STORYTELLING
TRY YOURSELF AS A READER
Identify the target audience, its needs, values, and interests. In addition, explore its information channels. Draw a portrait of your reader and imagine that you are her/him/they. Learn to think like your reader, create a list of topics that may be of interest to her/him/they.
MAKE THE CONTENT STRUCTURE
After selecting a topic and gathering all the information, think about how to properly structure the content. To do this, use the inverted pyramid rule: arrange information from the most important to the least important. Divide the text into three main parts: introduction (context creation), decision (show change or failure), and conclusions (meaningful and non-preaching).
BE EXPEDITE AND UNIQUE
Gather all the information within two hours of an emergency, engage the monitoring services and create key messages. Follow the formula of "four U" when informing about an actual problem or situation. Remember that your message should be useful, unique, urgent and ultra-specific. Highlight the novelty and uniqueness of your message in the text.
ENFORCE YOUR WORDS BY FACTS
To thoroughly convince the audience of your thoughts, include facts and data in the text, cite various studies and reputable sources, and try to avoid incorrect data.
TELL US ABOUT REGULAR HEROES
Include heroes and thought leaders in your material. Describe their dialogues or apt quotations that will create a participation effect.
MAKE A SUCCESSFUL HEADLINE
Studies show that 80% of people read the headline and only 20% proceed reading the entire text. How to create a headline that will appeal to most readers? Use the question or quote any hero in the heading, use figures, facts, and catch-words. Note that the heading should not be long, and preferably use no more than seven words.
MIND EASY CONTENT
Follow the one-sentence-one-thought rule.
If you publish text on a blog, your post should not exceed 2100 words. If you plan to share information on social media, then pay attention to the recommended length of publication.
For example, such length is 40-80 characters for Facebook, 71-100 for Twitter, and 138-150 for Instagram.
CHECK PUNCTUATION MARKS AND DEFINITIONS
Check all terms and characters in the final version of the text. Try not to use more than one exclamation point and ellipsis in the text. In addition, try to avoid borrowed words (except for brands, which are to be written in the original language), abbreviations, jargon, and more. Finally, do not abuse too short sentences, or vice versa too long ones.
WORK ON THE VISUAL DESIGN
The visualised text is much better perceived. According to studies, about 80% of people would want to read the text if it contains a visualization. Please note that the images in the text should be at least 50%. Using video and live broadcasts is also among the trends now.
TEST THE FINAL VERSION OF THE TEXT
We recommend that you review the final text before posting. At the same time, your main task is to reduce the text by at least 25%. Therefore, read it three times and simplify it. Finally, the text should call for action or suggestion. Keep in mind that the last sentence should trigger feedback. Show the text to your friends and family, test it.
Practical example:
As part of the UNICEF Ukraine information campaign, a book called Tiny Stories was published, collecting 24 short stories written by ordinary Ukrainians of all ages and professions. The authors tell about difficult or traumatic circumstances from their childhood that they managed to overcome. All stories are united by the message: the main thing is not to give up, not to lose faith in you and to cherish the most important values. The book supports internally displaced children, showing that difficult times pass and make us stronger.
Another effective and up-to-date tool for communicating a complex topic from UNICEF Ukraine is the augmented reality book "Lily, who befriended viruses and made their biggest dream come true". It doesn't make sense to tell children about vaccination while an interactive book like that is a way to connect them with their parents to discuss an important issue in a simple and interesting way.