write the right words
TRANSCRIPT
Write the Right Words
Becky Koch, Ag Communication Director
Examples of What You Write
• Newsletter articles• News releases• Advertising copy• Impact reports• Letters• Emails• What else?
What First?
• Think
Flickr: Fredrik Rubensson
Goal
• What do you want people to do, not just know
Target Audience
• Be specific
Key Messages
• Brief statements of what people should do – without information overload
User Scenarios
• Examples of where and how your target audience will use the information
Most Important First
• Readers start at the top
• Editors cut from the bottom
Really Important FactsWho What Where When Why
Useful detail and history
Information that helps readers
Information that provides context
5 W’s and H
• Who• What• Where• When• Why• How
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
Practice
• “My, oh, my,” exclaimed Scott Miller.
• “My, oh, my” exclaimed Scott Miller.
Practice
• She ran towards the gate.
• She ran toward the gate.
Practice
• Drive North one mile. • Drive north one mile.
Practice
• Franklin County 4-H is hosting its first walkathon.
• Franklin County 4-H is hosting its first annual walkathon.
Practice
• The 4-H’ers are cleaning ditches Saturday.
• The 4-Hers are cleaning ditches Saturday.
Practice
• A NDSU student was elected state representative.
• An NDSU student was elected state representative.
Practice
• Congratulations graduates.
• Congratulations, graduates.
Practice
• The extension agent is leading the field tour.
• The Extension agent is leading the field tour.
Practice
• Establish a three- to five-year management program.
• Establish a three to five year management program.
Practice
• NDSU is a land-grant university.
• NDSU is a land grant university.
Practice
• The office is open 8 a.m. to 5 p.m.
• The office is open from 8 a.m. – 5 p.m.
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.
Practice
• She is an eminent speaker on the topic of animal welfare.
• She is an imminent speaker on the topic of animal welfare.
Practice
• He considered NDSU; however, he chose Minnesota instead.
• He considered NDSU, however, he chose Minnesota instead.
Practice
• Contact Joe, Sarah or myself for information.
• Contact Joe, Sarah or me for information.
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.
Practice
• All the cows that were pregnant this spring have calved.
• All the cows who were pregnant this spring have calved.
Practice
• The conference will be hosted in the state of North Dakota.
• The conference will be hosted in North Dakota.
Practice
• The publication is on the shelf.
• The publication is located on the shelf.
Practice
• Please borrow me your book.
• Please lend me your book.
Practice
• Four-H is an excellent program for youth.
• 4-H is an excellent program for youth.
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.
Practice
• Will we see another farm crisis like the 1980s?
• Will we see another farm crisis like the 1980’s?
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
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
Resources
• “The Elements of Style”• “The Associated Press Stylebook”• Ag Communication Style Guide• Write the Right Word• Purdue Online Writing Lab (OWL)
