Information overload -- it's a common problem in today's fast-paced, email-laden, Internet-driven world. It's even more of a problem if you're a journalist, working against constant deadlines and being bombarded with non-stop emails and information.

Breaking through the clutter
So, how can you break through this clutter effectively to get your message to target media outlets and persuade them to cover your story? Well, it's not easy these days, particularly as we continue to see local newsroom personnel being downsized. However, it is possible, but it requires patience, persistence, creativity and a good "news hook". It also requires an understanding of news criteria and how the media works.

In this month's feature article, I focused on the growing popularity and benefits of public relations. So what can you do if you don't have any specific news to announce or event to publicize?

Following are some effective PR tactics that I use to generate news coverage of the clients I work with:

"All men dream: but not equally. Those who dream by night in the dusty recesses of their minds wake in the day to find that it was vanity. But the dreamers of the day are dangerous men, for they may act on their dream with open eyes to make it possible."

-- T.E. Lawrence
Seven Pillars of Wisdom

When a crisis strikes, you need to be prepared. Following are the top 25 tips to keep in mind when you are talking with the media about a crisis:

• Develop a comprehensive crisis communications plan that is easy to use.
• Practice the plan before a crisis occurs.
• Maintain updated checklists, contact lists and crisis team numbers.
• Break the story first, before the media does (if possible).
• Get to the scene quickly to show your concern about the crisis situation.
• Be open and responsive to media calls.
• Stick to the facts as you know them -- don't speculate.
• Use simple language that everyone can understand and avoid using industry jargon (unless you are talking to an industry trade publication).
• Keep your cool (your persona and tone of voice are most important).
• Show your concern for others affected and express your regret.

• Respect news deadlines and respond to calls from reporters within an hour, if possible.
• Correct your mistakes.
• Ask the media who else they are talking to.
• Don't speculate on the situation -- only report facts as you know them.
• Don't give long, rambling answers -- keep it to 20 seconds or 2 - 3 sentences.
• Don't respond to hypothetical questions.
• Don't lose your temper.
• Never say "no comment"; just explain why you can't comment.
• Don't get into a debate with a reporter.
• Don't assess blame.

• Don't say anything "off-the-record" (as you are never "off-the-record" when speaking to the media).
• Don't evade, cover-up or attempt to block other sources of information.
• Don't lie or intentionally mislead the media.
• Don't try to answer questions that you don't know the answer to.
• Don't assume anything or make predictions.

"Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts."

-- William Strunk Jr.
The Elements of Style

This quote from the classic book "The Elements of Style," by William Strunk, Jr. and E.B. White, rings even more true today in our Internet age than decades ago. When it comes to writing for the web, being concise is one of the most important things to remember.

That's because content is the most important part of a web site, according to research-based web design and usability guidelines from usability.gov. "If content does not provide the information needed by users, the web site will provide little value no matter how easy it is to use the site," according to www.usability.gov.

It's also because more users spend a considerable amount of time scanning, rather than reading information on web sites.

Currently I am working with a client to write/rewrite content for their new website and that is one of the biggest challenges we face: keeping the copy concise!

Here the top ten tips on writing effective web content from www.usability.gov:

1. Make action sequences clear.
2. Avoid jargon.
3. Use familiar words.
4. Define acronyms and abbreviations.
5. Use abbreviations sparingly.
6. Display continuous prose text using mixed upper- and lowercase letters.
7. Limit the number of words and sentences. A sentence should not contain more than 20 words and a paragraph should not contain more than six sentences.
8. Limit prose text on navigation pages.
9. Compose sentences in active rather than passive voice.
10. Make first sentences descriptive.