Psa Writing And Conversational Voice
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Psa Writing And Conversational Voice

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Psa Writing And Conversational Voice Psa Writing And Conversational Voice Presentation Transcript

  • Create a dialogue
    • Create a conversation script between two friends regarding a situation you both are very uncomfortable about.
  • Let’s experiment…
    • Create a conversational script in groups of two:
      • I group
      • They group
      • It group
      • No and yes group
      • Should group
      • Never and always group
  • PSA Writing Writing conversationally Winning your audience
  • V-O-I-C-E Preventive Voice Care
    • V Value your voice through healthy diet and lifestyle.
    • O Optimize your voice with vocal warm-ups before use.
    • I Invest in your voice with training in proper voice technique.
    • C Cherish your voice by avoiding voice misuse, overuse, and abuse.
    • E Exercise your voice to increase endurance and power.
    Voiceprevention.com
  • Script Formats
    • The single-column format for radio
    • The single-column format for screen-plays or single camera television shows
    • The two-column or split script format for television for multi-camera productions
    • Film format with scene explanation and numbering
  • Style
    • Be Brief
      • Broadcast writing is constrained by time
      • Stories range from 30 to 120 seconds
    • Informal Tone
      • One shot
    • Be Specific
      • Present information in way that it will affect your audience directly
  • Style
    • One to one
      • You are writing to the person sitting in their home or driving in their care, it’s personal
    • Personalize
      • Relate the content of the story to the audience
    • Be Natural
      • Use everyday language
      • Avoid flowery style
      • Avoid clutter
      • Cut to the chase
  • KISS
    • Cut away the fat and get to the point
      • Keep your writing fresh
      • Vary your words
    • Grammar rules are intact
  • Fresh Copy
    • Present tense and active voice
      • Past makes the story seem old and not fresh
      • Have the subject do the action
      • Lead with the present
      • Focus on the future to speak about the past
        • Present perfect tense (has/have)
      • Then go to the past
        • Sometimes you have no choice but you can place it at the end of the lead
  • Announcements
    • Promos
    • PSAs
    • The writer has a responsibility to the agency, advertiser and the station to create an attractive, persuasive message- ethics are necessary in creating this message.
  • Length of Announcements
    • 30 to 60 seconds
      • 15 seconds
      • ABC News Piece makes it seem this will all change
    • Station IDs
    • How many words go into an announcement
      • 10 seconds= about 25 words
      • 20 seconds= 45 words
      • 30 seconds= 65 words
  • The Right word vs. The Almost Right word
    • Best word to convey the meaning
    • Keep the language concrete and not abstract
    • Poor spelling and grammar can make your writing appear amateurish
    • Write phonetically when you are unsure if you or your anchor will get it right
    • Read the copy aloud
  • Punctuation
    • Tells the reader how to read the sentence
      • What inflections to use
      • You can also underline words to help with this
  • Abbreviations
    • Avoid them
    • Common ones
      • Mr., Mrs., Dr., Prof.
      • IBM, AT&T, CIA, FBI, NATO
      • Contractions, avoid them and stress the word NOT
    • Write out numbers over a hundred
    • Write out dollar sign, percentages
  • Have the Facts Jack!
    • Do your homework
    • Learn about the environment
    • Fact checkers
    • Look at stories already written for background information
    • Testimony from the players
      • From all sides to avoid a story slant
  • Assessing Your Research
    • Clarity
    • Verifiability
    • Competence
    • Objectivity
    • Relevance
  • Script
    • What is the program about?
    • Who is in it?
    • What is supposed to happen?
    • What each person says and when?
    • How the audience should see and hear it?
  • Styles and Techniques
    • Action words
    • Ethically sound
    • Relative to a specific audience
    • Grammatically correct but conversational
    • Read Copy Out Loud
    • KISS
  • Styles and Techniques
    • PSA sells an idea or action
    • Commercials sell product/service for money
    • Both should
      • Sell the product or action clearly
      • Keep your eye on what you are selling
      • You bring talent and instincts to the job
      • Function is important but selling the product is what it is about
  • Understand First
    • Your audience
      • Make a clear profile in your prospectus
    • Your product
      • Read about it
      • Experience it with all of your senses
  • Appeals
    • Ethical/credible (ethos)
    • Logical (logos)
    • Emotional (pathos)
  • Rank’s Model
    • In this handout you are looking at the five steps of persuasion used in most commercials
      • Attention-getting
      • Confidence-building
        • Keep their interest with facts
      • Desire-stimulating
        • State a problem
      • Urgency-stressing
        • Solve the problem
      • Response-seeking
        • Take action
  • Let’s Take a Look
  • Creating a PSA using Technology Tools
    • Variety of sources to produce your PSA
    • Photostory
    • SlideShare
    • Voice over PowerPoint
    • Video