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	<title>Sheffield &#187; Journalism</title>
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		<title>Brevity of message means getting to the point quickly</title>
		<link>http://sheffieldcompany.com/2010/01/06/brevity-of-message-means-getting-to-the-point/</link>
		<comments>http://sheffieldcompany.com/2010/01/06/brevity-of-message-means-getting-to-the-point/#comments</comments>
		<pubDate>Wed, 06 Jan 2010 21:17:33 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Professional Development]]></category>
		<category><![CDATA[Internet]]></category>
		<category><![CDATA[Journalism]]></category>
		<category><![CDATA[Michael Kinsley]]></category>
		<category><![CDATA[Newspapers]]></category>
		<category><![CDATA[Reuters]]></category>
		<category><![CDATA[Robert MacMillan]]></category>
		<category><![CDATA[The Atlantic]]></category>
		<category><![CDATA[Wall Street Journal]]></category>
		<category><![CDATA[Writing]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=540</guid>
		<description><![CDATA[There&#8217;s a nice piece in the WSJ that discusses how hard it is for papers and magazines to get to the point. Here it is with nice links included:
 
Michael Kinsley, writing in The Atlantic, takes some 1,800 words to argue that newspaper stories are too long, and that Internet stories “get to the point.”
Robert [...]]]></description>
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		<title>Google struggles with an elevator pitch for Wave, its next killer application</title>
		<link>http://sheffieldcompany.com/2009/10/28/google-struggles-with-an-elevator-pitch-for-wave/</link>
		<comments>http://sheffieldcompany.com/2009/10/28/google-struggles-with-an-elevator-pitch-for-wave/#comments</comments>
		<pubDate>Wed, 28 Oct 2009 16:06:12 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Strategy & Branding]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[Applications]]></category>
		<category><![CDATA[CNN]]></category>
		<category><![CDATA[Google]]></category>
		<category><![CDATA[Google Wave]]></category>
		<category><![CDATA[Journalism]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=481</guid>
		<description><![CDATA[
When Google boldly proclaims that its latest innovation &#8220;will kill e-mail and forever change online communication&#8221; yet they struggle to explain what it does, you have to wonder. Maybe it will be the next &#8220;killer app&#8221; but I find it amazing how even journalists cannot make sense of it. Check out the CNN video here: [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<item>
		<title>Media 101 &#8211; 5 quick tips to getting a great story</title>
		<link>http://sheffieldcompany.com/2008/07/08/media-101-5-quick-tips-to-getting-a-great-story/</link>
		<comments>http://sheffieldcompany.com/2008/07/08/media-101-5-quick-tips-to-getting-a-great-story/#comments</comments>
		<pubDate>Tue, 08 Jul 2008 22:41:29 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Guidelines]]></category>
		<category><![CDATA[Journalism]]></category>
		<category><![CDATA[Media 101]]></category>
		<category><![CDATA[Media Interview Tips]]></category>
		<category><![CDATA[Media Strategies]]></category>
		<category><![CDATA[PR basics]]></category>
		<category><![CDATA[Preparing for an Interview]]></category>
		<category><![CDATA[Thinking Like a Reporter]]></category>
		<category><![CDATA[Tips]]></category>
		<category><![CDATA[Top 5]]></category>
		<category><![CDATA[Tricks]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/?p=150</guid>
		<description><![CDATA[
Know the reporter and the story angle &#8211; It&#8217;s critical to know who the reporter is and the exact subject of the interview. Go online to read any recent stories the reporter has written, find a bio and don&#8217;t be afraid to ask the nature of the story.
Prepare your messages &#8211; Write down your key messages [...]]]></description>
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		<title>Rance Crain editorial &#8211; May 12th issue of Crain&#8217;s</title>
		<link>http://sheffieldcompany.com/2008/05/13/rance-crain-editorial-may-12th-issue-of-crains/</link>
		<comments>http://sheffieldcompany.com/2008/05/13/rance-crain-editorial-may-12th-issue-of-crains/#comments</comments>
		<pubDate>Tue, 13 May 2008 19:34:12 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[Communications]]></category>
		<category><![CDATA[Crain's Chicago]]></category>
		<category><![CDATA[Folio Magazine]]></category>
		<category><![CDATA[Journalism]]></category>
		<category><![CDATA[Marketing Communications]]></category>
		<category><![CDATA[Medill]]></category>
		<category><![CDATA[New Media]]></category>
		<category><![CDATA[Northwestern]]></category>
		<category><![CDATA[Rance Crain]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/?p=146</guid>
		<description><![CDATA[There&#8217;s an interesting piece published in the May 12th issue of Crain&#8217;s Chicago Business (&#8220;Now more than ever, know what audience wants&#8221;) written by the president of Crain Communications about two small controversies related to marketing and media. One is a speech given by the editor of Folio magazine and the other is an article [...]]]></description>
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