Day Two Agenda <ul><li>Organizing breaking news online </li></ul><ul><li>Stakeholder wheel </li></ul><ul><li>Story structu...
“ Yep, text still matters.” - ONA 2009 WRITING TO PURPOSE  AND  PLATFORM <ul><li>Effective writing is defined by: </li></u...
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 inte...
BULLETS AND HIGHLIGHTS
EFFECTIVE WEB NEWS-WRITING… <ul><li>Form  follows and serves  function </li></ul><ul><ul><li>What is core purpose of your ...
KEY ELEMENTS OF NEWS-WRITING FOR FAST WEB READING <ul><li>Priority </li></ul><ul><li>Clarity </li></ul><ul><li>Efficiency ...
SIMPLE, DIRECT SENTENCES <ul><li>Make understanding easy and immediate </li></ul><ul><ul><li>Context and significance are ...
PRIORITIZE & SYNTHESIZE <ul><li>PRIORITY: Make essential information fast and immediate </li></ul><ul><ul><li>- Priority c...
MAD COW DISEASE A public health story BUT also a business story  with MULTIPLE STAKEHOLDERS and MULTIPLE STORY POSSIBILITI...
STAKEHOLDERS GOVERNMENTS (state, national, foreign) LOBBYISTS BEEF RANCHERS MEAT PROCESSORS FOOD DISTRIBUTORS BUTCHERS GRO...
THE COVERAGE PLAN <ul><li>What is the immediate news? </li></ul><ul><li>What is the most important question to answer for ...
“ Stakeholder Wheel” <ul><li>Quick identification of everyone who is a source and subject </li></ul><ul><li>Also identifie...
BE REPETITIVE <ul><li>Don’t assume readers have followed every update </li></ul><ul><li>  -  Consider a WHAT HAPPENED box ...
NEW AGE INVERTED PYRAMID <ul><li>Prioritize and synthesize the news </li></ul><ul><li>Summarize context, scope, significan...
SUMMARY NUT LEDE News Context Significance, Scope, Impact Anchor quote General attribution Transition to what’s to come NE...
BREAKING NEWS WITH BACKSTORY <ul><li>Structure that allows quick news/nut summary top, then tells rest of the story chrono...
SUMMARY NUT LEDE News Context Significance, Scope, Impact Anchor quote General attribution Transition to what’s to come ST...
NEWS TOTEM <ul><li>Inverted pyramid but with news sub-items that can’t be easily prioritized in a descending hierarchy </l...
LEDE SUMMARY NUT News Context Significance, Scope, Impact Anchor quote General attribution Transition to what’s to come NE...
EFFICIENCY <ul><li>Write and organize material for the fastest understanding </li></ul><ul><ul><li>Write for “snapshot” re...
LABELS and LINKS <ul><li>Fatalities and injuries: xxxx </li></ul><ul><li>Property and crop damage: xxxx </li></ul><ul><li>...
The i-Pad NEWS, DECONSTRUCTED <ul><li>The announcement: xxx </li></ul><ul><li>Functions: xxx </li></ul><ul><li>Cost: xxx <...
HORIZONTAL NEWS TOTEM <ul><li>When sub-items in a story are of equal interest to different audiences </li></ul><ul><li>All...
LEDE SUMMARY NUT News Context Significance, Scope, Impact Anchor quote General attribution Transition to what’s to come NE...
Imagine This Story Redone
A Possible Web Rewrite <ul><li>Another $204 million will be cut from the Missouri state budget, Gov. Jay Nixon announced a...
TRANSPARENCY <ul><li>Be clear about source and credibility of information </li></ul><ul><ul><li>If information is not veri...
KNOW S-E-O Speak <ul><li>Overt about location </li></ul><ul><li>Mega-tagging of searchable words </li></ul>
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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, visit http://bit.ly/aIlIwt.

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Writing Business News for the Web - Day Two

  1. 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. 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. 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. 4. BULLETS AND HIGHLIGHTS
  5. 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. 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. 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. 8. PRIORITIZE & 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. 9. MAD COW DISEASE A public health story BUT also a business story with MULTIPLE STAKEHOLDERS and MULTIPLE STORY POSSIBILITIES
  10. 10. STAKEHOLDERS GOVERNMENTS (state, national, foreign) LOBBYISTS BEEF RANCHERS MEAT PROCESSORS FOOD DISTRIBUTORS BUTCHERS GROCERY STORES RESTAURANTS CONSUMER HEALTH INSPECTORS
  11. 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. 12. “ Stakeholder Wheel” <ul><li>Quick identification of everyone who is a source and subject </li></ul><ul><li>Also identifies secondary sources & 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. 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. 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. 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. 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. 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. 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 & 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. 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. 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. 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. 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. 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. 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. 25. Imagine This Story Redone
  26. 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. 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. 28. KNOW S-E-O Speak <ul><li>Overt about location </li></ul><ul><li>Mega-tagging of searchable words </li></ul>
  29. 29. Questions?
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