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Build a Useful Evidence Packet From a Long Report
Sending a writer the whole PDF provides the source but not usable evidence. How to turn a long report into one card per claim, with the passage, its context and what it does not support.
4 min read
The Date on the Upload Does Not Tell You When a Fact Was True
The glossy profile was the newest upload, so 18 offices went into the release. It was nine months old. How to keep the date a file arrived apart from the date its facts were true.
4 min read
Build a Small Claims Glossary Before Definitions Drift
Customer means paying organizations in one draft and trial sign-ups in the next. Define the few terms that change a claim, each with an owner and a counterexample.
7 min read
How to Ask a Busy Client for the Evidence You Actually Need
"Can you share backup for the market-leading claim?" brings a slide deck and two screenshots. How to ask for the smallest source that settles a claim, with a fallback ready.
4 min read
Onboard a New Client Into an Evidence-Led Writing Workflow
A profile questionnaire gives the account lead two jobs, and only the announcement has a date. Onboard the client through the first deliverable instead.
8 min read
Close a PR Project With More Than a Folder of Final Drafts
Every final draft is in the project folder and the reason for the wording is not. Close the project with a short ledger of facts, voice and open questions, then test it on an outsider.
8 min read
Make Unused Research Useful Without Filling the Knowledge Library With Noise
An interview note about an unannounced trial sat in the library, so it looked ready. How to give unused research a question, a status and a review trigger before anyone drafts from it.
5 min readOther topics
- Fact checking PR copyHow to check the figures, comparisons and claims in a press release or bylined article against the documents behind them, before a journalist does.
- Quotes and executive voiceWriting quotes and bylines that sound like the person named, say something worth printing and keep the facts inside an opinion checkable.
- Approvals and handoffsWho signs off a public statement, how to make that approval specific to the words that go out, and how work moves between people without losing it.
- Media relations and issuesAnswering journalists accurately and on time, from the first request to a holding statement and, when it comes to it, a correction.
- AI tools for PRWhat AI writing tools do and do not do for PR work, how they compare, and how to run a fair trial of one on your own material.