August 2008

Vol. 1, Issue 7

Contents:
1. Writing Services
2. Resources Highlights - Bike Blvd & Bike Parking Videos
3. Hot Topics - Leader Communication

Writing Services

BICYCLE - to leaders of the bicycle movement this word equals exhilaration and joy. But too often, target audiences read "fringe" and "bizarre" when they see this word and accompanying prose that assumes a positive connection.

One Street's Writing Services offer a bridge between bicycling's best trumpeters and its skeptics. Sue Knaup, our professional writer on staff (and Executive Director), has worked with leaders from all sectors and all levels of support for bicycling. She listens to your vision and reshapes your words to resonate with even the staunchest critics without losing your passion and message.

• logos and taglines
• brochures
• web site copy
• newsletter copy
• ad copy
• copy editing
• corporate image packages
• direct mail copy
• trade articles
• press releases
• business letters
• marketing manuals
• product promotions
• annual reports
• proposals
• white papers and policy language

Sue's writing experience includes:

• published author in periodicals and as co-author of two books
• five university-level creative writing and publishing courses
• participation at six professional writer continuing ed conferences
• member of Professional Writers of Prescott and critique group
• countless coaching sessions with leaders reshaping their words

Sue has also worked in all sectors of the bicycle movement: as the owner of a bike shop for thirteen years, as a leader of nonprofits, and as a member of government commissions. No matter your role for the movement, Sue understands your needs.

If you'd like to learn more about One Street's Writing Services, please contact Sue at sue{at}onestreet.org or 928-541-9841 and visit our Writing Services web page

Resources Highlights – Bike Blvd & Bike Parking Videos

This month we have two fabulous videos to share with you that are sure to get your creative juices flowing for the communities you serve. Make sure to set aside a few minutes to absorb these innovations. You can also find them in One Street's Resources section of our web site:

• Berkeley's Bicycle Boulevards video (8 minutes)
• On-street bike parking video (4 minutes)

Hot Topics - Leader Communication

Over the past several months we've had numerous discussions with organization leaders about the differences between leader communication and everyday communication. It's easy for leaders to slip into the dangers of everyday mode when talking with important partners, officials and even other leaders and staff within their organization. In fact, many of the organization emergencies we respond to began with miscommunications that slipped away from the heightened awareness of leader communication.

So what is the difference? Most importantly, leader communication is based on the needs of the listener. This is not necessary in everyday banter. Here's an example from inside an organization:

"Hey, Joe, I've got a headache. Give me that proposal so I can go home." Versus:
"How are you doing on that proposal, Joe? (listens to response) That's great. I'd much rather you felt comfortable with the budget before you give it to me. Let's make sure to wrap it up tomorrow."

You can see that the reason for the communication changes completely from the needs of the leader to the needs of the staff person. The leader's headache is still addressed because she can still leave right away. She has also established the proposal urgency that was buried in the first example. By sticking to leader communication instead of everyday communication, you send an underlying message that you hold great value in the person you're speaking to and see their perspective as primary.

Such internal communications can dramatically affect the cultures of organizations – a very serious consideration. Leader communication (or the lack thereof) can also make a profound impact on outside relationships with partners and officials. Here's an example:

"Mr. Mayor, I just don't understand some of the silly things council members said about the bicycle proposal today. I get so frustrated by what they say sometimes."

This message might be fun at the bar with your friends, but to this highly important official and potential partner, it relays the message that this is not a leader speaking but just another irate individual who can't offer any assistance towards solving the issue at hand. Try instead:

"Mr. Mayor, I've studied the issue and would like to offer the expertise of my organization to help you show the other council members the benefits of the bicycle proposal. When would you like to sit down and discuss a strategy with me?"

Again, this leader communication shifts the subject from the speaker's needs to the listener's needs.

A good rule to remember when you're communicating with your partners, officials and other leaders and staff within your organization, is to squelch your complaints and focus instead on what they are experiencing or might need. If you don't know, start your communication out by asking them. That will set you on the right track to great leader communication!