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| #1- Holding your Audience's Attention |
| | Every written message or speech should engage the audience quickly, but a message that is intended to be persuasive must do more: It must sustain the audience's interest long after the opening if you want the reader to remember it....
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An audience mig... |
| | | #2- Writing Visually: Helping Readers to See |
| | A corporation refers to its technology as a “point-of-sale solution”; the public knows it as a cash register. What a defense contractor calls a High Mobility Multipurpose Wheeled Vehicle, most people would call a flatbed truck with a missile mounted ... |
| | | #3- Managers and Writers: How to Work as a Team |
| | Communications managers who grumble about the quality of their team's writing should realize that the real problem might not be the writing but the relationship between manager and writer....
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For more than a century, editors and writers have grumbled... |
| | | #4- The Finer Points of a Good News Release |
| | PR professionals often view news releases as one of the “basics” that they mastered long ago, so they are puzzled why journalists frequently ignore what they send. The subtleties that distinguish a well-written release from the mediocre are not there... |
| | | #5 Leads that Shine |
| | Here are a few indirect leads that stir curiosity and draw the reader in. Sometimes you can use a scene to create an unusual image:...
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from a story about the world table-hockey tournament in Toronto:...
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Greg Peden leans out over the r... |
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