Charles Arthur of The Guardian has an excellent article on his blog that should be compulsory reading for any PR tasked with ghost writing a by-lined article on behalf of a client.
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2 Replies to “How to write a feature article”
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Hmm, yes, but remember to use it for good, not evil.
Still, it would up the general quality of case studies if they were written in that way. Good luck getting the clients to sign them off, though… "But why isn't the product's name in the first paragraph?"
Hey, it's hard enough trying to convince clients not to start press releases as "The world's leading…" 😉