The verb is the story

‘Spank those naughty little oxidants’ “A story should be a verb, not a noun.” — Byron Dobell, former editor of Esquire And when it comes to your headline, the verb is the story. The sexier the verb, the sexier the story. That’s why I love the cheeky verb in this headline, from Vitaminwater: “Spank those…

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Are your words dangerous?

By Ann Wylie Convoluted terms scare readers off “Words are all we have.” — Samuel Beckett, Irish writer, dramatist and poet Which of these food additives is more dangerous: Hnegripitrom or Magnalroxate? Most people said the more difficult to pronounce Hnegripitrom was the most hazardous in a 2006 study by Hyunjin Song and Norbert Schwarz…

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Avoid Institutional Narcissism

By Ann Wylie   You’re so vain, you probably think this piece is about you Richard Roll, an economics professor at the University of California, Los Angeles, studies narcissism in CEOs. Turns out the more narcissistic executives are, the more likely they are to overrate their skills and make bad business moves. In one 2010…

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Ann Wylie Workshop & Luncheon: Catch Your Readers

Event Partnership with IABC Phoenix May 15, 2013 from 8:30 am – 1:00 pm at ABIL Conference Center Whether you’re writing an article for your company’s internal newsletter, a feature for a consumer publication or a white paper for a B2B audience, you face the same challenges: communicating your message effectively and making sure your…

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Join PRSA and Save This Month

New members will save on the membership initiation fee ($65 value) when they join the PRSA national as a regular member through February 5! Use promo code JAN13 on your application and take advantage of the discount. There are a variety of ways to save based on experience in the profession. For details, visit the…

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Tips on Measuring Your Communication Programs


How to Set Measurable Objectives Courtesy of Angela Sinickas, ABC (originally posted by IABC Phoenix) What makes your program successful might be quite different from what makes another company’s program successful in the eyes of its management. That’s why the starting point should be setting objectives for your program — and making them measurable objectives….

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