& Other Helpful Tips

Video Clip Lead On Camera SOT – Sound On Tape VO – Voice Over Sound Bites

Stories for TV or Radio ▪ Should be conversational

A well-written story contains three basic ingredients▪ The essence of the story in the lead▪ Copy that doesn’t sound written▪ Anchor should seem to be talking to someone

▪ Facts presented in a storytelling format

The art of the lead The lead is the 1st sentence▪ Considered the single most important

element▪ Similar to the headline in print▪ Will likely keep or lose your reader

When writing a lead – Video clip Grab viewers or listeners attention▪ By capturing the essence of the story

Don’t make lead hard to digest▪ By loading it with too many facts▪ Or jargon and complex words

Don’t write a lead that sounds dated or stale

Apply copywriting rules to Broadcast leads ▪ Write in the active voice▪ Who does what vs What was done

▪ Use narrative storytelling technique▪ Use creative techniques to make copy

sparkle▪ But don’t overdo it

▪ Write conversationally▪ Employ the “Mom Rule”

The “Mom Rule”▪ How would you tell this story to your mom

Write for the ear▪ Viewers/Listeners don’t get a 2nd chance to

hear it▪ Needs to be right the 1st time

Audiences decision about a story▪ Asking themselves “Is it beneficial or valuable”

Is usually made during the lead▪ This is your sales pitch to keep the viewer▪ Will they stay or change the station

When writing your lead▪ Think of the 5 W’s ▪ Also Ask yourself▪ Who are the participants in the story▪ What are they doing now▪ What will they be doing later - tonight, tomorrow, etc

When writing your lead▪ Use present or future tense▪ Broadcast focuses on immediacy to define news▪ Happening now or about to happen

▪ Avoid past tense most of the time▪ If it’s in the past, it may be old news▪ Re-write if necessary to keep it conversational

The Narrative lead Sounds like the beginning of a story▪ That you are telling to you audience

Narrative leads can work with past tense elements▪ And still sound acceptable

Connecting with the viewer or listener Question Lead▪ Effective way to make a direct connection▪ With audience/listener/viewer

▪ HAVE YOU EVER WONDERED WHY KEYPADS ON DRIVE-UP A-T-M’S ARE WRITTEN IN BRAILLE

▪ Use of “YOU” is effective ▪ It is a very personal pronoun▪ Can effect readers feelings about story

You can also connect by using a statement Appeals to viewers/listeners experiences

▪ If you’ve ever been stuck in slow moving traffic, there is now an answer to your problems

▪ If you’ve ever paid too much for a text book, help is on the way

▪ Possible problem would be losing those who haven’t had the experience

Facts in the lead How many facts should be in the lead for

your broadcast story?

Is there a minimum? ▪ Maximum?

Keep it short: - Video Clip▪ The nonfactual lead

Believe it or not▪ Some of the best broadcast leads▪ Contain no specific facts at all

If you saturate the lead with facts▪ Audience will tune you out before you start▪ Too many facts means I’m going to have to

think▪ If I wanted to think, I would read the paper▪ Just tell me

Preview, View, Review Your goal is to be clear the first time▪ Create a beginning, middle and end

Make sure you include the “So What”▪ Give your story context, perspective, &

meaning

Narrative storytelling To tell a story▪ You must first know what the story is▪ You should be able to sum it up in “1”

sentence▪ Consider chronological order▪ Narrative style can create suspense and

drama by revealing facts one at a time▪ There are times where this may not be appropriate

Write in the active voice▪ Active voice identifies who did what▪ Passive voice identifies what was done▪ Passive voice tends to be less exciting▪ Passive voice can hurt a narrative story

Sensitivity▪ In today’s world there are many different

views▪ Try to avoid offending anyone by accident▪ Change or omit offensive content▪ Or leave it because you mean for it to be there

Basic creative techniques (Pg 47 – 51)▪ Alliteration▪ Repetition▪ Parallel writing with wordplay▪ The rule of threes▪ Simile

Basic creative techniques▪ Metaphorical writing▪ Exaggeration▪ Human terms▪ Personification