Silver Anvil winners show it's not 'us and our stuff' Front-loading your headlines with your topic word just makes sense if your readers are going to encounter those headlines in online lists — a search engine results page, for instance, or your online newsroom. That's because readers look at only the first two or three words of the headline when scanning lists … [Read more...] about But what’s the topic?
Use the magic word
'You' gets the story started in media relations pieces It's counterintuitive, but true: The product is never the topic. The program is never the topic. The plan is never the topic. The topic is never the topic. The reader is always the topic. Here's how six PR pros made the reader the topic in their PRSA 2014 Silver Anvil Award-winning campaigns. Use the 'Y … [Read more...] about Use the magic word