Writing

Cutting Through The Noise

Our news feeds are crawling with headlines that triple-dog dare you to tap them, screaming something like, “She Opened her Freezer for a Popsicle and You’re NOT GOING to BELIEVE WHAT HAPPENED NEXT!” It’s accompanied by a head-scratching image of a bloated kneecap, or a horned toad, or something you can’t quite identify. What choice do you have but to click?!? And there goes three minutes of your life you’ll never get back. So wages the daily battle to win the eyes of the reading public. There’s only so much information a person can take in, so it’s a helluva battle for content marketers, who...

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Want Ink? Here’s What You Need.

There is a lingering myth that PR professionals rely exclusively on their contacts to generate “ink” for their clients. There was a time when press agents met up with journalists in local watering holes, handed them news releases, and “negotiated” column inches. But those days went out with manual typewriters, arm braces and fedoras. Today, many journalists are filing two stories a day and keeping a blog. Who has time for two-martini lunches anymore? Even though the old press-PR relationships may be gone forever, emailing, texting, and tweeting have made it easier than ever to reach...

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Press Releases: Not Dead Yet.

One of the most common questions that we get from our clients is, “I keep reading that the press release is dead, so why are you suggesting we put one out?” In a media climate dominated by blogs and other non-traditional press, it’s a great question. While it is trendy to declare the press release “dead,” it’s also flat-out wrong. The only press releases that are DOA these days are those irrelevant pieces of fluff that are issued for no other reason than to drive inbound links from online databases. Real press releases – written to communicate real news to real stakeholders rather than...

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All the News That’s Fit to Print

By Richard Berman For the last decade the imminent death of newspapers – at least in their current form – has been a major topic of discussion among public relations professionals. There’s even a cottage industry based on tracking the decline of this medium in the wake of new technologies (check out http://newspaperdeathwatch.com for a pretty good look at the carnage). But even as many publications close their doors, trim staff, merge to stay afloat, or change format one thing hasn’t changed: the New York Times still matters. I don’t mean in a geopolitical sense – I’m talking about from a...

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Bylining…In Style

A common approach to getting press coverage for a company is to contribute a bylined article from an executive. This is a win-win for the publication (which gets to offer expert commentary to its readers) and the company (which gets to bolster its visibility and credibility with readers). But there are a number of key mistakes that executives – and their ghost writers – often make that can upset editors, result in time-consuming edits, or even get the offer to publish withdrawn. 5 important rules to follow when submitting a bylined article: Talk to the editor before submitting an article....

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Tesla Uncoiled

How one car rewrote the rules on marketing in a high-failure industry Rich Berman, CEO VerbFactory It’s hard to believe it’s only been seven years since the documentary film Who Killed The Electric Car posited a bleak future dominated by oil and car companies who would do anything to bury fossil fuel-free technologies. Today, the Tesla S is the #2 selling luxury car in California, and the waiting list to spend over $80,000 on one of these all-electric sedans is months long. How did this happen, and what does it tell us about consumer adoption patterns? Every so often a product...

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