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- Avoid rhetoric. Give specific examples.
- Use analogies. The more homespun, the better, especially on complex issues.
- Use "The Three Cs" — Colorful words, Clichés and Contemporary reference (pop culture).
- Use absolutes, superlatives and summary lines. Reporters and editors love "The Best . . ., "The First . . ., "The Only . . ., "The Greatest . . ."
- Use proportionate numbers, or use approximate numbers. If a reporter wants to know the exact numbers, he or she will ask. Besides, these numbers are easier for you to remember.
- Be personal — use "I" statements. These are anecdotal, reaffirm your authority and best of all, no reporter can challenge you on it.
- Quote your enemies, especially if they agree with you. Your friends will always be on your side. If your enemy is with you, then you've got a story.
- Include a second-person perspective. Let the reader know what will happen to him or her. Let the people in the immediate geographical area know what will happen to them.
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