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Information Spot
14130_273

Journalist 3 & 2 - Introduction to Journalism and other reporting practices
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U-S-O December 1, 19XX 30 SECONDS FOR IMMEDIATE RELEASE DO  YOU  KNOW  WHAT  THE  LETTERS  U-S-O  STAND  FOR?  THEY  STAND  FOR  THE UNITED   SERVICES   ORGANIZATION...A   GROUP   OF   HARD   WORKING   MEN   AND WOMEN   WHO   MAKE   A   HOME   AWAY   FROM   HOME   FOR   MEMBERS   OF   THE MILITARY VOLUNTEER WORKERS MAN THEIR STATIONS ALL OVER THE WORLD IN  AN  EFFORT  TO  KEEP  MORALE  HIGH.  NO  MATTER  HOW  NEAR  OR  FAR  FROM HOME...THERE’S   ALWAYS   A   U-S-O   CENTER   NEARBY.   THESE   CENTERS   OFFER ENTERTAINMENT  OF  EVERY  DESCRIPTION...FROM  PING  PONG  TO  FREE BROADWAY SHOWS. THE U-S-O IS INDEED YOUR HOME AWAY FROM HOME. # # # Figure  13-5.—30-second  information  spot  announcement. you  may  be  allotted.  Figure  13-5  shows  the  informa- go,  see,  take,  try,  get,  visit,  ask,  call,  be  and  buy.  Be tion   spot   announcement. SPOT WRITING TECHNIQUES In   writing   either   a   selling   or   information   spot announcement,  you  should  remember  the  following four techniques that will pay dividends in quality: 1. Plot the pitch carefully. Before you put a word on paper, you have to know the type of audience you want  to  reach.  If  the  audience  is  in  the  lower  income bracket, gear the spot to the special needs and wants of this  group.  One  approach  could  be  the  economic security angle; another is the “get-ahead-in-the-world” appeal.  On  the  other  hand,  audiences  in  small  rural towns   might   find   the   travel   theme   exciting   and interesting.   Spot   writers   must   study   prospective audiences  if  they  are  to  be  successful  at  communicating with them. 2. Look for new target audiences.  Although  the stress  in  writing  may  be  recruiting,  you  should  be prepared  to  write  spots  that  will  sell  the  public  on attending  a  command  public  visitation,  a  parade  or  a demonstration.  These  special  events  appeal  to  many audiences.  Some  spots  might  be  directed  toward  fathers, children, teen-agers or even to mothers in the audience. 3. Develop a direct, personal writing approach. Even   though   the   audience   may   consist   of   several thousand  people,  the  copy  is  directed  at  one  person. Make that individual feel that the message is personal. Address the listener in terms of “you,” “you’ve,” “your” Canal “you’re.” Always refer to the listener in singular form and in a friendly manner. 4. Select words carefully. Write spots in the active voice with such positive and colorful verbs as follows: conversational,   but   avoid   slang.   Keep   your   words simple, and do not try to impress the listener with an extensive   vocabulary.   Speak   to   the   listener   in   the language  that  person  knows.  You  also  should  avoid special   military   terms   and   abbreviations   that   are unfamiliar to the listener. Format and Preparation Whether you are writing a spot announcement for an NBS detachment or a local commercial station, you should  adhere  to  the  following  general  rules  concerning format and preparation: 1. Follow the appropriate style.  Write your spot following  the  style  guide  of  the  station.  A  station manager might reject your spot if it is not in the style his announcers are used to reading. 2. Submit  clean  copy.  All   announcements   you submit to radio stations should be free of errors. 3. Submit the proper number of copies. Check to see how many copies of an announcement each station needs. 4. Meet  deadlines.  If a station manager asks you to have a spot at the station by a given time, do not miss the deadline. Your violating this rule is the best way for you to keep your copy from ever reaching the airwaves. Timing the Spot Timing is extremely important in spot writing. On commercial stations, you will be competing with other public  service  agencies  for  free  air  time.  Naturally,  a station can allot only so much time for public service announcements. 13-16







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