Psa Writing And Conversational Voice

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Psa Writing And Conversational Voice

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

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