A history of transcription

When I first began working, I was employed as an audio typist in surveyors offices.  My working days were spent listening to audio recordings the surveyors made about the properties they visited and typing up their reports. Alongside my typewriter was a cassette machine, which played mini cassettes, headphones and underneath my desk was a foot pedal that enabled me to play tapes, rewind and fast forward these. Recently I have been reminded of this time as I have been listening to audio recordings and correcting the digital transcripts for a client and it got me thinking about the history of transcription.

Hieroglyphs on stela in Louvre, circa 1321 BC.
Hieroglyphs on stela in Louvre, circa 1321 BC.

The Oxford English dictionary defines transcription as ‘a written or printed version of something’, the word transcribe as ‘putting thoughts, speech or data into written or printed form’ and the word  transcript as ‘a written or printed version of material originally presented in another medium.’ The history of transcription as documentation is believed to have begun in ancient Egypt where scribes were taught how to read and write hieroglyphic and hieratic scripts. There were many signs to learn and students would practice writing these by copying them onto sheets of papyrus, old pieces of pottery or flakes of limestone. The word ‘transcribe’ dates back to the 1550s and comes from the Latin word ‘transcribere’ meaning ‘to copy, write again in another place, write over, transfer’ and much to my delight, while researching this post, I have discovered that to transcribe poorly is to ‘transcribble.’

Jean Miélot, a European author and scribe at work.
Jean Miélot, a European author and scribe at work.

As religions developed around the world, scribes were in high demand. Medieval scribes were often monks who wrote the text, while an illuminator, painted the pictures and in the late 12th century the word scribe meant ‘professional interpreter of the Jewish Law’ with Jewish scribes being known as Sofers. The Bible Odyssey explains ‘as the Israelites identity and beliefs started to come into sharper relief in the centuries leading up to the Babylonian Exile, Jewish scribes began to invest more and more time in defining themselves and their religious tradition over and against neighboring cultures.’

Jewish scribes at the Tomb of Ezekiel in Iraq circa 1914.
Jewish scribes at the Tomb of Ezekiel in Iraq circa 1914.

In late 14th century English the word came to mean ‘one who writes, official or public writer’ and in the 1530s meant ‘copyist, transcriber of manuscripts.’  From the 1530s onwards the word was also used to mean ‘an author, one fond of writing.’ Scribes were also known as scriveners. From the fourteenth to the early nineteenth centuries, scriveners, were confidential writers of legal documents. The Worshipful Company Of Scriveners was founded in London in 1373 to establish control over the practice of all those writing legal documents in the city and from 12 January 1498 every apprentice was tested to ensure satisfactory knowledge of grammar. Scriveners were also called on to write documents for those who were unable to write themselves, as shown in the painting below titled ‘The Public Letter Writer.

The Public Letter Writer.
The Public Letter Writer by Z. Carabin – York Museums Trust.

Types of transcription

There are a number of different types of transcription. 

Verbatim transcription

When audio needs to be transcribed verbatim, this means that both verbal and nonverbal elements are recorded. This could be changes in breathing, emotion or tone, when someone coughs, sneezes, speaks loudly or softly, interruptions in speech and background noise, such as a phone ringing or a knock on the door. Punctuation is also used, inserting ellipses in the transcription for example to represent pauses or hesitations or inserting two short dashes for interruptions.

Intelligent transcription

This type of transcription is similar to verbatim transcription but is likely to have tags and markers such as [cough] or [sneeze] removed making it easier to read.

Edited transcription

This type of transcription is more streamlined again. Hesitations, stuttering and filler words such as ‘um’, ‘ah’ and ‘yeah’ are removed and spelling and grammar errors are corrected. This type of transcription is intended to be read widely say as an article or website post.

Summarised transcription

Summarised transcriptions provide the gist of a recording, they are not word for word.

Paraphrased transcription

Paraphrased transcriptions are similar to summarised transcription but written in the third person.

Monastic scribes copying manuscripts.
Monastic scribes copying manuscripts.

What transcription is not

What do you think of when you think of transcription? Here are some things transcription is not.

Court reporting

Court reporting is undertaken by a court reporter (often referred to as a stenographer.) Court reporters are trained to create written verbatim records of proceedings, using a type of shorthand called ‘stenography’. Using a stenotype machine stenographers type out syllables rather than each letter of a word, which cuts down the time required to type and enables them to record what is  being said in real time. 

Live captioning

Live captioning is used at remote conferences and online events to transcribe audio in real time, or at events with live interviews and discussions, where the transcription is projected onto a large screen. Live captioning that is shown in a language other than the one being spoken live is known as Communication Access Real-Time Translation’ (CART.)

Subtitling

Subtitling is text added to a recorded video file – it requires special file formatting and there are technical aspects involved relating to character limitations, to ensure subtitles fit on  a screen. An audience’s reading speed must also be considered so they can have an enjoyable reading experience.

Audio to text translation

Audio to text translation requires material in one language to be translated into a different language. Rather than providing a written record of exactly what has been said, it requires fluency in both languages in order to translate one language to the other  accurately, so is something very different to transcription.

Modern scribes with typewriters outside post office, Mandi, Himachal Pradesh, India, 2010.
Modern scribes with typewriters outside post office, Mandi, Himachal Pradesh, India, 2010

Transcription today

As recently as the 1980s, a transcriptionist had to be in the same room as the dictator with many dictators having a secretary situated close by to ‘take a note’ for them. Alternatively they would record on to tape or hand write letters, memos and reports for their secretaries to transcribe. Word processors and computers made it easier to correct mistakes, print multiple copies of documents and store documents for later use. Then technology changed everything again.  

There are many examples of the usefulness of transcription today.  

  • Audio transcription can be used for recordings and podcasts that may need to be transcribed into readable, written text. Legal proceedings may need transcribing for reading by lawyers, juries, and judges. Medical and healthcare workers may need their notes transcribing for medical records. Researchers may need to transcribe interviews. Audio files can be uploaded online, downloaded anywhere and transferred back online or through email. Smartphones also support recording.
  • Video or film audio may need converting into text say for blogs, news articles and ebooks.
  • Written PDFs and handwritten materials such as notes and letters may need transcribing for example historians and archivists working to preserve history and written content that appears in brochures or flyers may need to be re-created in a text only format. The blind or visually impaired also rely on transcription to be able to read.  
  • Visual scribing where artists attend events and transcribe what has been said with illustrations that capture ideas and key messages.
Visual scribe at Wikimania Stockholm 2019.
Visual scribe at Wikimania Stockholm 2019 by Simply Draw It Big Visuals.

A report by Future Market Insights (FMI) states the global marketing transcription market is projected to witness a growth in revenue from US$ 1.68 Bn in 2021 to US$ 3.71 Bn by 2031. The report cites modern artificial intelligence (AI) which provides a huge opportunity to quickly transcribe high quality audio and video recordings and speech recognition software which enables the conversion of speech into text by recognising spoken words for this boom. So while technology will never replace transcribers who will always have to oversee and edit transcriptions for errors, it can do much of the work, meaning transcription is very much here to stay. 

Hate typing? Record your letters, reports, emails, minutes, agendas, contracts, interviews, send the recordings to me and I will type these for you.

Sources

Further information

© Toni Louise Abram at Izzy Wizzy. All Rights Reserved.

Lifelong learning

Recently I had the opportunity to attend a webinar – ‘Learning At Work – How Being A Lifelong Learner Can Make You Happy.’ The event was hosted by Laughology an ethical, training and consulting organisation built around the psychology of humour, laughter and happiness and was one of many events held to mark Learning at Work Week, an annual event which aims to put a spotlight on the importance and benefits of continual learning and development.

Books
Image by Foundry Co from Pixabay.

The aim of the webinar was to:

  • recognise different learning styles
  • notice when you slip into a fixed mindset – that is listening to the voice that tells you can’t do something and learning to talk back to it
  • show how to choose a growth mindset – that is a belief that an individual can grow and develop through dedication, hard work and purposeful practice and not just rely on natural talent  
  • understand why lifelong learning can impact positively on wellbeing.

As a Virtual Assistant I do not attend a workplace every day and so do not have access to training and development through an employer but I have been trying to make time to continue learning, by undertaking training courses and attending webinars.

In 2020/2021, at the same time as I set up as a VA, I began studying towards the Honours year of my degree after a twelve year break. Long story short, after six years of part time study I had well and truly had enough of studying and although I promised myself I would return, the years slipped by. However, it felt like unfinished business and when Covid struck, picking up where I had left off seemed like a good distraction technique.  It was difficult getting back into studying after such a long time but I gave it my all and when I passed with first class honours, it was such a buzz and I was on cloud nine for days.

In 2021/2022 I undertook a twelve week digital marketing course to improve my digital skills and earlier this year, I began learning Spanish, downloading an app onto my phone and studying 15 minutes a day. … ‘Hola, yo soy Toni, yo soy una mujer, yo bebe leche’ … okay, so it’s early days but it is a fun low level commitment that enables me to learn each day and keeps me out of mischief. 

Books and light bulbs.
Photo by 🇸🇮 Janko Ferlič on Unsplash

There have been times when I have questioned why I am doing this learning. Surely I should be building my business and working on that at all times but I have found it a really valuable way to connect with others while working alone. Together, me and my fellow students have a shared purpose and studying gives me an individual sense of purpose too, making sure I don’t stagnate, become isolated and get left behind.  Studying  boosts my confidence, keeps me connected with others, keeps my brain in shape and interested in the world around me.

And although there are times when I am not in the mood to study, I believe that if you are open to learning new things, you can learn anywhere – from books of course but television, radio, podcasts, video tutorials, blog posts and even from an app on your phone.

Think you might like to learn something new too? Take a look at the information below for some ideas where to start.   

Further information and sources

© Toni Louise Abram at Izzy Wizzy. All Rights Reserved.

Online abuse and its impacts

Recently I had the opportunity to attend a workshop about online abuse and it impacts, which formed part of the 17th University of Chester Diversity Festival. Established in 2006, the Diversity Festival gives attendees an opportunity to investigate, question and debate issues around diversity and equality in Britain and in the world at large. Each year the festival provides a focus through which the university actively promotes, challenges and develops an understanding of equality, diversity and multiculturalism. This year the theme was ‘Rebuilding and Rethinking Equality’.

Illustration of different colour people forming a wheel shape.
Image by Geralt on Pixabay.

The session was funded by the Police and Crime Commissioner for Cheshire and run by Glitch, an award winning UK charity aiming to end online abuse. Glitch provide training, research and workshops, with the aim of building  an online world that is safer for all and to encourage people to use the internet in appropriate and responsible ways. Their work has a particular focus on women and marginalised people and in three key areas namely:

  • Awareness 
    Using campaigns and collaborations with partners, including universities, corporates and other charities.
  • Advocacy
    Working closely with the major social media platforms such as Twitter, Facebook and TikTok, to  influence their policies and hold them to account when needed, as well as helping public institutions create better legislation to prevent and address online abuse.
  • Action
    Believing everyone needs to feel confident when navigating online and offline spaces,  especially women and girls, who are disproportionately affected by discrimination and taking action through educational work to break down complex topics including online hate speech and online gender-based violence.

What is online abuse

Online abuse is any type of behaviour that is intimidating or violent online, whether that be hate speech, targeting marginalised communities, racism or sexism. It includes a range of tactics and malicious behaviours ranging from sharing embarrassing or cruel content about a person, to impersonation and stalking, child pornography, copyright infringements, data theft, defamation, emotional harm, libel and privacy infringements. The purpose of online abuse differs with every incidence but usually is done embarrass, humiliate, scare, threaten, silence or extort. 

During the workshop I learned how to:

  • define online abuse and online gender-based violence
  • recognise types and tactics of online abuse
  • describe the impact of online gender based violence for different groups.
abuse-wheel
Image by the Women’s Media Center showing types of online abuse, tactics and impacts of abuse.

Online harms  bill

The workshop was timely as the UK Government is currently proposing new legislation to keep people safe online with the Online Harms Bill, which will seek to tackle access to harmful material online. Proposed measures include criminalising the sending of unsolicited sexual images to people using social media, known as cyber-flashing, giving people the right to appeal if they feel their social media posts were removed unfairly, preventing online scams, such as paid-for fraudulent adverts, investment fraud and romance scammers and requiring pornography websites to verify their users’ ages. It would also give Ofcom the power to fine firms or block access to sites that fail to comply with the new rules. However, the bill doesn’t even mention women and girls, who experience abuse disproportionately online. You can learn more about the bill and add your voice to the call to change by visiting the Change.Org website and signing the petition.

petition

Reporting online abuse

Seen something online that makes you uncomfortable? Online abuse can be reported to social media and webhosting providers. It can also be reported to the organisations below.

Further information and sources

© Toni Louise Abram at Izzy Wizzy. All Rights Reserved.

How to write a marketing strategy

A marketing strategy is a business’s overall game plan for reaching prospective leads and turning them into customers. Much like a game of chess, marketing strategy is concerned with evaluation, positioning, control of key areas and setting goals. The word strategy comes from the Greek language (στρατηγία stratēgia) meaning ‘art of troop leader; office of general, command, generalship’ and the ultimate goal of a marketing strategy is to achieve and communicate a sustainable competitive advantage over rival companies but where do you begin with writing one? Read on to find out.

Photo by Adlan.

Goals

Defining your goals is the first step in preparing your marketing strategy. Goal setting can encourage new behaviours, motivate, guide and focus us on things we want to achieve. When writing a marketing strategy, listing your goals will give you a clear direction of travel for everything that is to follow, so before you begin:

  • evaluate your current position in the market and consider this from both your perspective and your customers perspective
  • consider how this knowledge can help you find a niche or unique selling point
  • review your growth to date and set your goals accordingly
  • match your goals to the overall vision you have for your company
  • pick a small number of goals that you believe are obtainable and manageable but not easy – Rome wasn’t built in a day
  • remember that sometimes you will fail and not reach all of your goals – don’t think in terms of success and failure but rather hits and misses, which will enable you to learn from any mistakes you make
Photo by Rafael Rex Felisilda.

SMART goals

SMART goals are one way to set goals. SMART stands for specific, measurable, achievable, relevant and time bound. So what does this mean?

  • Specific: detail the problem or opportunity you want to address and consider what needs to be accomplished, where do you want to be in three to five years time, what steps need to be taken and what is the budget to achieve it
  • Measurable: make your goals measurable – doing so will make it easier to track your progress and know when you have completed what you set out to do
  • Achievable: goals need to be attainable, not impossible to achieve – ask also, what things could block you from achieving your goals
  • Relevant: why are you setting a particular goal – while it is good to break things down to make them more manageable, keep referring back to what you want to achieve overall so you understand how your goals fit in with this
  • Timebound: what is the timeline for the project, when will it begin and when does it need to be completed by – asking these questions will ensure you remain focused on what needs to be done

Having clear goals from the get go means you can change your tactics as work progresses and also if you find certain ideas are working better than others.

SOSTAC framework

Another method is to use the SOSTAC framework. SOSTAC stands for situation, objectives, strategy, tactics/actions and control.

  • Situation: where are we now
  • Objectives: where do we want to be
  • Strategy: how do we get there
  • Tactics and actions: what do we need to get there
  • Control: how will we measure performance
Photo by Hassan Pasha.

Research

There are various techniques for undertaking research.

Market research

Market research is the action of gathering information about consumers’ needs for the purpose of guiding decision making. If a business doesn’t know who they are, what they are selling or who they are selling to, how will it convince people to buy their products and services.

There are different types of market research.

  • Primary research: this is information you have collected on your own from say surveys, interviews, feedback forms, polls, surveys, focus groups and customer observation – its strength lies in that it comes directly from customers themselves
  • Secondary research: this is second or third party data or information – it might be news articles and reports researched by people outside of your organisation and also includes information about say the market size of your industry and your competitors
  • Qualitative research: this can be primary or secondary and gives an insight into how customers think and feel – by asking qualitative research questions, you can gauge whether your product or service is meeting your customers expectations and if not, why not
  • Quantitative research: this can also be primary or secondary but focuses on collecting numbers for statistical analysis – think followers, subscribers, page clicks and bounce rates
  • Keyword market research: this is the process of finding the search terms that people enter into search engines – once you know what people search for, you can incorporate these keywords into your online work, so that when people search for these words, they find you
  • Trends and opportunities: trends and opportunities are exactly what they say on the tin – to identify these you need to research what is ‘on trend’ right now, what has fallen out of favour and what isn’t being done by your competitors that would enable you to create a niche market for yourself

Competitive analysis

Take a look at what your competitors are doing and how this could affect your marketing strategy.
By checking out your competition you can determine your likelihood of success and also assess how what they are doing might impact your plans. Competitive analysis could include:

  • subscribing to receive your competitors’ emails
  • following your competitors on social media
  • examining what your competitors write and create – who it is aimed at, how often it is produced, what it is about and who is writing it
  • reading industry magazines and websites
  • attending trade shows

Photo by Felix Mittermeier.

SWOT analysis

A SWOT analysis will help you define your company’s strengths, weaknesses, opportunities and threats. It will help you understand what differentiates you from your competition and how you should position yourself in the market. A SWOT analysis will also help you develop your communications strategy and understand your unique selling point.

Create customer personas

A customer persona is a profile that represents your ideal customer, enabling you to tailor and personalise your marketing. Consider the ideal age of your customer, their gender, location, occupation, hobbies and lifestyle. Also, how, when and where do they shop, what is their online behaviour, who are they influenced by and what brands do they already buy or aspire to buy. Gathering this information will help you to personalise your marketing material so it can be targeted to your chosen audience.

Empathy mapping

Empathy mapping is another technique that can be used to understand your target audience. This focuses on four key areas.

  • Says: what do customers say out loud for example in an interview or telephone call
  • Thinks: what do customers think during their experience with you
  • Does: what does the user do and how do they go about doing it
  • Feels: how does the customer feel about the experience – do they feel fearful, overwhelmed or excited

Your should also consider:

  • Hear: what do customers hear from friends, family, bosses and influencers
  • Pain: what frustrates customers and what obstacles do they face in dealing with you
  • Gains: what are their wants/needs and how do they measure success
Photo by Dipesh Shrestha,

Marketing funnel

After you have identified your desired customer personas, the next step is to work out how these personas think and make their decisions to buy, so that you can convert these fictional personas to living breathing customers. The marketing funnel focuses on four key areas and by using the example of clothing, we can see how it works.

  • What do customers see: this could be clothing they see on websites and magazines, on social media and television, in blog posts and videos
  • What do they think: this is the consideration stage when people are thinking they might want to buy some clothes and are looking at various websites and company reviews before deciding where and what to buy
  • What do they do: at this stage people have undertaken research, decided they definitely want to buy clothes and want to buy them immediately
  • Care: this is existing customers who have now bought clothes from you – what can a company do to show they care about these customers and how do the customers demonstrate their appreciation

Each stage provides opportunities to connect with potential customers by providing information or solving a problem.

What else needs to be incorporated into a marketing strategy

Unique selling point

Knowing what makes your company different to others is known as your unique selling point (USP). Your USP needs to be clearly shown on your website, in emails, on social media, advertising and packaging. It needs to be incorporated in your brand strategy and your content strategy also, as these are the methods you use to communicate.

Brand

A brand is one of the strongest assets a company has. Ask yourself, is your brand consistently represented across all channels, namely your logo, website design, print marketing materials, business cards, advertisements, packaging and social media. You can learn more about branding in the blog post below.

Photo from Pixabay.

Content and communication

Content is any written words you use to convey your brand. Content also needs to be consistent and to provide useful information to your customers as well as purely for selling. So consider writing a regular blog that solves a problem, answers a question or entertains. Providing added value in this way, will help keep you uppermost in customer’s minds and when your audience needs your product or service they will hopefully think of you.

Once you have great content, you need to ensure it is getting read. What communication strategies do you need to put in place to connect with customers?

  • Owned media: that is anything online that you own or produce, say a website, blog, your social media channels, podcasts, videos and webinars
  • Earned media: that is material written about you or your business that you haven’t paid for or created yourself
  • Paid media: that is sponsored social media posts, display ads, paid search results, video ads, pop-ups, and other promoted multimedia

Use a mix of communication channels and choose the ones that work best for you.

Search engine optimisation

Now you have fabulous content and you are working hard to ensure it gets read but search engines need to be able to find you too. Search engine optimisation (SEO) is what search engines use to index web pages, enabling content to be found and will improve the quality and quantity of website traffic to a website or a web page from search engines. So, make sure that your website is easily navigable and clearly presents the information you want to convey and that your customers are looking for. You can learn more about SEO in the blog post below.

Tactics and actions

And there you have it – once you have your strategy in place, all that is left is to decide what tactics are most important to the success of that strategy, for example, you may decide to re-vamp or review your website, start writing a regular blog, begin sending newsletters or to start creating podcasts.

Measuring results

Finally, tracking, measuring and reporting your success should be something that is put in place immediately to establish your baseline, for without it, how will you know if you have achieved your goals and how will you know what is and isn’t working. Measuring results will show if you are achieving your goals and enable you to change your strategy if not, so continuously test, learn, refine and reflect.

Photo by Felix Mittermeier.

Acknowledgements

In late 2021 I became a digital marketing student, learning a wide range of skills on a digital marketing boot camp. After 12 weeks I was required, with my fellow students, to write and present a marketing strategy and this post demonstrates some of what I learned during this time. It couldn’t have been written without We Are Digital Training who gave me the opportunity to learn and develop new skills with them. More information about my training can be found in the blog post below.

Sources and further information

Goals

Market research and market research tools

Search engine optimisation

Measuring results

© Toni Louise Abram at Izzy Wizzy. All Rights Reserved.

A short history of virtual assistants and remote working

A virtual assistant (VA) is a person who works remotely online. With technological developments virtual assistants are now able to perform all the tasks a secretary or administrator would traditionally handle while working from home.

Illustration of virtual assistant.


History

There is some dispute over who exactly invented the phrase virtual assistant but sometime in the 1990’s appears to be the agreed date. Author of the 2-Second Commute Chris Durst is credited with having founded the virtual assistant industry in rural Connecticut in 1995 and in 1999, she went on to co-found the International Virtual Assistants Association, serving as its first president. However in 1992 Stacey Brice was already working as a virtual assistant when her life coaching client, Thomas Leonard, coined the phrase ‘virtual assistant’ for her.  She then went on to create AssistU, a virtual assistant training programme.

In 1999 the International Association of Virtual Assistants was set up to provide advice and training for virtual assistants based in the UK and around the world. The Alliance of UK Virtual Assistants, a free directory of VAs in the UK followed in 2000. In 2003 The Virtual Assistant Coaching and Training Company set up its first UK specific VA training and also in 2003 Tawnya Sutherland founded VA Networking, the largest organisation of virtual assistants worldwide. In 2005 The Society of Virtual Assistants, originally known as The UK Association of Virtual Assistants, was founded by seven Scottish virtual assistants. You can learn about what a VA does today, in the short film below.

In the 1800’s Sir Isaac Pitman, invented Pitman shorthand and founded the first school for secretarial services. The school only admitted men, as women were not allowed in workplaces, however, with the invention of the typewriter, early technology paved the way for women’s entry into the profession and women went on to occupy office jobs and perform secretarial work. Historian Anna Davin records that when the British civil service took over operating telegraph and postal offices in the 1870s, female clerks were sought for their typing speed and dexterity, with the official in charge saying the wages ‘which will draw male operators from but an inferior class of the community, will draw female operators from a superior class.’ Women were favoured too because they could spell and type better, would raise the tone of the office, then marry and leave without requiring pensions. By the 1930s, men had disappeared from the industry and the role of secretary became a female one from then on.

A female typist operates a Sholes and Glidden typewriter, as depicted in an 1872 Scientific American article.

The word secretary originally meant ‘one entrusted with the secrets or confidences of a superior’ and is derived from the Medieval Latin ‘secretarius’. The Online Etymology Dictionary records the word was first recorded circa 1400 meaning a ‘person who keeps records, write letters, etc.,’ originally for a king. In the 1590’s the word referred to the title of ministers presiding over executive departments of state. The word is also used in both French and English to mean ‘a private desk’ or ‘secretaire’ in French, while the term ‘secretary bird’ refers to the bird found in sub-Saharan Africa, with a crest, which when smooth, resembles a pen stuck over the ear.

Vintage advertisement for an Underwood typewriter.

By the 1960’s ‘training respectable girls’ to be secretaries, focused on honing the relationship between the secretary and her boss but would-be secretaries at the Lucie Clayton school were also taught the importance of deportment and makeup, along with diary management. In her article ‘A Short History of the Secretary’ Claire Phipps writing in the Guardian quotes a letter published in The Times in 1969, advising that secretaries wear deodorant; learn how to make good tea and coffee; and always look beautiful, but not provocative … changing stockings was an activity best confined to the ‘powder room’. Typing pools saw large numbers of women find employment in a strict and disciplined environment, where a room of secretaries produced endless documents from shorthand notes.

Embed from Getty Images

Later the telephone and fax machine helped bring people and workplaces together around the world and in the 1980’s the typewriter evolved into the word processor making document production quicker and easier. In the 1990’s the internet made the world smaller again and changed the way all people lived and worked, with the demise of the typing pool, a computer on everyone’s desk and at home, laptop computers, tablets and mobile phones for working anytime anywhere and an increase in remote working. Remote working may however have began earlier than you think, with IBM allowing five of its employees to work from home as an experiment in 1979, an experiment that by 1983 saw roughly 2,000 of its employees working from home; in the mid 1980’s the US department store J. C. Penney allowed its call centre staff to work from home; and by 2018, 70% of the worlds population was believed to work remotely at least once a week, with 55% working from home at least half the week.

Man working from home holding baby.

In the 2015 Financial Times article ‘The case of the vanishing secretary’, Emma Jacobs wrote of the dying secretarial services industry, reporting administrative jobs were in decline, however in 2020, it was not technology but a global pandemic causing a global reset, forcing people to work at home and to find new ways of working. Up until then it was estimated office workers spent 90,000 hours of their lives at the office. Collaborative software that enables the sharing, processing and management of files, documents and more among several remote users and/or systems, allowing them to work jointly on a task or project, was suddenly in huge demand.

Since the 1800’s office work, the people who do it and how they do it has come a long way and today, yet again, the role of the office is undergoing more disruption. How this works out long term is currently much debated, however, post pandemic, as things hopefully begin to return to normal, many people, myself included, have re-assessed their lives and the things that are important to them, liking their work life balance more and are open to the opportunity for change.

Further information

Sources

© Toni Louise Abram at Izzy Wizzy. All Rights Reserved.

Understanding the difference between marketing and branding

It is difficult to escape the words marketing and branding in the world today and it is easy to confuse them but marketing and branding are two different concepts and if you want your business to succeed, you need to understand the difference between the two. In this blog post, I will explain what marketing and branding are, how they are different and how they work alongside one another.

This image has an empty alt attribute; its file name is bus.jpg
The Bayswater Omnibus by George William Joy.

Marketing

‘Do what you do so well that they will want to see it again and bring their friends.’ ~ Walt Disney

Marketing is tools, processes and strategies used to promote a product, service or company, which enable businesses to find customers. Traditionally, marketing has been done in magazines and newspapers, in catalogues, magazines and flyers, on walls and lamp posts, on billboards, on public transport, in sports grounds and on the jerseys of the men and women playing sport, in window displays, signs and posters, on tv and radio and with telemarketing by phone and text message. Today such advertising still takes place but digital marketing uses websites, social media, adverts, videos and email marketing too.

Etymology online records the word marketing firstly in the 1560s as meaning the ‘buying and selling, act of transacting business in a market’ and in 1701 as meaning ‘produce bought or sold at a market’. Finally it records the business sense of the word as the ‘process of moving goods from producer to consumer with emphasis on advertising and sales’ in 1897.

Marketing is as old as time itself. The first printed advertising was recorded between 960 – 1279 and the first trade shows took place around 11th century A.D. The invention of the Gutenberg Press in 1450 saw the beginning of the mass production of printed advertising, while early trademarks and branding began in 1498, with the German painter Albrecht Duerer who created a distribution network of his works throughout Europe and undertook legal actions against those who illegally produced copies of his paintings.

In the 17th century, the first newspaper advertising appeared and the first advertising agency was founded in 1786. Sandwich men appeared in 1789 – these were people hired to wear advertising space on their body, in the form of printed cardboard on their front and back, while handing out flyers. Billboards, cinema advertising, radio and television advertising followed and as these mediums grew in popularity, companies began sponsoring shows and creating commercials, that allowed the companies to come into people’s homes with words, music and moving pictures.

This image has an empty alt attribute; its file name is coca-cola.jpg


Branding

Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.’ ~ Sir Richard Branson

Branding is different to marketing, in that it defines a company by creating a unique name or image for a product. It includes a company mission statement and values, the company logo and the unique selling point (USP), which distinguishes a company from its competitors, making it memorable to existing and potential customers.

Branding has always been about making your mark and depicting ownership. In the Ancient Scandinavian language Norse, the word ‘brandr’ meant ‘to burn’, while the word ‘brand’ originally meant a burning piece of wood. Branding has been recorded in ancient Babylon and at the time of the Magna Carta, guilds made it mandatory to brand goods with proprietary marks. In the 1500s, it became common to brand cattle in order to show ownership – branding marks were unique to the owner, simple, distinctive and instantly identifiable, just like the product logos of today. Other examples include slave owners who would brand their slaves and the Nazis who branded prisoners of war. So too, publishers use branding in the form of a colophon, the emblem, logo, or imprint that appears on the spine of a book and or on its title page.


Advertising agencies first appeared in England in the 1800s and companies began to promote their ‘brand names’ using packaging and slogans. Then at the beginning of the twentieth century, products such as Coca-Cola (1886), Colgate (1873), Ford Motor Company (1903), Chanel (1909) and LEGO (1932) were born. These brands were innovative and ahead of their time – the Ford Motor Company for example offered American made, gasoline-powered vehicles before anyone else and Chanel made suits for women at a time when they had only been thought of as menswear.

Before television, companies ran commercials during radio programmes, propagating the idea that their products could buy happiness and as radio become more popular, station owners looked to advertising as a way of making their businesses more sustainable. Branding developed with radio jingles, catchphrases and with companies sponsoring both advertisements and entire programmes.

Today the internet is involved in all aspects of advertising and marketing and it now seems there is little that cannot be given the branding treatment, from politics, to charities and even personal brands for celebrities, who have built careers from simply being themselves. To ensure they do not fall behind, companies must ensure they engage with the online world. Marketing and advertising agencies need to be able to create adverts and logos with a consistent look and feel to represent products, with both a nod to the past and an understanding of the present, that will appeal to audiences who are saturated with messages fighting for their attention twenty four hours a day. However, it is important to remember traditional marketing too, for as long as people can read, there will be a place for this also and there may be many who prefer this quieter and subtler form of communication.

This image has an empty alt attribute; its file name is johnson-baby-powder-2.jpg


Working hand in hand

So, marketing and branding can be seen to work hand in hand, with marketing getting a customers’ attention and driving sales, while branding is a way to keep their attention and gain customer recognition and loyalty. Marketing will push a brand in front of people but to keep it there and have longevity, you need to build a strong brand. Branding is what will set your company apart from competitors and a well defined brand will help ensure consistency in your products and communications, which in turn, over time will build trust with your target audience – think Coca-Cola, Marks and Spencer, Virgin and the BBC.

Before putting a marketing strategy in place, focus on branding. Ask yourself, who are you as a brand, what do you do, what are your values and how will you communicate all of that to your customers? Marketing strategies and campaigns are temporary, with each having a beginning, middle and end. Branding on the other hand is the continuous work of defining your company, shaping the perception of your brand and ensuring you create long term relationships with your customers.


Sources

Further information

Information about the images

© Toni Louise Abram at Izzy Wizzy. All Rights Reserved

The importance of copyright

Copyright is the exclusive legal right, given to the creator of a piece of work, to print, publish, perform, film or record literary, artistic or musical material. I have chosen to write a blog post about this subject following experiences in workplaces – in particular a telephone call I received from Getty Images who had found one of their images on my organisations website and wanted paying for it and a conversation with a colleague who wanted to search Google images for an image to accompany something he would be putting online.

Image by Pete Linforth.

Just because something appears on the internet, doesn’t mean it is free to use. Any image that you right click and save or any piece of work that you download belongs to the person who made it or a third party who owns the copyright but while most copyright owners want their work to be seen, unless they have expressly given permission for their work to be used, you infringe someone’s copyright by using it without their permission.

The purpose of copyright is to stop others from using your work or copying it without permission and it is the responsibility of creators to defend their work against copyright infringement. Copyright protection starts as soon as a work is created and in most countries lasts a minimum of life plus fifty years for most types of work but it varies depending on the type of work. The protection applies to literature, drama, music or artistic work, including illustration and photography, non-literary written work, such as software, web content and databases, sound and music recordings, film and television, recordings, broadcasts, the layout of published editions of written, dramatic and musical works.

Copyrighted works are often marked with the copyright symbol (©), the creators name and the year of creation. The symbol is often found alongside a statement saying ‘all rights reserved’, which means you withhold all rights to the maximum extent allowable under law. Legally the phrase is the same as having no statement but the statement is commonly used to emphasise the copyright owner takes take their rights seriously.

Female photographer sitting in a field of flowers.
Photo by Jessica F.

History

The right to be identified as the creator of a piece of work can be traced back to ancient Greece as far as the 6th century before the common era (B.C.E) but it was with the invention of the printing press that the need for statutory regulation was realised. Richard III encouraged printing, while at the same time seeking to limit and censor texts deemed to be harmful to the church and crown.

Image by Janet Gooch.

In 1534 The Printers and Binders Act, banned the import of foreign works, enabling the Lord Chancellor to limit the price of books and in 1557 the Stationers’ Company received its Royal Charter from Mary I, giving the company the power to decree who could print books and the right to seize illicit or pirated works. The Licensing of the Press Act 1662 built on this work with an act for ‘preventing the frequent abuses in printing seditious treasonable and unlicensed books and pamphlets and for regulating of printing and printing presses’ which gave the Stationers’ Company the responsibility to censor literary works. However censorship led to public protest and in 1694, Parliament refused to renew the Act. The Stationers’ Company campaigned for new legislation to restore their role but this failed, leading to them changing their tactics and arguing authors should have a right of ownership in what they wrote.

The Pirate Publisher—An International Burlesque that has the Longest Run on Record, from Puck, 1886, satirising the then existing situation where a publisher could profit by simply stealing newly published works from one country, and publishing them in another and vice versa.

Parliament was persuaded and in 1710, this led to the enactment of the first Copyright Act, the Statute of Anne and for the first time copyright belonged to authors rather than the printers and publishers. The Statute of Anne begins ‘Whereas printers, booksellers, and other persons, have of late frequently taken the liberty of printing, reprinting, and publishing, or causing to be printed, reprinted, and published books, and other writings, without the consent of the authors or proprietors of such books and writings, to their very great detriment, and too often to the ruin of them and their families.’ The Statute remained in force until it was replaced by the 1842 Copyright Act and was greatly influential in the formation of other copyright laws across the world.

Statute of Anne.
The Statute of Anne.

Creativity is the way that writers, artists and musicians make their living and if you use their work, it is important to acknowledge this and pay them, unless requested otherwise. Not all creators require payment, some may only ask that you thank them or credit them at the place where the image is used. However, copyright infringements happen every day, so it is important to stay on top of protecting your copyright but also to ensure you are not breaching others copyright.

If you have an original idea or piece of creative work, it is a potential asset and could end up having considerable value in the future, both to yourself and to future generations as part of your legacy, when passed down as part of an estate. If someone infringes your copyright, you have legal grounds to pursue the guilty party to either pay for a license, or compensate you for any financial loss you may have incurred. Copyrighted works that attract the interests of other parties may also be licenced to make sure the originators benefit financially benefit from their use.


There are many famous copyright cases – Apple versus Microsoft, Dyson versus Hoover and numerous music copyright cases. In the 1970’s Star Wars vs Battlestar Galactica saw 20th Century Fox sue Universal Studios for copyright infringement, claiming it had stolen thirty four ideas from Star Wars, including a character named Skyler and wanting to use ‘Star Worlds’ as the name for the show. More recently, Meghan Markle won her copyright claim against the owners of the Mail on Sunday after they published a personal letter she wrote to her father. A High Court Judge ruled in her favour after deciding the publication of large parts of the handwritten letter was ‘manifestly excessive and unlawful.’

Then there is the tale of British photographer David Slater, who in 2011, travelled to Indonesia, to take photos of local wildlife. Unable to get the shot he wanted of some monkeys, he placed his camera on a tripod as the monkeys were curious about the equipment. One monkey in particular was drawn to the reflection of the lens and went on to take a few ‘selfies.’ Mr Slater sent the images to his agent, who circulated them to a number of news sources and the photos were subsequently published by the Daily Mail. However, in 2014, a dispute between Mr Slater and Wikipedia began when Wikipedia uploaded the pictures and tagged them as being in the public domain, reasoning monkeys cannot own copyright.

In September 2015, the campaign group People for the Ethical Treatment of Animals (PETA) sued Mr Slater in a California court on behalf of the monkey (named Naruto in the suit) to assert copyright over the picture, claiming the selfie ‘resulted from a series of purposeful and voluntary actions by Naruto, unaided by Mr Slater, resulting in original works of authorship not by Mr Slater, but by Naruto.’ In January 2016, the trial judge dismissed the action on the basis that even if Naruto had taken the pictures by ‘independent, autonomous action’ the suit could not continue as animals do not have standing in a court of law and therefore cannot sue for copyright infringement. However, this did not stop PETA appealing the dismissal. The parties later reached a settlement out of court. 

Photo by Sorin Gheorghita.

Exceptions

There are exceptions to copyright law, including use for noncommercial research and private study; text and data mining (the use of automated analytical techniques to analyse text and data for patterns, trends and other useful information for non-commercial research); criticism, review and reporting current events; teaching; helping people with disabilities and parody, caricature and pastiche (permits people to use limited amounts of copyrighted material without the owner’s permission for the purpose of parody, caricature or pastiche). As such, you should always check whether someone’s use of your work is permitted before trying to stop them. However, certain exceptions only apply if the use of the work is ‘fair dealing’, a legal term used to establish whether a use of copyright material is lawful or whether it infringes copyright. There is no statutory definition of fair dealing, rather, the question to be asked is how would a fair-minded and honest person have dealt with the work?

It is also important to be aware that media, such as DVDs and e-books, are often protected by Technological Protection Measures (TPMs) (also known as copy protection measures or DRM) which prevent unauthorised access or copying. EU and UK law protects the right of copyright owners to use TPMs to protect their works, and circumvention of such technology is illegal.

Another exception are Creative Commons licenses which enable creators the freedom to decide exactly how people may use their work and for what purpose, providing a way for them to grant copyright permissions to their creative work, so providing a pool of content that can be copied, distributed, edited, remixed and built upon, all within the boundaries of copyright law.

In addition, some photo providers such as Getty images and Historic England now allow their images to be embedded on non-commercial external websites. Code can be copied and pasted into a web page and the image will appear together with a title, the author name and clearly states from where the image was obtained, so allowing images to be shared on social media, blogs and websites for free, protecting content creators’ ability to earn through commercial licensing but providing opportunities for rich visual storytelling too.

Empty room with drums, keyboard and microphone.
Photo by John Matychuk.

Need help finding images you can legally use? Here is some useful information to guide you through the process.

  • Royalty-free images: in return for an initial licence fee, these are available for nearly unlimited commercial use, meaning you can use the images virtually anywhere, as long as you comply with the terms of the licence agreement
  • Stock images: these are images made available for licence by paying a fee to both the originator and the stock agency managing them, while the originator retains the copyright of their work
  • Editorial images: these are licensable images but with restrictions on use, such as limitations on size, placement, duration of use and geographic distribution – all images must be used in an ‘editorial’ manner, meaning the usage must relate to events that are newsworthy or of public interest
Photos hanging on a line.
Photo by Raj Rana.

Not sure where to start your image search

There are a number of websites that offer free images also but always remember to check the terms as these vary between websites and creators.

Wikipedia is also a good source for images that are in the public domain and therefore not subject to copyright.

Sources

Further information

© Toni Louise Abram at Izzy Wizzy. All Rights Reserved.

UK GDPR and the right to privacy

On 25 May 2018, the General Data Protection Regulations (GDPR) came into force, along with the Data Protection Act 2018, modernising the laws that protect the personal information of individuals and replacing European data protection law that was almost twenty years old.

The new regulations were designed to provide greater protection and rights to individuals and to change how businesses and other organisations handle the information of those that interact with them, at a time when private lives had become increasingly public, with individuals freely sharing their personal information online. There is the potential for large fines and reputational damage for those found in breach of the rules.

Post Brexit, as of 1 January 2021, the UK regained full autonomy over its data protection rules. However, The General Data Protection Regulation (GDPR) was retained in UK law and is now referred to as the UK General Data Protection Regulation (UK GDPR). It will continue to be read alongside the Data Protection Act 2018, with technical amendments to ensure it can function in UK law.

Keyboard and padlock.


A little bit of history

1890


GDPR brought big changes but also built on previous data protection principles. In fact data protection laws can be traced back as far as 1890 when two United States lawyers, Samuel D. Warren and Louis Brandeis, published ‘The Right to Privacy’ in the Harvard Law Review, an article that uses the phrase the ‘right to be let alone’, as a definition of privacy. Over a century before the implementation of GDPR, it was argued ‘Recent inventions and business methods call attention to the next step which must be taken for the protection of the person, and for securing to the individual … the right ‘to be let alone’ … Numerous mechanical devices threaten to make good the prediction that ‘what is whispered in the closet shall be proclaimed from the house-tops.’  The invention referred to was the portable camera, while the business methods referred to celebrity journalism.

1940’s


In 1948, The Universal Declaration of Human Rights was adopted, this included the twelfth fundamental right, namely the Right to Privacy; in 1980 the Organisation for Economic Co-operation and Development (OECD) issued guidelines on data protection, reflecting the increased use of computers to process business transactions; and in 1981 The Council of Europe adopted the Data Protection Convention (Treaty 108), rendering the right to privacy a legal imperative.

1990’s


In 1993 PC Brown was charged under the UK Data Protection Act 1984 offence of using personal data for a purpose other than that described in the Data Protection Register. PC Brown was entitled to use the police national computer database for his duty, however on two occasions he used the database to assist a friend who ran a debt collection agency, making checks on vehicles owned by debtors. On the first occasion, the vehicle was owned by a company and did not reveal any ‘personal’ data. On the second occasion the search revealed personal data, however there was no evidence that any subsequent ‘use’ was made of the information obtained and the case was dismissed, with it being stated the word ‘use’ must be given its ‘natural and ordinary’ meaning. As there was no evidence that PC Brown had not employed the information ‘for a purpose’, he was not guilty of an offence.  However, had the case been brought in 1998, PC Brown would have been found guilty, as the act had been changed to have a much wider definition of ‘data’.

Photo by Omkar Patyane.

In 1995 The European Data Protection Directive was created to reflect technological advances. It also introduced new terms including ‘processing’, ‘sensitive personal data’ and consent and in 2002 the EU adopted the Directive on Privacy and Electronic Communications. On 1 January 2005, the UK Freedom of Information Act 2000 was fully implemented. The Act was intended to improve the public’s understanding of how public authorities carry out their duties, why they make the decisions they do and how they spend their money. Placing more information in the public domain would ensure greater transparency and trust and widen participation in policy debate. In 2009 the EU Electronic Communications Regulations were amended in response to email addresses and mobile numbers becoming prime currency in conducting marketing and sales campaigns.

2000+

In 2010 the international non-profit organisation Wikileaks began publishing secret information, news leaks, and classified media provided by anonymous sources. Leaks have been political and diplomatic in nature, but have also included documents from Amazon, the Catholic church, the military and the CIA. In 2011 following the UK News International phone hacking scandal which saw journalists hacking the phones of people from all walks of life to get stories, The Leveson inquiry, a judicial public inquiry into the culture, practices and ethics of the British press saw a series of public hearings held throughout 2011 and 2012. The reforms for independent regulation were endorsed by all parties and at the time ‘Hacked Off’ a campaigning group pushing for meaningful reform of UK press was formed to ensure victims of press abuse have their voices heard and are given protection from continuing intrusions. However the reforms have not been upheld, people, particularly those in the public eye, still suffer abuse and the Hacked Off campaign continues its work. In 2014 a ruling by the Court of Justice of the EU gives people the right to ask internet search engines to remove results for queries that include their name. The concept became known as ‘the right to be forgotten’.

Today, post GDPR and in the wake of the coronavirus pandemic, technology and privacy are at another crossroads, with more people than ever working from home, surveillance of the home in terms of employer concerns about cyber security and conduct at home will become inevitable.

Photo by Gian Cescon.

Understanding UK General Data Protection Regulation (UK GDPR) today

The Online Etymology Dictionary records the word data as first being recorded in the 1640s as ‘a fact given or granted,’ the classical plural of the Latin word datum “(thing) given” and neuter past participle of the word dare, meaning ‘to give’. From 1897 data came to mean ‘numerical facts collected for future reference’ and in 1946 it meant ‘transmittable and storable information by which computer operations are performed’. The term data-processing was recorded in 1954, data-base or database meaning a ‘structured collection of data in a computer’ in 1962 and the word data-entry in 1970. Today, personal data, is defined as information that enables a person to be identified.

The body responsible for protecting personal data and enforcing GDPR in the UK is the Information Commissioner’s Office. The law impacts how people can access information and places limits on what organisations can do with the personal data they obtain, that is information that allows a living person to be directly, or indirectly, identified from data that’s available, as per the short animation above. This may be something obvious, say a person’s name, location data, or a clear online username, however, IP addresses and cookie identifiers can be considered as personal data too. Furthermore, there are special categories of sensitive personal data that have greater protection, for example personal data about racial or ethic origin, political opinions, religious beliefs, membership of trade unions, genetic and biometric data, health information and data around a person’s sex life or orientation.

For individuals, ultimately GDPR aims to give them control of how their personal data is used, say the ability to opt in and out of marketing material easily and being removed from databases. For organisations GDPR affects any organisation that offers goods and services, irrespective of whether money has been transacted, they have a duty to report data breaches and there are significant fines and legal implications for non-compliance.  As such organisations need to recognise the data they hold is personal information about individuals who have a right to know how and why their personal information is being used and stored forcing companies to act transparently and accountability.

Further information

Information Commissioner’s Office

Sources

© Toni Louise Abram at Izzy Wizzy. All Rights Reserved.