Make Your Chapter Publication a Must-Read

Dr. Max Utsler, associate professor of journalism at the University of Kansas, shared the following information and suggestions at the 2005 Chapter Newsletter Editors Session in Orlando:

Reporting smart

• Chapter publications need a lead story to attract the reader’s attention
• Present content in a consistent fashion so the reader becomes familiar with the layout
• Include a teaser on the cover of the publication to draw the reader’s interest

Generate new story ideas and content

• Rotate columns from board members
• Report on current chapter events
• Include case studies or articles about how your members have solved a problem or developed an innovative idea for their facility
• Recruit people to write articles for your publication (Example: contact your local college, university or high school and ask students to write articles. It will provide them with writing experience. You could also provide nominal compensation to them).
• Know your audience
• When conducting interviews, ask questions that answer the “5 Ws”: who, what, when, where, why and how.
• Follow the GOSS process:
  • Goal – what is the purpose for writing the article
  • Obstacle – what obstacles are you likely to encounter while collecting information for the article?
  • Solution – create alternative solutions in case the article can’t be produced as originally planned
  • Start – decide what happens next to complete the article

Writing smart

• Write creative headlines that attract the reader’s attention
• Use actionable verbs
• Avoid “weather” leads. (Do not begin your story with a statement about the weather).
• Avoid “time” leads. (Do not begin your story with a statement about the date when the event occurred).
• Follow the Wall Street Journal method:
  • Lead
  • Bridge – provides a transition from the lead into the story
  • Quote – provides a second transition to the end of the story
  • Nut graf – include a 2-3 sentence summary of the story
• Answer the questions: “Why am I writing this story?” and “Why am I writing it now?”
• Include bylines (name and title) at the end of the story
• Avoid long quotes
• When writing a member profile, start with a news element. Avoid telling the story in chronological order. ESPN the Magazine provides good examples of profile articles.