Exam 11: Preparing Broadcast Copy

Broadcast writing uses long descriptive clauses, participial phrases or modifying phrases and clauses at the beginning of sentences, for these make for good "soft" leads.

In broadcast writing, keep sentences brief, energetic and simple, with only one thought or idea to each sentence.

Broadcast copy is governed by the clock, which means that time is often the key determining factor in how a story will be written.

Not every broadcast sentence should be the same length. Variation in sentence length gives copy rhythm and a pleasing flow.

There are three basic types of broadcast leads. Name them and briefly describe each.

For radio, you are painting a word picture; for television, you are creating a fusion of words and visuals.

Simplicity in broadcast writing means avoiding the use of big, formal words. If others use them, simplify them. If they are necessary, then carry them inside quotation marks so that the announcer can change inflection for emphasis.

Which is "better"? Print, broadcast or online news? Why?

Some news producers suggest building a newscast of "peaks and valleys" of information, since audiences cannot be hammered with one bad or fact-filled story after another throughout most of the newscast.

Clarity is important in broadcast copywriting. Clarity for those who read the copy over the air, and for those who listen or watch the reports.

Avoid the use of sentence fragments. They confuse listeners.

As in print writing, use strong subject-verb-object sentences with action verbs. Use the active voice, starting the sentence with the person or thing that did the action.

What are some of the rules for what and how to cut from a story in order to bring it to desired length?

Freshening news copy, even if there are no new developments, subtly tells listeners and viewers that your news operation is staying on top of stories and implies that when there are new developments, listeners will hear it first from your station.

In writing broadcast copy, eliminate the comma except for places where the announcer should pause.

One of the things that makes a news producer's job easier is that copy doesn't have to be rewritten if there are no new developments in a story. You're dealing with a different audience between the noon newscast and the drive-home audience, as well as different demographics between the early and late TV newscasts.

What are some words to avoid in broadcast copywriting?

In broadcast copywriting, write as you speak: write conversationally and explain complex events in understandable language.

Broadcast news copy, by its nature, is more formal than newspaper copy, but not so formal as to lose less educated members of the audience.

What is a soft lead and why is it used in broadcast news copy?