Writing to Grab Attention www.enpi-info.eu
Picture yourself picking up a newspaper or a magazine. Listening to the news headlines on TV orradio, or even visiting a website…
What do you do?
You listen to the headlines (titles) and the introduction (intro) and read urther or listen more only i anissue grabs your attention. I the story about to unold sounds interesting to you.People read what grabs their attention, what interests them, is to their benet, a story they eel will im-prove their lives, an issue that may impact their work or private lie, and so on.Having this principle in mind, you should adapt your communication with the outer world in a way thatcreates interest, be it a press release, a publication, a eature story or an interview, but also in the way youorally present your project. When you are reaching out to people you must make sure you are address-ing them, your target audience, saying what is o interest to them and not what is o interest to thoseinvolved in your project.
What are people interested in?
People are interested in:
The big issues: health, jobs, environment, etc. and all cooperation projects address big issues in oneway or another.
The everyday issues: the local results and impact that people eel in their everyday lives, and all projectsdeliver concrete impacts in one way or another.How do you reach your target audience? By proling them, that is nding out what interests them andactors such as their sex, age group, literacy levels, where they live.At the same time, you should “speak” to them in a way that makes them eel engaged.
This handbook on “Writing to grab attention” aims to help EU-unded projects un-derstand the dierence between good and bad writing, using real examples wehave come across in our work or the European Neighbourhood Ino Centre. Aswe cover two regions, the Neighbourhood South and the Neighbourhood East, inone publication we use examples rom both. The names o projects used in mosto the examples have been changed.We also share with the reader some useul tips we are using as journalists andcommunications experts. The handbook ocuses on print material, or practical purposes.