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Writing Business News for the Web - Day Two

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Reynolds Center for Business Journalism
Reynolds Center for Business Journalism

The document provides guidance on effective writing for online news platforms. It emphasizes brevity, clarity, and prioritizing essential information. Key elements include using simple sentences, synthesizing information for speed reading, and highlighting significance for different audiences. Story structures like the inverted pyramid and news totems are discussed to help readers quickly understand the key points.

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Day Two Agenda ,[object Object],[object Object],[object Object],Photo by Flickr user The SeaFarer
“ Yep, text still matters.” - ONA 2009 WRITING TO PURPOSE AND PLATFORM ,[object Object],[object Object],[object Object],[object Object],Photo by Flicker user Marc_Smith
SCAN and SKIP READING HABITS ,[object Object],[object Object],SOURCE: HOA LORANGER - Director, Nielsen Normal Group, San Diego - Presented at ONA, October 2009
BULLETS AND HIGHLIGHTS
EFFECTIVE WEB NEWS-WRITING… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
KEY ELEMENTS OF NEWS-WRITING FOR FAST WEB READING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Photo by Flickr user timbrauhn
SIMPLE, DIRECT SENTENCES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PRIORITIZE & SYNTHESIZE ,[object Object],[object Object]
MAD COW DISEASE A public health story BUT also a business story with MULTIPLE STAKEHOLDERS and MULTIPLE STORY POSSIBILITIES
STAKEHOLDERS GOVERNMENTS (state, national, foreign) LOBBYISTS BEEF RANCHERS MEAT PROCESSORS FOOD DISTRIBUTORS BUTCHERS GROCERY STORES RESTAURANTS CONSUMER HEALTH INSPECTORS
THE COVERAGE PLAN ,[object Object],[object Object],[object Object],[object Object],[object Object]
“ Stakeholder Wheel” ,[object Object],[object Object],[object Object],[object Object],[object Object]
BE REPETITIVE ,[object Object],[object Object],[object Object],[object Object],[object Object]
NEW AGE INVERTED PYRAMID ,[object Object],[object Object],[object Object]
SUMMARY NUT LEDE News Context Significance, Scope, Impact Anchor quote General attribution Transition to what’s to come NEWS BIT NEWS BIT NEWS BIT NEWS BIT NEWS BIT
BREAKING NEWS WITH BACKSTORY ,[object Object]
SUMMARY NUT LEDE News Context Significance, Scope, Impact Anchor quote General attribution Transition to what’s to come START AT THE BEGINNING CONTINUE CHRONOLOGY NEXT/BUILDING CHRONO OR TENSION NEXT/KEEP BUILDING KICKER
NEWS TOTEM ,[object Object],[object Object],[object Object]
LEDE SUMMARY NUT News Context Significance, Scope, Impact Anchor quote General attribution Transition to what’s to come NEWS BIT NEWS BIT NEWS BIT NEWS BIT NEWS BIT
EFFICIENCY ,[object Object],[object Object],[object Object],[object Object],Photo by Flickr user BigTallGuy
LABELS and LINKS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The i-Pad NEWS, DECONSTRUCTED ,[object Object],[object Object],[object Object],[object Object],[object Object]
HORIZONTAL NEWS TOTEM ,[object Object],[object Object]
LEDE SUMMARY NUT News Context Significance, Scope, Impact Anchor quote General attribution Transition to what’s to come NEWS BIT NEWS BIT NEWS BIT NEWS BIT NEWS BIT
Imagine This Story Redone
A Possible Web Rewrite ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TRANSPARENCY ,[object Object],[object Object],[object Object],[object Object]
KNOW S-E-O Speak ,[object Object],[object Object]
Questions?

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Writing Business News for the Web - Day Two

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  • 9. MAD COW DISEASE A public health story BUT also a business story with MULTIPLE STAKEHOLDERS and MULTIPLE STORY POSSIBILITIES
  • 10. STAKEHOLDERS GOVERNMENTS (state, national, foreign) LOBBYISTS BEEF RANCHERS MEAT PROCESSORS FOOD DISTRIBUTORS BUTCHERS GROCERY STORES RESTAURANTS CONSUMER HEALTH INSPECTORS
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  • 15. SUMMARY NUT LEDE News Context Significance, Scope, Impact Anchor quote General attribution Transition to what’s to come NEWS BIT NEWS BIT NEWS BIT NEWS BIT NEWS BIT
  • 16.
  • 17. SUMMARY NUT LEDE News Context Significance, Scope, Impact Anchor quote General attribution Transition to what’s to come START AT THE BEGINNING CONTINUE CHRONOLOGY NEXT/BUILDING CHRONO OR TENSION NEXT/KEEP BUILDING KICKER
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  • 19. LEDE SUMMARY NUT News Context Significance, Scope, Impact Anchor quote General attribution Transition to what’s to come NEWS BIT NEWS BIT NEWS BIT NEWS BIT NEWS BIT
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  • 24. LEDE SUMMARY NUT News Context Significance, Scope, Impact Anchor quote General attribution Transition to what’s to come NEWS BIT NEWS BIT NEWS BIT NEWS BIT NEWS BIT
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