The document provides tips for writing concise summaries, including being tough on your own words, prioritizing paragraphs, and removing unnecessary details or adjectives. It emphasizes getting to the specifics and key details of the content. A case study example from SaskPower recommends aligning all communication stories with strategic priorities, featuring employee voices, and using important images and graphics. The document stresses giving readers the most important information first to engage them quickly.

1. Lust
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2. Be$tough$on$your$own$words
$
• Beware$the$long$windup$and$passive$voice$
• Priori5ze$your$paragraphs$
• The$Color$vs.$Crap$Test:$If$you$took$it$out,$
would$anyone$be$worse$off?$
• Go$easy$on$the$adjec5ves$

4. Get$to$the$specifics!
$

5. Find$the$good$detail$.$.$.$
$

6. $.$.$.$And$ditch$the$bad$

7. Department$of$
$
Redundancy$Department
$

10. Envy
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12. The$Strategy$Ladder$
Business$Goal
Communica5on$
Goal$
Messages$
Content$
Channel,$Audience,$
Timing,$Crea5ve$
Measurement$

13. Case$Study:$SaskPower
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• All$communica5on$stories$must$be$directly$
aligned$with$2011$strategic$priori5es$
• Stories$must$feature$the$voice$of$an$employee$
closest$to$the$work$
• Images$and$graphics$are$just$as$important$as$
content$

14. 40

16. Glukony$

19. Give$your$readers$the$good$stuff$first!
$
• If$you’ve$ever$suffered$the$agony$of$a$
misplaced$catheter,$you$know$the$torture$it$
involves.$$
• Dr.$Errol$O.$Singh$is$figh5ng$a$bakle$to$make$
sure$that$nobody$ever$has$to$suffer$through$
that$nightmare$again.$And$he’s$winning$that$
bakle.$$

20. The$less$interes5ng$the$content$.$.$.$The$
faster$you$have$to$be$