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ID:4191911
大小:1.29 MB
页数:28页
时间:2017-11-29
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1、MediaWritingWritingLeadsWritingLeadsLeadsarethebaittohookthereaderStimulatesthereadertopayattentionReaderswilldecidewhetherthemessageiscompelling,entertainingorinformativeenoughtowarranttheirattentionGuidelinesforWritingaLeadBeBriefLeadshouldbedirectandtothepoint.Nomorethan30words.Don’ttryt
2、oputeverythingintothelead.UseShortSentencesMorereadable.Eliminateunnecessarywords.Avoidredundancies.Notrambling,confusingNoonewantstoworktoohardatunderstandingmostcommunication.ExampleColumbiaGasTransmissionCorp.hasstarteddiscussionswithitssubsidiariesandmajorcustomersthatcouldresultinincre
3、asingthesupplyofnaturalgastoitsKentuckysubsidiary—andthustoindustrialusersinthecentralandnortheasternpartsofthestatewhonowfaceatotalcutoffofsuppliesthiswinter.ExampleColumbiaGasTransportationCorp.hasstartedasearchforwaystosaveindustrialusersincentralandnortheasternKentuckyfromathreatenedtot
4、alcutoffofgasthiswinter.AvoidJargonSpecializedlanguagethatallgroupsdevelop.Usewordsintheaverageperson’sgeneralvocabularyUseThirdPersonIncorrect:LarryNorman,vicepresidentforenrollmentservices,saidenrollmentatourschoolhasincreasedin2005.Correct:LarryBrown,vicepresidentforenrollmentservices,sa
5、idenrollmentatRochesterCollegehasincreasedin2005.WriteintheActiveVoiceUseActiveVerbs.Subjectactsuponanobject.MorevigorousanddirectNotnecessarilypresenttense.Newsstoriesgenerallydescribeeventsthatalreadyhaveoccurred.ExamplePassive:AdowntownjewelrystorewasrobbedonSaturdayof$50,000to$100,000by
6、awell-dressedgunman,policesaid.Active:Awell-dressedgunmanstole$50,000to$100,000fromadowntownjewelrystoryonSaturday,policesaid.Use“Said”Whenattributingastatementtoaperson,usetheword“said”NeutralwordUserepeatedlyAvoidBuriedLeadsThishappenswhenyoudon’trecognizethenewsvaluesofastory.Don’tmakere
7、aderhavetohuntfornews.ExamplePolicechiefJohnJonesdiscussedthecity’scrimeproblemwithinterestedtownspeopleatameetingMondaynight.Jonesagreedtomeetwithresidentswhohavegrownincreasinglyconcernedaboutthesafetyoftheirneighborhoods.Thechiefsaidmoreseriouscrimesw
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