Lead with you 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.… Read the full article
you-writing
How to craft reader-centered writing
Use you for all audiences, channels
You. It’s a power tool of communications.
The second person increases readability, boosts opens and clickthroughs and is the most retweeted word in the English language.… Read the full article
Write headlines for your PR target audience
Write about the reader, not about 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.… Read the full article