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Handling "Flames" while Publishing

The world of e-zine and newsletter publishing does contain many "ups and downs". Emotions of publishers can careen sometimes wildly from elation to downright depression, as the life of a publisher, especially an online publisher can be both work-heavy and downright stressful.

Providing a publication that contains great content, great writing, and a large readership entails time spent researching religiously, time spent writing compellingly, and time spent marketing and promoting everywhere and anywhere. This workload is necessary to produce a publication that will hold readers' collective attentions, and to promote the publication to as many possible subscribers.

It's always initially appalling and disheartening then, for a publisher to receive "flames" in their e-mail, or perhaps even a phone call, detailing how "ineffective" and perhaps downright "offensive" a reader may have found certain content that was included in a publication. This does happen, at least once, to every publisher that exists, especially as a subscriber list grows.

If content is riveting enough (and it should be), then content will also stir the emotions of the readership. Stirring up emotions is a "double-edged sword", and the positive aspects do outweigh the negative aspects. This doesn't mean that the "flames" (negative comments or derogatory statements made to a publisher following the publication of a written article) will "burn" any less intensely. Any "flames" at any time, cause every publisher to rethink their styles, their content, and most importantly, their intent when writing on specific subjects.

Many publishers are subjected to repeated "flames" with every publication, as they can write on topics that are perhaps controversial to some readers. There are ways of perhaps dealing more effectively with "flames" and that can help a publisher to overcome this pitfall in the world of publishing. Some methods of dealing with "flames" are:

1. Responding unemotionally and objectively to any e-mails or phone calls that are antagonistic in nature. This is extremely difficult to do, as it is human nature to either "fight or flee" when confronted in an antagonistic manner by others. It does help to wait a suitable length of time before reponding, however, especially if this is an option, as in the case of e-mails. A phone call does require somewhat of an immediate response, but again, keeping emotions in check will go far to diffuse any antagonistic feelings the respondent may be having towards the publisher. "Battles" can only "rage" with at least two participants, and a publisher that remains polite, objective, and customer oriented will quickly diffuse the antagonist's main reason for either calling or writing, and that is to express dismay or anger at the publisher for the said written piece. This method above all else, can go far to aiding a publisher when dealing with the subject of "flames".

2. The publisher does need to evaluate their writing and their writing style if "flames" are engendered in any manner as a result of the writing. "Flames" are actually a great way to measure effectiveness in writing and style. Too little incidences of "flames" and it can be assumed that the writing is not "passionate" enough, or doesn't entail enough in-depth, emotionally charged materials. Too many incidences of "flames" and the publisher may be writing in a style that is offensive to many without being aware of the propensity to do so, touching other's emotions and reactions in a way that is perhaps somewhat inappropriate. It can be safely assumed that if one individual takes the time to respond to a written piece, either positively or negatively, then many others are also responding in the same manner, they simply haven't taken the time to write or call and express themselves.

3. Researching as thoroughly and completely as possible before writing any materials. The more thorough and exact a written piece is, the less "flames" will be encountered, and indeed, even if they are, the publisher has the recourse of simply reiterating the facts, and has a better chance of presenting the views in the written piece objectively. As much verification of all facts should be obtained as well before writing any materials, as this also will diffuse many incidences of "flames". When presented with well-researched and well-verified facts, most individuals will respond less emotionally and more objectively overall.

4. Taking extreme care to keep opinion and conjecture out of articles and e-zine and newsletter publications. Most readers of publications online are seeking facts and knowledge. While it is true that publishers can't keep publications free of all opinion and conjecture (this would diminish the "tone" and "personality" of the publication), it is important to minimize to a degree the amount of opinion and conjecture contained therein. Readers are generally seeking to discover useful information with their readings. An overabundance of opinion and conjecture can seem more like a "platform" for a publishing "rant" than it does an informative experience. This is generally not what a reader is seeking and can lead to an increase in "flames" if the amount of opinion and conjecture is above acceptable levels.

5. Analyzing the actual written piece and determining where it may have "failed" a reader. This helps both the readers and the publisher, as the publisher is then more apt to be aware of "weak spots" in the writing. If no "weak spots" are apparent, then perhaps it is simply an emotional day for the respondent. As in all customer-service oriented fields (and publishing is indeed this), there are respondents who are quite frankly, "simply having a bad day". If this seems to be the case, the publisher would do well to just try and "listen" to the individual without drawing any conclusions. Many times, simple empathy, followed by human contact is all that is needed to diffuse a situation.

6. Ignoring the "flames". This is sometimes the best way of coping with this phenomenon. An e-zine, newsletter, or any type of publication, is the property of the publisher. Any subscribers are free to unsubscribe at any time. In no way is a publisher required to either consider or indulge negative comments of contacts. Ignoring the source of the "flames" and perhaps "unsubscribing" of the negative individual by the publisher themselves can sometimes save much aggravation and emotional energy that would be better spent on other pursuits.

Caution should always be used as well when dealing with any types of "flames" as the Internet itself is a wide-reaching medium, with an astonishing and varying audience. There have been reported incidences of DOS attacks (Denial Of Service), after a publication has gone out, with the publisher being the victim of others' revenge, by submission of repeated "hits" and/or "requests" for information or sign-ups to the publishers' service providers and/or publication. These DOS attacks can greatly hurt a publishing attempt, as the provider service, faced with sometimes overwhelming numbers of incoming requests or "hits" has no alternative but to temporarily disable the publisher's Web site, as these attacks do interfere with delivery of services to other clients that share the server. These disabling and vengeful attacks have become more common over the years, and therefore publishers must seek to diffuse a potentially negative situation as quickly as possible.

All in all, using good judgment, researching thoroughly, avoiding conjecture and opinion, writing with a general audience in mind, and staying objective, will save much time and energy on the part of publishers. "Flames", while difficult to deal with at times, should never interfere with the publisher's desire to entertain, educate and entrance an audience. This is what writing is all about, and it is what writing should always remain.