+ PA Writing 101 TSgt Samuel Morse

+ Overview Planning communication Communication outlets Structuring your story Why do I care? AP Style Book Introduction Practical Exercise

+ Planning communication What are we wanting to communicate? Who is our target audience? What’s the best way to reach them? What do we want them to do after reading the communication? How can we gauge our effectiveness?

+ Communication Options FW-All Facebook GunfighterSnow First Sergeants Website

+ Website – News Story Short and direct “Press Release” style, inverted pyramid Emphasis on facts Unbiased No reference to writer or reader Lead/Bridge uses a who, what, when, where format. Headline is usually dry, contains a verb. Sometimes includes a “for more information, contact…” final paragraph.

+ Website – Feature Longer, more emotion-driven Focus on the “why” rather than the “what.” Opinions still require attribution Still no references to the reader or writer Lead/bridge acts like a hook, takes many forms.

+ Website – Commentary Opinion piece (Op-Ed) Approach like a thesis paper. Attributed facts are better than speculation or opinion. Reference to the reader or writer okay, but usually only in the lead or conclusion. Heavy focus on the “why.” Lead/bridge often poses a problem or paints a picture.

+ Structuring your story SAPP – Security, Accuracy, Policy, Propriety Emphasize clarity and brevity. Front-load important information. By the third paragraph, the reader should know what the story is about, and the rest of the story should support it. When the voice or topic changes, make a new paragraph (one- or two-sentence paragraphs are okay). Use quotes to give context and state opinions. Not necessary for straight facts unless those facts are statistics. Strongest quotes are usually in the third and final paragraphs. Stories generally use past tense but closing paragraph or quote often looks forward in features/commentaries.

+ Why do I care? Most important consideration. Front-load this info. If you don’t know, the readers won’t know, and will skip your story. Use a compelling photo to add weight to your story. Headline, lead, bridge and lead photo should all contribute to this question.

+ AP Style Introduction AFI requires us to use the Associated Press Style Book for publication. Write to an 8 th Grade reading level. Refer to Mountain Home AFB Style Book for common mistakes (no Oxford Comma, different date/time/rank/state abbreviations, etc.) For quotes, place attribution at first logical break (after a dependent or independent clause). Re-open quotes after the attribution if necessary. example: “This training is great,” said Senior Airman John Snuffy, 366th Medical Support Squadron medical technician. “I’ve learned a lot about how the public affairs office produces stories.

+ AP Style Introduction – Con’t First versus second reference: Dates: don’t use year if same as the dateline Location: “here” acceptable when same as dateline People: Full rank, unit, title in first ref; last name only in second In general, spell-out on first reference, abbreviate on second. Refer to AP stylebook for additional references

+ Exercise – Pharmacy Call-Ins Leadership asked you to write a story about how the pharmacy now requires mandatory call-ins for refills. Who: Directed by AFMS, enacted by the Pharmacy What: mandatory call-ins for refills. Call-ins by 1500 ready next duty day at Call-ins after 1500 ready after second duty day at When: effective 8 Dec 2015 Where: MHAFB Why: convenient for customers, 30% reduced manpower for pharmacy (source: 2014 AF-wide manpower study) Quote: “We’re excited to offer this new capability to our customers,” said Maj. Quentin Snuffers, 366th Medical Support Squadron pharmacy flight chief. “It helps our airmen focus on fulfilling customer requests while offering convenience in return.”