Writing 101 revisited

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Writing 101 (revisited)

• Patty McDaniels UTIA Marketing and Communications

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Step 1 - Understand your audience.

• Who are you writing for?
• 4-H participants
• Volunteers
• Colleagues and administrators
• Media
• Other

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Step 2 Identify the medium.

• E-mail
• Traditional letter or memo
• Flyer or announcement
• Newsletter
• News article
• Personal Column
• Other

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Step 3 Rough out your message.

• Dont try to reinvent the wheel.
• Follow a template or update an old file.
• Sources include
• The UT Extension Marketing Resources Web site
  http//www.agriculture.utk.edu/news/extension
• (Choose newspapers under Working with
  Media)
• The UTIA news releases site
• http//agriculture.tennessee.edu/news/releases
• The Web Packet site
• http//agriculture.tennessee.edu/WebPacket

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Step 4 (cont.) Rough out your message.

• Who, what, where, when, how and why are the
  classic questions to address.
• The order of these elements matters. Place the
  most important elements to communicate in the
  first paragraph.
• Remaining elements should be included in their
  order of importance.
• Remember to include standing messages tailored
  for specific audiences.

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Step 5 Review and revise your message.

• Review your work for content and grammar. Be
  brutal with yourself. Your readers will not
  tolerate bad prose. They dont have time for it.
• For help with writing and grammar consult
  William Strunks The Elements of Style. This
  little book is a quick read, but deserves reading
  again and again. Online at http//www.write-better
  -english.com
• Also try http//www.AskOxford.com

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Step 5 (cont.) Review and revise your message.

• Let the draft sit for a while, 24 hours if
  possible. Then read it again aloud.
• Make whatever changes are necessary.

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Step 6 Deliver your message.

• Send your e-mail or submit your copy by FAX or
  snail mail. Follow the requested format for
  media or follow standard guidelines for
  correspondence.
• Most media outlets accept only unformatted
  e-mail. Dont send attachments unless they
  expect them.
• Be respectful of other news. Stories like the
  Virgnia Tech. tragedy deserve coverage first.

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These tips can improve your writing regarding UT
and 4-H.

• Identity UT Extension correctly.
• First reference should read University of
  Tennessee Extension not the University of
  Tennessee Extension.
• Unless its at the beginning of a sentence or in
  display copy, we are not The University of
  Tennessee.
• Use UT Extension or simply Extension the
  next time the name is needed.

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These tips can improve your writing regarding UT
and 4-H. (cont.)

• Dont assume your readers are familiar with 4-H.
• Use a standing message to identify your
  programs Davidson Co. 4-H delivers youth
  development programs throughout the county. 4-H
  is offered statewide to some 320,000 youth (watch
  out, this number can change!) as part of the
  outreach programs available through UT
  Extension.

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These tips can improve your writing regarding UT
and 4-H. (cont.)

• Write using active verbs not passive verbs.
• okay
• The ribbon was cut by 4-H volunteers.
• better
• 4-H volunteers cut the ribbon.

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These tips can improve your writing regarding UT
and 4-H. (cont.)

• Keep articles and e-mails short.
• Say it in the media with pictures, when its
  possible and the photos are interesting!
• Use Google or other Internet engines to
  research questions of style and grammar. Watch
  out for Wikipedia, and concentrate on sources
  that are familiar, especially Associated Press
  (AP) style.

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Look or ask for help.

• Writing well requires a lifelong pursuit of
  excellence.
• Lots of sources are available online or at the
  bookstore or by picking up the phone.

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Contact information

• Patricia (Patty) Clark McDaniels
• UTIA Marketing and Communications
• [phone]
• pclark_at_utk.edu