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Transcript of Spreading the Word Improving Communications Skills for the Master Gardener Program Patricia...
Spreading the Word
Improving Communications Skills for the Master Gardener Program
Patricia McDaniels
UT Institute of Agriculture Marketing and Communications Services
Organizational communications
The key words here are “effective” and “communications.”
Organizations thrive when pertinent information is shared.
LEADERSHIP PUBLIC
MEMBERSHIP
KEY INFO
An effective communications plan is An effective communications plan is the foundation for success in any the foundation for success in any organization.organization.
Know thy audience
All communications are for an audience. Do you know who your audience is for each form of communication?
Other Master Gardeners
Prospective Master Gardeners
Media General public Community leaders
and decision makers
Know thy medium
Newsletter Web site Flyer Lecture or demonstration Grant proposal Other?
How will you reach your audience?
Rough out your message
Roughing it out includes knowing the 5 W’s – Who, What, When, Where, Why plus How?
The order matters – most important first.
Other aspects by order of importance.
Include messages tailored for audience.
How to write a news story
Pick a good topic – newsworthy, interesting and one that shows Master Gardeners having an impact.
Interview people – do research. Gather all info, then narrow down focus – ask
what’s the point? Never bury the lead. Write an outline, then first draft.
Flip that pyramid(Trust me, it’s no scheme).
Use the inverted pyramid style of writing.
The most important facts come first.
Secondary facts are in the body.
Then close with least important facts that could be cut.
Bring your story “Full Circle”
Begin the story by focusing on one element, have facts and other tidbits in the middle, and then finish with the same story element used in the beginning.
FACTS & INFO
CLOSE WITH REPEATED ELEMENT
BEGIN WITHLEAD THEN
FOLLOWCIRCLE
Review and revise message
Look over your writing carefully for content, grammar and spelling.
Be critical – readers don’t have time to sift through bad writing.
For help here consult William Strunk’s
The Elements of Style.
Online version: http://www.write-better-english.com
After you review, review again
Let the draft sit for a while – 24 hours if possible.
That means no procrastination – finish early.
Read it again, aloud. How does it sound?
Make necessary changes.
Have someone else look it over, too.
Tips to improve your text
Make it conversational. Don’t use stiff wording, but write like you talk. However, avoid slang.
Keep copy concise and to-the-point. Use attribution. Says who? Humanize your story – make it about people. Use
quotes from Master Gardeners in your text. Don’t lead with a quotation or question – makes
for confusing information and trite or stupid copy. Stories are not just a chronological list of
what happened.
Be an Action Hero!
Write with Active voice, instead of Passive voice.
More on Active Voice
Passive voice is often grammatically correct, but lacks straight-forward meaning. In other words, it’s dull. The ribbon was cut by MG volunteers.
Active voice is easier to understand. MG volunteers cut the ribbon.
Avoid the dreaded cliché
A cliché is a worn-out phrase, usually a metaphor or simile, that has been weakened by abuse and overuse.
Clichés are a crutch for good writing. The story itself becomes a cliché.
A picture is worth a thousand words Tastes like chicken Nose to the grindstone Backs to the wall Sounded like a freight train Only time will tell
Tell others about the program
Unless you are writing for your own newsletter, don’t assume your readers are familiar with Master Gardening.
Telling others…
Every MG newsletter should have an identity box with a standing message to identify your group.
Tennessee Master Gardeners (TMG's) are trained volunteers that help University of Tennessee Extension share the latest and greatest gardening information. All volunteers are trained with 40 hours of horticultural classes and return 40 hours of volunteer community service through their UT Extension office. Statewide approximately 2,000 active Master Gardeners serve 46 counties.
Write the name right
Identify UT Extension and the Master Gardener Program correctly.
First reference should read “University of Tennessee Extension.” Not THE….
Use “UT Extension” from then on.
Keep the “UT” in there, not just “Extension.”
Be sure you spell the names of your volunteers correctly.
Need help?
Free Management Library: an online guide for nonprofits & for profits (communications plans):http://managementhelp.org/mrktng/org_cmm.htm
UT Extension Marketing Resources site(various tips):http://www.agriculture.utk.edu/news/extension
UTIA news releases site (sample news releases):http://agriculture.tennessee.edu/news/releases
About this presentation
Patricia McDanielsUTIA Marketing and [email protected]
(615) 835-4570
********* Some of the materials in this presentation come
from previous presentations also co-authored by Chuck Denney and Lorna Norwood of UTIA Marketing and Communications Services. I gratefully acknowledge their assistance.