Writing for non-readers

• Show me! I’m lazy. I’m visual.• Images can be strong and

seductive.• Words take work!• BUT: journalism often is teaching,

so choose what best informs and conveys the information. In other words, be deliberate.

What can graphics do?

• Carve up complicated material into bite-sized chunks

• Offer attractive alternatives to gray-looking text

• Allow writers to move key background information out of narrative for flow

• Provide additional entry points for the reader into the story

Functions of graphics

• Locators (or spotters), like the map at right

• Explanation (“anatomy of an avalanche”) or breakout

• Weather

Functions of graphicsTextual information:• Charts (statistics)• Chronologies• Lists• Fast facts• Bio box• Glossary• Checklist• Quiz, Q&A

SIERRA PACIFIC RESOURCES TIMELINE

Key events during the past year at Sierra Pacific Resources subsidiaries Sierra Pacific Power Co. and Nevada Power Co.:April 18, 2001: Legislature enacts AB 369, repealing electricity deregulation in Nevada and allowing Sierra Pacific and Nevada Power to file for recovery of fuel and purchased power costs through rate hikes.Feb. 1, 2002: Sierra Pacific, under AB 369, files $205 million deferred energy rate hike (average monthly increase of $5.92 percent for residential ratepayers) to recoup energy costs.Feb. 28, 2002: Sierra Pacific reduces general rate case to $16 million; revised general and deferred energy rate hike for residential customers reduced to average of $2.68 a month.April 1, 2002: Shares in Sierra Pacific Resources fall from $15.09 to $9.11 in response to Nevada Power rate hike reduction; ratings firms cut utilities’ credit worthiness.April 23, 2002: Sierra Pacific Resources board of directors votes not to pay quarterly stock dividend in May, saving $20 million.May 28, 2002: PUC grants a reduced rate increase, combining deferred energy and general rate filings, of $139.2 million over three years.June 1, 2002: Rate hike to go into effect.

Functions of graphics

• Polls• Quote collection• Tables, pie charts, bar charts,

fever charts• Ratings• Step-by-step guides

Functions of graphics

Graph information:• Charts (statistics)• Business data• Trends

(longitudinal data)

Functions of graphics

Logos:• To accompany

running stories.• For quick ID of

groups often in the news.

• Also called eartags.

Functions of graphics

Illustrations to accompany stories about abstract ideas, draw readers in and set the tone.

What to watch for• Misrepresentation using

percentages• Non-comparable data (apples &

oranges)• Conflicts between graphic & text• Too much repeated information

between graphic & text

What to watch for• Inappropriateness• Data distortion

(proportionality)• Overdressed graphics (too

busy)• Silliness (birthday cakes in

textbook)

What to watch for

Dummy type:Xxxxy xxxxy.

Guidelines

• Ask yourself: What is missing from this story? What is bogging down the text? What needs clarification? What would help flow?

• Collect the data carefully• Edit carefully, in part and as a whole• Convert to understandable values• Label clearly• Simplify >>What is the point?• Presentation: effects, screens, photos,

illustrations