How PR Pros Can Write (and Think) Like Journalists

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What You’ll Learn:: 

PR pros have always battled to catch reporters' attention and secure media coverage As newsrooms keep on shrinking, the fight gets even tougher. PR pros must pitch stories that reporters care about. In their press releases and email pitches, PR people must write to indirectly appeal to publications' readers, if they want their stories to grab headlines. What's the secret sauce? Colleen Newvine, product manager of The AP Stylebook, reveals what it's like to have your press reviewed by all the editors of the Stylebook—how you can write well enough to survive that kind of sign off.

Key Takeaways:

  • Avoid common AP style errors
  • Cut out jargon, extraneous capitalization and exclamation points and get to the heart of your news
  • Write tight, compelling copy reporters can grab and go with--with little re-writing or editing
  • Think like journalists to find out if your story is newsworthy
  • Tell a story that's either unique enough to stand out or part of a larger trend
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Broadcast: 
December 2016
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Presenter bio: 

Colleen Newvine is the product manager of The AP Stylebook. She did her first reporting on the staff of her elementary school newspaper. She has been a reporter and editor at daily, weekly and monthly publications. She did PR for five years at the University of Michigan News Service while earning her MBA in the Michigan Business School evening program. She joined the Associated Press 10 years ago and has been product manager for the The AP Stylebook almost that long. She manages the business operations of the Stylebook website, printing, distribution, marketing communications and new product development. She expanded the Stylebook product suite and tripled its revenue. Five years ago, she went part-time at AP and launched her marketing consulting firm, helping small businesses and solopreneurs tell their stories to customers. @cnewvine and @APStylebook.