multi platform authoring
TRANSCRIPT
8/14/2019 Multi Platform Authoring
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Multi Platform
Authoring (MPA)Babak Fakhamzadeh
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MPA - contents
• How to write headlines,
• How to write summaries,
• Editing,
• Editorial tools,
• Story journey.
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MPA - introduction
Every website must
deliver essential
information, presentedeffectively , elegantly ,
efficiently .
Your website is the
public’s window onto your
business.
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MPA - story headlines
Headlines can serve two purposes:
Informing and attracting users.
Example: You want to inform peopleabout an excellent recent IT course and
attract participants to the next one.
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Compare
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MPA - story headlines
The first is a sentence which stands alone
and informs; the second makes no sense but appeals to readers’ curiosity.
Both can have the same effect of people to
click and read on, but for differentreasons.
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MPA - story headlines
For news items, headlines must:
•Make sense standing alone,
• Have a subject, verb and object.
In a teaser, headlines can be a label or
question.
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MPA - story headlines
On the web, news item headlines should:
• Be of similar length, for cosmetic
reasons,
• Fit in predefined publication channels
(for example, headline scrollers),
• Be limited in length (typically, no more
than 50 characters).
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MPA - summaries
A summary, or abstract, is typically thefirst paragraph of a story. It is typically the part of the story which appears on the
frontpage, together with the headline.
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MPA - summaries
A summary must:
• Compliment the headline,
• Not repeat the headline,
• Not contradict the headline,
• Add value to the headline,
• Be short, say around 120 characters.
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MPA - summaries
For news stories, the summary will
support the headline with moreinformation.
For teasers headlines, the summary
should give some basic information andencourage the reader to click through.
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MPA - summaries
Compare
Course delivers IT
skills
A dozen technology leaders have drawn
up IT requirementsand programs for
the region.
IT training: did
you miss out?
A new set of IT
programs has been
revealed for theregion. Should you
have been there?
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MPA - summaries
For online journalists, the headline andsummary are the most important parts of
the story. They have to appeal to users toclick for more.
In print, the ‘more’ is already there.
Online, you have to tease.
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MPA - editing
Usually, one person has editorial end
control of news oriented website. This
person decides:
• Stories covered and features written,
• Images and layout used,
• Interactivity.
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MPA - editing
Editors:
• Act as the guardian of the
organization’s brand,
• Are responsible for delivering
information to your users,
• Have three things in mind: users,
brand, product.
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MPA - editing
• The front page of your website is where
you display your goods,
• If items are hidden or badly displayed,
users might miss them,
• Messy websites drive users away, not tocome back, damaging your brand.
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MPA - editing
• Information must be clearly presented,
• Users must be able to find their way to what they want,
• Users expect clear labeling,
• Users like a clean and simple design.
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MPA - editing
• Stories should be pyramidal in format,
items cut at any point will still make
sense, allowing for stories to be easily used in multiple channels with minimal
editing.
• As a soft guide, news stories should bearound 500 words.
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MPA - editorial tools
Quotes:
• Quotes are ideal for breaking up a story and
to highlight key parts,
• Make sure a quote
doesn’t give too muchaway, drawing the
reader in to the story.
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MPA - editorial tools
Lists:
• Large numbers of facts
and statistics might be
more easily displayed
using a list or graph.
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MPA - editorial tools
Images:
• Images used with
summaries should draw a user into the story,
• Successful images are
provocative,
• Portraited people
should look into the
page.
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MPA - editorial tools
Captions:
• Captions shouldenhance understanding
and stimulate interest,
• Captions are not labels,
• Captions should not
state the obvious.
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MPA - editorial tools
Links:
• Links are part of the
story and should add
value.
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MPA - editorial tools
Cut the clutter and focus:
• What has happened?
• When did it happen?
• Why did it happen?
• Who does it affect and
how ?
• What happens next?
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MPA - editorial tools
Cut the clutter and focus:
• Go back to basics; don’t
be clever,
• Is there one line to sum
up the story?
• Keep it short and
simple,
• You write to inform, not
confuse.
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MPA - story journey
• Journalists should only worry about
finding and presenting facts insentences. The technical tools do the
rest.
• A CMS should facilitate the workflow
form creation to publication.
• The way journalists represent the facts
is crucial.
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MPA - credits
Photos courtesy of:
• Cougar-Studio (http://flickr.com/photos/suvcougar/),
• sindesign (http://flickr.com/photos/sindesign /),
• willsfca (http://flickr.com/photos/analogian/),
• Screenshots from BBC news.