Effective Writing:

•       Writing is one of the basic communication skills. It is an important form of information exchange.  Kadam (2006) reports that farm of communication today takes place through mass media. Among the mass media, print media has its unique role in informing literate farmers. However it doesn’t involve face-to-face contact between the interact ants. Thus the written message can’t be reinforced with the non-verbal expressions. Sawant (2006) argued that written words can’t tell everything clearly and precisely.
However a written message is generally considered as more authentic than a verbal message. It minimizes the dependence of memory, which generally lacks in adults. A written message can be referred to as and when required, as an extension worker, we need to develop our understanding and skills for effective writing.

•      The Art of Good Writing:
Writing is not a simple job, it involves so many factors, which need to be given due consideration while preparing printed material for extension education purposes. The following are the guidelines for good writing:

•      Know your Readers: as a writer you must realize that the reader fails to understand the writer when the writer fails to understand the readers. Thus always have a clear picture of the people you are writing for. The intended readers will determine the contents and the form of writing.

•       Outline: Good writing is the result of a well prepared outline of material you intend to present.

•        Clarity: while writing for extension education, you should be very clear about what you want to communicate. The message should be presented in such a way that the intended readers could easily understand it.

•       Conciseness: try to be as brief and comprehensive as possible. Avoid giving unnecessary details. Stop writing when the message is completed. Remove unnecessary words, phrases, sentences and paragraphs if the meanings are not disturbed. Don’t elaborate the obvious.

•       Completeness: the message should be complete in all respects. Don’t miss anything, which your intended readers may wish to read or you may feel appropriate for your readers.

•       Correctness: The message should be free from all types of errors and omissions. It should be technically correct. Any technical mistake in the message will be damaging the credibility of the writer in the eyes of the readers.
Write to express: Write to express your thoughts not to impress your readers.

•       Simplicity: Use simple words and short sentences. Always keep in view the educational and mental level of the readers. Difficult and technical terms should be avoided as far as possible.

•      Force and Beauty:  Force and Beauty in writing comes through the most appropriate choice of words and through proper arrangements of thoughts. Ideas supported with proper evidence and data are likely to make the writing forceful.

•      Use a Natural Style: your writing style should make the readers feel as if you are talking to them. Use personal words.

•      Logical Sequence: Put the ideas in logical sequence. This will make it easier for the reader to move from one idea to the next. This will also make sense for the reader.

•      Paragraphing: A paragraph is a unit of thought. Try to put different thoughts in separate paragraphs. Present key information concisely in the lead and in the concluding paragraphs. Use short paragraphs; this will make your writing interesting and readable.

•      Headings: Clarify the contents by using headings, sub-headings and sub sub headings.

•      Punctuations: Use punctuations especially when there is likelihood that the message may be misunderstood.

•      Attraction: Make your writing attractive. Use title, which attracts the readers. You may use different colors, fonts and diagrams for this purpose.

•      Be your Own Editors: Edit the first draft to eliminate unnecessary items and to add something new. If it is essential.

•      Newness: Always try to be informative. Don’t tell your readers something they are already knows.

•      Writing for Newspaper and Magazines:

•      Newspaper and magazines are common form of mass media which can effectively be used by extension workers for the dissemination of new agricultural technologies among the masses who would otherwise not be contacted in person. As an extension worker you must remember that while writing for newspaper the news value of the content is an important consideration. According to Hussain (1993) the news value is determined by:

•      Timeliness: A news item published at an inappropriate time i.e. when it is of no use to the readers is unlikely to serve any extension purpose.

•      Proximity: The closer is the location of the event, the greater is the news value to the readers.

•      Consequence: The more consequential is the reported event, the more will be its value.

•      Human Interest:  The more interesting is the reported event, the more will be its value.