Your Public Relations and Communications Community

Think Outside the Pyramid

Master the Feature-Style Story Structure

Live April 27, 2017 3–4 p.m. EDT
On-Demand, available May 4 through May 11
Full Price: $200
Members: Free!

Category: Techniques & Tactics

Our old friend the inverted pyramid hasn’t fared well in recent research.

According to new studies by such think tanks as The Readership Institute and The Poynter Institute, inverted pyramids: 1) Reduce readership and understanding; 2) Fail to make readers care about the information; and 3) Don’t draw readers across the jump. In short, researchers say, inverted pyramids “do not work well with readers.”

In this session, you’ll learn a structure that can increase readership, understanding and satisfaction with your message. Specifically, you’ll learn:

  • How to organize your message to grab readers’ attention, keep it for the long haul and leave a lasting impression.
  • Three elements of a great lead — and five leads to avoid.
  • How to stop bewildering your readers by leaving out an essential paragraph. (Many communicators forget it).
  • Five ways to avoid the “muddle in the middle.”
  • A three-step test for ending with a bang

Lead Presenter

Ann Wylie, president, Wylie Communications

Photo of Ann Wylie Wylie works with communicators who want to reach more readers, and with organizations that want to get the word out. Her workshops take her from Hollywood to Helsinki, and to organizations like NASA, Nike and Nokia. More than 14,000 communicators worldwide subscribe to her e-zine, Wylie’s Writing Tips. She has earned more than 60 awards, including two IABC Gold Quills, for her work.

Participants earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.


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