• Approximately 100,000 school leavers (16%) leave school every year unable to read, write and spell adequately for the demands of daily life

• 20% of adults fail to attain the literacy level expected of an 11 year old

We’re sure you’ll agree that figures like these are surprising, and really quite frustrating. Back in 2007 the BBC reported that although £500m had been spent on literacy schemes, the results were relatively small. Standards of reading remained relatively the same over a long period of time – since as early as the 1950s.

We recently met with Christopher Mulvey, a trustee of The English Project. The study aims to enhance both awareness and understanding of the story of the English language – including its history, the present and the future. The project is gaining momentum, with events, activities, debates, educational initiatives and surveys all forming part of the project – the long-term aspect of the project will be a visitor attraction in Winchester.

We’re really excited about the work of the English Project; through promoting and celebrating our language alongside the research and important implications of the project, we feel it has great potential to make a positive impact on standards of language, literacy and communication in schools, businesses and social circles.

On the 13^th October, the English Project and its supporters are encouraging us all to celebrate our language with the first ever English Language Day. They will be holding a number of events and there are many ways to get involved – from simply submitting your ‘kitchen table lingo’ or running an event through your company. You can visit http://ow.ly/2fz9s to find out about joining the celebrations.

Whilst the economy is in the midst of what everyone hopes is a recovery from the recession, with this comes inevitable change for us all. Some firms have ridden the wave and now need to ensure they are safeguarded against re-emerging competitors whilst others have been severely hit, with redundancies, loss of profit and tight budgets all part and parcel of the situation.

Either way, companies in any position need to ensure that their employees are engaged and motivated to ensure that change does indeed bring recovery. We thought we’d share  some essential tips that all companies should take note of.

• Never forget that communication is a two-way process. Listening is one of the most important parts of communication. Ensure you capture employee feedback about developments in the firm. It’s important that you act on this feedback too; employees need to be assured that their opinions are heard.
• Coherence between your internal and external comms is a must. There needs to be a clear fit between what you are telling your employees and what you are telling your customers, shareholders and the general public. In turn, this will reflect on what the media is telling everyone too.
• Tone is important, and timing? Crucial. Think about your message. Are you celebrating a new project win or talking about an important technical change? Ensure that the tone is right for the message otherwise employees may find it hard to judge the nature of the situation. Getting the message across at the right time is key to ensuring it is received in the best way possible.
• Consistency is vital in all communications. Including those with members of your organisation. Ensure that your communications are always on brand and that if you commit to a particular style or channel, you stick to it.
• What’s in it for me? This is the question that is on any audience’s mind, especially the internal audience. Remember this and ensure you explain the benefits (however long term they may be) clearly and confidently.
• Internal communications is not an option. It really is a mandatory part of any communications strategy. So, much like your marketing and advertising, plan it and budget for it – you’ll soon be reaping the benefits!

If you’d like to speak to us about your internal comms and how we can help call us on 0117 9371 383 or email harriette@strattoncraig.co.uk.

It seems you can’t read the news anymore without realising that language is changing at an accelerated rate thanks to the ease with which people can visit other countries, chat on their mobile phones and, of course, use the internet.

Certainly the rate of change seems much faster than it was, for example, two hundred years ago, but in business, the use of ‘text speak’ will at best seem that you are trying, unsuccessfully, to be ‘down with the kids’, at worst it will make you seem hopelessly unprofessional.

It’s no secret that you modify your language according to who you’re speaking to; you may describe the weekend’s events differently depending on whether you’re talking to friends or your mother. However, we still see businesses everywhere who don’t apply this to their written communication. A business communicating without a clear language strategy is like being spoken to by your father, your best friend and everyone in between, all at once. It just doesn’t work.

Stratton Craig draws on a team of writers with a broad range of experience, which means we can help craft a language that defines a business and clearly communicates to its audiences. We’re excited by all the new things that seem to be happening to language, but we recognise that there is a time and a place for rigid structures and exactly the right words chosen for your specific industry.

If you’d like to discuss using the appropriate language for your business, please call Harriette on 0117 937 1383 or email harriette@strattoncraig.co.uk.

After finishing university, I thought my learning days were behind me. But now, after spending two weeks at Stratton Craig on a work placement, I’ve realised that nothing could be further from the truth. The following is a list of the top 5 most valuable things that I’ve learnt while working at Stratton Craig:

1. Writing copy isn’t as easy as it looks. In fact, the easier it looks, the harder it was to write. Guaranteed.
2. The world of copywriting is fast-paced. At Stratton Craig, phones are ringing, emails are being sent and copy is being written constantly.
3. Selling is more about listening than it is about talking. I didn’t really understand this one at first: how can you sell without talking? The real question is: how can you sell without knowing who you’re selling to?
4. It’s a cliché, but no two days at Stratton Craig are the same. A business will always need words, meaning you never know who’s going to be on the line when you pick up the phone.
5. The plural of octopus is octopodes, not octopi. This is because it’s based on the word’s Greek root, not the Latin one, according to the OED Online. However, dropping ‘octopodes’ into casual conversation, or any conversation for that matter, will get you some funny looks!

All things considered, it’s been a pretty amazing two weeks, and I’ve learnt so much. This post could easily be titled ’50 Things learnt’. If you’d like to discuss work experience or internship opportunities, please email Harriette at harriette@strattoncraig.co.uk.

Matt Stephens

PS – I’m also now a dab hand at making tea!

“Language is as much a part of how you present yourself – and how other people react to you – as the way you dress�.

Caroline Taggart and J.A. Wines

Ever since the earliest known grammar systems were established in Iron Age India, language and grammar have continued to evolve as foreign influences and the requirement for new words to describe new inventions and inevitable social changes emerge. A novel written 50 years ago will feature stark differences to one written today.

The importance of grammar has been rather lost in the current education system although business communications still demand a high standard of understanding. With a number of our clients we have either developed or worked with strict house style guidelines, which can include rules on anything from hyphenation and capitalisation to word preferences and sentence structure.

As much as the colours in your logo, the font used on your collateral and the company strapline all define your brand, so too does the language you use and the finer details that go with it. By using the correct grammar and style rules, your brand can communicate clearly with your audience and is less open to interpretation.

Perhaps most importantly, consistency across your communications demonstrates professionalism. After all, as Taggart and Wines highlight, ‘if we alwez rote howeva we pleazd itd b like turning up 2 an interview in ript jeanz n a scruffy t-shirt, y’know?’.

If you’d like to discuss developing a house style and how to implement it, please call Harriette on 0117 9371 383 or email harriette@strattoncraig.co.uk.

Secrets to creating great blog content

At Stratton Craig, blogging is a crucial part of our clients’ communications strategies, but when you’re posting three times a week – or even trying to muster up something original once a week – it can be hard to consistently create compelling content for your blog posts.

Sometimes finding different, interesting and useful content to share on a blog proves tricky. But keeping your conversations regular and insightful is crucial to engaging the right people.

With that in mind, here are 11 ways to consistently create great blog content:

1. Re-visit your blogging legacy

Have a look through your previous posts – are there any blogs you can add a second part to, an update, additional content?

2. Read through the last 24 hours home feed on your Twitter account

Reviewing the last day on your Twitter newsfeed usually delivers a few good blog ideas or content themes to explore.

3. What are you doing at the moment? Share the love

Discuss things you’re working on at the moment: projects, new client work, challenges, success, lessons learnt. Add value.

4. Check the blogosphere

Look at what bloggers are posting and expand their debates – this is a great way to further link into the blog community.

5. Become a source of exclusive information

Are you a thought-leader in your commercial space? No? Become one. Add exclusive content in your area of expertise.

6. Ask for help

Speak to your clients, colleagues and trusted network associates about what interests them. Ask for their help in creating content.

7. Do market research

Get online and see what your competitors are talking about. Then write something better on the same subject. Add insight.

8. Get passionate

If you have strong beliefs or proven methods around a commercial subject, share them. Share your passion. Readers love this.

9. Remain teachable

Ask your readers what they want to see. Start a survey, ask your audience what they value. Create statistical value.

10. Start with the end in mind

Remember why you’re blogging – think back to your earliest blog posts and recall what sparked you to start blogging.

11. Think ‘giving’ not selling

A sign that a blogger is usually finding it hard to create great blog content is when they start selling on posts, rather than giving. Remember to give, give, give.

We’ve just been commissioned to provide social media and blogging support to celebrity personal trainer, Mark Anthony. With his new 6 Week London Body Plan podcast, Mark is a great representation of the future for fitness in the digital era. If you’d like to speak to us about your social media strategy please call Harriette Hobbs on 0117 9371 383 or email harriette@strattoncraig.co.uk.

Since the launch of the Retail Distribution Review (RDR) in June 2006, IFAs and firms have been getting to grips with the changing legislation. The purpose of the RDR is to improve clarity with which firms describe their services to consumers and increase the professional standards of financial advisers. Transparency and trust are essential for this industry.

Stratton Craig has been working within the financial markets for over twenty-two years. We’ve survived two recessions, watched as brands and governments have come and gone and witnessed some history-changing events. But through all of this the need for clarity and conciseness has continued and is perhaps more important now than ever before.

The financial world is a complex one but one where consumers are demanding clear communications and a strong narrative. That’s why we work with financial providers to help tell their story in the best way to their clients.

Far from dumbing down a subject, we plan and execute a communications piece by carefully gaining a thorough understanding of your culture, values and objectives so that we can start to help you tell your story convincingly. This is best summed up in our three step process to ensuring your business objectives are met and exceeded – whether that’s to increase revenue, build your client base or both.

The result of our auditing process is carefully crafted work that is designed to capture and retain the attention of your target audience, adding long-lasting value to your business.

For more information on our Blueprint process please call Harriette Hobbs on 0117 937 1383 or visit our website www.strattoncraig.co.uk/blueprint

Every law firm needs marketing. Gone are the days when solicitors could promote their firms by lunching with clients or personal friends in the business world, important though these channels may be. But when excellence and expertise are expected as the norm, how can a prospective client select a firm when they all appear so similar?

To stand out requires a strong, clearly defined brand. Or to put it in another way, your brand is your reputation. This is how you communicate your uniqueness, make complex propositions simple and differentiate yourselves from your competitors.

With the introduction of the Legal Services Act seeking to liberalise the market for legal services and encourage more competition and consumer focused legal firms, now is the time to ensure your communications define your firm.

Stratton Craig has been working within the legal markets for over twenty-two years. The legal world is a complex one but one where consumers are demanding clear communications and strong brands. That’s why we work with legal services providers to help tell their story in the best way to their clients. Far from dumbing down a subject, we plan and execute a communications piece by carefully gaining a thorough understanding of your culture, values and objectives so that we can start to help you tell your story convincingly.

This is best summed up in our three step process to ensuring your business objectives are met and exceeded – whether that’s to increase revenue, build your client base or both. The result of our auditing process is carefully crafted work that is designed to capture and retain the attention of your target audience, adding long-lasting value to your business.

For more information on our Blueprint process please call Harriette Hobbs on 0117 937 1383.

Everyone likes a good story. Whether it’s funny, sad, gives hope or leaves you feeling seriously depressed, a story captures an audience and helps them to empathise with the teller. In the same way, the story of a business has a hugely significant role in defining its brand values and capturing an audience.

A gripping, authentic and inspiring history – or even a story about one small detail of a brand – has real appeal to consumers. Give them something, even if it’s just one thing, to remember.

At Stratton Craig before anything else, we want to know our clients’ stories. We’ll help tell them in the best way and to the right people. The story of Rapunzel told by the Prince to his mates would have been very different to the one told to her father!

We’ll be looking at different stories over the next few months but we thought we’d start with the inspirational Cobra Beer.

Cobra founder Karan Bilimoria was up against quite a few obstacles when he began in business in 1990 – a recession, £20,000 of debt and an established brand leader in the market.

But Bilimoria’s success came initially from recognising opportunities and focusing his sharp intellect on turning negatives into positives.

Cobra was originally brewed in India and shipped to the UK in large bottles. As a newcomer, Cobra had to compete with an established beer in the Indian restaurant market. Diners in Indian restaurants were also more used to drinking smaller bottles of beer with their curry.

But Bilimoria pointed out to his potential clients just how authentic the larger bottle was and stressed the benefits of sharing one bottle and two glasses. It worked and the cases began to shift. After five years his revenue hit the million pound mark.

Unfortunately not every story has a happy ending and Cobra Beer recently went into administration. But we think the early story behind this company proves the importance of making the most of opportunities and communicating your unique offering effectively.

To find out more about our storytelling process, please call us on 0117 937 1383 or email harriette@strattoncraig.co.uk.

An interesting question, posed recently by the Editor of LegalWeek.com, and one which we felt was important to engage with, seeing as professional services are a core market for our team at Stratton Craig.

You can read the full article here, (http://ow.ly/1L7dG) and it makes for interesting reading on the legal sector.

Use of the word ‘greedy’ might not be appropriate, but it conveys the way many outside of the legal profession feel about the industry.

The responsibility for this perception lies firmly with the profession itself, in their marketing of themselves, the way audiences are engaged externally and  how the public and press are reviewing information they see, hear and read.

This brings us to consider what perception, reputation and communication mean to many in the legal sector, and how perception can play a vital role in the way external audiences relate to the sector.

Have you considered what your reputation and perceptions are in the marketplace? Are your communications conveying accurately what your main messages are?

Returning to the subject of perceived greed – remember, this is only based on conclusions the public and press have drawn for themselves. If a legal practice conveys greed, their reputation will follow accordingly.

By ensuring your organisation has appropriate communications, you can also ensure an accurate picture is conveyed to all of your audiences.

If you’d like to discuss how Stratton Craig can help you achieve this please call us on 0117 9371 383 or email harriette@strattoncraig.co.uk.