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Goggle writing

PRSA's PR Tactics recently reminded us that Google has changed both purpose and methodology for headline writing.

"What happens when writers optimize Web headlines for Google," PRSA writes, is that "we move proper nouns, keywords and full names to the front of the headline, crowding out wit and whimsy."

Here are four tactics that they suggest for writing effectively for both Google SEO rankings and real people. Full PRSA suggestions here.

1. Remember that "your title tag and URL get more emphasis from Google than your headline."

2. "Put the literal, search- and click-friendly headline on the content page. Place a feature headline on your own home page or sub-indexes."

3. "Use the headline for the literal story and the deck for the creative or benefits-focused one."

4. Be clever and clear.

Print savings

Everyone wants to be frugal without losing quality; here’s a way to achieve both: Change fonts. tested 10 fonts with 11 point Arial as the baseline. The frugal quality winner was 10 point Century Gothic, saving a whopping 31% over the benchmark Arial.

That's about $20 a year for individuals printing 25 pages a week — sounds like about one ink cartridge a year. lists 10 other ways to save on printing costs.

Role reversal among the media

The “nastiness index” for the media keeps rising as they “now seem to be both the purveyors and often the targets of ugly attacks,” writes Howard Kurtz in The Washington Post. His citations:

> Salon calls Fox News racist.
> Fox says mainstream organs Obama lap dogs.
> E-mails wish death to Limbaugh.
> Others say Fred Barnes is racist.
> Michael Hastings of Rolling Stone accused a lapse in journalistic ethics in McChrystal story.
> Defenders accused of being military lackeys.

“It's journalism as blood sport, performed for the masses,” Kurtz wrote.

Makes one yearn for the good ole days of the Spanish American War, when New York Journal publisher William Randolph Hearst told his artist Frederick Remington, "You furnish the pictures, and I'll furnish the war!"

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The beginning

As we enter this first hour of the first day of an uncertain future, we’re reminded of Tennysons’s Ulysses:

…Come, my friends, ‘Tis not too late to seek a newer world. Push off, and sitting well in order smite The sounding furrows; for my purpose holds To sail beyond the sunset… And see the [...]