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	<title>Sheffield &#187; Tricks</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>
		<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>

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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>
		<comments>http://sheffieldcompany.com/2008/05/23/five-keys-to-succeed-with-online-video/#comments</comments>
		<pubDate>Sat, 24 May 2008 01:21:53 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Guidelines]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Online Video Tips]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>
		<category><![CDATA[Tips]]></category>
		<category><![CDATA[Top 5]]></category>
		<category><![CDATA[Tricks]]></category>
		<category><![CDATA[TubeMogul]]></category>
		<category><![CDATA[YouTube tips]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/?p=147</guid>
		<description><![CDATA[
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>
		<category><![CDATA[Attention Span]]></category>
		<category><![CDATA[Brevity]]></category>
		<category><![CDATA[Communications]]></category>
		<category><![CDATA[Guidelines]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Tips]]></category>
		<category><![CDATA[Top 5]]></category>
		<category><![CDATA[Tricks]]></category>

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		<description><![CDATA[Be brief.
]]></description>
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		<title>Five keys to succeed with direct mail</title>
		<link>http://sheffieldcompany.com/2007/05/10/five-keys-to-succeed-with-direct-mail/</link>
		<comments>http://sheffieldcompany.com/2007/05/10/five-keys-to-succeed-with-direct-mail/#comments</comments>
		<pubDate>Fri, 11 May 2007 02:47:11 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Strategy & Branding]]></category>
		<category><![CDATA[5 tips]]></category>
		<category><![CDATA[Direct Mail]]></category>
		<category><![CDATA[Guidelines]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Marketing Strategy]]></category>
		<category><![CDATA[Tricks]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.wordpress.com/2007/05/10/five-keys-to-succeed-with-direct-mail/</guid>
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Make them an offer &#8211; give them something worth responding to now
Create a follow-up strategy &#8211; expect them to ignore you at first, and plan how you will follow up
Be creative and compelling &#8211; ensure that your piece stands out against competing offers
Speak to the needs of the audience &#8211; can the recipient even relate?
Build [...]]]></description>
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		<title>The implications of user-generated content, part 1</title>
		<link>http://sheffieldcompany.com/2006/10/22/the-implications-of-user-generated-content-part-1/</link>
		<comments>http://sheffieldcompany.com/2006/10/22/the-implications-of-user-generated-content-part-1/#comments</comments>
		<pubDate>Mon, 23 Oct 2006 02:56:43 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Interactive Marketing]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[5 tips]]></category>
		<category><![CDATA[Broadband]]></category>
		<category><![CDATA[Guidelines]]></category>
		<category><![CDATA[New Media]]></category>
		<category><![CDATA[Online Video]]></category>
		<category><![CDATA[PR]]></category>
		<category><![CDATA[Tricks]]></category>
		<category><![CDATA[User generated Content]]></category>
		<category><![CDATA[Video Sharing]]></category>

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		<description><![CDATA[With widespread broadband access, users can easily view and post audio and video content online right now. As more and more people spend time online, they&#8217;re not sitting in front of their TV. There are, however, many important implications to consider regarding this dramatic shift:

Make it quality content: the material you see and hear has [...]]]></description>
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