Communication Writing Essentials

COMMUNICATION WRITING ESSENTIALS How to Create Content that Connects.

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Why Effective Writing is Still Crucial?

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Writing is at the core of persuasion.

Content is marketing Effective written communication develops and enhances and organization’s image

Writing is one of the oldest known form of communication, but in today’s age of information and technology writing has become a lost art.

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The World of Communication is Changing •The Division of Modern Media •The Rapid Pace of Technology •The Evolution of Distribution •The Speed of Communication •The Infusion of Different Disciplines University of Nevada, Las Vegas

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Communication is now going into the realm of content marketing, writing is beginning to encompass different types of writing. deeristic

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Daily Content

3 Major Categories of Content

Exclusive Content

Sponsored Content deeristic

Content is Many Things

•eDM •Website •Games •Events •Apps •Article •Videos •Picture •Add •Publication •PR •News Release •Fact Sheet •Social Media Message •Powerpoint Presentation •Brochure •Statement

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HOW TO CREATE GREAT CONTENT?

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The Creation of Compelling Content is A Foundation Communications Skill, and Honest Persuasion the Goals.

PR Week

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CREATE A PLATFORM

Position

Competitors

Consumer Insight

Core Idea

Channel Insight

Brand

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Media Insight

Market

7C’s

Of Effective Communication Writing

• Clarity • Conciseness • Concreteness • Correctness • Courtesy • Consideration • Completeness

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Clarity •Minimize the ideas in each sentence.

•Easy for audiences to understand.

•No ’reading between the line’

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Conciseness •Eliminate wordy expressions.

•Included only relevant material.

•Avoid unnecessary repetition.

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Concreteness • Use specific facts and figures.

• Put action in the verbs.

• Choose vivid, image building words.

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Correctness •No grammatical errors.

•The message is exact, correct and well-timed.

•It checks for the precision and accurateness of

facts and figures used in the message •It makes use of appropriate and correct language in the message.

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Courtesy •Friendly, open and honest.

•Use expressions that show respect.

•Omit expressions that hurts.

•Help to strengthen relations.

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Consideration •Open to clarification and questions.

•Simple and clear answers.

•Look from audiences’ point of view.

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Completeness •All communication should be

completed.

•No important information is left out.

•Action oriented.

•5 W’s ad 1H: Who, What, Where, When, Why and How

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COMMUNICATION WRITING TECHNIC

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Different Writing Styles There are three types of writing styles;

Colloquial

Casual

Formal

*Which style you will use will depend on your audience.

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Colloquial Colloquial language is an informal, conversational style of writing and it often makes use of colorful expression, slang, and regional phrases.

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Casual Casual language involves everyday words and expressions in a familiar group context, such as conversations with family or close friends.

The emphasis is on the communication interaction itself, and less about the hierarchy, power, control or social ranks of the individual communicating

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Formal Formal language is communication that focuses on professional expression Writing in formal style tends to use a more sophisticated vocabulary.

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3 Steps of Writing Process

Planning

• Keep objectives in mind and research the topic.

• Think about the audience.

• Outline helps organize thoughts.

Writing

• Follow your outline, use your

handbook.

• Inspiration is acceptable but must be carefully reviewed.

• Use the interview approach to supplement the outline (who, what, when, where, why and how)

Quality Control

• Reread your work • Be critical of your own work.

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REMEMBER:

ONLY USE ONE SIMPLE MESSAGE CONNECTED TO THE BRAND. deeristic

How to Become A Content Specialists?

•Think like a journalist.

•Act like a business strategist.

•Digs deeper than an investigator.

•Writes with the passion of novelist.

•Speaks with the conviction of communicator.

•Exhibits empathy like a lead public advocate.

•Demonstrates authenticity like a social worker.

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•Focus on format.

•Structuring of the content.

•Ensuring connectivity.

•Tempering the content as per the level of formality.

Writing Tidbits

•Steering clear of short form.

•Importance of grammar, spelling and punctuation.

•Sensitivity to the audience.

•Important of creativity.

•Avoiding excessive use of jargon.

•Awareness of the audience/Medium.

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Writing Tidbits

1. Focus on Format • Be aware of the various writing formats. • The various formal writing forms have a predetermined, universally accepted format that accompanies them. • The formats are likely to change with time, due to the evolving nature of communication and/ or technology.

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Writing Tidbits

2. Structuring of the Content Ensure the content is well organize, with the overview/ basic details comprising the introduction; all major points with their explanation and exemplification constituting the body.

Introduction

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Body

Conclusion

Writing Tidbits

3. Ensuring Connectivity The content that comprises a piece of writing should reflect fluency and should be connected through a logical flow of thought in order to prevent misinterpretation and catch the attention of the reader.

Lack of connectivity can often lead to communication gaps, misinterpretation and doubts.

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Writing Tidbits

4. Tempering the Content As Per the Level of Formality • The level of formality that is shared between the sender and receiver should define the use of salutations, the vocabulary, the content, the format and even the medium. • Tone your communication bearing in mind how formal or casual your relationship is with receiver.

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Writing Tidbits

5. Steering Clear of Short Form • People may not be aware of the meaning of various short forms and may thus find it difficult to interpret them.

• Short forms can at time be culture specific or even organization specific and may thus unnecessarily complicate the communication.

• Life in 140 characters is ok for twitter, not otherwise.

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Writing Tidbits

6.Importance of Grammar & Spelling • Improper grammar can at worst cause miscommunication and at least result in unwanted humor and should be thus avoided.

• Spellings can create the same effect or can even reflect a careless attitude on part of sender.

• Bad grammar and spelling can land you in trouble.

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Writing Tidbits

7. Sensitivity to the Audience.

One needs to be aware of and sensitive to the emotions, need and nature of the audience in choosing the vocabulary, content, illustrations, formats and medium of communication.

Don’t take your audience for granted. Make sure they understand what you’re talking.

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Writing Tidbits

8. Importance of Creativity In order to hold the audiences’ attention one needs to be creative to break the tedium of writing and prevent monotony from creeping in.

Make sure your communication doesn’t end up in a pile of garbage. Be a little creative.

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Writing Tidbits

9. Avoiding Excessive Use of Jargon.

Excessive use of jargon can put off a reader, who may read further, as, unlike a captive audience, the choice of whether to participate in the communication rests considerably with the reader.

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Writing Tidbits

10. Awareness of the Audience/Medium • The medium needs to be chose, as per its suitability to the audience/content; while the content would need tempering as per the medium/ audience. For example, while an elaborate message can be sent via a letter or an email, an sms, the same content may have to be heavily edited.

• Making points that are going over your audiences’ head be aware of who you’re speaking to.

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Content Creates Brand. deeristic