Gender Sensitization & Technical Capacity Building

Training Workshops of Radio Staff

Technical Capacity Building Training ModuleDevelop by: Sardar Ali,

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Ex-Controller Program, Radio Pakistan. Technical Capacity Building Training of Radio Pakistan Staff

Module for one day Training

Objectives of the Training Module

Create awareness of radio production team from across the country on gender issue.

Pool up Radio producers, presenters/writers undertaking advocacy on gender equality &

equity through their respective spheres of influence in policy/planning implementation.

Appraisal of production team in raising awareness of the target audience from across the

country on the issue of gender equity and equality through meaningful and effective radio

formats.

Keep abreast the production staff of modern tools and techniques of broadcasting and the

challenges ahead of them.

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Session 01

Gender Broadcasting

1.1 Community Broadcast for Gender Sensitization and Development1.2 Idea formulation-Sources of ideas on Gender Issues 1.3 An Idea on Gender Issue, How to transform it into in a program? (Program Planning)1.4 Development Campaign1.5 Question Answer

Session 02

Emerging Concepts of Radio Production

2.1 Ethics, Objectives and Limitations of Media-Broader Guidelines2.2 Sensationalism2.3 Documentary (New concepts of radio Documentary) 2.4 Talk Shows Vs Discussion Programs (What makes them different?)2.5 Question Answer

Session 03

Refurbishing the traditional tools & techniques in gender perspectives

3.1 Children Stories (the art of storytelling)3.2 Radio Portrait (another way to present talk)3.3 Public Service Messages (copy writing and treatment)3.4 Question Answer

Session 04

Activity

4.1 Planning a catchy program on gender issue (GROUP ACTIVITY / PRESENTATION)

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Session 01

Gender Broadcasting

1.1 (a) COMMUNITY RADIO

“From Wikipedia, the free encyclopedia”

“Community Radio is a Radio Service offering a third mode of radio broadcasting, in addition to commercial and public broadcasting”.

Serving geographic communities and communities of interests. Content is popular and relevant to a local, specific audience. Operated owned and influenced by the communities. Generally run on no profit basis (no commercial). Enabling individuals, groups and communities to voice their hurts, shares experiences

and to become creators and contributors of media. Vehicle for the community and the voluntary sector, civil society, agencies, NGO’s and

citizens to achieve further community development aims. Should be 10% radio and 90% community. It involves and empowers community to explore sense of identity to reflect positive

aspects.

1.1 (b) COMMUNITY/ ISSUE BASED BROADCAST FOR GENDER SENSITIZATION

“Community/ Issue based radio has an obligation to redress the imbalance; facilitate women’s involvement at all levels of decision-making and programming; ensure that women’s voices and concerns are part of the daily news agenda; ensure that women are portrayed positively as active members of society; and support women acquire the technical skills and confidence to control their communications”.

(Gender Policy for Community Radio, by AMARC-WIN International,)

HINDERENCES

Traditions Religion Attitudes Political situation The term “gender” does not translate well in local languages.

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News is told largely through the eyes, voices and perspective of the men (Media Watch groups)

The coverage of incidents of violence against women is usually seen flawed carrying prejudices, inapt language and underreporting.

EXAMPLES

Nepal Indonesia India – community radio operated by SEWA (Self Employed Women’s Association) Bangladesh Cambodia Kyrgyz Republic Laos Srilanka

GENDER ISSUE IN PAKISTAN (MEDIA PERSPECTIVE)

Gender disparity (socio-economic, political spheres) Biased Portrayal of women in print and electronic media, reports and features. Biased hypothesis (dependent and less enlightened, lack of sagacity).

Percentage of coverage

BEIJING PLATFORM FOR ACTION 1995

To increase women’s participation and access to expression and decision making in and through the media and new technologies of communication.

To promote a balanced and non-stereotyped portrayal of women and girls in the media; encourage gender-sensitive training for media professions; and to take effective measures against pornography.

CONCLUSION

Gender training for media personnel to:-

Recognition, promotion and projection.

Analyze (facts, issues and data from a gender perspective).

Balancing of women voice.

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1.2 IDEA FORMULATION, SOURCES OF IDEAS ON GENDER ISSUES

Dictionary meanings:

“thought, picture plan or design, opinion, feeling ” “Something, such as a thought or conception, that potentially or actually exists

in the mind as a product of mental activity”. “A plan, scheme, or method”.

Ideas emanate from feeling of being something possible. This in turn flares up thinking process which creates a mind picture.

Sources of ideas from experiences

First Hand Second Hand

Situations Values Association (sensibility & past notions) Mass Media Observation, induction and deduction Museum, archaeological heritage, culture Intuition Fine Arts Infancy experiences Leaving authorities Folk lore

One can have first experience in the situations of conflict with current norms and cross experiences.

Creativity means to draw what is invisible into vision (conversion of a abstract idea in to concrete one).

Correlate conceived idea with previous experiences of listeners. Communication is accomplished through message received; understood keeping in view

needs of target audience and its proper feedback. Needs can be identified with the help of various agencies, departments and NGO’s.

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1.3 (a) An Idea on Gender Issue, How to transform it into a program (Program Planning)

Outlines of a community based program on gender issues

General Problems: Socio-economic & cultural potentialities of the country.

Social Economic Cultural Religious

Role of Women in overall economy of the country. Career opportunities and barriers in employment Training opportunities ( vocational, kitchen gardening, poultry, live

stock(90% women in this field in Sindh, and75 % overall in Pakistan)farming, fisheries etc ) .

Issues arising from customary practices in other prevalent negative gender practices

Community coping up practices: Self help. Collective actions. Female education concepts. Women organizations. Voluntary work. Civil Society Partners/organisations Positive contributions from Government; including change in policies

and women friendly laws Gender based Issues prevalent in the community

Early marriages Exchange marriages. Acid throwing. Street crimes. Influence of peer group.

Family Life: Traditional. Family relations. Child development.

Law Practices

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1.3 (b) Transformation of an Idea into a program (Program Planning)

Generate Idea Format Target audience Language Time of broadcast Duration Frequency Local/network Scope of main title Sub-titles( with brief scopes) Assign topics to the contributing stations with brief scopes in case of Network

idea Selection of voices Proposed contributors/Talent pool(with credentials, addresses, contacts) Budget estimate Approval Proposals Production/Presentation

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1.4 (a) DEVELOPMET CAMPAIGN

What is a Campaign?

A campaign is coordinated use of different modes of communication aimed at focusing

attention on a particular problem and its solution over a period of time.

It must be noted that not all problems are adaptable to campaign treatment. To determine

whether or not a campaign is justified, the following questions may be kept in mind.

1. Is the problem important to a large number of people?

2. Can a definite tome limit be set for the duration of the campaign?

3. Is it possible to establish campaign goals & to measure progress towards these goals?

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1.4(b) PLANNING A DEVELOPMENT CAMPAIGN .

1. Successful implementation of any campaign strategy is largely dependent on the

approaches. Certain generalization may be formulated to serve as guidelines for

planning and implementing the campaign strategy. These are based on available

research data on the target audience, the message, the channel and the source.

2. Planning and implementing campaign strategies follow certain systematic steps,

These are:-

Determine the area concern. Among the areas of concern may include Gender development programs including the following GEP objectives;

Enhancing Gender Equity by expanding women’s access to justice and women human rights.

Increasing women empowerment by expanding knowledge of their rights and opportunities to exercise their rights in the workplace, community and home.

Combating Gender Based violence and Strengthening the capacity of Pakistani organizations that

advocate for Gender Equity, women empowerment and the elimination of Gender Based violence.

Conduct research:

Research is a pre requisite for planning any campaign strategy. Data-gathering methods

include library research, field survey, formal and informal group interviews with community

leaders, and consultations with researchers, planners and decision-makers.

Data is available with human resources (e.g. number of field-workers or extension agents

and community leaders) hardware (e.g. Radio/TV Stations, printing press, etc.), software (e.g.

radio/TV Programs, slides, films) and financial resources (e.g. budget allotted by different

agencies for communication) are vital. Data to capture the knowledge, attitude practices, needs

and aspirations of the target audience is also essential.

Determine Target Audience:

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Your campaign should appeal to the community that you want to reach. Do you know who these

people are? Determine the characteristics of the average intended beneficiary you want to

engage.

1. Determine a demographic profile for your target audience.

Age: What is the age range of the population who needs your message?

Gender: Which gender would be most interested in this message?

Income: What is the income level?

Education: What level of education do they have?

Marital Status: What is their marital or family status?

2. Determine the values and lifestyle of your target audience.

What does your target community value most?

Where do they get most of their decision-making information?

Are they first responders or followers? Will your target audience respond to

something new, or wait for others to try it first?

3. Determine how you intend your target audience to interact with your message.

How will your target audience benefit from your message?

What do they like or dislike about your message in general?

Is this a message they need (helps fill a basic need, food, shelter, health, education

etc) or a luxury ideas (may increase quality of life, but not essential)?

4. Create a target audience profile. Using your answers from the above questions create a

prototype person from your target community. Give him or her name, an age, and a job.

Does he or she have a family?

If so, how many children does he or she have?

Where does he or she live?

What are her or his interests?

How much education does he or she have?

Write down the attributes of your prototype person.

When developing campaign, keep the prototype person you created in mind.

Determine Sources:

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The characteristics of the source also determine the effectiveness of communication. The

most important characteristics of the source are credibility. Generally the following will

strengthen the credibility of the source:-

More knowledge, skill and commitment of the source ensure credibility and reliability.

Determine the Message:

The message is the easiest to control of all the elements of communication. Following

are some general rules which may increase the effectiveness of the message:-

Message presented either at the start or at the end of the campaign are better retained then

those presented at the middle;

Subjective reporting is more effective than factual reporting in increasing knowledge and

changing attitudes of audience with less education and knowledge.

Message and tool should be designed/developed/determined in accordance with the target

audience.

Celebrity/expert testimonials presented in carefully selected words as per the

understanding level of the target audience are highly retainable.

No use of jargons and technical terms

Focus should ONLY be on one issue/component.

Determine available resources.

The implementation of campaign strategy largely depends on available resources which include manpower, financial, equipments, facilities and logistics.

Determine number of target audience.

To determine the success or failure of a campaign strategy, specific number of target

audience and their location should be made available. The target may be 5,000 working ladies

while the location may be 5 districts. Areas which have the necessary resources which can

support the campaign should be considered priority areas.

Determine duration.

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The duration of the campaign is largely determined by the scope of the message and the

availability of funds.

Determine when to launch the campaign .

Timing is a vital factor for launching a campaign. Campaign launch may be dependent on

following factors:

Political situation

Economic situation

Law and order situation

Traditional and Cultural events

Religious events

Natural calamities and disasters

International and National days (International Women’s Day, 16 days of activism

etc)

Determine Impact Assessment.

To determine or assess the impact of the campaign, monitoring and evaluation are necessary, monitoring refers to the process of determining whether the schedule of activities is followed on time and executed as defined Evaluation refers to the process of determining the impact of the campaign. Results, monitoring and evaluation are recycled regularly to improved strategy.

1.5 Question Answer

Session 02

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Emerging Concepts of Radio Production

2.1 Ethics, Objectives and Limitations of Media-Broader Guidelines

Truthfulness Accuracy Fairness Privacy Respect Objectivity Morality Relevance Self-regulatory(Freedom)

2.2 Sensationalism

According to sociologist John Thompson,” the debate of sensationalism used in mass medium of broadcasting is based on audience….”

Definition (Wikipedia)

“Sensationalism is a type of editorial bias in mass media in which events and topics in news stories (spoken words) and pieces are overhyped to increase viewership (listenership) or readership numbers.”

Dictionary meanings

Subject matter, language or style producing or designed to produce startling or thrilling impression or to excite and please vulgar taste

(Es in journalism) the use of exciting or shocking stories or language at the expense of accuracy, in order to provoke public interest or excitement

Objectives/Contents

Deliberately obtuse Appealing to emotions Controversies Omission of facts and information Self-centered to obtain /attract attention Exaggeration Individual/small group actions Insignificant topics/subjects relative macro-level events Procurement of business in view of increased number of audience Complex subjects and are often twisted into sensationalism

2.3(a) RADIO DOCUMENTARY

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The term “DOCUMENTARY” is derived from French word “DOCUMENTAIRE” means a (Travel Picture).

Concise Oxford dictionary defined it “A film dealing with natural history, Archaeological, industrial, travel, or similar subject usually accompanied by an explanatory talk”.

Webster’s dictionary defines it as “having or claiming to have objective quality, authority or force of documentation in the representation of a scene, place or condition of life or of social or political problem or cause ”

A Radio documentary or feature is a purely acoustic performance devoted to cover a particular topic in some depth, usually with a mixture of commentary and sound pictures.

It uses an abundant number of primary sources e.g. music, drama (Docu-Drama), interviews, reports, excerpted documents and Fx.

A real people and real time reference, sharing through interviews. A narrator explaining or commenting on the visuals and facts and figures.

PURPOSES

Propaganda Entertainment Information Education

To motivate others into actions

Documentaries are nonfiction. Either narrated or told in the actual words of participants (perhaps re-enacted

dialogues). Based on diaries, letters, Journals, and records from the archives.etc

REQUIREMENTS

Truth. Research. No inventions/non-fiction. Understanding and perspectives/speculations. Facts and figures. Objectivity Factual evidence in its original context and form.

DIFFERENCE BETWEEN TALK AND DOCUMENTARY

Talk Documentary

Sound monotony. Variety of sounds. Not suited for facts and figures. Amenable to facts and figures.

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Lack of personal involvement. More personal involvement. Appeal limited. Larger appeal due to dramatic elements.

PLANNING: Out line

Objective. Scope Logical development. Language.

Research

Information Facts and figures Real people

Contributors Authorities on the subject. Accessibility. Narrator/ performers/ writer.

PRODUCTION TECHNIQUES: Research beforehand Collection of data, background information and facts Tentative out line script. Clearance from relevant agencies. Recording of insertions. Treatment. Unity of theme is more important than technique. Continuity. Entertainment. Contrast. Audience oriented/ people oriented. Tone of narrator. Sound effects. Music (opening/ closing, bridging linking).

Silence. Narration. Inserts. Montage. Resources required (writer recoding facility).

DOs & Don’ts when recording and using Actuality Sounds in a documentary (Document + Commentary)

CUT IT OUT where there is DOUBT Never change the meaning CUT OUT extraneous words CUT OUT reiterations

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CUT OUT subordinate clauses (without changing the meanings Edit to help sound shorter, tighter, and clearer. Use excerpts or sound bites in different order than the original ones Always identify the contributor at apt punctuations Avoid later stage re-asks (It can distort ambience) Pursue truth aggressively and present it accurately in its context Don’t tell the interviewee /contributor what to say Never use sound bites you did not record yourself at the scene (unless

verified) Don’t use sound effects, sound beds from previous files or fabricated

sound (spot effect) Don’t manipulate sounds in any fashion that is misleading Don’t present sounds those are re-enacted without informing your listeners

COMPILATION:

Order of insertions Break long insert to slow the pace. Griping opening using strong statement, actuality sound, are a montage of sound

(don’t use the best peace)

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2.3(b) How to Create a Radio Documentary in 9 Easy Steps

1. Develop an idea:2. Outline the project and define the details:3. Decide who to approach with the newfound concept:4. Write a proposal 5. Research:6. Write a script: 7. Record the show: 8. Edit:9. Broadcast:

After the Show: Keeping the Message Alive.

Listener’s letters, Emails, face book, telephone calls, audience research cell, and interpersonal communication.

Motivate the listeners for action to get the desired SOCIAL CHANGE.

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2.4 (a) TALK SHOWS

Introduction: A forum in which society talk about topics, issues and themes to arrive at certain

conclusions. It focuses on host as a central character. The host represents multifaceted styles and approaches towards the topics based

mainly on social encounters or events (RADIO: Khuli Katchehri, Radio mela, Bilmushafa or Radio press conference and many more recently introduced by N.B.S).

Basically emerged out of news and entertainment but with the passage of time it mixed news, public affairs and entertainment.

Formats: Limited formats. Public affairs talk show may contain limited authorities, an expert or panel of

experts and a news figure. A Magazine format for a single topic, where as this format is multiple-topics

oriented or it may be one or it may be one-on-one host/ guest interview (some time with audience participation).

A soft news talk show that mixes news, entertainment and public affairs could be on single topic.

A special interest news format focuses on economic, sports, home affairs, fashion, psychology, literature etc.

Comedy shows through satirical jocks (taal matol, Moeen Akhter show, Umar Sharif show, Studio Dhai etc.).

Sport show is a talk show in disguise. The host/ Anchor:

Central, focal point personality/ authority on the theme The host is the Managing Editor from marketing point of view and can be termed

as “Commodity”. The anchor characteristically holds the overall control on the show and production

crew. Mushroom growth of FM radio channels in Pakistan (1998). National Broadcasting Service. Popular hosts/ anchor persons in Pakistan (to name of few:-

Zia Mohee-ud-din, Tariq Aziz, Yasmeen Tahir, Moeen Akhtar, Anwar Maqsood, Naeem Bukhari and recently a number of talk shows introduced by PBC Current Affairs Channel NBS).

Conclusion:

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Talk shows are like daily newspaper which is oftenly considered as disposable format.

Audience/ host/ guest occupy the same moments; hence repeat broadcast needs extra care.

Highly sensitive to socio-cultural perspectives. In term of host the talk show also carry the tag of commodity. The shows are amenable to commercial/ sponsorship tendencies. The talk shows are consisted of unscripted conversations and directly address the

audience in present tense. It must adhere strictly to time and money constrains (spots, jingles).

2.4 (b) DISCUSSION PROGRAM

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Spoken words program. More than two participants and a moderator. Provides platform to exchange ideas. It is an extension of interview. Appreciating participants Difference of opinions. Contrast of opinion. The moderator sums up the discussion and agreements reached and wraps with

concluding remarks with workable solutions, suggestions and referrals but doesnot offer his/her own verdict..

Type of discussion: Positive discussions. Controversial discussions

Panel discussion. Forum discussion. Audience participated discussion.

Preparation: Research. Subject or theme. Choice of pertinent participants, including the moderator.

Production: Talk to the participants before actual rehearsal/ recording Brief the moderator prepare a running sheet to have a check on time slot. Brief the participants to avoid over talking. The moderator should frequently identify the participants. Provide note paid, pencils, a glass of water.

2.4 (c) WHAT MAKE THEM DIFFERENT:

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Talk Show Discussion

Unlimited parties in proposition 2-3

Unlimited point of views(audience/callers) limited point of views

Variety of opinions Less opinions

Vast range of participants 3-4

Time money constrains Time constraint

Host/Guest/show tags commercial values Limited commercial

Studio oriented/O.B Mostly studio based

Liveliness Dull

2.5 Question and Answer

Session 03

Refurbishing the traditional tools & techniques in gender perspectives

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3.1 CHILDREN STORY (the art of storytelling)

Storytelling is an ancient art reaching back to a time before people had written language. In some cultures, oral storytelling is still the main way that history is handed down from generation to generation.  In some other cultures, it is experiencing resurgence as entertainment. 

Educators have long known that the arts can contribute to student/listeners academic success and emotional well being. The ancient art of storytelling is especially well-suited for student/listeners exploration. As a folk art, storytelling is accessible to all ages and abilities. No special equipment beyond the imagination and the power of listening and speaking is needed to create artistic images. As a learning tool, storytelling can encourage students/listeners to explore their unique expressiveness and can heighten their ability to communicate thoughts and feelings in an articulate, lucid manner. These benefits transcend the art experience to support daily life skills. In our fast-paced, media-driven world, storytelling can be a nurturing way to remind children that their spoken words are powerful, that listening is important, and that clear communication between people is an art.

From listening to stories children benefit in many ways.  A storyteller can help children to

learn new vocabulary

communicate effectively  

use the imagination

practise social skills  

understand concepts

explore new interest

value their culture

Moreover, children learn through their senses, especially by hearing, seeing and touching.

Accessible to all ages and abilities

Imagination and the power of listening and speaking is imperative to create artistic images.

A learning toll encouraging exploring unique expressiveness.

Can heighten communication skills thoughts and fillings in an articulate manner.

Nurturing way to remind children of their spoken words.

Why story telling?

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Gaining verbal skills. Imagination. Passing on wisdom. An understanding of human nature. Understanding of sequences (occurrence of events). Awareness of role characters. Understanding of sequences. Language skills (vocabulary, grammar, syntax and pronunciations) Ability to follow instructions. Cooperation with others. Understanding of concepts. Information packed entertainment

(INFOTAINMENT).

Strategies No recognition between fantasy and reality by the children, therefore make a clear distinction between the two boundaries.

Adopt/Adapt concrete experiences/ ideas. Involve the children. Dramatization. Create ambience. Relevance (of topics).

STORYTELLING is the conveying of events in words, images, and sounds, often by improvisation or embellishment. Stories or narratives have been shared in every culture as a means of entertainment, education, cultural preservation, and to instill moral values. Crucial elements of stories and storytelling include plot, characters, and narrative point of view.

Contemporary storytelling

Modern storytelling has a broad purview. In addition to its traditional forms (fairytales, folktales, mythology, legends, fables etc.), it has extended itself to representing history, personal narrative, political commentary, and evolving cultural norms. Contemporary storytelling is also widely used to address educational objectives. New forms of media are creating new way for people are able to record, express, and consume stories. Games and other digital platforms, such as those used in interactive fiction or interactive storytelling, may be used to position the user as a character within a bigger world. Documentaries, including interactive web documentaries, employ storytelling narrative techniques to communicate information about their topic

Narrative mode

From Wikipedia, the free encyclopedia

  (Redirected from Point of view (literature))

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The 'narrative mode' (also known as the mode of narration) is the set of methods the author of a literary, theatrical, cinematic, or musical story uses to convey the plot to the audience. Narration, the process of presenting the narrative, occurs because of the narrative mode. It encompasses several overlapping areas, most importantly narrative point-of-view, which determines through whose perspective the story is viewed and narrative voice, which determines a set of consistent features regarding the way through which the story is communicated to the audience.

ELEMENTS OF A STORY

“Story is composed of events that take place in certain space, time, by the people, animals or fictional characters, albeit natural or supernatural”

SETTING: When, Where the story takes place (time, place, people-past, present or future).

EXPOSITION: Introduction or background information about setting. CHARACTERS: Characters are the people. Animals or supernatural or the fictional entities.PLOT/SEQUENCE: Series of events in orderly manner, the way the events take place in a

logical manner.CONFLICT: The Protagonist is put in problems; characters oppose each other to push

the story forward.CLIMAX: The tense situation gets on the peak, the plot changes for better or worse.

Antagonist is defeated.RESOLUTION: Each character is rewarded or punished and a moral is concluded.

3.2 RADIO PORTRAIT (Another way to present talk)

Talk Formal solo conversation to the listeners in a spoken language. Differs from speech or lecture.

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Audience is outside the studio (blind medium).

Objectives:

Immediacy of event. Topicality. Acceptability/Relevance.

Components/Requirements

Idea. Personal experiences. Comments. Language. Authority on the subject. Feelings not emotions. Facts and figures rounded. Economy of words. Write to talk. Read to talk. Vocabulary. Short sentences. No tongue twisters. No slang language. Avoid irony. Use satire for social reform. Avoid (mandarjazyl, mandarjabala). 5-Ws Thought provoking. Duration/Frequency/Continuity.

Formats:

General. Ad hock Talk (Directive). Pep talk/ Talk let. Anniversary. Adlib (Usually not desired). Personality Talk (Radio Portrait).

Vetting:

“To examine/ treat a person/ animal medically”.

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In radio it means “to examine, to scrutinize and/ or test a script or test a talk script”.

Why Vetting?

Widen area of common interest/ experience Make understand the message by the receiver through signs (language). Policy. Barriers (socio- cultural ethical religion). Language.

A Radio Portrait is thus informal solo conversation by a celebrity, personality with distinctions in his/her field of influence, whereby the life sketch, achievements, aims and objectives are depicted / painted through sound picture in an artistic manner, thus irrespective of slot duration, the format is nearer to a documentary.

3.3(a) PUBLIC SERVICE MESSAGE

(As defined by FCC) ”An unpaid Announcement that promotes the programs of Govt. or voluntary

Agencies, or that serves the public interest. PSA’s can be produced for TV and Radio broadcast”.

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Announcement that informs the public about safety and health information, community services, or public affairs- Produced and programmed much like commercials but usually not produced for profit.

_____________________________________________________________

(You will individually ) Select a topic. Research the topic. Write the script. Direct and record (If you act it, must be a small portion). Edit to get End Product.

_____________________________________________________________

Topics/ Themes Gender Rights Gender Discrimination

N.B: (Topics list will be enhanced by the trainees)

3.3(b) COPYWRITING (Not to be confused with copyright) Definition……. (As defined in Wikipedia, the free encyclopedia)

“Copywriting is the act of writing copy (Text) for the purpose of advertising or

marketing a product, business, person, opinion or idea”.

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The addressee (reader, listener etc.) of the copy is meant to be

persuaded to buy a product advertised for, or subscribe to the view point the text

shares.

A copywriter is a creative team member.

He/she is a story teller with his imagination and craftsmanship.

Copywriter is similar to technical writer, overlapping each other.

Copywriter is to expand the client base of a business.

Points to ponder

Write with laziest Reader/ Listener in mind.

Write like talk.

Break up paragraphs.

Write in short sentences.

Avoid the passive voice.

Write briefly.

See how things look like.

Forms

Jingles

Spots

Slogans

Promos

3.3 (c) RECAPTURING THE PUBLIC SERVICE MESSAGES.

S: Specific.

M: Measurable.

A: Attractive.

R: Relevant.

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T: Time-bound.

“PSM’s are of 30-60 seconds duration, productions are similar to commercials, intended to benefit the public interest by raising awareness of an issue, affecting public attitudes, and potentially stimulating ACTION. They are non-controversial”.

POINTS TO PONDER.

Chose the topics. Do research Identify specific actions. Take into account the target audience. Keep the script to simple to simple statements based on up-to-date, accurate

research, findings/data. Use simple language but arrestive sentences at the opening. Should have “Hook” or punch line. Use dramatic rendering where necessary.

WHEN SHOULD YOU CONSIDER USING PSM’s?.

For information dissemination For advocacy and lobbying For raising awareness For promotion

WRITE YOUR PSM SCRIPT KEEPING IN MIND:-

Don’t overload the message (if you have asthma, you should not smoke ) Brainstorming sessions with your colleagues, include members of target

group. Check your facts sheet. Identify a “Hook” or punch line. It could be something funny, a piece of

music, a sound effect & an emotional appeal...SKY IS THE LIMIT FOR A CREATIVE PRODUCER.

3.4 Question and Answer

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Session 04

Activity

4.1 Planning a catchy program on gender issue (GROUP ACTIVITY / PRESENTATION)

Formats are: Documentary

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Talk show Children Story PSM Radio Portrait