Writing to communicate and engage

1. Writing to communicate and engage By Billy Hamilton January 2014

2. “Not a wasted word. This has been a main point to my literary thinking all my life.” - Hunter S. Thompson

3. The agenda • Knowing your reader and what you want to say • Getting readers’ attention • Structuring the story • Preparing for platforms • Editing your own work

4. First up... A group chat What is the difference between good and bad writing?

5. What is good writing? Good writing: • Uses short sentences • Uses short words • Eliminates wordiness • Avoids technical jargon • Gets to the point • Is readable • Is accurate

6. Different styles News • hard news: fact & figures. Ranges from page leads to nib (news in brief – a story in a nutshell) Features & reviews • emotion: background, colour, human interest (how should the readers feel about this?) Columns & blogs • The personality and views of the columnist/blogger

7. Knowing your reader • Readers are the most important part of writing • Writing that does not consider the reader doesn’t get the message across • You have to consider why someone would want to read your message • And then you have to find a way to make them read it

8. Reader-centered writing: always ask… 2 3 1 Why am I writing this?

9. Grabbing attention • Reading is a choice: people will choose to read something or they won’t • We need to help readers to make the decision to read something • How do readers know what is relevant to them? • It is up to you to pique their interest

10. “Good headlines should be capable of being read aloud – which the mind does subconsciously” - Arthur Christiansen, former Daily Express editor

11. Grabbing attention: The headline • Perhaps the most important part of any story • It’s the hook on which you can reel a reader in – needs to pack punch • Different headlines achieve different things…

12. Grabbing attention: The headline The key components of any headline: • A headline must serve the news and the story • Headlines must be specific – the vaguer the description the duller the headline • They must contain a single thought: Man Bites Dog • They hang off verbs: what action is being taken? • They are short: what are the key words of the story?

13. Grabbing attention: The standfirst What is a standfirst? • A quick summation • Elaborates upon the headlines • Shows “the goods” What does it do? • Helps lead people in • An invite into the story • Improves people’s reading experience • How to write a standfirst • No more than two short sentences • Pertinent and to the point • Summarise the article’s key points • Works well as bullet points for online publications

14. Structuring the story: Inverted pyramid

15. Structuring the story: Breaking up the pyramid Tier 1 – most newsworthy • Lead paragraph summarises the most important info • It’s the story in a nutshell – max 25 words Tier 2 – important details • The additional information and quotes • It opens out the story – provides explanation Tier 3 – background information • Supporting detail that expands on information and introduces additional elements to the story

16. Preparing for platforms

17. Preparing for platforms: online List it • Bullet points are easier to read • But don’t overcook – max 7 Hyperlink • Supporting information to be linked Contact • Always include a point of contact Signposting • Regular, clear and explicit – use key words • Help the reader follow the logic Keep it short • Paragraphs should be a couple of lines – one idea per paragraph • Sentences should be no longer than 25 words

18. Preparing for platforms: email Get attached • ALWAYS attach the document first Subject • Use a meaningful subject line Short and snappy • Aim to keep the email on one screen – limit the scrolling Make your point • Make sure the first line contains your purpose Call to action • Let people know what the need to do Who’s it from? • Personable means readable

19. “I'm all for the scissors. I believe more in the scissors than I do in the pencil.” - Truman Capote

20. EditingFocus on: • Content • Read from start to finish • Form • Is it structurally right? • Completeness • Is the message finished? • Accuracy • Is everything correct? • Language • Clear, simple and direct • Edit your edits • Read your amends

21. Editing: a few snipping tips • Read it out loud • Print it out and bellow it • Read it backwards • Focus on the spelling of words • Remove redundancies • “that” is rarely ever needed • Cut the flab • Can you say it in less words? • Active not passive • Make it sounds like it’s happening • Do your sums • Re-calculate any calculations • Triple check • Names and titles • Take a break • Go for a walk and come back to it

22. Every writer is an iron-monger that melts down old junk into new steel. - Austin o‘Malley, Keystones of Thought

23. Now it’s your turn • Take this press release and further information and turn it into something for our intranet – max 250 words: • Think about: • Audience • Headline • Standfirst • Structure • Language • Platform • You’ve got 20 mins…

24. What you’ve (hopefully) learned today.. • The importance of understanding your audience • How to write a headline that matters • Why a good standfirst is important • How to structure a story • What to do to make your story work for any platform • Why editing is crucial

25. Questions