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Writing to Win and Communications Plan Workshop

Writing to Win and Communications Plan Workshop. October 5, 2011. Overview of this Session. Overview on Writing for External Audiences Credibility Clarity Action Workshop Developing Communications Plans Writing for External Audiences. What Readers Want.

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Writing to Win and Communications Plan Workshop

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  1. Writing to Win and Communications Plan Workshop October 5, 2011

  2. Overview of this Session • Overview on Writing for • External Audiences • Credibility • Clarity • Action • Workshop • Developing Communications Plans • Writing for External Audiences

  3. What Readers Want • In any written material, readers need to be able to: • Quickly find what they are looking for • Know your POV and why it’s important • Find relevant, straight-forward information • See opportunities to take action

  4. Three Principles of Good Writing • Credibility • Help readers understand why you are an expert • Clarity • Style, Grammar, and Tone • Action • Desired result, what readers should do

  5. Credibility • Two Elements to • Building Credibility • Knowing your audience • Establishing your authority

  6. Credibility: Know Your Audience • When writing or reviewing a new piece, ask: • Who is my reader? • Will they read this? • Am I creating or adding value? • Your readers are likely to: • Ask a lot of questions • Gather content and search more than one source • Expect well-written prose • Quickly judge quality of content

  7. Credibility: Establish Your Authority • Tips on Building Authority • in Writing • Clearly provide sources • Cite facts • Avoid an overly-promotional tone • Always use up-to-date statistics and quotes

  8. Clarity • Elements that will bring clarity to your writing: • Language • Style • Correctness

  9. Clarity: Language • Keep Sentences Simple and Short; 10-15 Words • Simple: Accelerating Opportunity is helping low-skilled workers improve their education and skills. • Compound: 70% of all jobs will require post-secondary credentials and Accelerating Opportunity is helping low-skilled workers achieve these skills. • Complex: In an environment where 70% of all jobs will require post-secondary credentials, Accelerating Opportunity is creating targeted career pathways and developing braiding funding streams that will move the goalposts for career development in our state and in our nation.

  10. Clarity: Language • Track Active vs. Passive Voice • It is okay to use past tense; different than passive voice. PASSIVE: Adult learners are given the tools they need to succeed through Accelerating Opportunity. ACTIVE: Accelerating Opportunity gives adult learners the tools they need to succeed.

  11. Clarity: Style • Be Precise and Careful • with Words • Use words that are simple and easy to visualize • Spell check won’t catch some words (its/it’s, too/two, from/form) • Pick Strong Verbs vs. Weak Ones • Conduct a survey - Survey • Serves to explain – Explains

  12. Clarity: Style • Tips on Style: • Do not use clever or cute headings • Limit the use of metaphors • Conversational and professional • Use humor with caution • Imagine you are talking to intellectual stranger

  13. Clarity: Correctness • Avoid Common Grammar • and Spelling Issues Including: • Sentence fragments • Subject-Verb disagreement • Incorrect pronouns • Misuse of an adjective for an adverb

  14. Action • Always Strive for a Two-Way • Conversation with Readers • Give Readers a Reason to Act • Why should they fund this program? • Why become a partner? • Why support this program in government? • Make Action Effortless

  15. Action • Attitude • Be positive. • “You” vs. “I” • Serve your reader • Be considerate Make life easy for readers

  16. Review: Writing Check List • Does the audience match? • Are the key messages clear and accurate? • Are the tone and style consistent? • Is it short and engaging? • Is it understandable, readable and error-free? • Is it still relevant and up-to-date?

  17. Let’s Practice • For those writing communications • plans we’re here to critique and • provide feedback. • For those not involved in the • Accelerating Opportunity RFP, • now is your chance to practice • writing for your most important • audiences.

  18. For Review: Mantra & Message • Accelerating Opportunity is all about jobs, the economy and providing greater educational pathways for adults. • Accelerating Opportunity is supporting states across the country to ensure more workers have the skills they need for today’s good jobs through innovative adult education that provides a valuable credential.

  19. For Review: Supporting Points • Jobs/Work – Accelerating Opportunity is helping our nation get back to work by providing adults the credentials and skills they need to secure good, family-sustaining jobs. • Economy – Accelerating Opportunity is helping drive economic recovery by supporting innovative educational models that better prepare adult workers for today’s jobs. • Opportunity ­– Accelerating Opportunity is expanding the professional horizons of Americans across the country – regardless of age or background – by helping them earn credentials and learn skills that have real value to employers.

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