Broadcast 4C’s, Dramatic Unity

• persuasive in nature and informative in nature
• correctness, clarity, consciousness, color
• correctness- accuracy above all else
• accuracy is a must for every area of media
• PR and advertising needs it as well
• Seeking the truth is something we should be doing everyday
• The audience needs to understand what you’re saying
• Use simple sentences
• Passing on information is the important thing
• Know your product, know your information
• Knowing is a key to clarity
• Consciousness is the most in broadcasting
• You look for any unnecessary words
• avoid the passive tense
• you have the opportunity to paint a picture
• The color of your writing is the way that you do that
• An example of this would be rolling up on a house fire, and it might seem like that is the story but it is not. The people are the story
• Things need to be packaged so people pay attention
• NOT inverted pyramid
• 3 words per second
• The package is like a completed circle
• dramatic unity has the parts of cause and effect
• The cause is the middle of the story
• The ending of the story is the effect
• This is how this will affect you. This is a lasting impression and people will remember this
• Broadcast style has very different structure to it
• we want to use simple sentences
• avoid clauses and phrases that interrupt
• personalize wherever you can
• we want to spell out words
• any symbols need to be spelled out
• age goes before the name
• use numbers that are rounded
• one through twelve we spell out, and 13 onward is written in numerical form