Writing to Win and Communications Plan

Workshop October 5, 2011

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Overview of this Session

Overview on Writing for External Audiences

• Credibility• Clarity• Action

Workshop• Developing

Communications Plans• Writing for External

Audiences

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What Readers Want

In any written material, readers need to be able to:

• Quickly find what they are looking for

• Know your POV and why it’s important

• Find relevant, straight-forward information

• See opportunities to take action

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Three Principles of Good Writing

Credibility• Help readers understand

why you are an expert

Clarity• Style, Grammar, and

Tone

Action • Desired result, what

readers should do

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Credibility

Two Elements toBuilding Credibility

• Knowing your audience

• Establishing your authority

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Credibility: Know Your Audience

When writing or reviewing a new piece, ask:• Who is my reader? • Will they read this?• Am I creating or adding value?

Your readers are likely to:• Ask a lot of questions• Gather content and search more than

one source• Expect well-written prose • Quickly judge quality of content

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Credibility: Establish Your Authority

Tips on Building Authority in Writing

• Clearly provide sources• Cite facts• Avoid an overly-promotional

tone• Always use up-to-date

statistics and quotes

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Clarity

Elements that will bring clarity to your writing:

• Language• Style• Correctness

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Clarity: Language

Keep Sentences Simple and Short; 10-15 Words

• Simple: Accelerating Opportunity is helping low-skilled workers improve their education and skills.

• Compound: 70% of all jobs will require post-secondary credentials and Accelerating Opportunity is helping low-skilled workers achieve these skills.

• Complex: In an environment where 70% of all jobs will require post-secondary credentials, Accelerating Opportunity is creating targeted career pathways and developing braiding funding streams that will move the goalposts for career development in our state and in our nation.

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Clarity: Language

Track Active vs. Passive Voice• It is okay to use past tense; different than

passive voice.

PASSIVE: Adult learners are given the tools they need tosucceed through Accelerating Opportunity.

ACTIVE: Accelerating Opportunity gives adult learners thetools they need to succeed.

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Clarity: Style

Be Precise and Careful with Words

• Use words that are simple and easy to visualize

• Spell check won’t catch some words (its/it’s, too/two, from/form)

Pick Strong Verbs vs. Weak Ones• Conduct a survey - Survey• Serves to explain – Explains

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Clarity: Style

Tips on Style:• Do not use clever or cute headings • Limit the use of metaphors• Conversational and professional• Use humor with caution• Imagine you are talking to intellectual stranger

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Clarity: Correctness

Avoid Common Grammarand Spelling Issues Including:

• Sentence fragments• Subject-Verb

disagreement• Incorrect pronouns• Misuse of an adjective

for an adverb

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Action

Always Strive for a Two-WayConversation with Readers

Give Readers a Reason to Act• Why should they fund this

program?• Why become a partner?• Why support this program

in government?

Make Action Effortless

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Action

Attitude• Be positive.• “You” vs. “I”• Serve your reader• Be considerate

Make life easy for readers

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Review: Writing Check List

• Does the audience match?• Are the key messages clear

and accurate?• Are the tone and style

consistent?• Is it short and engaging?• Is it understandable, readable

and error-free?• Is it still relevant and

up-to-date?

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Let’s Practice

For those writing communications plans we’re here to critique andprovide feedback.

For those not involved in the

Accelerating Opportunity RFP,

now is your chance to practice

writing for your most important

audiences.

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For Review: Mantra & Message

• Accelerating Opportunity is all about jobs, the economy and providing greater educational pathways for adults.

• Accelerating Opportunity is supporting states across the country to ensure more workers have the skills they need for today’s good jobs through innovative adult education that provides a valuable credential.

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For Review: Supporting Points

• Jobs/Work – Accelerating Opportunity is helping our nation get back to work by providing adults the credentials and skills they need to secure good, family-sustaining jobs.

• Economy – Accelerating Opportunity is helping drive economic recovery by supporting innovative educational models that better prepare adult workers for today’s jobs.

• Opportunity – Accelerating Opportunity is expanding the professional horizons of Americans across the country – regardless of age or background – by helping them earn credentials and learn skills that have real value to employers.