18.05.2010

A Guide to Writing an Effective Action Alert for the Web

An action alert is a request sent on the Internet for something to be done on a rising political subject. A well done action alert can convince people on the need to take part in democratic issues. There are many types of action alerts. The use of action alerts should be based strictly on its conformity and suitability of what it is intended to be used for, else, there will be regrets at the end of it all.

This article aims at discussing these two types of action alerts: single messages and structured campaigns. Single messages are set on the Internet with the notion that it will attract many visitors. Structured campaigns are sent by sending messages in bulk to Internet users. Sometimes, these Internet users may be a known group who interested in this field.

The use of any of these two action alerts is done based on events that are common on paper, telephone trees and fax machines. To make this cheaper, computer networks are used. Using computer networks involve a systematic way of sending the messages from one person to another in a broad and fast way without increasing the cost of sending by the first person. This chain-like sending structure is gainful and its use is dependent on the potential writer whether he deems it nice or not.

Look to the following guidelines on how to write an effective action alert:

1) Make it genuine. Action alerts look real when they have attractive names. The naming should also have an address of the organization writing it as well as ways through which the organization can get back in contact with the reader. Such details to be included are; e mail address, postal address, UKL, phone number and first name. These details make it possible for the organization to build a good list of would-be members of his movement. To further prove authenticity. Signatures can be aided by using PGP. This is especially important for skeptical persons who can also help (after a conviction) in spreading the message.

2) Add a Date: An advantage of action alerts over paper mails and faxes is that it has a long life. Its life even restarts when forwarded to another mailbox or blog. Adding dates is a way of knowing the age of the alert message and so it should not be replaced with message headers. The reason is that message header can sometimes be removed. Adding dates to the message implies starting clearly when the message is intended to be valid for action. It could be done this way, “this action is operational before May 20, 2010’, or simply put, it can be in the form “message still open for continuous action”. Messages with dates added spans more room for contacts to the writer.

3) Setting top and Bottom margins: Sometimes, people like sending other people’s alert messages. These messages when forwarded are accompanied by other notes on top and below the original message. It is therefore advisable that for alert messages to still look original, bold margins in form of bold lines or dots (even colors) should be placed immediately before and after the message.

4) Take note of controversial alerts: Controversial alerts are take alerts of an original alert. Sometimes, people modify an original alert to give another meaning to the original information. This should always be on the watch out. When noticed, the original writer should endeavor to contact all his recipients by using his mailing lists on the different variations of his alert. When doing this, an original alert should also be forwarded with further proofs on claims that the alert resent is original. This action can help minimize the growth of the fake alerts and also, to boost one’s virtue of honesty and integrity.

5) It is normal to create alerts that are meant for only a specific audience. Therefore, when such alerts are created, it should b e accompanied with a message instructing that it should not be forwarded under any circumstances.

6) Let it be informative: all action alerts are effective when they contain all relevant information within it. By this, efforts should be made to include information from various sources so that there will be no need to include references for further study. If references must be included, then it can likely be a link that can direct take the reader to a web page and back again to the alert message. Actually, most would-be actions will be due only after a thorough view of the context of the message. This is why it must be detailed.

7) Suggest actions to be taken by the reader: For instance, a suggestion that the reader contact a representative. The representative’s name and number must be provided to make it less tasking. This must be accompanied with likely questions to be asked and how to answer them. Also, how to raise questions should be included. This step should be taken bearing in mind that it can help in improving personal skills in the reader rather than forcing personal opinion on the reader. Other suggestions to be rendered may include receiving more e mail messages (to be sent occasionally), letters and/or phone calls (at convenient times). The suggested action depends on the goal of the writer.

8) Message alerts should be brief and understandable. A very nice introduction helps to bring to mind the content of the message. This however should not be long. Message alerts should be double checked for grammatical errors as well as words without clear meanings.

9) Information on the message alert should be void of errors as much as possible. Errors on alerts make it live less than its life expectancy. However, if an error in the message is noticed after some time, the corrections should be sent to an audience that is sure not to reveal the message’s inconsistencies.

10) There should be no inclination of an effective alert message to urgency, pleas or exaggeration. Even if it is borne in mind to take the message vast, it should not be done in a way that each recipient gets to know this. So words like “please forward to your friends” should be avoided. Even if the message is really urgent and needs a faster spread by the recipients, a small note should be attached to certain and hence to make them understand that it is time-sensitive. This has to be done with great care so that inasmuch as there is need to gain short term interest, there should also be a focus of gaining interest in the long term. This notion should be borne in mind so that there would be no emotional hazards it eventually, the time sensitiveness of the message is not actualized.

11) The message has to be factual. Very very factual. Any claim or argument must be backed up with evidences. This is more important where there is need to counter any information opposite to what is contained in the message alert. These facts must also be compressed (not bulky). This can be achieved by explaining events in a chronological style, yet briefly. After all, the most important reason for sending alert, which is awareness will be me. Instead actions are secondary as they can be done today or tomorrow.

12) The sentences in a message alert should be easily understood by a novice in the subject matter. Technical terms should be avoided. Though it takes time to learn this, finding words to address a wider audience really pays more.

13) Avoid polemics words which suggest a message that is intended “for just another catch” should be avoided. As much as possible, the reader should be strongly convinced on the reality instead of forces.

14) It should be easy to read: As much as possible, the message should have sub heading, paragraphs, moderate font sizes and bold characters where needed. This pattern should be kept constant so that reader can know at a glance a particular message alert when it comes. The heading may always be capitalized in green colour when sent. Only plains ASCII characters should be used since it’s the most acceptable tool for making Internet character. The avoidance of MIME complaint mail program can be done by using Berkeley mail. MIME is disadvantageous on the fact that it may look strange to the recipients. About 70 columns or even less than this should be used in formatting the message so that it does not easily get edited on forwarding.

15) Chain-letter petition should be avoided: A chain letter petition is an alert that provides an invitation for recipients to include their names on ails, send in the petition if their names correspond to a certain number, on the list, and forward the alert and list of signatories to so many others. Though this idea sounds good, its effect is approximately zero. This is because the chain disorganizes most times before the next sender should sign. Unfortunately also, some signatories will be severally sent. This can upset the worker and the thought that the movement is not effective frequently arises.

16) Responses to message alerts are important. Therefore, an e mail address can be provided to the recipient to let them send a short message on their actions. It can be said that the essence of this will be to know how many recipients actually responded positively. It should also be noted that any information provided will be kept secret since there will be an increase in rate of message coming into the box, the message writer should Endeavour to contact his service provider on time.

17) Alert message should not be over sent to avoid any disturbance. Instead, breaks should be provided at times to add something new to the message to make it more convincing. A list of e mail addresses must be owned if a long term campaign is sought for. To provide new lists, a single message can be sent together with an advertisement for it. If sending multiple messages is extremely important, then the information contained in both must not be identical. Using e mail extraction or sending spam messages should be strictly avoided. To prevent spamming mailing list, the mail list provider should indicate whether the alert message is appropriate for the mail list.

18) Perform an appraisal after each campaign whether successful of not. The results obtained can serve as lessons for another campaign or campaigner. Challenges, mistakes, errors and the recipients that took part positively are good source of information.

19) Action alert messages should not be intended to organize people. To organize people, one will have to gather them together. The Internet can also be used to organize people but its use should be compared with other organizing tools bearing in mind one’s objectives. Organizing people should come after or at the same time with sending alert messages. Actions that help in organizing are responses to the alert messages, organizing a forum, phone calling, private meetings and provision of clearer answers on issues.

20) Promote good practices. The design of good action alert systems for the Internet should be encouraged. Experts/good designers can send the right techniques to a vast audience who are probably waiting at the moment. Sending bad alerts can often cause more harm than good. A well designed action alert message can also serve as a good example for people to act with.

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