Focus news stories on MOI “A few years ago, my former newspaper did a study in which interviewers asked readers who or what was most important to them. Their answer was in some ways surprising. Many did not say their families, children or God. Instead, their answer was: ‘Me.’” — Dick Weiss, former writer and editor for the St. Louis Post-Dispatch Screenwriter Nora Ephron … [Read more...] about Make it about me
Archives for February 2011
Your brain on metaphor
People have always learned through analogy When my grandfather first saw a car, he didn’t think “automobile.” He thought, “That’s a carriage that moves without a horse — it’s a horseless carriage.” He added to his knowledge by comparing the new concept to something he already understood. In other words, he learned through metaphor. “Our ordinary conceptual system, in … [Read more...] about Your brain on metaphor
Write headlines for Google News
Keep ’em short Want your release to get posted on Google News? Make the headline 65 to 70 characters. That’s the best length if you want your news release to show up on the portal, according to a study by Schwartz Communications. Despite Google’s preferences, 77 percent of the 16,000 Business Wire releases Schwartz reviewed for the study exceeded that recommendation. The … [Read more...] about Write headlines for Google News
News flash: You’re not a news bureau
Your job is to change behavior, not to report news Might I rant for a moment? Right this minute, all over the world, communicators are knocking themselves out to deliver organizational news that nobody wants or needs. We’re exhausting our resources — not the least of which include our own time and our audience members’ attention — making sure the people know who won … [Read more...] about News flash: You’re not a news bureau
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