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	<title>Sheffield &#187; Top 5</title>
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		<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>
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		<pubDate>Tue, 08 Jul 2008 22:41:29 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Guidelines]]></category>
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		<category><![CDATA[Media 101]]></category>
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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>Five keys to succeed with online video</title>
		<link>http://sheffieldcompany.com/2008/05/23/five-keys-to-succeed-with-online-video/</link>
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		<pubDate>Sat, 24 May 2008 01:21:53 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
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		<category><![CDATA[Joe McCormack]]></category>
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		<category><![CDATA[Sheffield Marketing Partners]]></category>
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Make a point and keep it brief &#8211; short-form video is what people watch online; keep your segments to less than three minutes, ideally 60 seconds
Provide visual variety &#8211; watching a talking head for the entire time is cumbersome; spice up a video with different shot angles, an animation, stock b-roll and some mild music
Sign [...]]]></description>
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		<title>Key to Marketing in an &#8220;ADD Age&#8221;</title>
		<link>http://sheffieldcompany.com/2007/12/05/key-to-marketing-in-an-add-age/</link>
		<comments>http://sheffieldcompany.com/2007/12/05/key-to-marketing-in-an-add-age/#comments</comments>
		<pubDate>Thu, 06 Dec 2007 01:36:15 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Message Development]]></category>
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		<description><![CDATA[Be brief.
]]></description>
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