The test goes something like this. Take one all-purpose document--let's say an already-written news release, for preference. Using no other document, what else can you write or rewrite from it? My list looks something like this:
- A statement (that's all quote, no narrative)
- A fact sheet (the opposite: All facts, no quote)
- A series of tweets about the news being announced
- An op-ed (all the data in the middle, and your opinion on it clearly stated in the opening and closing graphs)
- A speech that includes the news being announced and why it's significant to the audience
- A blog post or series of posts that focus on one particular aspect of the news
- An FAQ about the topic
- A letter to the editor (just a shorter version of an op-ed) using facts to make a case
- Several Facebook updates that ask readers questions about the announcement to elicit opinions; share the news with an angle especially apt for your FB readers, or tying the announcement to another event
- A question-and-answer set on different facts in the release, for one of the many question sites out there: LinkedIn, Quora, Facebook questions.
- A news release targeted at a different audience or aspect of the topic.
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