Tom Gable, APR, Fellow PRSA, talks about the lazy PR writer’s lexicon and how to avoid sounding like other news releases by using the same language. Think about solid differentiation, positioning, compelling ideas, supporting evidence, data and outside validation. He provides examples from a languid writer to show how to turn a topic into a more interesting story with strategic thinking.

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How communicators can leverage gamification

Ryan Zuk explains how gamification helps organizations crowdsource ideas, drive and even train people for improved job performance in this month’s Digital Dialogue column. Gamification integrates gaming elements like points, levels and leaderboards into campaigns to encourage engagement and guide specific outcomes. Communicators can use it to carry messages, create awareness and affect measureable actions.

What you and your clients need to know about AVEs

What do you do if a client doesn’t want to change what they’ve been doing for a long time? In his second installation of the Ask Doc Rock column, measurement expert David B. Rockland, Ph.D., tells us what clients and PR practitioners need to know about meaningful metrics, and provides some ideas on how to dissuade clients from using AVEs.

As practitioners work for diversity and equity in the organization, they should also examine the products and messages that they produce. In this month’s Diversity Dimensions column, Natalie T. J. Tindall, Ph.D., 2012 PRSA diversity committee chair, identifies several components of the multicultural PR practice and outlines characteristics of practitioners who work in and with diverse audiences.

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