Create a dialogueCreate a dialogue

Create a conversation script between Create a conversation script between two friends regarding a situation you two friends regarding a situation you both are very uncomfortable about.both are very uncomfortable about.

Let’s experiment…Let’s experiment…

Create a conversational script in Create a conversational script in groups of two:groups of two:– I groupI group– They groupThey group– It groupIt group– No and yes groupNo and yes group– Should groupShould group– Never and always groupNever and always group

PSA Writing PSA Writing

Writing conversationally Writing conversationally

Winning your audienceWinning your audience

V-O-I-C-E Preventive Voice V-O-I-C-E Preventive Voice CareCare

V V Value your voice through healthy diet Value your voice through healthy diet and lifestyle.and lifestyle.

O O Optimize your voice with vocal warm-Optimize your voice with vocal warm-ups before use.ups before use.

I I Invest in your voice with training in Invest in your voice with training in proper voice technique.proper voice technique.

C C Cherish your voice by avoiding voice Cherish your voice by avoiding voice misuse, overuse, and abuse.misuse, overuse, and abuse.

E E Exercise your voice to increase Exercise your voice to increase endurance and power.endurance and power.

Voiceprevention.com

Script FormatsScript Formats

The single-column format for radioThe single-column format for radio The single-column format for screen-The single-column format for screen-

plays or single camera television plays or single camera television showsshows

The two-column or split script format The two-column or split script format for television for multi-camera for television for multi-camera productionsproductions

Film format with scene explanation Film format with scene explanation and numberingand numbering

StyleStyle

Be Brief Be Brief – Broadcast writing is constrained by timeBroadcast writing is constrained by time– Stories range from 30 to 120 secondsStories range from 30 to 120 seconds

Informal ToneInformal Tone– One shotOne shot

Be SpecificBe Specific– Present information in way that it will Present information in way that it will

affect your audience directlyaffect your audience directly

StyleStyle

One to oneOne to one– You are writing to the person sitting in their You are writing to the person sitting in their

home or driving in their care, it’s personalhome or driving in their care, it’s personal PersonalizePersonalize

– Relate the content of the story to the audienceRelate the content of the story to the audience Be NaturalBe Natural

– Use everyday languageUse everyday language– Avoid flowery styleAvoid flowery style– Avoid clutterAvoid clutter– Cut to the chaseCut to the chase

KISSKISS

Cut away the fat and get to the pointCut away the fat and get to the point– Keep your writing freshKeep your writing fresh– Vary your wordsVary your words

Grammar rules are intactGrammar rules are intact

Fresh CopyFresh Copy

Present tense and active voicePresent tense and active voice– Past makes the story seem old and not freshPast makes the story seem old and not fresh– Have the subject do the actionHave the subject do the action– Lead with the presentLead with the present– Focus on the future to speak about the pastFocus on the future to speak about the past

Present perfect tense (has/have)Present perfect tense (has/have)

– Then go to the pastThen go to the past Sometimes you have no choice but you can Sometimes you have no choice but you can

place it at the end of the leadplace it at the end of the lead

AnnouncementsAnnouncements

PromosPromos PSAsPSAs

The writer has a responsibility to the The writer has a responsibility to the agency, advertiser and the station to agency, advertiser and the station to create an attractive, persuasive create an attractive, persuasive message- ethics are necessary in message- ethics are necessary in creating this message.creating this message.

Length of AnnouncementsLength of Announcements

30 to 60 seconds30 to 60 seconds– 15 seconds 15 seconds – ABC News Piece makes it seem this will all ABC News Piece makes it seem this will all

changechange Station IDsStation IDs How many words go into an How many words go into an

announcementannouncement– 10 seconds= about 25 words10 seconds= about 25 words– 20 seconds= 45 words20 seconds= 45 words– 30 seconds= 65 words30 seconds= 65 words

The Right word vs. The Almost The Right word vs. The Almost Right wordRight word

Best word to convey the meaningBest word to convey the meaning Keep the language concrete and not Keep the language concrete and not

abstractabstract Poor spelling and grammar can make Poor spelling and grammar can make

your writing appear amateurish your writing appear amateurish Write phonetically when you are Write phonetically when you are

unsure if you or your anchor will get it unsure if you or your anchor will get it rightright

Read the copy aloudRead the copy aloud

PunctuationPunctuation

Tells the reader how to read the Tells the reader how to read the sentencesentence– What inflections to useWhat inflections to use– You can also underline words to help You can also underline words to help

with thiswith this

AbbreviationsAbbreviations

Avoid themAvoid them Common onesCommon ones

– Mr., Mrs., Dr., Prof.Mr., Mrs., Dr., Prof.– IBM, AT&T, CIA, FBI, NATOIBM, AT&T, CIA, FBI, NATO– Contractions, avoid them and stress the Contractions, avoid them and stress the

word NOTword NOT Write out numbers over a hundredWrite out numbers over a hundred Write out dollar sign, percentagesWrite out dollar sign, percentages

Have the Facts Jack!Have the Facts Jack!

Do your homeworkDo your homework Learn about the environment Learn about the environment Fact checkersFact checkers Look at stories already written for Look at stories already written for

background informationbackground information Testimony from the playersTestimony from the players

– From all sides to avoid a story slantFrom all sides to avoid a story slant

Assessing Your ResearchAssessing Your Research

ClarityClarity

VerifiabilityVerifiability

CompetenceCompetence

ObjectivityObjectivity

RelevanceRelevance

ScriptScript

What is the program about?What is the program about? Who is in it?Who is in it? What is supposed to happen?What is supposed to happen? What each person says and when?What each person says and when? How the audience should see and How the audience should see and

hear it?hear it?

Styles and TechniquesStyles and Techniques

Action wordsAction words Ethically soundEthically sound Relative to a specific audienceRelative to a specific audience Grammatically correct but Grammatically correct but

conversationalconversational Read Copy Out LoudRead Copy Out Loud KISSKISS

Styles and TechniquesStyles and Techniques

PSA sells an idea or actionPSA sells an idea or action Commercials sell product/service for Commercials sell product/service for

moneymoney Both shouldBoth should

– Sell the product or action clearlySell the product or action clearly– Keep your eye on what you are sellingKeep your eye on what you are selling– You bring talent and instincts to the jobYou bring talent and instincts to the job– Function is important but selling the Function is important but selling the

product is what it is aboutproduct is what it is about

Understand FirstUnderstand First

Your audienceYour audience– Make a clear profile in your prospectusMake a clear profile in your prospectus

Your productYour product– Read about itRead about it– Experience it with all of your sensesExperience it with all of your senses

AppealsAppeals

Ethical/credible (ethos)Ethical/credible (ethos) Logical (logos)Logical (logos) Emotional (pathos)Emotional (pathos)

Rank’s ModelRank’s Model

In this handout you are looking at the five In this handout you are looking at the five steps of persuasion used in most steps of persuasion used in most commercialscommercials– Attention-gettingAttention-getting– Confidence-buildingConfidence-building

Keep their interest with factsKeep their interest with facts

– Desire-stimulatingDesire-stimulating State a problemState a problem

– Urgency-stressingUrgency-stressing Solve the problemSolve the problem

– Response-seekingResponse-seeking Take actionTake action

Let’s Take a LookLet’s Take a Look

Creating a PSA using Creating a PSA using Technology ToolsTechnology Tools

Variety of sources to produce your Variety of sources to produce your PSAPSA

PhotostoryPhotostory SlideShareSlideShare Voice over PowerPointVoice over PowerPoint VideoVideo