Writing to Win and Communications Plan Workshop October 5, 2011

2 Overview of this Session Overview on Writing for External Audiences Credibility Clarity Action Workshop Developing Communications Plans Writing for External Audiences

3 What Readers Want In any written material, readers need to be able to: Quickly find what they are looking for Know your POV and why it’s important Find relevant, straight- forward information See opportunities to take action

4 Three Principles of Good Writing Credibility Help readers understand why you are an expert Clarity Style, Grammar, and Tone Action Desired result, what readers should do

5 Credibility Two Elements to Building Credibility Knowing your audience Establishing your authority

6 Credibility: Know Your Audience When writing or reviewing a new piece, ask: Who is my reader? Will they read this? Am I creating or adding value? Your readers are likely to: Ask a lot of questions Gather content and search more than one source Expect well-written prose Quickly judge quality of content

7 Credibility: Establish Your Authority Tips on Building Authority in Writing Clearly provide sources Cite facts Avoid an overly-promotional tone Always use up-to-date statistics and quotes

8 Clarity Elements that will bring clarity to your writing: Language Style Correctness

9 Clarity: Language Keep Sentences Simple and Short; Words Simple: Accelerating Opportunity is helping low-skilled workers improve their education and skills. Compound: 70% of all jobs will require post-secondary credentials and Accelerating Opportunity is helping low- skilled workers achieve these skills. Complex: In an environment where 70% of all jobs will require post-secondary credentials, Accelerating Opportunity is creating targeted career pathways and developing braiding funding streams that will move the goalposts for career development in our state and in our nation.

10 Clarity: Language Track Active vs. Passive Voice It is okay to use past tense; different than passive voice. PASSIVE: Adult learners are given the tools they need to succeed through Accelerating Opportunity. ACTIVE: Accelerating Opportunity gives adult learners the tools they need to succeed.

11 Clarity: Style Be Precise and Careful with Words Use words that are simple and easy to visualize Spell check won’t catch some words (its/it’s, too/two, from/form) Pick Strong Verbs vs. Weak Ones Conduct a survey - Survey Serves to explain – Explains

12 Clarity: Style Tips on Style: Do not use clever or cute headings Limit the use of metaphors Conversational and professional Use humor with caution Imagine you are talking to intellectual stranger

13 Clarity: Correctness Avoid Common Grammar and Spelling Issues Including: Sentence fragments Subject-Verb disagreement Incorrect pronouns Misuse of an adjective for an adverb

14 Action Always Strive for a Two-Way Conversation with Readers Give Readers a Reason to Act Why should they fund this program? Why become a partner? Why support this program in government? Make Action Effortless

15 Action Attitude Be positive. “You” vs. “I” Serve your reader Be considerate Make life easy for readers

16 Review: Writing Check List Does the audience match? Are the key messages clear and accurate? Are the tone and style consistent? Is it short and engaging? Is it understandable, readable and error-free? Is it still relevant and up-to-date?

17 Let’s Practice For those writing communications plans we’re here to critique and provide feedback. For those not involved in the Accelerating Opportunity RFP, now is your chance to practice writing for your most important audiences.

18 For Review: Mantra & Message Accelerating Opportunity is all about jobs, the economy and providing greater educational pathways for adults. Accelerating Opportunity is supporting states across the country to ensure more workers have the skills they need for today’s good jobs through innovative adult education that provides a valuable credential.

19 For Review: Supporting Points Jobs/Work – Accelerating Opportunity is helping our nation get back to work by providing adults the credentials and skills they need to secure good, family- sustaining jobs. Economy – Accelerating Opportunity is helping drive economic recovery by supporting innovative educational models that better prepare adult workers for today’s jobs. Opportunity ­– Accelerating Opportunity is expanding the professional horizons of Americans across the country – regardless of age or background – by helping them earn credentials and learn skills that have real value to employers.