says Ruralite Services CEO Michael Shepard. He joined the utility communications cooperative in 2016 after a career in newspapers and magazine publishing.

“One of the things we struggle with as communicators is the transition to digital and online messaging while still understanding what works in print,” says Michael. “Do not look at digital as a complete transition from print. It is more complicated than that.”

Consider each message your utility wants to share. Some work best in print, while other messages should also be shared on social media or a website.

Science of Print“Print remains extremely valuable as a place to tell stories,” says Michael. “Print is great for a message people aren’t necessarily looking for—a message you’re bringing to them. Make it as compelling as possible; tell a fascinating story readers were not expecting to learn.”

Science backs up the power of print. A 2015 study by the Canadian neuromarketing firm TrueImpact used eye-tracking, brain wave measurement and questionnaires to compare the impact of print messages with email and online messaging.

The report found direct mail—materials you hold in your hands—are easier to understand than digital messages.

“Direct mail requires 21 percent less cognitive effort to process than digital media, suggesting it is both easier to understand and more memorable,” the report states. “When asked to cite the brand (company name) of an advertisement they had just seen,

[Digital] Rock,ScissorsPaper,

recall was 70 percent higher among participants who were exposed to a direct mail piece than a digital ad.”

Questions Drive Digital ContentWebsites and social media are ideal for question-driven messages. Outage updates, high-bill questions, immediate safety concerns—these are questions consumers seek answers to online.

“Folks are turning increasingly to digital sources (and away from radio and TV) for instant information,” says Michael.

Digital platforms (website, social media, videos) help utilities provide succinct information to consumers quickly.

More than half of the average website’s traffic comes from mobile devices. Utilities need to make sure their websites use responsive design for easy mobile-device viewing. Content should be geared toward answering the common questions driving consumers to the website.

Social StepsPrint helps readers discover stories. Websites answer questions. How does social media fit into a communicator’s toolbox?

“You can use social media to get out a serious message about something but in a more lighthearted way,” says Michael.

Social media can be used to help followers discover stories about their community, much as you see in print. It can also be a key communication channel during an outage. Share pictures of damage, restoration efforts and expected time to restore power.

Remember ReachKeep digital messages simple. A 2015 study by Chartbeat, a media analytics

partner, found 55 percent of website visitors spend less than 15 seconds actively reading a web page.

Think social media results are better? Think again. A 2012 PNM Resources survey of utility social media accounts found the best of the best—utility accounts with high engagement—attract only about 12 percent of a utility’s customer base.

Compare digital reach to Ruralite magazine’s last reader profile study. Fifty-eight percent of readers surveyed in 2013 read the magazine for 30 minutes or more. And when asked how many of the last four issues these people had read, 76.4 percent reported they had read all four issues. Since an average of 1.9 people read each issue, that means 477,286 out of 624,720 potential household readers open and read every issue of Ruralite magazine.

“The reality is that—at least for our industry—digital has an extremely modest impact. There is very little website, app and social media traffic, especially when you compare it to how many utility consumers read the print version of their statewide publication or utility newsletter,” says Ruralite Managing Editor Curtis Condon. “Digital and print are not equal in terms of their effectiveness or value.”

Michael agrees, encouraging utility communicators to use many—not just one or two—communication avenues to get the word out.

“Do not look at is as, ‘This goes here now,’” says Michael. “You may need to include five or six elements across different platforms to have a full communications plan.”—MeganM@Ruralite.org

Watch a video of Ruralite Services’ CEO Michael Shepard sharing his take on print versus digital communications.

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Most photo spreads are not really stories. They are a group of pictures on the same page.

“A group of people do not make a community,” David LaBelle, a photography instructor, stressed at Ruralite’s 2016 writing and photography workshop. “You need to show connections between the images.”

Every story has a beginning, a middle and an end. But that is the structure, not the heart, of the story. Structure does not move your readers.

What makes a good photo spread? Look for characters, then show the plot, conflict and resolution. Writers are taught not to ramble. The same can be said for photographers.

“If an image is boring, it’s because it has no relationship to me or anyone else,” David said. “A great writer makes you feel like you know the people in a story. You care about them. Stories and photographs should be about being human. Everyone has dreams, situations to navigate and hurdles to climb over.”

Shoot for:1. An overall introductory picture.2. A portrait of the main character. Without it, there is no context.3. An interaction with others to show humanity or the subject’s nature.4. Details.5. A closing scene.

Try a variety of angles, different times of day and a few lenses. Gather a variety of images. Shoot wide, medium and tight.

For examples of how David sees the world, visit his blog, bridgesandangels.wordpress.com. —MeganM@Ruralite.org

Show Your StoryPhotography Tip:

Freelance writer Dianna Troyer wrote a feature about an Idaho hockey coach in the February 2017 issue of Lost River Electric’s Ruralite magazine. Three pictures show the story. The first image (above) captures the subject’s nature. The next image (top right) is an overall introductory picture, while the final shot, bottom right, is a portrait of the main character. Get more great examples from your peers in our monthly share package. Photos by Dianna Troyer

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You may not wear dancing shoes at deadline time,

but here are several Footloose Kevin Bacon-era ways to ease the tension. Use these pop-culture flashbacks to create a complete local page package this month.

1. Add Some Cheer(s)A story should be a place where everybody knows your name. While there is not a hard and fast rule about how many quotes you should include in a feature, some writers submit stories without a single quote. Imagine walking into a silent bar.

Quotes—the voices of a story’s characters—are as important as the information in the story. They draw readers in, add color and help readers care.

The quality of a comment matters. Putting quote marks around the time an event starts does not work.

Do not put details or hard facts into quotes. Instead, use quotes to convey the emotion of the story.

Writing is a balancing act. Use quotes for about 40 percent of your story. Too

many quotes may cause readers to get lost in a story. A writer provides a solid framework to keep readers going in the right direction.

2. Another (Fact) Bites the DustWriters must fact-check stories. Your editor proofs content for spelling, style and grammar. Often, Ruralite editors find a name spelled one way in a cutline and another way in the story.

Allow for fact-checking time every month. Call your source to double-check the facts before you submit copy. Check:n Name spellingsn Titlesn Quotesn Hard facts

3. Choose Your Own AdventureRemember the Choose Your Own Adventure books? Every time you came to the end of a page, you got to decide where the story led. Give your editor choices, too.

Instead of sending only one picture, send lots of options (more than five

SixPop-Culture Tips

for Monthly Magazine Content

See Pop-Culture Tips, Page 5

Sources, from top left: Paramount Pictures, Electra Records,MGM/UA Entertainment Company, The40by40.com, NBC and Paramount Pictures.

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is ideal). Let your editor decide which image looks best on the page.

4. Raiders of the Lost … PictureOften, editors receive a picture after a page has been built. Imagine telling Indiana Jones he needs to go back into a booby-trapped temple he just escaped! Send artwork before (not after) a page is built.

Local pictures of people and places in your community work best. Freelancers must provide their own images.

If you are a utility communicator and need a specific type of stock image, tell your editor what kind of image you would like when you submit your story. We charge $15 to research and buy a stock image when other pictures are not available.

5. Avoid Perfect StrangersOdds are your editor re-enacts Balki Bartokomous’ dance for joy every time your story arrives with captions and IDs for each picture.

If you are sending a lot of pictures of the same people at an event, tell your

editor what people in the pictures are wearing along with your draft caption. This makes caption checking easier for everyone.

6. Keep an Eye (of the Tiger) on Deadlines(Cue images of Rocky Balboa prepping for a match.) When you meet deadlines, you give your editor time to do his or her job. Your pages cannot deliver a knock-out punch if your editor does not have enough editing and design time.

We know people miss deadlines for a variety of reasons. We try our best to accommodate late submissions, but we have a firm print deadline.

Each editor works for several utilities. When a lot of pages come in at the last minute, we cannot give each page the high level of care it deserves. And if everyone missed the deadline on the same month, it would not be physically possible to get all of the pages done on time.

Back to the FutureFlashbacks are fun, but you cannot telework from a DeLorean. For a complete local page package, use quality

quotes, fact-check story basics, send lots of pictures or ideas for stock photos, provide picture captions and meet deadlines.

Now sit back and watch Ferris Bueller’s Day Off. We take care of the rest.—MeganM@Ruralite.org

Local Page Package Checklist:n Get quality quotesn Fact-check story basicsn Send plenty of pictures or stock photo ideasn Write captions n Meet deadlines

Pop-Culture Tips, Continued from Page 4

The editing process has several stages. At least three Ruralite staff edit every magazine page, using unique ink colors to track edit authors. Then each utility has a unique review process.

“Even if your story is fabulous, there are still small tweaks that will be made along the way,” says Ruralite Assistant Editor Pam Blair. “Be careful of showing early copy to story subjects.”

Utility editors and general managers are ultimately in charge of what goes into the magazine. If they do not like a feature story, they can cut it.

“When I rearrange things or ask you to get more colorful quotes, I’m trying to make you look better,” says Pam. “Don’t assume we’re trying to beat up on you. We’re trying to make you look good and help your readers, too.”—PamB@ruralite.org

Ruralite Assistant Editor Pam Blair edits local pages with a purple pen, her trademark color. Photo by Mike Teegarden

Editing Tip:

Expect Red (or Purple!) Ink

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Planning to launch a prepay power program? Join the crowd.

Less than half of Ruralite members offer a prepay electricity program, but according to the National Rural Electric Cooperative Association, prepayment programs have grown by more than 55 percent since 2012.

Utility software tools such as SmartHub and MyUsage.com include prepay options, and more utilities are looking at prepay as a way to help consumers who cannot afford high deposits.

Prepay programs—and the energy awareness the programs build—drive consumers to use less energy. Nationally NRECA claims the average consumer enrolled in a prepay program uses 10 to 12 percent less energy.

In Oregon, the average Midstate Electric prepay member reduced his monthly bills by 17 percent. Peninsula Light Co. prepay members average about 5 percent energy savings due to coastal Washington’s milder marine temperatures.

Use these best practices to energize your prepay program marketing efforts.

Name GameSome utilities keep the program name

simple. Others develop special names to brand the program. Here are program name examples from public power utilities:

n Pay Your Wayn EnergyAdvantagen FlexPayn SmartPayn PrePaid Electricn PowerPayn PrePaid Advantagen MyChoice

Website FAQsOne of the first things to compile for any new program is a list of frequently asked questions. It is handy both for consumers and staff education. Here are a few examples:

n PrePay, Consumers Power, Oregonn PowerPay, Midstate Electric Cooperative, Oregonn MyChoice, Lane Electric Cooperative, Oregonn PrePay, Rappahannock Electric Cooperative, Virginian SmartPAY, Cullman Electric Cooperative, Alabama

Encourage One-on-One MarketingThe most powerful marketing tool could be your staff. Flint Energies in Reynolds, Georgia, launched a prepay program dubbed, “Pay Your Way,” in 2012. More than 7,000 members enrolled. The utility designed print ads and program brochures, but after a few years it stopped advertising the program.

“Our only marketing is our member service representative’s personal one-on-one with our member,” says Jimmy Autry, Flint Energies’ senior vice president of member and community relations. “We find members receptive to the discussion at three times: initial sign-up, requests for late payment arrangements and when they have financial issues.”

Brochures, Local Page StoriesWant to see how other utilities write about the program? Your Ruralite team has done the research for you. Review these example brochures and local page stories. —MeganM@ruralite.org

Fill’er Up!Marketing Tip:

PrePay Program Marketing Examples

Want to share a tip?Send it to MeganM@Ruralite.org.

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Mark Sellers of Peace River Electric Cooperative, Florida, and Amy Murphy of Alaska Village Electric Cooperative, Alaska, helped Ruralite editors generate a list of story topics for 2017. Photo by Brandon Pomrenke

2017 Energy Topics SetRuralite editors worked with input from Ruralite Service’s Communications Committee to set topics and tentative dates for the 2017 Plugged In and Power Lines features.

Plugged In features are designed to offer useful energy-related information such as helpful hints or smart practices. Power Lines features often are more hard-hitting, perhaps even a little controversial at times.

Marchn Plugged In: LED Lightingn Power Lines: Marijuana

Apriln Plugged In: What Linemen Do/Equipmentn Power Lines: Base Rate

Mayn Plugged In: Safety (including water safety) n Power Lines: High Wind and High Water

Junen Plugged In: Generatorsn Power Lines: Trump’s First 100 Days

Julyn Plugged In: Gadgetsn Power Lines: What Else Your Co-op Offers

Augustn Plugged In: The Future of Solar Technology n Power Lines: Agriculture/ Irrigation Efficiencies

Septembern Plugged In: Water Heating Technology n Power Lines: What Affects Your Rates

Octobern Plugged In: Public Powern Power Lines: Salmon and the Dams

Novembern Plugged In: Holiday Safety n Power Lines: TBD

Decembern Plugged In: Gift-Giving Gadgetsn Power Lines: Commitment to Community

Share Your Energy Topic IdeasIf you have suggestions for upcoming energy features, please contact Assistant Editor Jennifer Brown. —JenniferB@ruralite.org

Everyone sees the world differently. Photography composition—the way we fill the frame—is a personal choice.

At Ruralite’s 2016 writing and photography workshop, photographer David LaBelle said it is fine to ignore four common composition myths if they conflict with the way you see the world.

Myth 1: Avoid BacksYou often hear you should never photograph someone from the back. But sometimes a subject turning their back tells an important story. They could be walking away from something or comforting someone. Trust your gut and capture the story.

Myth 2: Avoid the MiddleMany photographers are taught the “Rule of Thirds:” to divide the frame in thirds horizontally and vertically. In theory, when something is at the intersecting points, it is more interesting. Generally, that is true, but not always. Do not be afraid to put the subject in the middle of the frame. It might work.

Myth 3: Never Chop LimbsPhotographers are warned not to chop off heads or limbs. But is every limb necessary for your picture? It is fine to not include them if they are not important. Cropping (i.e., chopping) helps focus your frame on more important elements.

Myth 4: Turn From the Sun Have you heard you should always have the sun at your back? This may be true in some cases, but you can use the sun to create powerful shapes and textures. Try positioning the sun directly behind your subject for textural backlighting.

Want More Inspiration?For examples of how David sees the world, visit his blog, bridgesandangels.wordpress.com, or read his monthly photography column in Ruralite.—MeganM@Ruralite.org

Photography Tip:

Myths of Composition

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I am a curious person by nature and I love a good story. Give

me a one-on-one conversation with someone and I’m in my element listening carefully and asking lots of questions. Most begin with, “Would you tell me more about … ” or, “Why?”

Because people fascinate me, it is not surprising that when I began writing nonfiction, I was naturally drawn to profile articles. A profile article explores the background and character of a person, group or business.

Whether the focus is on a news angle or a single aspect of the subject’s personal or professional life, a profile gives the reader a greater understanding of the subject through the lens of his or her personal interests, career, and educational and family background.

Some may call me a snoop, but my professional moniker as a profile writer gives me a legitimate reason to contact total strangers and ask them about their lives and their interests.

Everyone has a story, and profile writers help tell these tales to the world. You can, too. Here is the basic structure of a profile.

Bait, Hook, Lead ...Whatever You Call ItYour profile starts with an intriguing beginning that draws your reader into your story. Like with good fiction, a profile lead grabs the action and puts the reader in the middle of it.

It can be an anecdote, pure information, a description, a quote, a question or a comparison. The lead can flash back to what the person’s life or a business was like in the past or what is happening in the present.

Unlike news articles, profiles do not need to answer the standard questions of who, what, when, where, why and how in the first paragraph. Also known as a “nut graph,” this paragraph explains

who your article is about and why this person is interesting. In a profile, it is usually found following the lead.

Building a Great BodyThe body of a profile—whether organized thematically or chronologically—weaves background material with details and quotes.

In a narrative profile, you may want to include comments from additional or secondary sources such as family, friends or colleagues. In the Q & A format, your interview is only with the subject.

Wrapping It UpUnlike news articles that conclude when all the information has been presented in an inverted pyramid form, profile articles—such as essays and fiction—need closure.

An easy way to wrap up is with a circular ending, which refers back to your lead or the article’s subject or thesis. Another easy way to end is with a descriptive scene or a summary statement. An interesting quote from your subject will leave his voice in your readers’ heads long after they complete the article.

Subjects for profile articles are everywhere. This month as you move through your days, make a list of the interesting people you meet or already know. Then ask yourself: “What careers, hobbies or experiences do they have that others might want to know about?”—LRussell@gorge.net

Lori Russell has written profiles about people, their passions and their places for

more than two decades. A regular Ruralite magazine contributor, she been published in magazines and newspapers nationally.

Lori Russell’s Anatomy of a

Profile

Source: Unsplash

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Communications RuraliteServices.org (503) 357-2105Efficient

Ruralite Board Chairman Brad Reeve Honored The Alaska Power Association namedBrad Reeve, chairman of Ruralite Services’ Board of Directors and general manager of Kotzebue Electric Association in Kotzebue, Alaska, the 2016 Mason LaZelle Award winner.

The LaZelle Award is given to those who make significant contributions to the electric utility industry and their community.

Brad is known as a pioneer in the development of renewable energy and other innovative concepts in Alaska. Under his leadership, Kotzebue moved from 100 percent diesel to a combination of energy sources, cutting the co-op’s fuel consumption by 35 percent.

His community hosted President Barack Obama in 2015, demonstrating the impact of renewable energy on remote rural areas.

But his impact goes further than lowering power costs. On Ruralite Services’ Board of Directors, he oversaw big changes, including the addition of Efficiency Services Group, the purchase of a new headquarters building in Hillsboro, Oregon, and hiring CEO Michael Shepard.

He has served as president of his local Boys and Girls Club and is a past president of Alaska Power Association Board of Directors.

Brad retires in February after more than 30 years at his utility and seven years on Ruralite Services’ Board of Directors. We are going to miss him!—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

Marketing and Editorial Specialist Victoria Hampton, left, took Ruralite’s Social Media Support Program on the road in January. She spent a day at Lane Electric in Eugene, Oregon, sharing best practices with, from left, Lane Electric Energy Services Representative John Murray, Executive Secretary Brenda Everts, Member and Regional Affairs Manager Dave D’Avanzo, Information Technology Coordinator Andy Cave and Energy Services Representative Zechariah English. Want to learn about the program? Visit www.RuraliteServices.org/Tools/Social. Photo by Audra Haines

Social Media Road Trip

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

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