Effective Web writing is about packaging information. This includes using the inverted pyramid newspaper format, in which information appears in a most-to-least important structure, and it means keeping most pages self-contained, so that people don’t need to keep clicking “next.”

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More companies are re-examining how they distribute their news to the media. They are moving away from sole reliance on the traditional news release and more toward a release that includes video, audio, and other social media elements. It is far more useful to a journalist and is far more effective in spreading the news.

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More people are voicing concern about the so-called PowerPoint to Death Syndrome. From school rooms to board rooms, people are tuning out quickly. The key is to have an interactive conversation with the audience.

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Web sites, blogs, and chat rooms have given people more opportunities to write, but don’t equate that to better writing. People can engage in an activity for years but if they don’t get guidance and instruction along the way, their work will still lack polish.

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