The verb is the story

8 ways to activate news release headlines

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.

The verb is the story

Away we go A story is a verb, not a noun. Something should be happening here. Use dynamic verbs in press release headlines. Image by Sergio Rao

News release headlines, on the other hand, are far less active.… Read the full article

A bear’s tale

3 steps to a great story

Facts tell, stories sell.

Craft an anecdote

Tell me a story How can you make the most of your best business stories? Image by Jessica Weiller

But it’s not enough just to have a great story. To make the most of your best business stories, you also need great storytelling.

Fortunately, great storytelling is as easy as 1-2-3.

Here’s how to turn facts that tell into stories that sell, in this rewrite of one of my favorite corporate stories, a piece about FedEx helping rescue a bear named Ben.… Read the full article

Make sure every picture tells a story

How to write compelling captions

Too often, editors crank out captions (aka cutlines) in the 15 minutes before happy hour on a Friday night.

How to write compelling captions

Reach ’em where their eyes are Captions can be workhorses of communications — but only if you use them and use them well. Image by Jay Wennington

Their loss.

“No task involved in producing a newspaper has a greater disparity between its importance to the reader and its attention from most newsrooms than writing cutlines,” writes Steve Buttry, American Press Institute’s director of tailored programs.… Read the full article

Keep captions short

How to sell crisp cutlines to clients who want to include too much

“Help us with captions,” wrote Sue Grabowski, president of Grabowski & Co., in our recent member survey. “Our clients luuuuvvvvv to include long names, titles, etc. How can we make the caption shorter but keep the clients happy?”

Keep captions short

Small packages Use your captions to communicate a key message. Image by Tamara Bellis

Sue, I’d start by reminding clients that the real opportunity with a caption is to communicate a key message, not to identify who’s in the picture.… Read the full article


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