IPRA Members: This hand-sized manual shows you how to combine brand marketing with journalism skills, a combination that is tricky to achieve for practitioners in public relations, communications, and marketing. Each section illustrates precisely how to write articles and scripts to hook audiences immediately - and at a calibre to be trusted no matter whether the content is to be distributed through earned, paid, or owned media channels. As importantly, each section points out the common writing mistakes, the minefields, and the irritants - and illustrates exactly how to fix it all. Checklists and templates make it even easier. In one sitting, be reminded: Why 'earned' media content is the ideal role model; How to influence readers, listeners, and viewers; Why marketers are trying to write like reporters; How to become an asset to any publication editor; Why the topic you choose is critical; How to write a powerful headline; How to create a video script quickly; How to hook an audience with the first words; How to win trust with the right tone; How to name-drop a brand effectively; How to use quotes to soft-sell; How to motivate action in any audience; How to write with no irritants; How to convert an article into a script. This handbook will ensure that every sponsored article and video makes the greatest impact.