Periodical Staff Writing for Internal Audiences

General Observations

The internal audience writing category drew just a dozen entries reflecting wide variation in institutional size, internal communications resources, and publication frequency and format. While the variety made judging challenging, the judges recognized that outstanding writing can occur in any environment. Indeed, many of the entries from institutions with limited resources demonstrated solid writing and careful editing.

However, the winning entries stood out not only for high quality of writing and editing, but also because story choices and writing style reflected sensitivity to the interests and needs of internal audiences. The best entries also demonstrated respect for readers and an understanding of the relationship of strong internal communication to strong external communication.

Judges were disappointed by entries in which most of the stories could have appeared in any institutional publication and didn’t reflect focus on the target audience. Some writing was formulaic and didn’t engage readers or reflect the vibrancy and personality of the campus community. Some stories were far too long, and a few suffered from technical errors. Judges would have welcomed more stories offering insights and perspectives on the challenging issues facing the institutions.

Overall, however, judges felt that nearly all of the entries in the category demonstrated solid writing and an understanding of the value of strong internal communication.

Comments on Winning Observations

Gold Medal

Duke University, Working @ Duke

• Judges were impressed by Duke’s deliberate effort to reinvent its internal communications program with a new publication designed to help employees connect their work to the institution’s mission. Editors and writers thought strategically about how they wanted to position this publication and then delivered on their plan. Stories focusing on behind-the-scenes employees and professional development opportunities demonstrate the publication’s commitment to staff, and the writing is both tight and engaging. Judges loved the tone and focus of the writing throughout this publication.

Silver Medal

Stanford University School of Medicine, Medical Center Report:

• Judges were impressed by a conversational writing style that kept the reader’s attention from the beginning to end of every story. The range of story topics -- from a feature on a rock star professor to a piece on genetic counseling to on-deadline coverage of a campus Nobel Prize-winner – helps send the message that this is a lively, interesting campus.

Bronze Medal

University of Washington, University Week

• Judges appreciated the compelling mix of story choices and highly competent writing found in this publication. Articles reflected an understanding of the institution’s mission and compassion for its staff.

Honorable Mention

Johns Hopkins Medicine, DOME

• Judges appreciated the excellent writing in this publication and agreed that the story choices, while not as creative as those made for the winning entries, gave them a real sense of the institution’s excellence and community.