1. Writing 101 (revisited) Patty McDaniels UTIA Marketing and Communications

2. Step 1 - Understand your audience.  Who are you writing for? 4-H participants Volunteers Colleagues and administrators Media Other

3. Step 2 – Identify the medium.  E-mail  Traditional letter or memo  Flyer or announcement  Newsletter  News article  Personal Column  Other

4. Step 3 – Rough out your message.  Don’t 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 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

5. 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.

6. 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 don’t have time for it. For help with writing and grammar consult William Strunk’s The Elements of Style. This little book is a quick read, but deserves reading again and again. Online at http://www.write- better-english.comhttp://www.write- better-english.com Also try http://www.AskOxford.comhttp://www.AskOxford.com

7. 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.

8. 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. Don’t send attachments unless they expect them. Be respectful of other news. Stories like the Virgnia Tech. tragedy deserve coverage first.

9. 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 it’s 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.

10. These tips can improve your writing regarding UT and 4-H. (cont.)  Don’t 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.”

11. 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.

12. 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 it’s 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.

13. 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.

14. Contact information  Patricia (Patty) Clark McDaniels UTIA Marketing and Communications (865) 974-7141 pclark@utk.edu