Writing and editing

What’s the average time spent reading [statistics!]?

Americans spend 16.2 minutes a day reading for fun

Some 69% of young executives and 43% of veteran professionals spend less than four hours a week reading for business.… Read the full article

How to write catchy news headlines

Remember, the verb is the story

When it comes to headlines, The New York Times’ leap into action: People, places and things arrest, attack, confront, explode, fight, grow, spread, struggle and work.… Read the full article

How long should a press release headline be?

Keep headlines short, like The New York Times

Hey, PR pros: Would you like to see your story in The New York Times? Then why not write like the Times?… Read the full article

Use a conversational writing style in press releases

Run the ‘Hey, did you hear?’ test

Having trouble nailing that “business casual” tone you’re aiming for? Try reading your message aloud — after a friendly greeting or phrase:

“Good morning, honey!

… Read the full article

How to write short press release paragraphs

And how long should the lead be?

Quick! Which of these paragraphs would you rather read? This 11-word paragraph, from The New York Times?

Until then, Mr.… Read the full article

Before you buy automatic cat litter boxes …

9 reasons a cardboard box is better than a ChillX AutoEgg

I’ve purchased some ridiculous things in my life. I once read in O about a contraption that magically transformed frozen bananas into soft-serve banana ice cream.… Read the full article

How to write a short press release, pitch

Journalists spend less than one minute reading releases

Tick tock.

In the time it takes you to wash your hands, buckle your seat belt or start the dishwasher, your favorite journalist can finish reading your news release.… Read the full article

How to write short quotes

Put the bite in the sound bite

Mark Twain once defined a sound bite as “a minimum of sound to a maximum of sense.”

So this quote, from The New York Times’ “Riches to Rags for New York Teenager Who Admits His Story Is a Hoax,” makes a lot of sense.… Read the full article

How to write a good testimonial

Help clients put in a good word for you

Too often, communicators use first-party testimonials. That is, they quote their own VP of product development on how great the new product is.… Read the full article