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CHAPTER
Guidelines for GoodWriting
For years, writing coaches have worked to distill a set of qualities in writingthat will catch and hold readers. Many people, such as Roy Peter Clark at thePoynter Institute in St. Petersburg, Florida, have spent a great deal of theirprofessional careers analyzing the qualities of good writing. Authors suchas William Zinsser, best known for his book On Writing Well, offer adviceon how to strengthen and improve prose. Even communication researchers,charged with finding out what makes publications sell, have considered whichqualities are valued in messages. The research shows the most effective writing
is simple and forceful; that is, it says it straight without flourishes and pomp.In this chapter, you will learn
¦ four essential qualities in writing: accuracy, clarity, completeness, and
fairness,
h five broad rules for writing that will appeal to audiences, and
¦ specific tips to improve writing.
Watchwords of Writing '
No message will succeed if it does not have four essential qualities: accuracy,clarity, completeness, and fairness. We know from the discussion in Chapter 1that audiences can be fickle; once lost, they might not return. Writing that isaccurate, clear, complete, and fair has a better chance of holding audiences,particularly those who might be clicking through websites or leafing throughmagazines.
Accuracy ensures the credibility of all writing. When an audience catchesa misspelled name or an erroneous date, that audience doubts the accuracy ofthe information that follows. An audience will abandon a communicator or a
source it cannot trust.
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