Becky Koch -- how to plan your writing, tips for writing and a quiz for selecting which option is accurate

2. Write the Right Words
Becky Koch, Ag Communication Director

3. Examples of What You Write
• Newsletter articles
• News releases
• Advertising copy
• Impact reports
• Letters
• Emails
• What else?

4. What First?
• Think
Flickr: Fredrik Rubensson

5. Goal
• What do you want people to do, not just
know

6. Target Audience
• Be specific

7. Key Messages
• Brief statements of what people should do
– without information overload

8. User Scenarios
• Examples of where and how your target
audience will use the information

9. Most Important First
• Readers start
at the top
• Editors cut
from the
bottom
Really Important Facts
Who What Where When Why
Useful detail
and history
Information
that helps
readers
Information that
provides context

10. 5 W’s and H
• Who
• What
• Where
• When
• Why
• How

11. Practice
• Sponsored and taught
by Franklin County
Extension staff
• Succession planning
• Quote from local past
participant
• 7 p.m., April 12
• Preregistration
required
• $25 per family
• Prepares you to meet
with professionals
• Targeted to families
and others who want
to transition a farm,
ranch or other
business
• Richmond Community
Center

12. Practice
• “My, oh, my,”
exclaimed Scott
Miller.
• “My, oh, my”
exclaimed Scott
Miller.

13. Practice
• She ran towards the
gate.
• She ran toward the
gate.

14. Practice
• Drive North one mile. • Drive north one mile.

15. Practice
• Franklin County 4-H
is hosting its first
walkathon.
• Franklin County 4-H
is hosting its first
annual walkathon.

16. Practice
• The 4-H’ers are
cleaning ditches
Saturday.
• The 4-Hers are
cleaning ditches
Saturday.

17. Practice
• A NDSU student was
elected state
representative.
• An NDSU student
was elected state
representative.

18. Practice
• Congratulations
graduates.
• Congratulations,
graduates.

19. Practice
• The extension agent
is leading the field
tour.
• The Extension agent
is leading the field
tour.

20. Practice
• Establish a three- to
five-year
management
program.
• Establish a three to
five year
management
program.

21. Practice
• NDSU is a land-grant
university.
• NDSU is a land grant
university.

22. Practice
• The office is open 8
a.m. to 5 p.m.
• The office is open
from 8 a.m. – 5 p.m.

23. Practice
• Bruce and Scott
recorded a video on
how to shoot quality
video.
• Bruce and Scott
recorded a video on
how to shoot high-
quality video.

24. Practice
• She is an eminent
speaker on the topic
of animal welfare.
• She is an imminent
speaker on the topic
of animal welfare.

25. Practice
• He considered NDSU;
however, he chose
Minnesota instead.
• He considered NDSU,
however, he chose
Minnesota instead.

26. Practice
• Contact Joe, Sarah or
myself for information.
• Contact Joe, Sarah or
me for information.

27. Practice
• Talk to your child so
they know you are
concerned.
• Talk to your child so
he or she knows you
are concerned.
• Talk to your children
so they know you are
concerned.

28. Practice
• All the cows that were
pregnant this spring
have calved.
• All the cows who
were pregnant this
spring have calved.

29. Practice
• The conference will
be hosted in the state
of North Dakota.
• The conference will
be hosted in North
Dakota.

30. Practice
• The publication is on
the shelf.
• The publication is
located on the shelf.

31. Practice
• Please borrow me
your book.
• Please lend me your
book.

32. Practice
• Four-H is an excellent
program for youth.
• 4-H is an excellent
program for youth.

33. Practice
• The Smith-Lever Act
which created the
Extension Service
was passed in 1914.
• The Smith-Lever Act,
which created the
Extension Service,
was passed in 1914.

34. Practice
• Will we see another
farm crisis like the
1980s?
• Will we see another
farm crisis like the
1980’s?

35. Writing… Not Just for the Web
• Put most important
information first
• Write short sentences
• Write short
paragraphs
• Use words your
audience uses
• Use subheads and
bulleted lists
• Design for scanning
• Use relevant – and
legal – images
• Approach the topic
from your reader’s
point of view
• Include contact
information

36. Proofreading
• Take a break before
editing, start fresh
• Take time, don’t rush
• Read out loud
• Have someone else
read it
• Don’t depend on
spellcheck
• Check URLs,
numbers, dates,
spelling of names,
other details
• Delete unnecessary
words and phrases,
delete redundancies

37. Resources
• “The Elements of Style”
• “The Associated Press Stylebook”
• Ag Communication Style Guide
• Write the Right Word
• Purdue Online Writing Lab (OWL)

38. Becky Koch
701 231-7875
Becky.Koch@ndsu.edu