This document provides guidance on writing for different online platforms including news websites, search engines, social media, and more. It recommends including a short appealing sentence summarizing the story, keeping headlines factual and under 65 characters, cutting print stories by 50% for the web, and using active voice to give stories immediacy. Examples show how a print story can be adapted for the web by focusing factual material at the top, including relevant search phrases, and editing appropriately for each individual platform like Twitter, SMS alerts, and e-bulletins.

1. Welcome
Multimedia Writing Style
Writing for different platforms
Media On Whiteboard by patpitchaya

2. Converting a print story for the web
“Stack Of Newspapers With Mouse” by hywards

3. Be clear about a news website’s components
Heading and Sell
Heading
Sell

4. Component: the intro
Intro

5. Which components go where
Heading
Sell

6. How components appear on Google search
Heading
Sell

7. How to convert a print story for the web
1. Write a sell: one short, appealing sentence
“Hand Typing On Laptop” by David Castillo Dominici

8. 2. Write a factual heading
• 65 characters, max
• Include location
• Tell the story

9. 3. Cut the story by up to 50%
“Scissor Cutting Paper” by digitalart

10. 4. Put the factual material at the top
“Opened Old Books” by adamr

11. 5. Include a search phrase in the:
• Heading (add the postcode in brackets)
• Intro
• Story
“Finger Click On Search Www Toolbar Browser Isolated White Background” by blackzheep

12. 6. Write it for now
Use the present tense to convey immediacy.
“Yesterday Now Tomorrow Signpost” by Stuart Miles

13. 7. Use the active voice
This helps to give the story action and immediacy
“Motocross Bikes Racing” by Toa55

14. Active voice example 1
This is wrong:
“No Sign” by digitalart

15. Active voice example 2
This is right:
“Figure Okay Gesture With Green Check Mark” by Master isolated images

16. Example of the conversion process in action
Print
“Newspaper” by digitalart

17. Web
The headline:
 factual
 65 characters max
 search phrases
 post code
“Black Mouse” by Piyaphon

18. Web
The sell:

19. Web
The intro:

20. SMS alert
“Sending Sms” by Feelart

21. Twitter
Use the same information but edit it:
• Avoid Twitter-speak
• Include relevant hashtags: search to find existing ones for a
story

22. Twitter
Story edited for Twitter

23. Other platforms
Ticker: use the sell.
Facebook: use the SMS. There’s no word limit.
E-bulletin /RSS: use the web heading and story.