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Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
Psa Writing And Conversational Voice
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Psa Writing And Conversational Voice

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Transcript

  • 1. Create a dialogue
    • Create a conversation script between two friends regarding a situation you both are very uncomfortable about.
  • 2. 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
  • 3. PSA Writing Writing conversationally Winning your audience
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. KISS
    • Cut away the fat and get to the point
      • Keep your writing fresh
      • Vary your words
    • Grammar rules are intact
  • 9. 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
  • 10. 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.
  • 11. 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
  • 12. 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
  • 13. Punctuation
    • Tells the reader how to read the sentence
      • What inflections to use
      • You can also underline words to help with this
  • 14. 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
  • 15. 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
  • 16. Assessing Your Research
    • Clarity
    • Verifiability
    • Competence
    • Objectivity
    • Relevance
  • 17. 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?
  • 18. Styles and Techniques
    • Action words
    • Ethically sound
    • Relative to a specific audience
    • Grammatically correct but conversational
    • Read Copy Out Loud
    • KISS
  • 19. 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
  • 20. Understand First
    • Your audience
      • Make a clear profile in your prospectus
    • Your product
      • Read about it
      • Experience it with all of your senses
  • 21. Appeals
    • Ethical/credible (ethos)
    • Logical (logos)
    • Emotional (pathos)
  • 22. 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
  • 23. Let’s Take a Look
  • 24. Creating a PSA using Technology Tools
    • Variety of sources to produce your PSA
    • Photostory
    • SlideShare
    • Voice over PowerPoint
    • Video

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