• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Writing Business News for the Web - Day Two
 

Writing Business News for the Web - Day Two

on

  • 3,140 views

Jacqui Banaszynski presents "Writing Business News for the Web - Breaking News and Beyond," a Webinar hosted by the Donald W. Reynolds National Center for Business Journalism. For more information, ...

Jacqui Banaszynski presents "Writing Business News for the Web - Breaking News and Beyond," a Webinar hosted by the Donald W. Reynolds National Center for Business Journalism. For more information, visit http://bit.ly/aIlIwt.

Statistics

Views

Total Views
3,140
Views on SlideShare
2,234
Embed Views
906

Actions

Likes
0
Downloads
41
Comments
0

3 Embeds 906

http://businessjournalism.org 904
http://www.slideshare.net 1
http://www.businessjournalism.org 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Writing Business News for the Web - Day Two Writing Business News for the Web - Day Two Presentation Transcript

    • Day Two Agenda
      • Organizing breaking news online
      • Stakeholder wheel
      • Story structures
      Photo by Flickr user The SeaFarer
    • “ Yep, text still matters.” - ONA 2009 WRITING TO PURPOSE AND PLATFORM
      • Effective writing is defined by:
        • The audience you are trying to reach
        • The message you are trying to deliver
        • The medium (platform) you are using
      Photo by Flicker user Marc_Smith
    • SCAN and SKIP READING HABITS
      • Less than 30 seconds on a home page
      • Less than one minute on an interior page
      SOURCE: HOA LORANGER - Director, Nielsen Normal Group, San Diego - Presented at ONA, October 2009
    • BULLETS AND HIGHLIGHTS
    • EFFECTIVE WEB NEWS-WRITING…
      • Form follows and serves function
        • What is core purpose of your report?
          • Alert readers to breaking news?
          • Update ongoing news?
          • Answer immediate reader questions?
          • Provide how-to information?
          • Highlight significance or impact?
    • KEY ELEMENTS OF NEWS-WRITING FOR FAST WEB READING
      • Priority
      • Clarity
      • Efficiency
      • Brevity
      • Transparency
      • Audience-think (common sense)
      Photo by Flickr user timbrauhn
    • SIMPLE, DIRECT SENTENCES
      • Make understanding easy and immediate
        • Context and significance are essential
          • Where did this story come from?
          • What does it mean?
        • Information needs to be literal and direct
          • Assumptions are dangerous
          • Jargon, cumbersome titles, complex numbers, etc., create speed bumps
    • PRIORITIZE & SYNTHESIZE
      • PRIORITY: Make essential information fast and immediate
        • - Priority changes with audience, market and publication
    • MAD COW DISEASE A public health story BUT also a business story with MULTIPLE STAKEHOLDERS and MULTIPLE STORY POSSIBILITIES
    • STAKEHOLDERS GOVERNMENTS (state, national, foreign) LOBBYISTS BEEF RANCHERS MEAT PROCESSORS FOOD DISTRIBUTORS BUTCHERS GROCERY STORES RESTAURANTS CONSUMER HEALTH INSPECTORS
    • THE COVERAGE PLAN
      • What is the immediate news?
      • What is the most important question to answer for YOUR readers?
      • What can you get from the wire, and what should you get yourself?
      • What’s the second-day story?
      • What are the longer-range stories?
    • “ Stakeholder Wheel”
      • Quick identification of everyone who is a source and subject
      • Also identifies secondary sources & audiences for in-depth enterprise follow-ups
        • News is the HUB of the wheel
        • Primary stakeholders are the SPOKES
        • Secondary stakeholders are the RIM
    • BE REPETITIVE
      • Don’t assume readers have followed every update
      • - Consider a WHAT HAPPENED box to anchor follow-ups
      • Don’t assume readers know why a story is significant
      • - Consider a SO WHAT box
          • In complex stories, highlight significance by audience
    • NEW AGE INVERTED PYRAMID
      • Prioritize and synthesize the news
      • Summarize context, scope, significance (nut graf)
      • Return to the news, writing quickly in prioritized order
    • SUMMARY NUT LEDE News Context Significance, Scope, Impact Anchor quote General attribution Transition to what’s to come NEWS BIT NEWS BIT NEWS BIT NEWS BIT NEWS BIT
    • BREAKING NEWS WITH BACKSTORY
      • Structure that allows quick news/nut summary top, then tells rest of the story chronologically or by hierarchical topic
    • SUMMARY NUT LEDE News Context Significance, Scope, Impact Anchor quote General attribution Transition to what’s to come START AT THE BEGINNING CONTINUE CHRONOLOGY NEXT/BUILDING CHRONO OR TENSION NEXT/KEEP BUILDING KICKER
    • NEWS TOTEM
      • Inverted pyramid but with news sub-items that can’t be easily prioritized in a descending hierarchy
      • Lede & nut graf: includes mention of all key sub-items
      • Then sub-items of news expanded on on by one
    • LEDE SUMMARY NUT News Context Significance, Scope, Impact Anchor quote General attribution Transition to what’s to come NEWS BIT NEWS BIT NEWS BIT NEWS BIT NEWS BIT
    • EFFICIENCY
      • Write and organize material for the fastest understanding
        • Write for “snapshot” reading and scans
        • Highlight key news bits to be easily found
        • Organize your reporting, writing and packaging in a way that helps you and readers
      Photo by Flickr user BigTallGuy
    • LABELS and LINKS
      • Fatalities and injuries: xxxx
      • Property and crop damage: xxxx
      • Civic disruption: xxxx
      • The response: xxxx
      • How the story developed: xxxx
      • Where to get help: xxxx
    • The i-Pad NEWS, DECONSTRUCTED
      • The announcement: xxx
      • Functions: xxx
      • Cost: xxx
      • Competition: xxx
      • Consumer reaction: xxx
    • HORIZONTAL NEWS TOTEM
      • When sub-items in a story are of equal interest to different audiences
      • Allows readers to get summary of story and then identify which sub-item they want to read first
    • LEDE SUMMARY NUT News Context Significance, Scope, Impact Anchor quote General attribution Transition to what’s to come NEWS BIT NEWS BIT NEWS BIT NEWS BIT NEWS BIT
    • Imagine This Story Redone
    • A Possible Web Rewrite
      • Another $204 million will be cut from the Missouri state budget, Gov. Jay Nixon announced at a news conference at 2 p.m. Wednesday.
      • Key to those cuts:
      • The elimination of 650 full- and part-time jobs, mostly through layoffs.
      • Savings of $32 million by aligning Medicaid reimbursements with federal rates.
      • Cuts already made this year: $634 million including 1,700 full-time jobs.
      • What’s causing the cuts: State revenues are down 10 percent this year, Nixon said. Missouri state statute requires a balanced budget.
      • What’s next: Nixon did not identify specific jobs to be cut. He said he hoped revenues would increase, but did not rule out additional cuts.
    • TRANSPARENCY
      • Be clear about source and credibility of information
        • If information is not verified, say so
      • Consider sourcing boxes
        • Don’t clutter copy with unnecessary or awkward attribution
    • KNOW S-E-O Speak
      • Overt about location
      • Mega-tagging of searchable words
    • Questions?