Over het boek
This hand-sized manual shows you how to combine brand marketing with journalism skills, a combination that is tricky to achieve for advertisers, for business communicators, and for public relations practitioners. Each section illustrates precisely how to write articles and scripts to hook audiences immediately - and at a calibre to be trusted no matter whether the content is to be distributed through earned, paid, or owned media channels. As importantly, each section points out the pitfalls, common writing mistakes and the irritants - and illustrates exactly how to fix it all. Checklists and templates make it even easier. In one sitting review and refresh: Why 'earned' media content is the role model How to influence readers, listeners, and viewers Why marketers are trying to write like reporters How to become an asset to any publication editor Why the topic you choose is a critical decision How to write a powerful headline How to create a video script quickly How to hook an audience with the first words How to win trust with the right tone How to name-drop a brand effectively How to use quotes to soft-sell How to motivate action in any audience How to write with no irritants How to convert an article into a script Use the handbook to ensure that every sponsored article and video makes the greatest impact.
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