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Inspired by Éponine of Les Mis: Writing Mantras for When You're On Your Own

Below is a sampling of "mantras" from seven clients over the past two months. I picked the less-cryptic ones with the hope that some of these words will hit you like a lightbulb moment, like a sudden influx of illumination that helps you see differently, instantly.
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The beauty of 'because' -- the magic word that makes all work better

Here's a little trick for unlocking valuable context that improves motivation and quality.
Wall Street Journal
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How to read proactively to develop a business mindset for tech PR

This list of things to actively look for while reading major business publications will help your business mindset develop more quickly than if you continued to read with a more diffuse agenda or no agenda at all.
Wall Street Journal

Most forgotten yet always essential when developing pitch ideas in a vacuum

Here's a question that journalists regularly ask themselves. If you do it, too, you'll be better able to come up with pitch angles that resonate. You've heard this before, but it remains one of the easiest facets of pitching to overlook.
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Personality profile? Here's your checklist for success

What makes a personality profile different from another kind of news feature? It helps to know what elements are essential, whether you're writing or pitching. Here's a list of seven elements to keep in mind, along with examples.
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For agency interns & AAs: your first speaker abstract

The trick is to filter out 98 percent of what you know about your client. Here are my six touchstones for staying on track as you write a winning proposal.
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Translating science to lay audiences -- tips from Wired, TED Talks & Wright Brothers

Talking science to lay audiences is difficult because scientists themselves are trained for academic rigor, not public outreach. Examples from Wired magazine, TED talks and the Wright brothers offer tips on how to do this well.
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Discovered: huge bank of great examples of tech storytelling

After complaining that few companies make good on their aspiration to "tell stories," I was introduced to First Round Review, an online magazine by a VC firm that gives new life to the long-form narrative. I've called out the elements and structure that keep people reading.
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Is corporate storytelling an oxymoron?

Why so few agencies and companies actually tell stories, even though they claim to do so and wish they actually did. And suggestions for incorporating storytelling elements in your daily PR work, in a business-appropriate way.
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Efficient Solo Study Opportunity: Teach Yourself AP Style for Tech PR

Good news for the self-motivated! The most efficient way to become justifiably confident in your AP style is newly available in a new way. Why AP style? Knowing the industry standard makes it easy for people who work in teams across geographies to edit and write efficiently on deadline.