Print Journalism: Writing

Skills UNIT 2 WRITING FOR DIFFERENT MEDIA

Structure
2.0 Introduction
2.1 Learning Outcomes
2.2 Writing for Print
2.2.1 Techniques of Writing
2.2.2 Some Points to Remember
2.3 Writing for Radio
2.3.1 Techniques of Writing a Radio Script
2.3.2 Some Points to Remember
2.4 Writing for Television
2.4.1 Techniques of Writing
2.4.2 Some Points to Remember
2.5 Writing for Digital/Online Media
2.5.1 Techniques for Writing
2.5.2 Some Points to Remember
2.6 Let Us Sum Up
2.7 Keywords
2.8 References and Further Readings
2.9 Check Your Progress: Possible Answers

2.0 INTRODUCTION
‘Media’ is a combination of all the four major components - print, radio, television
and digital.They all form the core of mass media/ communication. They seem to
be interlinked, but one cannot ignore the fact that all the four possess different
set of characteristics and style. While the main objective of any piece of writing
centers around the readers/ viewers/ listeners to make them understand the
message well, all the genres consist of distinctive qualities that a student of
journalism and mass communication must imbibe fully. These skills are the basic
tools for strengthening the news writing techniques.

In this unit, we shall discuss different sets of writing skills required for each
medium and outline the differences and similarities of writing amongst them. It
is important to learn these in detail because it will help you to explore the
convergence trends, and decipher the growing tones and tenor in media.

2.1 LEARNING OUTCOMES

After going through this unit, you should be able to:
outline the basic rules of writing for print, radio, television and online media;
differentiate between writing for each medium;
write a variety of story genres for all the four media; and
develop your own writing style and communicate effectively
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 Writing for Different Media
2.2 WRITING FOR PRINT
Print media- newspapers, magazines and journals are the oldest forms of
communication. Many readers start associating themselves to a particular
newspaper/ magazine/journal. The beauty of the newspaper is that it becomes an
inseparable member of the family that no one wants to replace. In a multilingual
country like India, both the regional and the English press, have grown immensely.
But, it is also important to understand that writing for print media requires a set
of special skills to reach the audience efficiently and directly.

Print journalism represents a very strong form of news writing wherein the account
is narrated in a linear fashion. The purpose is to provide the reader with the most
important information in simple words. With the advent of television and
eventually the new media, the availability of news is constant, and that has
transformed the entire approach towards consuming the news.

The introductory paragraph of a news story is called a lead. The main objective
of the lead is to make the readers inquisitive about the story, to motivate them to
read the story and to state the most crucial facts, logically and carefully. There
are various forms of opening paragraph, such as:
Announcement: Starts directly with the most crucial information.
Riddle: Starts with a riddle and forces the reader to find the correct answer.
Bold and challenging statement/ punch line.
Quotation lead: Begins with a quote.
Question lead: Begins with a question to make the reader curious about the
answer.

2.2.1 Techniques of Writing

Ability to Read, Research and Develop Expertise: Keep your eyes and ears open,
read everything, gather story ideas and think of the focal point. It is also important
to research on the subjects of interest and develop expertise.

Narrative Structure: To keep the news writing component intact, the account
is generally narrated in a linear fashion. The objective is to disseminate the most
crucial portion of the information, and give the readers a deeper understanding
of the subject.

Inverted Pyramid Style of Writing: Since print media offers limited space, it
follows the inverted pyramid model. This means that the most crucial information
is placed at the top of the article / news item / news story while the less important
is placed after that. The purpose behind this style of writing is to provide the
most engaging or important information immediately to the readers. This style is
common in straight news stories. However, it is not necessary to maintain the
same rhythm and style in a feature article. Feature stories are accorded ample
freedom, allowing for greater use of creativity and experimentation so that one
can hold the readers’ attention for a longer duration.

Style of Writing: Unlike radio or television reporting, print media can experiment
with varied styles of writing and can also include numerous word choices. Writing
for the print is generally formal in nature, keeping in mind the target audience 25
Print Journalism: Writing and the subject; one can make several changes in the style of writing. But whatever
Skills
style one adopts, the article or the story must have the ability to grab the readers’
attention and keep them hooked to it. A journalist is required to focus on the
main point while writing for news, feature writing can adopt different ways of
conveying the message.While news is factual, the feature can be creative, but for
both, one must keep in mind the readers who will be reading that piece.

Five W’s and one H: Who, what, where, when, why and how- are the most
basic questions that must be answered in a report. For example, a news story on
the UPSC’s civil services examination topper must provide information about
his/her personal and academic background, and how did s/he crack the
examination, etc. It is not necessary that every story answers all five Ws and one
H, but if any of them is crucial and unavoidable, then it must be answered and
everything should flow smoothly in the story.

Target Audience: Since the print media deals with mass audience, it is important
to understand that the readers have varied literacy levels. Every story that appears
in a newspaper should be written in simple language so that the core of the story
conveniently reaches the reader. Similarly, if the newspaper or the magazine is
for a niche audience, then the vocabulary should include appropriate terms and
expressions.

2.2.2 Some points to remember

Understand the difference between hard news, soft news and features
Write your piece keeping in view the level of the target audiences
Make optimum use of the space/word-limit allotted
Use formal language
Do not use any slang/ colloquial words
Do not use phrases unfamiliar to the target audience
Do not write to impress the readers
Stick to facts, especially in hard news
Don’t over-analyse or jump to conclusion
Do not plagiarise
Develop your expertise slowly and consistently.
Activity–1Go to a book fair or an exhibition and write a news story for a print
medium and then compare the story you have written with the one published in
newspapers. What difference do you find?

2.3 WRITING FOR RADIO

Radio is one of the oldest medium of mass communication. It appeals to different
age-groups and overcomes the barrier of literacy levels. The basic elements of
radio are word. music, and sound effects - these are all sounds carried on the air
waves to the listener. All these sounds must be pleasant and expressive for the
ears. They must be artistically integrated or mixed to provoke the imagination of
the listener. The listener creates his/her own pictures with the help of these
elements.
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While it may appear that writing for radio is simple, one cannot do it without Writing for Different Media
acquiring certain skills. Anyone interested to write for radio should be aware of
the fundamental essence of writing for the ear. Since radio is an audio medium,
it is connected to our aural sense and every word and the sound linked to it must
attract our ears. Writing for radio requires a proper organisation of one’s thoughts,
thorough understanding of the subject, and excellent command of language that
the listeners find attractive and worth paying attention to.

2.3.1 Techniques of Writing a Radio Script

Different Formats have Different Styles: Writing for different formats such as
radio documentary or feature is very different from writing for radio news.
Similarly, writing for a radio advertisement or a radio drama would be different
from writing for the radio news. In these formats, the duration, style, language
and the pace would require different treatment. While the message on radio
advertisement has to be conveyed more quickly and imaginatively, radio news
being serious in content can take a little slow delivery of speech so that the
essence of the message is fully absorbed by the listener. You will have to keep in
mind these basic points before finalising the script. Radio jingle, documentary
or drama can incorporate many shades of voices and add imagination and
creativity to the broadcast, but radio news will have to follow the simplest possible
style of communication so that the crux of the news does not get diluted by the
incorporating any external element. A radio talk show or an interview allows the
panelist/s to freely express their opinion.
Conversational: Radio is personal in nature and thus it is very important to give
the listener the feeling as if the anchor/speaker is individually conversing with
him/her. This means that while writing for radio, one should be mindful of the
distinct beauty of an intimate conversation between two people.
Intimacy: It is important to remember that people may be doing many things
while listening to radio. They may be driving, working at home or doing household
chores while listening. That is why the script should be interesting enough to
attract and hold the audiences’ attention and keep them hooked.
Writing for the Ear: Radio has the potential to engage the human mind to think
visually and also create images while listening to the voice. This is the reason
that the radio is also called the ‘Theatre of the Mind’. For example, if you’re
writing a feature on a railway station then the script must capture the essence of
the atmosphere prevailing at the railway station. This can be done by using the
announcements of train schedules, hustle and bustle on the platforms, passengers’
noise, sound of the railways train engines, etc.
Clarity of Thoughts: Writing for radio also requires clarity of thoughts so that
the talks or the stories or narration is written in a simple and effective manner.
The script for the radio must be concisely written and display personal warmth
while narrating it on the air.
Ephemeral in nature, radio does not permit the audiences to go back to the same
content. Hence, it is important to keep the sentences short so that the words are
easy on ear and reach to the listeners’ mind. One must also avoid the use of
difficult expressions and jargons as it may confuse the listeners. For example,
instead of using the word baffled, you can use the word confused. Similarly,
demolish can be replaced with destroy. Rhyming or similar sounding words such
as scream, cream, screen, should also be used very carefully. 27
Print Journalism: Writing
Skills Activity–1
Write a radio news story on any current issue and compare it with the
regular news bulletin being put out on AIR. Identify the missing links in
your story.

2.3.2 Some Points to Remember

Grab the audience’s attention
Write for the ear
Be mindful of 3Cs: Clear, Crisp and Concise
Use present tense
Use Active Voice
Be selective
Avoid information overload
Avoid jargons
Read our the script and revise it before going on air
Speak clearly
Maintain audio quality
Modulate your voice
Avoid sarcasm and poor jokes
Adhere to the time-limit.

Check Your Progress: 1

Note: 1) Use the space below for writing your answers.
2) Compare your answers with those given at the end of this unit.
1) List three points that you will keep in mind while writing for the radio.
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2) For writing a one-minute story on a busy market spot what kinds of audio
you will use to add the feel of the location in your narration?
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 Writing for Different Media
2.4 WRITING FOR TELEVISION
Since television is an audio-visual medium, both words and visuals go hand-in-
hand. While radio creates images in the mind, television creates the magic by
having both of them together, thus, increasing the impact of the telecast. However,
as in the case of radio, television also requires certain special skills so that the
words and the visuals together fully convey the message. It is a craft which can
be developed by anyone with regular observation and practice.

2.4.1 Techniques of Writing

A student of journalism must be aware that writing for television requires the
skill to create a balance between the pictures and the words. Depending upon the
format one has to work upon, the style and the needs of the script are decided
before hand. In the case of a soap opera, the script is finalised word-to-word
before the shoot, whereas in TV news, the script is written after the shoot. For
example, script for a soap opera will have dialogues etc. almost fully pre-decided
and finalised. However, for a TV news script, you have to keep in view the news
elements and the message that has to be conveyed.

Log the Bytes: Before putting your words on paper, see the shots first and log the
bytes so that you know exactly what and where you need to use them. Logging
means watching the entire recorded content and taking exact notes of the
sentences. This helps in deciding the duration of the story and makes the editing
accurate and contributes during post production in locating shots and sentences.
Logging is also linked to proper storage and labeling of the video. Since TV
newsrooms now operate digitally, logging also helps in keeping the exact words
in the memory box.

Activity–2
Watch a television news bulletin. Compare and contrast the style of the
language used on television with a newspaper of your choice?

Writing to Pictures: Write the script according to the pictures available - both
shots and the words should go together. The purpose behind this is to avoid the
obvious. For example, if the shot has a person holding a cup of tea then you need
not write that the person is having tea because that is already visible. Instead,
you can use that space and airtime for conveying something which is more
important.

Know your Duration: You should know the time allotted to that particular story
so that the script is written accordingly. There is no point in writing a three-
minute story if the allotted time is only one minute. Since every second counts in
television, one has to stick to the time limit assigned by the news editor.

Language: ‘One Sentence, one Idea’is a common practice in TV journalism.

Since different news programmes have different sets of target audiences,
appropriate style, form and language should be used. For example, a news
programme for a wider, mass audience should be simple and easy to understand
while the programmes meant specifically for a niche audience like doctors, etc.
can employ technical jargons.
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Print Journalism: Writing Use Present Tense: TV news is instant. The language of the script must keep in
Skills
mind the basic characteristic of TV news, i.e., keeping it alive and fresh. Use
Active voice and Present tense which carry an air of urgency. Hence say, ‘Wife
murders her drunk husband’ instead of ‘Wife murdered her drunk husband’. TV
newsrooms now offer 24x7 news bulletins hence the pace and style must convey
the sense of immediacy.

Dealing with Numbers: It is difficult to remember exact numbers on TV.

However, this does not mean that numbers are avoided altogether but presented
in the easiest possible manner. This can be done by rounding off the figures so
that it easier for the audiences to understand and absorb them. For example,
instead of saying that Indian Railways currently operates 1,4,298 trains daily,
one can say that the Indian Railways currently operates nearly 14,300 trains
daily. If it is very important to use the exact numbers, then one can make use of
graphics or pie charts so that the numbers are supported by a diagram and are
easily understood.

Activity–3
Select any feature story published in an online platform and count the words.
Rewrite the same for television in 100 words.

Be Factual and Original: Every part of the story must be based on facts. Doubts
should be clarified, or else taken out of the script - working on the dictum, ‘When
in doubt leave out’.

Breathing Space: The viewer must be allowed a few seconds of orientation

before s/he is prepared to absorb a series of hard facts.

Write Stories for the People: You should not merely present information instead
transform the information into something of consequence for the viewers watching
the programme. They need to feel that your stories are meant for them and are
relevant for them. For example, a strike by industrial workers might not directly
affect the viewers. But, if the news says that the strike can cause delay in a
particular area and affects them directly, they may find it relevant for them.

Read and Re-read Before Finalising It: No script is ever perfect, but one must
attempt to reach at least near perfection. Read your script aloud and review if
there are possibilities of improvement. Ensure that words have a conversational
ring and are easy to understand, the sentences are short and simple and the flow
of the story conveys the message.

Activity-4
Identify one topic for audio and video, keeping in view the strengths and
limitations of each medium. Write them in your own words.

2.4.2 Some Points to Remember

Use short sentences
Be careful about punctuations - an inappropriate punctuation can make or
mar the story.
Bytes should be logged accurately
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 Use Present tense Writing for Different Media

Add breathing spaces

Don’t exaggerate
Avoid obvious statements - if the rose is red and the shot is already explaining
that, then the script need not mention it.

Check Your Progress: 2

Note: 1) Use the space below for writing your answers.
2) Compare your answers with those given at the end of this unit.
1) Enlist some skills required to write a script for TV news.
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2) Why is the concept of ‘Writing to Picture’ important for Television?
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2.5 WRITING FOR DIGITAL/ONLINE MEDIA

Digital / Online media being recent forms of mass communication are constantly
evolving and have completely changed the way people consume various forms
of media. The digital media have their own dynamics, techniques and concepts
and have developed their distinct styles of writing. Print or TV writing is very
different from that of the one written for the screen. Similarly, the pace, approach
and time for consumption of web content is also different. The web content has
greater ability to engage the younger generation. Therefore, writing for the online
media calls for understanding the needs and preferences of the online users.

Online media offers ample space for publishing a story and thus empowers the
consumers / readers. On online media, one has the freedom to experiment to
make the story look better. It presents opportunities of getting your work published
on various platforms, such as the Facebook, Twitter, Instagram, as well as blogs.

It is also important to note that newsrooms across the globe look for people who
possess the skills to work in different mass media efficiently. With a constantly
growing demand for multitasking and integration of different modes of
communication in the form of convergence, knowledge and expertise over all of
them, would be highly beneficial and rewarding.
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Print Journalism: Writing
Skills
2.5.1 Techniques of Writing
Say More with Less: Do not use long expressions nor repeat them. Don’t overload
the concepts or expressions with too many words - the shorter, the better.

Language: Use familiar meaningful, yet simple words. Write in active voice
since such sentences tend to be short and to the point. Make your language
credible.

Title: A catchy title is essential for any piece of writing; it must have all the
requisite information as the readers notice the title first. It must not exceed 90 –
100 characters; always write in Title Case.

Availability of Space and Length: Though writing for online media does not
generally confine the length of the article, it is important that the articles are kept
short and smart. The reader does not visit the online media platform to read a
very lengthy piece. Rather, s/he is interested in going through the material quickly
and efficiently

Readability: Consumers of the online media are exposed to different sets of

media platforms as compared to those who depend on print or electronic media,
particularly television. The readers can scan and search for topics or areas of
their choice at a very fast pace. They look at bullet points and spend minimal
time on reading news. Hence those writing for online media must organise the
entire information precisely which the readers can absorb quickly and move
forward. It is helpful to have bullet points, bold face phrases, sub-headings, shorter
paragraphs and links to make the readability process simpler, smarter and
attractive.

Navigability: Navigation design is a process in which all the information is

segregated thematically in a website and is interlinked with each other logically
for better user experience. Since online writing is frequently associated with
web links and other directional resources, one must learn how to write about the
data that would be consumed while navigating.

Reader’s Attention: Online articles have to constantly strive for attention. You
start writing with the most important aspect of the story first to grab readers’
attention and direct it towards your content and encourage them to stick to the
story or the page. With immense competition in the cyber space and constant
innovation in the field, it is imperative that the reader’s attention gets drawn to
the story and stays with it.

Persuasion: One should develop content that creates interest in the target
audience. Since most consumers of online media are youth, researching the
emerging recent trends in varied areas could be of great value to them.
Infotainment is the buzzword in the world of digital media.

Developing Visual Sense: Always remember that rich and attractive graphics
can grab reader’s attention. Visuals can also enhance the flavour of the story and
support in building your narrative immensely. Therefore, make use of powerful
visuals to give your readers thoughts to ponder over and increase their eagerness
to go through the content.

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Appropriate Captions: Prepare a draft of relevant captions, catchy words and Writing for Different Media
phrases at the first place to increase the power of the story. Use every possible
and relevant hashtag like #mediafightback, #communityradio, etc.

Look and Feel of the Page: Remember that your script should take into account
every element of the page, starting from the headline to the opening visual, the
copy, quotes and blurbs. All of them together will make or mar the story’s intended
impact. Thus, some special aspects/ elements of your script should be kept aside
to decorate the blank spaces of the page to make it more appealing to the eye.

Power of Headlines: Since the consumers of online media are loaded with
multiple options for news and views, every word and image should have the
power to captivate their attention. This target can be achieved by working
diligently on writing and drafting powerful headlines. Your headlines should
clearly reflect what your article is all about.

Bullet-Points: While radio and television do not permit to have a voiceover in a

bullet format, this formula will works well in the digital media. With lesser
attention span, bullet-style format allows more information in lesser time. It
permits the essential break up of the texts and keeps the plot flowing to hold the
reader’s interest. Thus, it facilitates the reader to absorb the subject matter quickly.
Such short snippets are more eye-catching as well as convenient to read.

Search Engine Optimisation (SEO): Try to learn about the tools for increasing
visibility of your story or the website so that it reaches out to a wider audience.

Quality Control: It is useful to work in a team that is entrusted with the

responsibility to fine tune the content for quality control. This will ensure
credibility for both, you as a journalist and also for the site/online platform you
are engaged with.

Fake News: Always crosscheck the facts before putting a story online. Ensure
that it is not ‘fake news’.

Activity–5
Collect any two news stories from online media. Analyse how these can be
written for both television and radio.

2.5.2 Some Points to Remember

Pick up topics which attract users’ attention and interest
Make the first sentence impactful and attractive
Provide new perspectives to your arguments
Use Meta Keywords, title and description so that your writings attract large
audiences via Search Engine Optimisation (SEO)
When writing listicles (X Books to read or X things to eat in CP), always
write the number first i.e, 5 books to read, 7 places to visit, etc. That makes
it more pointed and easy to remember
Know that you are writing for people with short attention span
Expect people to arrive anywhere on your website therefore, every page
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Print Journalism: Writing should be easy to scan and tell what your site is about
Skills
Each page should have a call to action, telling people where to go next
Don’t overuse terms as repetition makes your piece boring
Use Hyperlinks wisely: include links to relevant pages related to what your
article is about.
Cross-check facts to avoid fake news, which will impact the credibility of
your website
Keep updating your post.

Check Your Progress: 3

Note: 1) Use the space below for writing your answers.
2) Compare your answers with those given at the end of this unit.
1) Why should one organise information-based story in a bullet form while
writing for online media?
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2) What is navigation?
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Activity–6
Pick up any news story from a newspaper. Re-write the same for radio,
television and for the online media keeping the points discussed in this
unit.

2.6 LET US SUM UP

In this unit, we have discussed various skills required for writing for different
forms of media. Print media is meant for the literate/ educated audiences while
television and radio cater to everyone irrespective of their educational background.
Similarly, the biggest consumers of online media are youth and thus, writing for
the new media requires an in-depth understanding of the requirements of the
younger generation.
It was further discussed that in this age of multi-tasking, it will be useful for you
to develop writing skills in different forms of media. Re-drafting and editing
34 your own script helps to refine your work and in turn develop requisite confidence
to build your base in journalism. So, always be mindful of the techniques of Writing for Different Media
writing for media while you consume it so that this practice becomes a habit.
You should critically watch, read, listen, review and learn and keep improvising
your skills and competence.
After going through the unit it would be clear that each form of communication
has its own beauty and requirements. Writing for any media platform requires
regular practice, improvement and introspection. You should keep reading the
writings of senior journalists on the latest trends in writing for media and updating
your tools and professional attributes. The more you compare your script with
the scripts written by your competitors, the more you will learn and improve
your skills. This will keep adding to the process of your learning, and enable you
to reach greater heights in your career.

2.7 KEYWORDS
Inverted Pyramid Structure: Because of the low attention span, more details
need to be given at the very beginning to capture readers’ attention.
Air Time: Time during which a broadcast is transmitted.
Sound Effects: Sound other than speech or music made artificially for use in a
play, film, or other broadcast production.
Breathing space: Giving a short gap generally at the beginning of a TV story so
that there is some space between the anchor and the beginning of the story. This
gives the viewer the freedom to absorb the essence more comfortably.
SEO Techniques: Search Engine Optimisation. It involves using and repeating
hyperlinks, key words, relevant to basic content of the written piece.

2.8 REFERENCES AND FURTHER READINGS

Baruah (1983), This is All India Radio, New Delhi: Publications Divisions,
Ministry of Information and Broadcasting, Government of India
Nanda V. (2018), Media Laws and Ethics, New Delhi: Kanishka Publishers
George T. (1989), A Handbook for Journalists, New Delhi: IIMC
Saxena G. (1999), Television in India: Changes and Challenges, New Delhi:
Vikas
Fleming C. (2002), The Radio Handbook, New Delhi: Routledge Keeble R.
(2009), The Newspaper’s Handbook, Routledge Publication
Starkey G. and Crisell (2009), Radio Journalism, New Delhi: Sage Publication
Jeffery R. and Doron A. (2013), Cellphone Nation, New York: Hachette
Publication

2.9 CHECK YOUR PROGRESS: POSSIBLE

ANSWERS
Check Your Progress: 1
1) While writing for radio, I shall use simple, conversational words and keep it
simple, short and clear. My script will have a ‘personal’ touch.
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Print Journalism: Writing 2) For the feel of location I shall use audios of announcements, hustle- bustle
Skills
of people, sounds occurring on the event spots, voices of people on the spot,
etc.
Check Your Progress: 2
1) Some skills required to write a script for TV news are: understanding the
basics of writing to the picture concept, ability to write in smaller sentences
and avoiding the obvious – what is visible on the screen.
2) The concept of ‘Writing to Picture’ is important on Television because the
story is conveyed through pictures in this medium, the narration flows with
the pictures. The script should have the capability to enhance the power of
the pictures and use them effectively to narrate the story.
Check Your Progress: 3
1) One should organise the information-based story in a bullet form while
writing for the online media because Bullets are:
Easy to read
Easy to understand and absorb the essence of the story
Provide clarity
Enable the reader to remember the crucial points
Look attractive
Less time consuming.
2) Navigation is a process in which all the information is segregated thematically
in a website and is interlinked with each other logically for better user
experience. Since online writing is frequently associated with web links and
other directional resources, one must learn how to write about the data that
would be consumed while navigating.

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