storytelling [writing] all the write stuff don’t underestimate your readers— they will read if...

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All The Write StuffAll The Write StuffDon’t underestimate your

readers— they will read if you creatively write what they want & need to

know ~ideas shared by John Cutsinger

Tina KleckaRick Brooks

Shannon WilliamsLaura Schaub

Jostens Creative Accounts Managers

Storytelling

The Right AngleThe Right Angle

–Determine your approach»Readers’ wants & needs»Single or multiple angles

–Introduce in headline & story lead–Develop in single story presentation

or collective alternative stories

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Single Angle/Single storySingle Angle/Single story»Summer Water Sports

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Multiple Angles/Collective StoriesMultiple Angles/Collective Stories»Summer Water Sports, Chores, Graduation, Volunteering

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Headline & LeadHeadline & Lead»Introduce the story angle(s)

Storytelling

Hit the HighlightsHit the Highlights

–Highlight high interest material in different colors for easy

recognition»Headline content»Lead & conclusion details»Informational facts»Important figures»Insightful feelings (quotes)

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Hit the Hit the HighlightsHighlights

HeadlineLeadQuotesFactsFigures

Storytelling

News Feature News Feature Writing Writing

–Combines facts, figures & feelings

into one main, cohesive story

»Lead»Quotes/Transitions»Conclusion

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Storytelling

News Feature Story News Feature Story

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After 180 days of homework hassles and trying tests, students trashed pencil and paper transforming them-selves into party animals. From late and lazy sleep-ins to fun in the sun in exotic locations such as Hawaii, vacationers took the business of pleasure seriously.

"The week school ended my dad and I went to Oahu. It was amazing. He let me take my best friend Jenny and we spent everyday on the beach watching the surfers. I got up earlier during the summer to watch the incredible sunrises than I did during the regular school year. Is that sick or what?" senior Cate Humpage said.

While three out of 10 traveled abroad during the summer, the other seven stayed close to home taking advantage of local events and area parks and lakes.

.Lead

>

Quote >

Transition >

Storytelling

News Feature Story News Feature Story

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“This proved to be the best summer ever since I had my license and a car for the first time. I asked my mom if I could drive to the concert in Chicago and when she said ‘yes”, I freaked out. I just knew she wouldn’t let me even though it’s only an hour away,” junior Cameron Larsen said.

A commanding 82% sleepyhead majority crawled out of bed well after the traditional start of school while only a very few kept the same schedule of the academic year.

Quote >

Transition >

Storytelling

News Feature Story News Feature Story

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“Some days I didn’t even get out of bed until after lunch. It was heaven. Dad let me stay up as late as I wanted, but Mom always woke me up before she left for work and left me notes of stuff to do. Not a bad life considering I got in about four hours of sun everyday,” Stephanie Sanchez, who was envied by others, said.

After 95 days of some work and mostly play, summer sizzle fizzled and over 90% dreaded the 8-4 routine of back-to-school on D(readed)-day, Septem-ber 3.

Quote >

Conclusion >

Storytelling

Take the Lead Take the Lead [writing][writing]

–Dos»Do feature the most important aspect of the story in the first 5-7 words»Do focus on information & insights

that reader doesn’t already have»Do incorporate visual nouns & action verbs»Do keep it simple

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Storytelling

Take the Lead Take the Lead [writing][writing]

–Don’ts»Don’t begin with a, an or the»Don’t use “this year” or the school name, initials or mascot»Don’t incorporate editorialized

adjectives or adverbs»Don’t use label leads»Don’t begin with names

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Storytelling

Take the Lead Take the Lead [writing][writing]

–Content-focused leads»One word—use of a single key word introduction

»Contrast—describes two extremes or opposites »Astonisher—an exclamation that catches readers off-guard

»Punch—crowds in a dramatic statement or a lot of action

»Quotation—an unusually insightful direct quote

»Question—opens with a query that leads on the reader

»Sequential—presents events in order that they happened

»Sights & sounds—showcases one or more of the 5 senses

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Storytelling

Take the Lead Take the Lead [writing][writing]

–Grammatical approaches to leads»Prepositional phrase—features one aspect of the story

that the reporter feels deserves special attention

»Participial & gerund phrases—features action, manner

in which action is accomplished or unusual circumstances

»Infinitive phrase —features purpose or dramatic action

or creates a minor note of suspense

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Storytelling

Take the Lead Take the Lead [writing][writing]

–Grammatical approaches to leads»Causal clause —beings with because, since or because of

and shows a causal relationship between facts

»Conditional clause —begins with if, unless or provided

and expresses speculative interest or condition

»Concessive clause —beings with though or although

and expresses difficulties overcome or unusual circumstances

»Noun clause —beings with that, how, why, whether, what or

when and features substance, announcement, decision, belief

»Temporal clause —beings with when, while, before, since

or as soon as and features the time element

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Storytelling

Quality QuotesQuality Quotes

–Quotes are intimate enoughonly when the person quoted could tell that specific story

»Partial or quickie quotes»Story quotes»Anecdotes

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Storytelling

Quality QuotesQuality Quotes

–Good»“This summer was the best. I didn’t have

to go on the family vacation.”

–Great»“This summer will go down as one

of the best in history for me. Instead

of having to go on the family vacation,

I got to tour France with friends

from my French class.”

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Storytelling

Smooth TransitionsSmooth Transitions

–Transitions work effectively when they link together two paragraphs with informational & insightful facts & figures

»Between lead & first quote»Between quotes»Between quote & conclusion

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Storytelling

Smooth TransitionsSmooth Transitions

–Good»Other students didn’t get to sleep in.

–Great»A commanding 82% sleepyhead majority crawled out of bed well after the traditional start of school while only a very few kept the same schedule of the academic year. [w

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Storytelling

The End of the StoryThe End of the Story

–Conclusions make the most impact

when they bring the story full circle

»Reference the angle of the lead»Add new information & insights»Logically wrap up the story

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Storytelling

The End of the StoryThe End of the Story

–Good»So that’s how students spent their summer.

–Great»After 95 days of some work and mostly play, summer sizzle fizzled and over 90% dreaded the 8-4 routine of back-to-school on D(readed)-day, September 3.[w

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Storytelling

Alternative Story Alternative Story FormatsFormats

–Quick reads combine to tell the story

»Facts»Figures»Feelings

–Appeal to reluctant, selective readers–Open up reader-friendly design options

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Storytelling

Fact Quick ReadsFact Quick Reads

–Factoids–Listings–Questions & answers–Interactive tests & quizzes–Maps & diagrams–Definitions, index & glossaries–Statistic boxes

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Fact Quick ReadFact Quick Read»Brink MS, Brink, OK

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Fact Quick ReadFact Quick Read»Fenton HS, Fenton, MI

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Fact/Figure Quick ReadFact/Figure Quick Read»Glenbrook HS, Glenview, IL

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Fact Quick ReadFact Quick Read»Northwood HS, Nappanee, IN

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Fact Quick ReadFact Quick Read»Hillcrest HS, Idaho Falls, ID

Storytelling

Figure Quick ReadsFigure Quick Reads

–Pie charts, bar & line graphs–Numerical tables & charts–Schedules –Calendars–Timelines–Scoreboards

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Figure Quick ReadFigure Quick Read»Humboldt HS, Humboldt, KS

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Figure Quick ReadFigure Quick Read»Woodlands HS, Woodlands, TX

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Figure Quick ReadFigure Quick Read»Abilene HS, Abilene, TX

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Figure Quick ReadFigure Quick Read»St. Thomas HS, Houston, TX

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Figure Quick ReadFigure Quick Read»Stevenson HS, Sterling Heights, MI

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Figure Quick ReadFigure Quick Read»Westlake HS, Austin, TX

Storytelling

Feeling Quick ReadsFeeling Quick Reads

–Partial quickie quotes–Story, featured quotes–Anecdotes –Advice & how-tos–Personality sketches

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Feeling Quick ReadFeeling Quick Read»Woodmont HS, Piedmont, SC

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Feeling Quick ReadFeeling Quick Read»Hillcrest HS, Dallas, TX

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Feeling Quick ReadFeeling Quick Read»Connersville HS, Connersville, IN

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Feeling Quick ReadFeeling Quick Read»Utica HS, Utica, MI

Storytelling

Writing QualityWriting Quality

–Fresh, lively angles–Informational & insightful

»Little-known, fascinating facts & figures»One-of-a-kind, quotable quotes

–Attention to the five senses–Unquestionable accuracy–Refined style & design[w

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Storytelling

Editing & RewritingEditing & Rewriting

–Revision opportunities»Content»Accuracy»Style»Design

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Common ConcernsCommon Concerns

–Boring nouns»Students»Members»Players

–Weak verbs/passive voice»Appears, seems»Is, are, was, were, be, being, been

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Storytelling

Common ConcernsCommon Concerns

–Long paragraphs–Word overuse

»School name, initials, mascot»“This year” or the year itself

–Editorializing»Busy, diligent, successful, hard-working

–Use of second person[wri

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Storytelling

Common CourtesyCommon Courtesy

–Editing Suggestions»Focus on… Improving word choice Adding/deleting content Conforming to style»Show consideration… Encourage self-editing Write in margins & not in red Balance positive/negative Return personally & explain expectations[w

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QQ&AA

You Never Know…You Never Know…»until you ask!