THE PERSUASIVE COLUMN A column is a recurring piece or article in a newspaper, magazine or other publication.

THE DIFFERENCE What differentiates a column from other forms of journalism is that is a regular feature in a publication and that it explicitly contains the author's opinion or point of view.

SOME STARTER CHARACTERISTICS Writing a column requires clarity of thought, the ability to communicate a message clearly and simply, and an engaging style. There must not be too many ideas (two or three will usually suffice), but plenty of opinions. Columns are there to get a reaction - agreement, disagreement, amusement, enlightenment. The column must sustain its theme, building towards a climax or "pay-off". If it wanders, the reader will wander off.

Defining Characteristics Voice – This refers to many aspects of language including word choice, verb tense, tone and imagery. Your “Voice” is the style of delivery of your material. How do you want yourself to be “heard”?

Newsworthy  Is the column relevant to its time? What makes it newsworthy?

Call to Action  Columnists usually call on the reader to become involved or care about an issue.

Humour This is really an aspect of voice. Humour usually helps readers see a topic through an original and fun perspective.

Hard Facts  This aspect of newsworthiness gives an opinion column credibility.

Logos Appealing to logic will help persuade your readers.

SUMMING-UP Subjective – expresses writer’s opinion Has a point Written with a certain “voice” that accurately reflects the author

Voice can be conveyed creatively through humour, seriousness, sarcasm, anger, sadness Attempts to tell the story behind the news; the side that we normally don’t see

Can break the rules of grammar, punctuation, to achieve desired effect Mixes personal with universal: use a story (often personal) to illustrate a relevant point

THE BIG QUESTIONS Do I have a clear point to make? • What is it? Is there substance to my argument? What’s the big, overarching idea of the column? What’s your point? Why is your point important?

THE BIG TWO Topic: the person, place, issue, incident, or thing that is the primary focus of the column. The topic is usually stated in the first paragraph. What is your “case”? Theme: another level of meaning to the topic. What do you want your reader to believe/learn?

Openings The first line of an persuasive piece is crucial. The opening “hook” may grab the reader’s attention with a strong claim, a surprising fact, a metaphor, a mystery, or a counter-intuitive observation that entices the reader into reading more. The opening also briefly lays the foundation for your argument.

Endings Every good column or persuasive piece needs a strong ending which has some basic requirements. It: Echoes or answers introduction Has been foreshadowed by preceding thematic statements Is the last and often most memorable detail Contains a final epiphany or calls the reader to action