Posts Tagged ‘writing’

Five Steps to Ghost Writing the Perfect Byline

A byline article is a great opportunity for a client to tell their story. They can use their own words and voice and are typically positioned as an industry thought leader. Often written by public relations professionals, these articles are published with the client’s name. For PR pros, that means delivering a well thought out and written piece. Luckily, with a little planning and attention to detail, your byline article can be perfect. Here are a few tips to remember:

Research: This sounds simple, but there are many factors you need to consider before writing. Reading past inte...
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Sep 01

Are you Working on Marketing Outputs, or Outcomes?

During a recent conference, I spent seven hours with local entrepreneurs, marketers, and PR professionals sharing first-hand experiences around marketing challenges and how they solved them. One of the main topics was digital trends and what we, as content producers, should know.

One speaker who really stood out for me was the charismatic Wil Reynolds, Founder and Director of Strategy at SEER Interactive, a digital marketing agency specializing in SEO, PPC, and Analytics.

Wil challenged the group to to ask themselves if they were working on marketing “outputs” or “outcomes....
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Aug 20

Book report: Tips for social media success

A review of social media-pro Guy Kawasaki’s book, “The Art of Social Media”

Sure, you’re engaging in social media efforts for your clients, but are they reaching the right people? Did they make any impact?

If you are already implementing, or are planning to implement, a social media campaign, Guy Kawasaki is a name you need to know. Formerly an advisor at Google and Chief Evangelist at Apple, Guy is an authority on all things social media.

In his book, “The Art of Social Media”, Guy outlines best practices and tips that all circle back to the main f...
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Aug 13

Best Practices: Writing Website Copy

As content marketing continues to drive many of today’s integrated marketing programs, perfecting writing skills for the various marketing channels has never been more critical. Copy for a brochure is not the same as copy for a press release, white paper or social media.

Copy development for a website has its own voice or tone. The great part about web copy is that it can be changed and adjusted on the fly and new messages and call to actions can be tested dynamically for each campaign or target audience. The hard part about web copy is that you need to think about the SEO implications...
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Jul 09

The Do’s and Don’ts of Writing for SEO

Launching a new website? What is your copy saying? Print this out and make sure you are following these simple rules. Best practices go a long way and can dramatically impact your site’s visibility.

Do: Vary sentence structure to have a combination of longer and shorter sentences for rhythm. Keep sentences under 30 words. Keep paragraphs short and break them into logical sections with headers. Readers need the white space for legibility. Headers also help a page look more visually interesting and are easier to scan. This goes double for mobile view! Use bullets to break up paragr...
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Jun 03

Visual Storytelling: 6 Ways to Incorporate Video into Your Brand Strategy

You’ve undoubtedly heard the phrase, “a picture is worth a thousand words.” If that’s true, then one minute of video could easily be worth 1+ million words.

The power of video in communication is more prevalent than ever, as we are constantly surrounded by it: television, YouTube, Vine, Instagram, etc. Yet, in a recent survey conducted by PR Newswire and PR News, 76 percent of respondents believe video is underutilized in messaging platforms and in PR content. More than half of respondents also stated less than 5 percent of their overall external communication is delivered...
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Apr 14

The role of research in media relations

In PR, it is always best to have the facts on your side. From pitching a new client to building a strategic communications plan to finding the right media pitch targets, research plays a critical supporting role in helping you to make smart, informed recommendations.

There are various types of research involved in PR: primary research, which can be focus groups, phone interviews, online surveys; and secondary research, which includes market and industry research, news tracking, competitive analysis, media and analyst audits, and media/social media analysis and more. Each of these tools c...
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Mar 31

5 Tips for Building Relationships with Media

I think it’s fair to say that at some point in everyone’s public relations career, they’ve employed some form of the “spray and pray” pitching method. Shooting a press release or pitch out to everyone on a media list to see who bites can work on occasion, but a much more strategic and long-lasting approach is to create relationships with reporters.

I'm lovingly known around the office as the “media stalker.” Don’t worry, I haven’t crossed any lines, but it’s hard to be ignored when you feel that you have crafted the perfect pitch to the perfect reporter. So, when ema...
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Mar 17

Top 5 Typeface Tips

Below is a quick guide to some of the fundamentals that are key for every designer to know.

1. Consider the brand and target audience.

Whether you are creating a piece to compliment an existing company, rebranding, or building a business from scratch, it is always important to consider the brand. Think about what the company does and what message they want to evoke. Is the company a fun fashion brand or a serious law firm? Typefaces can either help or hinder this process.

A wealth management company, for example, wants to elicit the feeling of trust and give the client a sens...
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Feb 12

Tips for Breakthrough PR Writing

The importance of writing well cannot be emphasized enough in public relations. For PR Pros, writing is a core competency that is a part of everything that we do – whether that’s a press release, a pitch, a blog post, or just an email to a client. Not only is your work being judged by those paying your salary, but your peers and clients also form impressions about you based on how well you communicate. How we write is a key part of our personal brand.

In listening to a recent PRWeek webinar, titled, “Tips for Breakthrough PR Writing,” I got some critical reminders about the impor...
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Jan 28