1. The headline – accurate and in the present tense
2. First sentence – 5Ws – no more than 22 words as a grabline
3. First paragraph – make the reader curious; include a hook
4. Be accurate; facts should be correct
5. Avoid clichés
6. Search for the special ingredient which makes your story stand out
7. Paragraphs throughout should consist of only two or three sentences
8. Use quotes (expert opinion or direct witness
9. Keep language simple
NINE GOLDEN RULES
1. KISS: Keep It Short and Simple. Local newspapers normally have shortened sentences of between 16 and 20 words. Keep to familiar, simple vocabulary which a broader audience can access.
2. Read for Speed – sentences and headlines are short. Crossheads break the story down into bite-size pieces. Columns are narrow and easy to read.
3. Never Use Three Words When One Will Do – one will rarely see the following phrases in newspapers: “in the near future”; “in the first instance”; “on the subject of”; “in the small hours”; “in consequence of”.
4. Don’t Repeat Yourself – don’t use two words which mean the same thing, e.g. “uniquely special”, “final outcome”, “important essentials”.
5. Use Active Verbs – e.g. “burglars took the corgi” rather than “the corgi was taken by the burglars”.
6. Play With Language – use puns, e.g. “Chippy gets a battering”, “Steve Davis arrived on cue”
7. Make the Story Personal – particularly in local papers.
8. Categorise People In the News – e.g. “grey-haired pensioner”, “secret lover”, “mother of two”, “retired teacher, sixty-five”.
9. Things To Avoid: Clichés; euphemisms; gossip; unnecessary use of foreign/American phrases.
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