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.