For Your Information!

News Values

Prior to the annual meeting of WIBC in Indianapolis this year, NWBW (National Women Bowling Writers) and WIBC co-sponsored a communications seminar. One of the presenters was Debra Juniewicz Fogle. Debra holds both BA and MA degrees in Communication from the University of Dayton. She is currently a lecturer in the Department of Communications at that same university and a reporter for the Dayton, Ohio Daily News. One section of her presentation dealt with "News Values"...how to determine whether or not a particular story should be printed. These guidelines are excellent ones for publicity chairmen and their committees to follow: Determining News Value Significance Significance means events of such magnitude or importance that people everywhere would want to know about them. Someone bowling a 900 series would fall into this category. A bowler who accomplishes great things off of the lanes, either professionally or in the area of community service would also qualify. Impact Impact refers to the effect that local, national or international news has on a particular audience. Significant rules changes by ABC or WIBC would have a definite impact on your local association. Nationwide gasoline shortages might affect everyone's ability to get to the bowling center. Certain weather phenomenon could also have major impact. Timeliness News is, by definition, what is new; the freshest angle on the story. This rule is self-explanatory. No one wants to read about events or accomplishments a month or six weeks after it happened. If you have just learned of something that happened a while ago, and it is otherwise newsworthy, look for a new and fresh way to incorporate the facts in a story. Proximity People care most about what is close to them; the importance of a story is magnified the closer it is to the reader. Local news outlets... radio, television and newspapers, always have more items of local interest than they do national or international stories. The smaller the publication, the more important this guideline becomes. A small town weekly newspaper or a quarterly newsletter cannot compete with  larger, more frequent publications. Their primary focus should be what is happening in their own back yard. Uniqueness People, places or things that are different, strange, unique, bizarre or extraordinary are likely to be newsworthy, just as those that are the first or last, most or least, and best or worst. Enough said! Prominence People like to read about other people, especially celebrities, newsmakers or those who are rich, successful or attractive. Businesses, organizations, and issues can also be prominent.  One example of this might be a human-interest story about WIBC President Joyce Deitch. Others could be a discussion of the new tiered membership program or a feature on a local business that has been a loyal team sponsor for many years. Conflict Conflict and controversy are staples of the media. Conflict is interesting but careful attention must be paid to get both sides of an issue. Above all be fair. Guard against stirring up a "tempest in a teapot" but, if controversy does exist, do not be afraid to explore it. Human Interest For relief from all the hard news, interesting feature stories that stress the good news are always welcome. Is a member of your association a long term volunteer at a local hospital? Does one of your bowlers have an interesting hobby or collection? You get the idea. Humor As they say, laughter is the best medicine. Provide some comic relief. Funny stories are easy to find at any bowling center. Incorporate them into your newsletters and other articles.

Spell Checker

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Newsletter Layout Features Reprinted from Spare Thoughts lowa Women Bowling Writers Virg VanDierendonck, Editor Good layouts are essential to a newsletter. They are a major factor in determining whether the paper is picked to be read. Here are some tips and guidelines to help you achieve good layouts. White space is very important. Proper use is required for good overall eye appeal. But it can also be detrimental if used improperly. Place excess white space to the outside of the page. Variety of content attracts the interest of the reader, too. Use a good balanced combination of printed copy, photos, art and white space. Intriguing headlines also attract reader interest. But don't use too many different styles of headline type. Doing so can make your publication look jumbled. Incorrect information, unsupported facts and typographical errors are distracting and can cast doubts on your credibility. Check and recheck your copy until youíre positive it is error-free. Never superimpose type on art work. This lends the impression that the message is unimportant. It also makes reading difficult. Use captions under all photographs. Surveys have proven they get more than twice the readership of regular text.

When to ... When not to Capitalize points of the compass area regional terms when they refer to specific sections or when they are part of a precise descriptive title, the East the Western Hemisphere Eastern Europe Chicago's South Side but not when merely suggesting direction or position. central states south of town east coast northern lights southern Michigan western Pennsylvania Go west, young man. -- John B. L. Saule Note: Do not capitalize the season. Use lowercase or small caps for a.m. and p.m.

Getting People to Read What You Write

By, Mary Lynly, Roseville, California

(Material from Career Track Seminar)
4th segment of Mary Lynlys' series

In the last three segments of this series we have learned how to be more creative with our newsletters and how to keep them ìclean.î You received tips on how to "draw" people to and through your material and help them "scan and still get your message, and you were given the rules of "readability" and told the difference between "legibility" and ìreadability.î Balance is very important part of any layout. People will notice when a page is not balanced. Some prefer to balance the page. Symmetrically (everything centered and distributed evenly). Some prefer to balance Asymmetrically (using unusual shapes, white space, and the placement of color to achieve balance). There are six rules of balance: 1. Anything located in the upper left quadrant, A (the primary optical area) of a layout is more heavily weighted than any located anywhere else It is seen longer. 2. LARGE items are noticed more, seen for a longer time, and remembered better than small items. 3. Elements that are DARK carry more optical weight than element that are light. 4. Color conveys more optical weight than black and white. We realize that color is not a luxury all can afford but good balanced layout is a adequate substitute and you can achieve a lot with black and white. 5. White space serves to draw readers' attention to whatever is in the " non-emptyî space. White space is essential. It can also be in any color. It becomes a spotlight. 6. Rectangles are usual shapes. Everything else conveys optical weight. This means squares,triangles, ovals, circles, elliptical shapes, cubes, and others all convey optical weight. Note: It is natural for the reader's eye to move in a" Z" path (see diagram) and the object is to keep the eye moving from A to D - the most important item top left, etc. There are a variety of ways to achieve the desired Visual Syntax but the Z is the most common.

General Rules for a Writer's Interview

I N T E R V I E W T E C H I N I Q U E S - Q U E S T I O N S

Before-Preparation 1.Do your research Get Bio/Stats on year/career Read other articles - look for unanswered questions, loose ends, unusual statements, predictions 2. Get organized - Have questions ready and in order General rule - 20 questions - 30 minutes 3. If PBA or LPBT, set up interview through press office even if you know subject personally 4.Don't ask for interview at a bad time - postpone After a bad block or missing a show. 5. Do interview face-to-face, not by phone 6. Pick a comfortable quiet setting 7. Choose the proper time in career "have a focus on them". During - Execution 1. Use a tape recorder - Don't misquote Use a camcorder if possible - preserve history 2. Be positive Be sensitive to negative issues 3. Personalize Ask about friends/family Other interests Opinions on industry issues 4. Have a conversation Know your material Express interest and concern 5. If subject won't open up, ask a wake up question Controversy Off the wall subject 6. Be fair - show respect for your subject Be objective Don't assume or enhance 7. Rephrase important questions 2 or 3 questions phrased differently 8. Listen - Don't think about your next question Develop new questions based on answers After - Make it a story 1. Talk to friends/family/associates 2. Follow up to close loose ends 3. Don't enhance answers 4. Do clean up... "language/grammar". 5. Don't print unnecessary negative comments 6. If printing in interview format, precede with a short introduction 7. Rearrange questions for best flow 8. Send copy of story to subject with thank you note

Editors Note: Third in a series
Getting People to Read What You Write
By Mary Lynly, Roseville, California
(Material from Career track Seminar)

We've talked about Creative Design and ways of drawing readers through and to what you write. Another thing that is not always obvious, but makes a significant difference to whether people find your "piece" appealing to the eye, is Typography. We always feel our material is important but it can come off just plain boring. Type, type style, and the arrangement of material could make the difference. Type, Heads, and Text, used properly, lend to Legibility and Readability. Legibility refers to the speed and ease that individual letters can be recognized. Readability refers to the likelihood that your readers will be motivated to pick up your material, begin to read it, and actually make their way

through it without becoming fatigued, distracted or irritated. Tips Type can be used to get attention, convey information and even create a mood. Serif types are highly readable. This is Serif type. It has hooks, feet, and brackets, and thick and thin parts that make it easier to read. This is good for text. Sans Serif type is perceived as modern, scientific, cosmopolitan and while people read it faster, they also read it less accurately. Sans Serif type is good for headlines and titles.This is Sans Serif type. Reader's motivation can overcome readability problems so good material is always important.

Adding Emphasis
(examples)
"It is most important that a member attend three of five meeting to qualify."
"It is most important that a member attend three of five meeting to qualify."
"It is most important that a member attend three of five meeting to qualify."
"It is most important that a member attend three of five meeting to qualify."
"It is most important that a member attend three of five meeting to qualify."
"It is MOST IMPORTANT that a member attend three of five meeting to qualify."

Editors Note: Second in a series

Getting People to Read What You Write
By Mary Lynly, Roseville, California

In the last issue we talked about being creative in design and making people see the most important thing in your layout. Keep in mind how people read -if they read. 10-15% are functionally illiterate (includes bilingual and handicapped). 10-15% are readers. Remaining 60-70% are scanners. Because the majority of people scan Headlines, Photographs and Captions become all important. They are our "eyecatchers". Headlines, Photographs and Captions must capture interest. You can bring people where you want through your article by creating a good headline that steers the reader to a photo, text box, or sub-head. In capturing interest keep in mind telling the reader something he doesn't know. Why use information in a headline people are more likely to know to capture their attention? Let's assume "Anderson" has been trying to break into the winner circle's for a long time and she misses (or makes it). In either case: Headline Anderson is Bridesmaid Again or Anderson Makes it up the Aisle Picture Perhaps a picture that catches disappointment or glee, or use a pullquote, i.e.: "I was right there and I couldn't capitalize." Anderson The pull quote can be positioned as a break between paragraphs or in a text box. This further makes people look through your article for that reference. Subhead "Has she arrived?" or "What will it take?" Each of the above will bring relevance to your article. They tie your story together and make people want to continue to read the entire article. They also make it easy for people to scan and lower *perceived risk. * Perceived risk: When people see large, solid blocks of text that are not broken up by the above they think they have to do or read something and they tend to pass it by. You need to make it easy for people to scan. TIP People will read a caption (no matter how long) rather than read text (no matter how short).

Editor's note: First in a series

Getting People to Read What You Write
By Mary Lynly, Roseville, California

Your goal in producing anything written, is to get people to open, or read it. If you happen to think you are not creative, know that creativity in design can be learned. Here are five steps to becoming more creative: 1. Identify what your specific objective is. What do you want your piece to do? 2. Know who you are targeting - youth, adult, senior, non-bowlers, dropouts - visualize them. 3. Investigate how others have met your objective. Has someone else come up with a clever idea you think could work? It's O.K. to draw from other ideas. Try it. 4. Take the time to generate lots of ideas. Brainstorm, aim for quantity and then pare down until you come up with a good idea to get your key point across. 5. Evaluate the ideas. Keep it Clean: Practice restraint in selecting what you use and use it with consistency. Example: Always allow adequate white space. At a minimum, the following specs are good ones: margins of 3/4" on all sides and 1/4" between columns. Layout all pages using the same margins. This doesn't mean you can't use some creativity in laying out your pages, but begin with the same margins and then plot the flow of your layout. You want your reader to see the most important thing in your layout. (We'll tell you how to do this in the next issue.)

I never cease to be appalled when I look at something I've worked on, only to discover, far too late to do anything about it, that obvious errors hang out left and right. As we all know, it's easy to "see" what we expect to see while what's really in front of us may be very different. In these times of word processors with built in spell checks we have a whole new set of problems waiting to pounce on us if we're not extra vigilant. The following, submitted for our enjoyment by a local association publicity committee member, shows how easy it is to be lulled into a false sense of security by software spell checkers. Proofreading is still essential, particularly the read through that comes after a couple of days of not looking at the work. P.S. Not a single word on this entire page caused the spell check to pause. They're know miss steaks in this article cause we used special soft wear witch chicks yore spilling. It is mower or lass a weigh too verify. How ever is can knot correct arrows inn punctuation ore usage: an it will not fined words witch are miss used butt spelled rite. Four exam pull: a pair a graph could have mini floss but wood be past by the spill checker and it wont catch the sentence fragment which you. Their fore, the massage is that proofreading is knot eliminated, it is still berry much reek wired.