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Wednesday, 12 September 2007

SPECIAL REPORT...

Getting your message across

THE INVERTED PYRAMID - a newswriting style

The inverted pyramid can appear formulaic and rigid. It is true that it follows a formula but that it what makes it useful where space is limited and where the most important information has to be conveyed quickly. It discloses the core information efficiently and, for the time-starved, makes rapid reading.

There is greater chance that busy people will read an article in inverted pyramid style rather than a longer piece where facts are hidden within the text. The gist of a story can be understood by reading the first few paragraphs; sometimes, just the first paragraph. For readers in a hurry, reading the first few paragraphs will provide the main points of a story.

The style need not encourage rigid writing; there is no reason why writing in the inverted pyramid style need be flat and uninteresting. The reader's experience comes down to the skill of the writer.

The inverted pyramid is also a useful model for online journalism because it is more difficult to hold the attention of online than print media readers. Getting your message over precisely and concisely is very important to online writers.

The questions

The news piece answers a set of journalistic questions known as the 'five W's and an H'. These are questions about:

• what
• who
• when
• where
• why
• how.

Answering them provides basic factual information.They encourage questions such as:

• what - happened/ are the implications/ are the facts/ will happen next
• who - is responsible/ gains/ loses/ are the victims/ will be affected/ developed the idea/ said something/ was involved
• when - did it happen/ will it happen
• where - did or will it take place/ was it developed/ will it be built
• why - did or will it occur/ was there no warning/ was it covered up/ was it developed/ was it used/ are there no safeguards/ were safeguards ignored/ this course of action
• how - did it happen/ much did it cost/ many people were involved/ will it be prevented/ will it be implemented.

The pyramid and its inversion

Imagine a pyramid. There is little mass at the top where it tapers to a point. Most of its content is found closer to the base. Now invert the pyramid - tip it upside down so that it rests on its tip with most of its content, what was once the base, now at the top.

This is the model of the inverted pyramid style of news writing in which most of the important content - the subject, the people involved, the dates, quantities, costs, places - appears as close to the top of the story as possible.

The first few paragraphs will encapsulate the main facts of the story precisely and concisely. As the reader moves through the story, the information becomes less important: it may carry quotes from people involved, eyewitness information, more detail of the story and of those involved.

News writing is a disciplined and structured style developed to present information quickly and concisely. It is designed to take minimum space in a newspaper of magazine. Space is always at a premium in print media - there is so much news that could be reported but only a limited amount of space.

The style is useful to editors too. When space is limited they can cut content from the bottom up, knowing that they are cutting only the less important information. The main facts of the story, being closer to the opening paragraphs, will retain the most important information.

Producing the inverted pyramid piece

Writing the inverted pyramid news piece follows a logical sequence:

1. First, get your information together (see item above on journalistic questions) - what you have collected from press releases and discussion, interviews and a couple quotes that will shed light on the event, additional research you have carried out.
2. Now ask: 'What is the story?', "What is the theme?'. This is what your story will be about. State it in as few words as possible.
3. Ask: 'What are the main facts and why are they significant?'. These will be about the main events - what happened - and include people, organisations, dates, times, quantity, places and so on. This is the information that will appear in your first few paragraphs - the critical facts of the story.
4. Ask: 'What are the other facts?'. These will appear lower in the body of your story and expand on the main points.

Story structure

To enhance readability and comprehension:

• keep paragraphs short
• provide no more than one or two ideas per paragraph
• try to include a few quotes made by the main people involved; these should refer to and explain the key facts.

Language

The language - the terms and words - that you use is based on:

• the demographic profile of the publication's readers; this is disclosed through research by the media organisation
• assumptions about the standard of language understood by the target readership and the average level of education.

Sydney Morning Herald readers, for example, could be characterised as mainly tertiary educated, aware of world and domestic events and familiar with technical terms used in politics, economics etc. Readers of the tabloid press, by way of contrast (and at risk of stereotyping), may be characterised as of lower educational achievement and interested in world events to a lesser extent than Herald readers. Their interests may be more in sport, showbusiness and celebrities.

Avoiding talking-down to readers but use simple language, free of jargon, to make your articles comprehensible.

Let us take a look at a piece of inverted pyramid news writing, this one from the Sydney Morning Herald (5.11.03). Comments in brackets discuss the structure of the piece. First, the piece in full:

GM bill under fire over liability issues

The South Australian Government's draft bill on trials for genetically modified (GM) crops has been criticised for not covering issues of liability.

The draft bill would allow trial crops over the next two years before the introduction of commercial crops in 2006.

GM crops will be banned on Kangaroo Island and Eyre Peninsula.

But Independent MP Nick Xenophon says the bill should include protection for farmers against GM contamination.

"This bill doesn't address the issue of contamination of GM crops," he said.

"It doesn't deal with a fundamental issue that every farmer in this state that wants to keep their crops GE free, should be terrified of, it doesn't give them protection, it doesn't allow for clear liability to rest with the Monsantos of this world that will be peddling GM crops."

However, Agriculture Minister Paul Holloway says the liability issue can be resolved before the bill is passed.

"At this stage the bill doesn't specifically address liability issues, but the bill now is released for public comment and that liability issue is one we expect would be addressed over the coming months before we introduce the bill in Parliament early next year," he said.

Analysing the piece

The paragraphs in the original story have been numbered below to aid discussion (they were not numbered in the newspaper). Comments appear in brackets:

GM bill under fire over liability issues

(This is the head; it summarises the main theme of the piece and is short)

1. The South Australian Government's draft bill on trials for genetically modified (GM) crops has been criticised for not covering issues of liability.

(Note the words 'genetically modified' followed by their acromym 'GM'. This allows the further use of the acronym to save space. Where an acronym is to be used the term should be written in full at its first appearance and the acronym should appear in brackets immediately after it. This paragraph states the core contention of the matter).

2. The draft bill would allow trial crops over the next two years before the introduction of commercial crops in 2006.

(Paragraphs 1. and 2. contain the gist of the report and present enough information for the casual or hurried reader who wants just the bare bones of the story. The paragraphs are short, with only a single idea in each).

The paragraphs answer the questions:

• what? [draft bill criticised]
• why? [because it does not cover liability]
• who? [the South Australian government - the source of the criticism - Independent MP Nick Xenophon - could have been mentioned]
• where? [South Australia]
• when? [The draft bill would allow trial crops over the next two years].

3. GM crops will be banned on Kangaroo Island and Eyre Peninsula.

(This is subsidiary information. It is not critical to the main point of the story - the criticism over lack of liability - but provides context for the story).

4. But Independent MP Nick Xenophon says the bill should include protection for farmers against GM contamination.

5. "This bill doesn't address the issue of contamination of GM crops," he said.

6. "It doesn't deal with a fundamental issue that every farmer in this state that wants to keep their crops GE free should be terrified of, it doesn't give them protection, it doesn't allow for clear liability to rest with the Monsantos of this world that will be peddling GM crops."

7. However, Agriculture Minister Paul Holloway says the liability issue can be resolved before the bill is passed.

8. "At this stage the bill doesn't specifically address liability issues, but the bill now is released for public comment and that liability issue is one we expect would be addressed over the coming months before we introduce the bill in Parliament early next year," he said.

(Paragraphs 4. to 8. expand the story through reporting quotes made by significant figures in the story, including the source of the criticism. The story could have been cut after paragraph 4. without the loss of critical information).

Online newswriting follows the same style. Let us consider another news report from a 5.11.03 edition of ABC News Online.

The report as it appeared:

Crocodile Hunter chooses reptiles over politics

Crocodile Hunter Steve Irwin says he believes he is safer with his reptiles than in politics.

The Australian television personality and conservationist was reacting to criticism from Labor Senator Kerry O'Brien of a Federal Government payment for his role in a quarantine advertising campaign.

Mr Irwin says the money was donated to a koala hospital fund.

He says it seems Senator O'Brien is just "peeved" because he has been seen rubbing shoulders with the Prime Minister.

"That's just pathetic but it's a funny little game they (politicians) play," Mr Irwin said.

"I've been seen to be siding with the Liberals - I'm more green than anything.

"Oh mate, politics, give me a break - I'm far safer in with the crocodiles mate."

Analysis

Crocodile Hunter chooses reptiles over politics

(Heading - what the story is about. The quirkiness of the head - the association of politics and reptiles - is likely to encourage readers to continue).

1. Crocodile Hunter Steve Irwin says he believes he is safer with his reptiles than in politics.

(This paragraph turns a statement by Mr Irwin into a lead paragraph. Its content makes it 'catchy' and encourages readers to continue. Mr Irwin's statement plays on the low regard that Australian politicians are generally held in, something which could also encourage readers to continue).

2. The Australian television personality and conservationist was reacting to criticism from Labor Senator Kerry O'Brien of a Federal Government payment for his role in a quarantine advertising campaign.

(Paragraph 1. and 2. encapsulate what is a minor story most likely published for its amusement value. The paragraphs answer questions of what? and who?. When? and where? remain unanswered as they are less critical to the story).

3. Mr Irwin says the money was donated to a koala hospital fund.

4. He says it seems Senator O'Brien is just "peeved" because he has been seen rubbing shoulders with the Prime Minister.

(This is subsidiary information that explores the incident and supplies more detail. The story could have been presented as a short item by cutting it after paragraph 2. or 3.)

5. "That's just pathetic but it's a funny little game they (politicians) play," Mr Irwin said.

6. "I've been seen to be siding with the Liberals - I'm more green than anything.

7. "Oh mate, politics, give me a break - I'm far safer in with the crocodiles mate."

(Paragraphs 5. to 7. provide space for Mr Irwin to clarify his attitude more fully. They could be cut from the story were space limited without losing the story's news value, however, as a public figure, it may important to clarify whether Mr Irwin publicly supports a political party as it could explain other statements or actions he takes. Uncommonly, the piece finished with a quote.)

In both examples, paragraphs are short. Lead paragraphs are pithy, encapsulating concise information that discloses the substance of the piece. There is seldom more than one idea in a paragraph.

The result are pieces that are:

• quick to read
• easy to comprehend - most information important to understanding is placed in the first few paragraphs
• brief, but that present information that is adequate enough for readers to understand the issue
• editable from the bottom where column space is tight.

In the case of the second example, the story is presented in a humourous manner that is likely to retain readers because of the statements made and because Mr Irwin is presented in his television wildlife documentaries as an offbeat, likeable and quirky character. The journalist who produced the piece played on Mr Irwin's television persona to bring life to what is a minor incident.

The notion of 'public interest' applies in this case. Mr Irwin's political allegience would ordinarily be of no public or media interest. However, his politics have been made newsworthy by the comments of Senator O'Brien although the Senator's statement probably had more to do with political point scoring than with Mr Irwin's role in a television advertisement. The Senator's statement could be seen as a 'beat up'. The article provided Mr Irwin space to clarify his role. This would have been of value to him as a public figure dragged into the public gaze in a way different to that which he would prefer.