Bit of a "pie" kind of guy

By George Ross

I’m the video editor for Fides Media and therefore am very much involved in the company’s fairly new exploration into videos. I have been at Fides for a few months now and what strikes me is the desire and passion I’ve found here that envelopes the whole company and everyone who works here.

It is a way of life, like a sense of humour, something that has that extra sparkle that brings a smile to your face in the morning. This sparkle is something that I have tried to bring to the videos I have been part of and I have tried to create in them a sense of the values that Fides stands for.

Since joining the company in October 2011, I have been not just a video editor I have been a cameraman and sound engineer when filming the videos, which I then edit.  I also look after the Fides Media website and put out the occasional social media tweeter thus making sure that all of the pieces of the puzzle come together

So you could say that with all of the various roles I have it is very much like having fingers in many different pies, each with a different experience and satisfaction when the job has been completed. When you look back at a previous project those memories of hard work and sweat remind you of the problems you faced in getting the project to where it is today and you feel a sense of delight just as you do when you have a nice pie.

Just so you know my favorite pie is apple. 

Over-using upper case is a CAPITAL OFFENCE

By Michael Wadley

IMAGINE FOR A MOMENT THAT WE ONLY HAD CAPITAL LETTERS. IF WE DID, THEN AFTER A WHILE READING THINGS WOULD BECOME SUCH A CHORE WOULDN’T IT?

WELL WE CAN THANK OUR LUCKY STARS FOR THE EXISTENCE OF lower case lettering.

You see lower case is a lot easier to read than upper case. And that’s the reason it was introduced.

This is important for a writer to know because writers need readers.

And they need to make it easy for their readers.

Because it’s a very competitive market out there when you think just how much there is to read in today’s connected world. Why on earth should someone read your stuff?

Table FOR FOUR SIR?

Even if what you have to say is interesting and relevant to your readers, surely the last thing you want to do is give them a hoop to jump through?

It’d be like a Head Waiter – all Smiles and respectful gesturing - Showing someone to a Table in a Restaurant but then Bashing them on the Knees with a Broomstick as they Walked Along with Him.

Try not to use too many capital letters. There really is no need. People’s job titles – should begin in lower case. So, it’s chief executive, managing director, account manager, etc. Plus words like government, internet, board, awards, spring, summer, chairman… all begin in lower case please.

That’s how newspapers write these words. And it’s something YOU SHOULD PAY ATTENTION TO AS WELL…NO, I’M NOT SHOUTING AT YOU, I’M JUST EXAGGERATING IN ORDER TO HAMMER THE POINT HOME IN AN ANNOYING FASHION. SORRY.

Sssshhhh! You never know who’s listening

By Tim Richardson 

Not everyone needs to be media trained. After all, not everyone is going to be speaking with the media. But everyone – wherever you work should be media aware. And one of the key things is knowing when to keep schtum.

I am no longer amazed about people reveal without knowing who could be listening. Last year, I spent an hour-long train journey hearing about all the work gossip from a group of healthcare workers. Spicy stuff.

Then there was the guy dissing a work colleague while in a packed lift.  And don’t forget the office receptionist and work colleague dishing the dirt on job losses while I waited patiently for my appointment.

People may feel they can say what they like in the security of their own building, but it simply isn’t true. And if you’re not safe in your own office, then how safe are you in public such as a pub or train?

So think about it next time you’re discussing potentially sensitive information. It’s not just journalists you need to be aware of. People Tweet stuff and use different social media all the time. If you say something you shouldn’t have, it could be online in seconds.

Kinda scary, huh?

Measure for measure

By Alison Garner

Ah, the joy of industry awards. The chance to shine a light on that project you always knew was a winner.

But oh, the effort required; firstly to remember what went on, and then to write it all down. Those endless questions about objectives, tactics, and then - scarier still - results, can leave you wishing you’d never agreed to enter.

Having delivered projects, written awards entries and judged awards submissions, I’m not too sure which is most tricky. But probably the judging process. Because it’s clear that everyone who enters believes wholeheartedly in what they’re doing. So how do you rate one entry against another?

I’d love to say it’s all about the passion, originality, great narrative, etc. But truthfully, it mostly comes down to reliable old measurement.


Despite any brilliant storytelling, in the end, it’s nearly always about which one best shows - through proper unarguable metrics - how the project’s stated objectives were met or exceeded. 


Yes, unarguable. It means bluffing won’t cut it. Statements like ‘increase awareness’ or ‘attract users,’ can end up looking lame when compared to entries that show results against objectives like ‘increase awareness from 10 per cent to 25 per cent in twelve months,’ or ‘recruit 500,000 users in the first six months.’

So forget terms like ‘leverage’, ‘educate’, ‘promote’ or ‘communicate’ and answer the question – what actually happened as a result of your programme? 

When you can explain that, you’ll see that measurement isn’t dull at all – because it allows the great creativity and execution behind all you’ve done to really, properly shine.


But if you can’t, then maybe save your time and your entry fee until your measures are firmly in place - and for now, use other ways to show people how your project is making a difference.