4-H –The Write Stuff4-H –The Write Stuff

Better writing and communication skills Better writing and communication skills to get the 4-H message out thereto get the 4-H message out there

Lorna Norwood, Patricia McDaniels, Lorna Norwood, Patricia McDaniels, Chuck DenneyChuck Denney

Know thy audienceKnow thy audience You write to reach an You write to reach an

audience, but who specifically?audience, but who specifically? 4-H kids and volunteers4-H kids and volunteers MediaMedia General publicGeneral public Community leaders and Community leaders and

decision makersdecision makers Colleagues and Colleagues and

administratorsadministrators

OthersOthers

Rough out your messageRough out your message Don’t try to reinvent the wheel.Don’t try to reinvent the wheel. Follow a template or update an old file.Follow a template or update an old file. Sources include:Sources include:

UT Extension Marketing Resources site:UT Extension Marketing Resources site:http://http://www.agriculture.utk.eduwww.agriculture.utk.edu/news/extension/news/extension

UTIA news releases site:UTIA news releases site:http://agriculture.tennessee.edu/news/releaseshttp://agriculture.tennessee.edu/news/releases

The Web Packet site:The Web Packet site:http://agriculture.tennessee.edu/webpackethttp://agriculture.tennessee.edu/webpacket

Don’t try to reinvent the wheel.Don’t try to reinvent the wheel. Follow a template or update an old file.Follow a template or update an old file. Sources include:Sources include:

UT Extension Marketing Resources site:UT Extension Marketing Resources site:http://www.agriculture.utk.edu/news/extensionhttp://www.agriculture.utk.edu/news/extension

UTIA news releases site:UTIA news releases site:http://agriculture.tennessee.edu/news/releaseshttp://agriculture.tennessee.edu/news/releases

The Web Packet site:The Web Packet site:http://agriculture.tennessee.edu/webpackethttp://agriculture.tennessee.edu/webpacket

More roughing itMore roughing it Roughing it includes Roughing it includes

knowing the 5 W’s – knowing the 5 W’s – Who, What, When, Who, What, When, Where, Why and How?Where, Why and How?

The order matters – most The order matters – most important first.important first.

Other aspects by order of Other aspects by order of importance.importance.

Include messages Include messages tailored for specific tailored for specific audiences.audiences.

How to write a new storyHow to write a new story

Pick a good topic – newsworthy, Pick a good topic – newsworthy, interesting and shows 4-H having an interesting and shows 4-H having an impact.impact.

Interview people – do research. Interview people – do research. Gather all info, then narrow down focus – Gather all info, then narrow down focus –

ask what’s the point?ask what’s the point? Never bury the lead.Never bury the lead. Write an outline, then first draft.Write an outline, then first draft.

More tips to improve your storyMore tips to improve your story

Make it conversational. Don’t use stiff wording, Make it conversational. Don’t use stiff wording, but write like you talk. However, no slang dawg.but write like you talk. However, no slang dawg.

Keep copy concise and to-the-point. Keep copy concise and to-the-point. Use attribution. Says who?Use attribution. Says who? Don’t lead with a quotation or question – makes Don’t lead with a quotation or question – makes

for confusing information and trite or stupid for confusing information and trite or stupid copy.copy.

Humanize your story – make it about people.Humanize your story – make it about people.

Review and revise your messageReview and revise your message

Look over your writing carefully for content, Look over your writing carefully for content, grammar and spellinggrammar and spelling

Be critical – readers don’t have time to sift Be critical – readers don’t have time to sift through bad writingthrough bad writing

For help here consult William Strunk’s For help here consult William Strunk’s

The Elements of Style. The Elements of Style.

Online version: http://www.write-better-Online version: http://www.write-better-english.comenglish.com

After you review, review againAfter you review, review again

Let the draft sit for a while Let the draft sit for a while – 24 hours if possible.– 24 hours if possible.

That means no That means no procrastination – finish procrastination – finish early.early.

Read it again, aloud. Read it again, aloud. How does it sound?How does it sound?

Make necessary changesMake necessary changes Have someone else look Have someone else look

it over too.it over too.

Avoid the dreaded clichéAvoid the dreaded cliché A cliché is a worn-out phrase, usually a metaphor or A cliché is a worn-out phrase, usually a metaphor or

simile, that has been weakened by abuse and overuse.simile, that has been weakened by abuse and overuse. Clichés are a crutch for good writing.Clichés are a crutch for good writing. The story itself becomes a cliché.The story itself becomes a cliché.

Worth its weight in goldWorth its weight in gold A picture is worth a thousand wordsA picture is worth a thousand words Tastes like chickenTastes like chicken Nose to the grindstoneNose to the grindstone Backs to the wallBacks to the wall Sounded like a freight trainSounded like a freight train Only time will tellOnly time will tell

Write the name rightWrite the name right Identify UT Extension Identify UT Extension

correctly. correctly. First reference should First reference should

read “University of read “University of Tennessee Extension.” Tennessee Extension.” Not THE….Not THE….

Use “UT Extension” from Use “UT Extension” from then on.then on.

Keep the “UT” in there, Keep the “UT” in there, not just “Extension.”not just “Extension.”

Introduce people to the Power of GreenIntroduce people to the Power of Green

Don’t assume your readers are Don’t assume your readers are familiar with 4-H.familiar with 4-H.

Use a standing message to Use a standing message to identify programs:identify programs:

“ “4-H is the Youth Development 4-H is the Youth Development program for University of program for University of Tennessee Extension. 4-H Tennessee Extension. 4-H teaches leadership, citizenship teaches leadership, citizenship and service learning to more than and service learning to more than 335,000 youth in grades 4-12. 335,000 youth in grades 4-12.

4-H also has more than 20,000 4-H also has more than 20,000 adult volunteers. UT Extension is adult volunteers. UT Extension is one of four units in the UT Institute one of four units in the UT Institute of Agriculture.”of Agriculture.”

Be an Action Hero!Be an Action Hero! Write with the Active voice, Write with the Active voice,

instead of Passive voiceinstead of Passive voice

Passive voice is often Passive voice is often grammatically correct, but grammatically correct, but lacks straight-forward meaninglacks straight-forward meaning

(Passive – Okay, but blah)(Passive – Okay, but blah)““The ribbon was cut by 4-H The ribbon was cut by 4-H

volunteers.volunteers.(Active – Better, easier to (Active – Better, easier to

understand)understand)““4-H volunteers cut the 4-H volunteers cut the

ribbon.”ribbon.”

Bring your story “Full Circle”Bring your story “Full Circle”

““Full circle effect” – Full circle effect” – begin the story by begin the story by focusing on one focusing on one element, have facts element, have facts and other tidbits in and other tidbits in the middle, and the middle, and then finish with the then finish with the same story element same story element from the start.from the start.

Quoth the raven, ‘Nevermore.’Quoth the raven, ‘Nevermore.’ Use quotes from Use quotes from 4-H’ers, other subjects to bring 4-H’ers, other subjects to bring

a story to life.a story to life.

Do not make up quotes. Get Do not make up quotes. Get them from asking questions.them from asking questions.

Stories are about people, and Stories are about people, and we should hear from them.we should hear from them.

Stories are not just a Stories are not just a chronological list of what chronological list of what happened.happened.

Flip that pyramidFlip that pyramid(Trust us, it’s no scheme).(Trust us, it’s no scheme).

Use the Inverted Use the Inverted pyramid style of pyramid style of writing.writing.

The most important The most important facts come first.facts come first.

Secondary facts in Secondary facts in the body.the body.

Then close with least Then close with least important facts that important facts that could be cut.could be cut.

UTIA Marketing & CommunicationsUTIA Marketing & Communications

Lorna Norwood lorna@tennessee.edu Lorna Norwood lorna@tennessee.edu (865)974-7368(865)974-7368

Patricia McDaniels pclark@utk.edu Patricia McDaniels pclark@utk.edu (865) 974-7375(865) 974-7375

Chuck Denney cmdenney@utk.eduChuck Denney cmdenney@utk.edu (865) 974-7367(865) 974-7367

Please send us your story ideas!Please send us your story ideas!