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

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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.

Published in: Career, Technology, Business
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  • 1. Day Two Agenda <ul><li>Organizing breaking news online </li></ul><ul><li>Stakeholder wheel </li></ul><ul><li>Story structures </li></ul>Photo by Flickr user The SeaFarer
  • 2. “ Yep, text still matters.” - ONA 2009 WRITING TO PURPOSE AND PLATFORM <ul><li>Effective writing is defined by: </li></ul><ul><ul><li>The audience you are trying to reach </li></ul></ul><ul><ul><li>The message you are trying to deliver </li></ul></ul><ul><ul><li>The medium (platform) you are using </li></ul></ul>Photo by Flicker user Marc_Smith
  • 3. SCAN and SKIP READING HABITS <ul><li>Less than 30 seconds on a home page </li></ul><ul><li>Less than one minute on an interior page </li></ul>SOURCE: HOA LORANGER - Director, Nielsen Normal Group, San Diego - Presented at ONA, October 2009
  • 4. BULLETS AND HIGHLIGHTS
  • 5. EFFECTIVE WEB NEWS-WRITING… <ul><li>Form follows and serves function </li></ul><ul><ul><li>What is core purpose of your report? </li></ul></ul><ul><ul><ul><li>Alert readers to breaking news? </li></ul></ul></ul><ul><ul><ul><li>Update ongoing news? </li></ul></ul></ul><ul><ul><ul><li>Answer immediate reader questions? </li></ul></ul></ul><ul><ul><ul><li>Provide how-to information? </li></ul></ul></ul><ul><ul><ul><li>Highlight significance or impact? </li></ul></ul></ul>
  • 6. KEY ELEMENTS OF NEWS-WRITING FOR FAST WEB READING <ul><li>Priority </li></ul><ul><li>Clarity </li></ul><ul><li>Efficiency </li></ul><ul><li>Brevity </li></ul><ul><li>Transparency </li></ul><ul><li>Audience-think (common sense) </li></ul>Photo by Flickr user timbrauhn
  • 7. SIMPLE, DIRECT SENTENCES <ul><li>Make understanding easy and immediate </li></ul><ul><ul><li>Context and significance are essential </li></ul></ul><ul><ul><ul><li>Where did this story come from? </li></ul></ul></ul><ul><ul><ul><li>What does it mean? </li></ul></ul></ul><ul><ul><li>Information needs to be literal and direct </li></ul></ul><ul><ul><ul><li>Assumptions are dangerous </li></ul></ul></ul><ul><ul><ul><li>Jargon, cumbersome titles, complex numbers, etc., create speed bumps </li></ul></ul></ul>
  • 8. PRIORITIZE &amp; SYNTHESIZE <ul><li>PRIORITY: Make essential information fast and immediate </li></ul><ul><ul><li>- Priority changes with audience, market and publication </li></ul></ul>
  • 9. MAD COW DISEASE A public health story BUT also a business story with MULTIPLE STAKEHOLDERS and MULTIPLE STORY POSSIBILITIES
  • 10. STAKEHOLDERS GOVERNMENTS (state, national, foreign) LOBBYISTS BEEF RANCHERS MEAT PROCESSORS FOOD DISTRIBUTORS BUTCHERS GROCERY STORES RESTAURANTS CONSUMER HEALTH INSPECTORS
  • 11. THE COVERAGE PLAN <ul><li>What is the immediate news? </li></ul><ul><li>What is the most important question to answer for YOUR readers? </li></ul><ul><li>What can you get from the wire, and what should you get yourself? </li></ul><ul><li>What’s the second-day story? </li></ul><ul><li>What are the longer-range stories? </li></ul>
  • 12. “ Stakeholder Wheel” <ul><li>Quick identification of everyone who is a source and subject </li></ul><ul><li>Also identifies secondary sources &amp; audiences for in-depth enterprise follow-ups </li></ul><ul><ul><li>News is the HUB of the wheel </li></ul></ul><ul><ul><li>Primary stakeholders are the SPOKES </li></ul></ul><ul><ul><li>Secondary stakeholders are the RIM </li></ul></ul>
  • 13. BE REPETITIVE <ul><li>Don’t assume readers have followed every update </li></ul><ul><li> - Consider a WHAT HAPPENED box to anchor follow-ups </li></ul><ul><li>Don’t assume readers know why a story is significant </li></ul><ul><li>- Consider a SO WHAT box </li></ul><ul><ul><ul><li>In complex stories, highlight significance by audience </li></ul></ul></ul>
  • 14. NEW AGE INVERTED PYRAMID <ul><li>Prioritize and synthesize the news </li></ul><ul><li>Summarize context, scope, significance (nut graf) </li></ul><ul><li>Return to the news, writing quickly in prioritized order </li></ul>
  • 15. 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
  • 16. BREAKING NEWS WITH BACKSTORY <ul><li>Structure that allows quick news/nut summary top, then tells rest of the story chronologically or by hierarchical topic </li></ul>
  • 17. 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
  • 18. NEWS TOTEM <ul><li>Inverted pyramid but with news sub-items that can’t be easily prioritized in a descending hierarchy </li></ul><ul><li>Lede &amp; nut graf: includes mention of all key sub-items </li></ul><ul><li>Then sub-items of news expanded on on by one </li></ul>
  • 19. 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
  • 20. EFFICIENCY <ul><li>Write and organize material for the fastest understanding </li></ul><ul><ul><li>Write for “snapshot” reading and scans </li></ul></ul><ul><ul><li>Highlight key news bits to be easily found </li></ul></ul><ul><ul><li>Organize your reporting, writing and packaging in a way that helps you and readers </li></ul></ul>Photo by Flickr user BigTallGuy
  • 21. LABELS and LINKS <ul><li>Fatalities and injuries: xxxx </li></ul><ul><li>Property and crop damage: xxxx </li></ul><ul><li>Civic disruption: xxxx </li></ul><ul><li>The response: xxxx </li></ul><ul><li>How the story developed: xxxx </li></ul><ul><li>Where to get help: xxxx </li></ul>
  • 22. The i-Pad NEWS, DECONSTRUCTED <ul><li>The announcement: xxx </li></ul><ul><li>Functions: xxx </li></ul><ul><li>Cost: xxx </li></ul><ul><li>Competition: xxx </li></ul><ul><li>Consumer reaction: xxx </li></ul>
  • 23. HORIZONTAL NEWS TOTEM <ul><li>When sub-items in a story are of equal interest to different audiences </li></ul><ul><li>Allows readers to get summary of story and then identify which sub-item they want to read first </li></ul>
  • 24. 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
  • 25. Imagine This Story Redone
  • 26. A Possible Web Rewrite <ul><li>Another $204 million will be cut from the Missouri state budget, Gov. Jay Nixon announced at a news conference at 2 p.m. Wednesday. </li></ul><ul><li>Key to those cuts: </li></ul><ul><li>The elimination of 650 full- and part-time jobs, mostly through layoffs. </li></ul><ul><li>Savings of $32 million by aligning Medicaid reimbursements with federal rates. </li></ul><ul><li>Cuts already made this year: $634 million including 1,700 full-time jobs. </li></ul><ul><li>What’s causing the cuts: State revenues are down 10 percent this year, Nixon said. Missouri state statute requires a balanced budget. </li></ul><ul><li>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. </li></ul>
  • 27. TRANSPARENCY <ul><li>Be clear about source and credibility of information </li></ul><ul><ul><li>If information is not verified, say so </li></ul></ul><ul><li>Consider sourcing boxes </li></ul><ul><ul><li>Don’t clutter copy with unnecessary or awkward attribution </li></ul></ul>
  • 28. KNOW S-E-O Speak <ul><li>Overt about location </li></ul><ul><li>Mega-tagging of searchable words </li></ul>
  • 29. Questions?

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