How To Use Images and Words to Communicate Effectively
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Nicola Theunissen presented Khulisa’s second brownbag lunch session about the rise of visual communication and social media to craft effective messages. Her presentation also touched on the basics of business writing.
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How To Use Images and Words to Communicate Effectively
- 1. HOW TO USE IMAGE AND WORDS TO COMMUNICATE EFFECTIVELY By Nicola Theunissen 3 July 2014
- 2. PRESENTATION OVERVIEW IMAGES BUSINESS WRITING BASICS THE ‘WRITE’ RECIPE – NEWS & OTHER
- 3. JUST A FEW STATS Source: http://www.nonprofitmarketingguide.com/blog/2014/01/08/2014-nonprofit-communications-trends-report-infographic/
- 5. Experimenting with: • Data from November 2013 online survey by NonprofitMarketingGuide.com – amongst 2135 non-profits • Infographic design by Stone Soup Creative
- 6. THE POWER OF IMAGE
- 7. WE ARE VISUALLY WIRED Source http://neomam.com/interactive/13reasons/
- 9. IMAGES THE POWER OF IMAGE VS.WORDS More emotive Faster recollection, lacks context More open to misinterpretation and cultural sensitivity More rational More time to process and evaluate detailed message Less subjective, reduced risk of conveying ‘wrong’ message Quicker grasp of big picture message Takes longer to remember, but deeper insight into subject
- 10. complex language IMAGE REGISTRATION imagesimple language The process of transforming different sets of data into one coordinate system.
- 11. Infographics Photographs Videos Icons Charts Graphs Tables Diagrams Prezi and PowerPoint Word clouds Mind Maps Stakeholder Maps Illustrations photography EXAMPLES OF VISUAL SUPPORT http://www.visual-
- 12. 7 Habits of Highly Effective Photographers 1. Compose in Thirds 2. Avoid Camera shake 3. Apply the Sunny 16 rule 5. Consider resolution 4. Capture emotion 7. Identify a subject6. Tell a story
- 13. VISUAL SOCIOLOGY & DATA COLLECTION Data collection using cameras: • Field notes vs. Dictaphone vs. video recorder • Small group interactions, classroom studies, ethnography, participant observation, oral history • Video cameras replacing researcher – dangerous situations, where researcher is not welcome or to remove observer effect • Photo elicitation – asking research subjects to respond to photos or film
- 14. THE BASICS OF BUSINESS WRITING 1. Never use a metaphor, simile, or other figure of speech which you are used to seeing in print. 2. Never use a long word where a short one will do [for the production of = produce; at this time = now; first and foremost = first]; it should be noted that [OMIT!] 3. If it is possible to cut a word out, always cut it out. 4. Never use the passive where you can use the active. 5. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everydayGeorge Orwell
- 15. THE BASICS OF BUSINESS WRITING Writing successfully in business occurs when: • You write in the active voice • You write in the simple past tense • You avoid long sentences • Your writing is focussed, and intense • You don’t over explain • You’re Your grammar is correct • The story flows with clear linkages • You remove similes and metaphors • You don’t use pretentions or elaborate words • You write in English (foreign words are pretentious) • You don’t overwrite – you will bore and alert your reader to your inexperience Source: Amanda Patterson; Writers Write – Plain Language
- 16. In the words of others • “Substitute ‘damn’ every time you're inclined to write ‘very;’ your editor will delete it and the writing will be just as it should be.” – Mark Twain • “After nourishment, shelter and companionship, stories are the thing we need most in the world.” – Philip Pullman • “The road to hell is paved with adverbs.” – Stephen King • “Any word you have to hunt for in a thesaurus is the wrong word. There are no exceptions to this rule.” – Stephen King • “Cut out all these exclamation points. An exclamation point is like laughing at your own joke.” – F. Scott Fitzgerald • “Easy reading is damn hard writing.” – Nathaniel Hawthorne • “The most valuable of all talents is that of never using two words when one will do.” – Thomas Jefferson • “You can fix anything but a blank page.” – Nora Roberts
- 17. PRACTICAL TIPS 1. Familiarise yourself with style guides: http://www.economist.com/styleguide/introduction Which informs, that defines. This is the house that Jack built. But This house, which Jack built, is now falling down. 3. Word processing and readability statistics 4. Subscribe for online writing webinars or courses http://www.writer sdigest.com/free -book-webinars 2. Use grammar improvement apps: www.writingforward.com, https://itunes.apple.com/gb/app/english-grammar-in-use- tests/id345571518
- 18. PRACTICAL TIPS “The first draft of anything is s*%#!t.” – Ernest Hemingway
- 19. GENRES AND THE ‘WRITING RECIPE’
- 20. WRITING NEWS
- 21. WRITING NEWS • TIMING: Is it new? • SIGNIFICANCE: Will it have a major impact? • PROXIMITY: Did it happen close to us? • PROMINENCE: Did it happen to someone prominent? • HUMAN INTEREST: Does it appeal to one’s emotions?