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Edit a Quote Without Flattening the Speaker’s Voice
The founder explained a hard choice; the draft said "a considered approach to quality." How to make a quote cleaner and safer without removing the decision and the person who made it.
4 min read
When the Company Voice and the Spokesperson’s Voice Differ
One draft follows the style guide so closely anyone could have signed it; the other skips the terms staff need. How to give company voice and spokesperson voice their own jobs.
4 min read
Where an Executive’s Opinion Becomes a Checkable Claim
"I believe customers are abandoning complicated services" asserts behavior, scope and a cause. How to separate an executive's judgment from the facts inside it before attribution.
4 min read
Turning a Private Client Case Study Into a Public Quote
The hospital's name was removed, but region, specialty and date still pointed to it, and nobody asked the client. The four decisions between a private story and a public quote.
4 min read
Brief a Bylined Article for the Outlet That Will Publish It
The editor asks why the piece matters to their readers now, and the draft has no answer. How to brief a byline around the outlet's reader, not the client's message.
4 min read
The Executive Voice Guide: What It Is and Why Adjectives Won't Cut It
A quote for a CFO comes back rewritten line by line because the brand guide said "confident and direct" and nothing about how this person actually talks. What an executive voice guide should record instead.
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.
- 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.
- Company knowledge and evidenceKeeping the facts a team relies on current, dated and traceable to their source, so the next release starts from what is true now.
- 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.