Go Beyond the Inverted Pyramid

Increase Readership With Feature-style Writing

On-Demand

Traditional, inverted pyramid-style stories “do not work well with readers” and “do not justify their predominance in today’s newspapers,” according to a study by the American Society of Newspaper Editors.
What’s the alternative? The feature-style story structure increases reader satisfaction and improves the chance that it will be read thoroughly, among a host of other benefits, according to a new study by The Readership Institute.
In this program, you’ll learn a simple structure that you can use to make your copy easier to write and more interesting to read.

You’ll learn how to:

• Avoid bewildering your readers by leaving out an essential paragraph. (Alas, many public relations pros are guilty of this.)
• Organize the “muddle in the middle.”
• Watch out for five lead devices that could make readers skip your story.
• Leave a lasting impression with a three-step technique for ending
• with a bang.
• Use three steps for writing more engaging leads.

Instructor

Ann Wylie, president, Wylie Communications, Inc., works with communicators who want to reach more readers and with organizations that want to get the word out. She travels from Hollywood to Helsinki, helping communicators at such organizations as NASA, AT&T and H&R Block reach more readers. In addition to writing and editing, Ann helps organizations launch or revitalize their Web sites and publications, and helps communicators polish their skills and find new inspiration for their work.

Read Ann's blog posts on our Professional Development blog, comPRehension!
- "Master the Art of the Storyteller"
- "Make Your Copy More Creative"
- "Pass the Skim Test"

Playback registration is available.

Pre-recorded on:
Thursday, April 22, 2010
3 p.m. - 4 p.m.

Member $150 / Non-Member $250

APR Accreditation Maintenance Credits Approved: 1.0

Participants earn 1.0 APR Accreditation Maintenance Credits for a teleseminar. For more information on APR Accreditation Maintenance Credits, visit http://www.prsa.org/Learning/Accreditation.

HOW YOU CAN ACCESS THE ON-DEMAND PLAYBACK
Only one registration per site is required. The Play-Back for this event starts at midnight April 22, 2010 and runs through August 17, 2010. Your registration entitles you to one telephone connection. Invite as many people as you wish to listen on your speakerphone. Your purchase confirmation, sent via e-mail, includes one-time access to the Play-Back teleseminar and handouts.

Your confirmation will state that the access information is for the Play-Back only. There are no registration refunds available for the Play-Back registration once you've received your confirmation. Please be advised: The registrant only will receive an e-mail confirmation that gives instructions for joining the call. If you do not receive your confirmation within 5 days, please call 800-350-0111.