Spreading the Word

1. Spreading the Word Improving Communications Skills for the Master Gardener Program Patricia McDaniels UT Institute of Agriculture Marketing and Communications Services

2. Organizational communications • The key words here are “effective” and “communications.” • Organizations thrive when pertinent information is shared. An effective communications plan is the foundation for success in any organization.

3. Know thy audience All communications are for an audience. Do you know who your audience is for each form of communication? • Other Master Gardeners • Prospective Master Gardeners • Media • General public • Community leaders and decision makers

4. Know thy medium • Newsletter • Web site • Flyer • Lecture or demonstration • Grant proposal • Other? How will you reach your audience?

5. Rough out your message • Roughing it out includes knowing the 5 W’s – Who, What, When, Where, Why plus How? • The order matters – most important first. • Other aspects by order of importance. • Include messages tailored for audience.

6. How to write a news story • Pick a good topic – newsworthy, interesting and one that shows Master Gardeners having an impact. • Interview people – do research. • Gather all info, then narrow down focus – ask what’s the point? • Never bury the lead. • Write an outline, then first draft.

7. Flip that pyramid(Trust me, it’s no scheme). • Use the inverted pyramid style of writing. • The most important facts come first. • Secondary facts are in the body. • Then close with least important facts that could be cut.

8. Bring your story “Full Circle” Begin the story by focusing on one element, have facts and other tidbits in the middle, and then finish with the same story element used in the beginning.

9. Review and revise message • Look over your writing carefully for content, grammar and spelling. • Be critical – readers don’t have time to sift through bad writing. • For help here consult William Strunk’s The Elements of Style. Online version: http://www.write-better-english.com

10. After you review, review again • Let the draft sit for a while – 24 hours if possible. • That means no procrastination – finish early. • Read it again, aloud. How does it sound? • Make necessary changes. • Have someone else look it over, too.

11. Tips to improve your text • Make it conversational. Don’t use stiff wording, but write like you talk. However, avoid slang. • Keep copy concise and to-the-point. • Use attribution. Says who? • Humanize your story – make it about people. Use quotes from Master Gardeners in your text. • Don’t lead with a quotation or question – makes for confusing information and trite or stupid copy. • Stories are not just a chronological list of what happened.

12. Be an Action Hero! Write with Active voice, instead of Passive voice.

13. More on Active Voice • Passive voice is often grammatically correct, but lacks straight-forward meaning. In other words, it’s dull. • The ribbon was cut by MG volunteers. • Active voice is easier to understand. • MG volunteers cut the ribbon.

14. Avoid the dreaded cliché • A cliché is a worn-out phrase, usually a metaphor or simile, that has been weakened by abuse and overuse. • Clichés are a crutch for good writing. • The story itself becomes a cliché. • A picture is worth a thousand words • Tastes like chicken • Nose to the grindstone • Backs to the wall • Sounded like a freight train • Only time will tell

15. Tell others about the program Unless you are writing for your own newsletter, don’t assume your readers are familiar with Master Gardening.

16. Telling others… • Every MG newsletter should have an identity box with a standing message to identify your group. Tennessee Master Gardeners (TMG's) are trained volunteers that help University of Tennessee Extension share the latest and greatest gardening information. All volunteers are trained with 40 hours of horticultural classes and return 40 hours of volunteer community service through their UT Extension office. Statewide approximately 2,000 active Master Gardeners serve 46 counties.

17. Write the name right • Identify UT Extension and the Master Gardener Program correctly. • First reference should read “University of Tennessee Extension.” Not THE…. • Use “UT Extension” from then on. • Keep the “UT” in there, not just “Extension.” • Be sure you spell the names of your volunteers correctly.

18. Need help? • Free Management Library: an online guide for nonprofits & for profits (communications plans):http://managementhelp.org/mrktng/org_cmm.htm • UT Extension Marketing Resources site(various tips): http://www.agriculture.utk.edu/news/extension • UTIA news releases site (sample news releases): http://agriculture.tennessee.edu/news/releases

19. About this presentation Patricia McDaniels UTIA Marketing and Communicationspmcdaniels@tennessee.edu (615) 835-4570 ********* Some of the materials in this presentation come from previous presentations also co-authored by Chuck Denney and Lorna Norwood of UTIA Marketing and Communications Services. I gratefully acknowledge their assistance.