The Writing Refresher                    with            David ThomasTMG           David Thomas Media Ltd   Writing Refres...
Writing refresher      ●   Understanding the reader      ●   Content, style and layout      ●   Traps and tips      ●   Su...
TMG   David Thomas Media Ltd   Writing Refresher
MessageTMG   David Thomas Media Ltd   Writing Refresher
Message                                Reader                               of your messageTMG   David Thomas Media Ltd   ...
Message                                Reader                               of your message      MediumTMG   David Thomas ...
Message      Tone                             Reader                                      of your message             Medi...
Message      Tone                             Reader                                      of your message             Medi...
How many ways can you say sorry?TMG                David Thomas Media Ltd   Writing Refresher
What’s the message?TMG         David Thomas Media Ltd   Writing Refresher
Before you write...TMG               David Thomas Media Ltd   Writing Refresher
Before you write...       ➡ what do you want the reader           to do?       ➡   what do you want the reader           t...
What stops people understanding                   you?      ➡ language used      ➡ structure of arguments      ➡ inappropr...
Clear and concise - the 5 AsTMG              David Thomas Media Ltd   Writing Refresher
Clear and concise - the 5 As  1. A  2. A  3. A  4. A  5. ATMG                 David Thomas Media Ltd   Writing Refresher
Clear and concise - the 5 As     A  1. Acknowledge  2. A  3. A  4. A  5. ATMG                 David Thomas Media Ltd   Wri...
Clear and concise - the 5 As     A  1. Acknowledge     A  2. Adapt to the reader  3. A  4. A  5. ATMG                   Da...
Clear and concise - the 5 As     A  1. Acknowledge     A  2. Adapt to the reader     A  3. Active verbs and phrases  4. A ...
Clear and concise - the 5 As     A  1. Acknowledge     A  2. Adapt to the reader     A  3. Active verbs and phrases     A ...
Clear and concise - the 5 As     A  1. Acknowledge     A  2. Adapt to the reader     A  3. Active verbs and phrases     A ...
Jargon, clichés & circumlocutionsTMG                David Thomas Media Ltd   Writing Refresher
Jargon, clichés & circumlocutions      ●   ongoing, on an ongoing basis      ●   add value to      ●   deliverables      ●...
Richard Evans article on 29/10/2011 "New tricks to boost      income". Under "State Pension" the last sentence says "The  ...
Dear Mr Smith,      I am writing in response to your email concerning the article      by Richard Evans.      Thank you fo...
Clear and concise - layout      ●   Make it easy on the eye      ●   Keep capital letters to a minimum      ●   Short para...
Proof readingTMG      David Thomas Media Ltd   Writing Refresher
Working with others      ●   Give clear notes on:          –   The message          –   Reader          –   Medium        ...
Common problems      ●   its or it’s      ●   your or you’re      ●   their (means belonging to them)TMG                  ...
Templates • the 5 As • format/presentation • language and grammar • addressing the real needs • contact detailsTMG        ...
Saving time      ●   Templates      ●   Dictionary      ●   Style guide      ●   Checking      ●   Double checkingTMG     ...
Commonly confused words      • compliment (praise); complement (go          together) (NB ‘complimentary’ can also mean   ...
Thank you!      david.thomas@davidthomasmedia.comTMG               David Thomas Media Ltd   Writing Refresher
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  • These are the slides for half day Writing Refresher workshop - TMG\n\nHandouts: tipsheets - based on slides: - difficult words, -difficult phrases; action plan sheet; eval forms!\nStickers for names - OR USE A4 folded tents\n\nIntroduce selves - explain that the real experts are in the room already - today is a refresher - but also covering some new stuff - \nShow layout of day - acknowledge the timetable\n
  • Ask everyone one thing they want to get out of the day - FLIP CHART TO COLLECT POINTS?\n
  • Take this step by step - First element is the aim of the communication - and how that fits with the viewpoint of the reader\nREADER OF MESSAGE - not of the Telegraph!\n
  • Take this step by step - First element is the aim of the communication - and how that fits with the viewpoint of the reader\nREADER OF MESSAGE - not of the Telegraph!\n
  • Take this step by step - First element is the aim of the communication - and how that fits with the viewpoint of the reader\nREADER OF MESSAGE - not of the Telegraph!\n
  • Take this step by step - First element is the aim of the communication - and how that fits with the viewpoint of the reader\nREADER OF MESSAGE - not of the Telegraph!\n
  • Take this step by step - First element is the aim of the communication - and how that fits with the viewpoint of the reader\nREADER OF MESSAGE - not of the Telegraph!\n
  • Take this step by step - First element is the aim of the communication - and how that fits with the viewpoint of the reader\nREADER OF MESSAGE - not of the Telegraph!\n
  • Take this step by step - First element is the aim of the communication - and how that fits with the viewpoint of the reader\nREADER OF MESSAGE - not of the Telegraph!\n
  • Take this step by step - First element is the aim of the communication - and how that fits with the viewpoint of the reader\nREADER OF MESSAGE - not of the Telegraph!\n
  • Take this step by step - First element is the aim of the communication - and how that fits with the viewpoint of the reader\nREADER OF MESSAGE - not of the Telegraph!\n
  • How many ways - IN WRITING - can you say sorry - PAIR EXERCISE!\ntext message: mega-soz\nemail: I’m very sorry to hear...\nPlease accept my humblest apologies\nTAKE OWNERSHIP!\n
  • \n
  • \n
  • \n
  • Adapting to the reader means in terms of TONE, DETAIL and LENGTH\nTake responsibility - show that you’re doing something - AND PUT YOUR NAME AND DEPARTMENT AT THE BOTTOM\nOne sentence - One idea!\n
  • Adapting to the reader means in terms of TONE, DETAIL and LENGTH\nTake responsibility - show that you’re doing something - AND PUT YOUR NAME AND DEPARTMENT AT THE BOTTOM\nOne sentence - One idea!\n
  • Adapting to the reader means in terms of TONE, DETAIL and LENGTH\nTake responsibility - show that you’re doing something - AND PUT YOUR NAME AND DEPARTMENT AT THE BOTTOM\nOne sentence - One idea!\n
  • Adapting to the reader means in terms of TONE, DETAIL and LENGTH\nTake responsibility - show that you’re doing something - AND PUT YOUR NAME AND DEPARTMENT AT THE BOTTOM\nOne sentence - One idea!\n
  • Adapting to the reader means in terms of TONE, DETAIL and LENGTH\nTake responsibility - show that you’re doing something - AND PUT YOUR NAME AND DEPARTMENT AT THE BOTTOM\nOne sentence - One idea!\n
  • Adapting to the reader means in terms of TONE, DETAIL and LENGTH\nTake responsibility - show that you’re doing something - AND PUT YOUR NAME AND DEPARTMENT AT THE BOTTOM\nOne sentence - One idea!\n
  • Revisited - reviewed; Ongoing - continually; add value - improve; deliverables - (define: reports?); going forward - (not needed - perhaps ‘in the future’); with respect to - about; outside; before; begin/start\n\n
  • A good example of the 5 As.\n
  • EXERCISE!!\n
  • \n
  • EXERCISE!!\n
  • \n
  • Writers need to check their facts. Any writer needs to check ... facts.\n
  • - format/presentation (e.g. equal spacing, full address in title case, customer addressed correctly, our reference number) - appropriate use of language and grammar- apologetic where appropriate - to ensure each issue raised by the customer is addressed - branding - reference to 'The Telegraph' and/or associated partners is consistent and clear- appropriate contact details provided (in our case, the freephone number, opening hours, possibly email address)- correct signature (Yours sincerely/faithfully, includes department 'Customer Services' which some of the team like to omit for some reason!)\n\n
  • \n
  • Find ways to remember these: e.g. compliment and praise have an ‘i’\n
  • Collect evaluation forms \nFollow up work??\n
  • tmg writing-2011-12-12-slides

    1. 1. The Writing Refresher with David ThomasTMG David Thomas Media Ltd Writing Refresher
    2. 2. Writing refresher ● Understanding the reader ● Content, style and layout ● Traps and tips ● Supporting each other ● Next stepsTMG David Thomas Media Ltd Writing Refresher
    3. 3. TMG David Thomas Media Ltd Writing Refresher
    4. 4. MessageTMG David Thomas Media Ltd Writing Refresher
    5. 5. Message Reader of your messageTMG David Thomas Media Ltd Writing Refresher
    6. 6. Message Reader of your message MediumTMG David Thomas Media Ltd Writing Refresher
    7. 7. Message Tone Reader of your message MediumTMG David Thomas Media Ltd Writing Refresher
    8. 8. Message Tone Reader of your message MediumTMG David Thomas Media Ltd Writing Refresher
    9. 9. How many ways can you say sorry?TMG David Thomas Media Ltd Writing Refresher
    10. 10. What’s the message?TMG David Thomas Media Ltd Writing Refresher
    11. 11. Before you write...TMG David Thomas Media Ltd Writing Refresher
    12. 12. Before you write... ➡ what do you want the reader to do? ➡ what do you want the reader to understand? ➡ what do you want the reader to remember?TMG David Thomas Media Ltd Writing Refresher
    13. 13. What stops people understanding you? ➡ language used ➡ structure of arguments ➡ inappropriate medium ➡ time available ➡ attitude or frame of mind of readerTMG David Thomas Media Ltd Writing Refresher
    14. 14. Clear and concise - the 5 AsTMG David Thomas Media Ltd Writing Refresher
    15. 15. Clear and concise - the 5 As 1. A 2. A 3. A 4. A 5. ATMG David Thomas Media Ltd Writing Refresher
    16. 16. Clear and concise - the 5 As A 1. Acknowledge 2. A 3. A 4. A 5. ATMG David Thomas Media Ltd Writing Refresher
    17. 17. Clear and concise - the 5 As A 1. Acknowledge A 2. Adapt to the reader 3. A 4. A 5. ATMG David Thomas Media Ltd Writing Refresher
    18. 18. Clear and concise - the 5 As A 1. Acknowledge A 2. Adapt to the reader A 3. Active verbs and phrases 4. A 5. ATMG David Thomas Media Ltd Writing Refresher
    19. 19. Clear and concise - the 5 As A 1. Acknowledge A 2. Adapt to the reader A 3. Active verbs and phrases A 4. Action 5. ATMG David Thomas Media Ltd Writing Refresher
    20. 20. Clear and concise - the 5 As A 1. Acknowledge A 2. Adapt to the reader A 3. Active verbs and phrases A 4. Action A 5. Avoid complicated jargon, complicated structures with, for example, lots of commas and subclauses, and lengthy sentences a bit like this one.TMG David Thomas Media Ltd Writing Refresher
    21. 21. Jargon, clichés & circumlocutionsTMG David Thomas Media Ltd Writing Refresher
    22. 22. Jargon, clichés & circumlocutions ● ongoing, on an ongoing basis ● add value to ● deliverables ● going forward ● with respect to ● outside of ● prior to ● commenceTMG David Thomas Media Ltd Writing Refresher
    23. 23. Richard Evans article on 29/10/2011 "New tricks to boost income". Under "State Pension" the last sentence says "The State Pension is paid automatically....so tell the DWP in good time if you want to defer it" This is incorrect. I am looking at my Wifes State Pension due next year and the booklet from DWP + their website say that if you wish to defer you should do nothing. You can then claim when you want the pension to commence. This is the opposite way round to what the article suggests.TMG David Thomas Media Ltd Writing Refresher
    24. 24. Dear Mr Smith, I am writing in response to your email concerning the article by Richard Evans. Thank you for taking the time and trouble to write to us and to bring this to our attention. Having spoken with Richard, he has asked me to forward on his apologies. The information was given to him by a leading accountant and he had no reason to doubt this. We value your readership and appreciate your comments. ...TMG David Thomas Media Ltd Writing Refresher
    25. 25. Clear and concise - layout ● Make it easy on the eye ● Keep capital letters to a minimum ● Short paragraphs (one or two sentences for web) ● List items and processes as a vertical list ● Use white space to avoid daunting readers ● Mark sections clearly with headings ● Be consistentTMG David Thomas Media Ltd Writing Refresher
    26. 26. Proof readingTMG David Thomas Media Ltd Writing Refresher
    27. 27. Working with others ● Give clear notes on: – The message – Reader – Medium – Tone ● Check understanding – for yourself - proof-reading – for others - ask themTMG David Thomas Media Ltd Writing Refresher
    28. 28. Common problems ● its or it’s ● your or you’re ● their (means belonging to them)TMG David Thomas Media Ltd Writing Refresher
    29. 29. Templates • the 5 As • format/presentation • language and grammar • addressing the real needs • contact detailsTMG David Thomas Media Ltd Writing Refresher
    30. 30. Saving time ● Templates ● Dictionary ● Style guide ● Checking ● Double checkingTMG David Thomas Media Ltd Writing Refresher
    31. 31. Commonly confused words • compliment (praise); complement (go together) (NB ‘complimentary’ can also mean free, e.g. ‘a complimentary copy of the book’) • dependant (noun); dependent (adjective) • disk (computer); disc (record) • enquiry (general); inquiry (official) • practice (noun); practise (verb) • principle (noun – moral rule); principal (adjective – first in importance; noun – holder of most important position in an organisation)TMG David Thomas Media Ltd Writing Refresher
    32. 32. Thank you! david.thomas@davidthomasmedia.comTMG David Thomas Media Ltd Writing Refresher

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