Being Heard

--Efficiency

--Simplicity

--Conversational style

Goal: Immediate Comprehension

Broadcast: Time

Print: Space

Broadcast News:

Written To Be Heard Once Only

Best Format

Subject, Verb, Object

Guidelines

--Titles usually come before names

--Avoid abbreviations, even on second reference

--Avoid direct quotations if possible; paraphrase; designate direct quote

--Use teasers to get reader’s attention

--Attribution should come before a quote, not after it

--Use as little punctuation as possible

--Round off numbers and statistics

--Personalize the news when possible and appropriate

--Avoid extended description

--Avoid using symbols when you write

--Use phonetic spelling for unfamiliar and hard-to-pronounce names and words

--Avoid third-person pronouns

--Avoid apposition

--Write in the present context when it is appropriate

--Avoid dependent clauses at the beginning of sentences

Newspaper lead:

The tax attorney firm of Newton and Jack began collecting delinquent property taxes in the two-county school district today under a contract with the school board.

Broadcast story:

If you have not paid your school property taxes yet, be warned, the school district is after you – and with a professional tax collector.(27 words)

Last month, the two-county school district hired the tax attorney firm of Newton and Jacob to collect school property taxes from delinquent taxpayers. (47 words)

Newspaper lead:

The River City City Council hired Hugh Robb as city manager today, replacing Donia Robinson who resigned to enter private law practice. (20 words)

Broadcast story:

River City has a new city manager.

The city manager is Hugh Robb, who spent the past ten years as manager of a smaller city on the West Coast.

Hugh Robb replaces Donia Robinson, who resigned as city manager last week to enter private law practice. (47 words)