News writing should be inclusive and compelling. In order to inform, you must entertain. Look at this story.....

• Two lift stations in Anytown will see improvements this summer. Chief Administrative Officer Joe Blow explains...(insert clip)....Blow adds that other projects lined up for the town this summer include installing utility services along the newly opened Jane Doe street...and installing a new sewer line in the Anderson sub-division to help alleviate flooding during heavy rain.

Chances are a good portion of the audience has no idea what a lift station is. The story should tell them. Other then that there is nothing "wrong" with the story. But it could have been better. The story should also be about the audience and talk to them. It should bring them into the moment. There should be a flash of creativity. Look at this version.

• We all have "to do" lists in the summer (bring me into the story) and Anytown is no different. (short compelling lead line) The work starts this week (bring the story into the now) as two lift stations will see improvements to enhance water quality (tell my why they are spending my tax money). Joe Blow is Anytown Chief Administrative Officer (stop using overused news words like "explains"..."adds"...."comments")....(insert clip here).........other projects keeping town crews busy in summer sun (create a visual image) will be installing utilities along the newly opened Jane Doe street.....and if you live in the Anderson sub-division (land marking and inclusive language) expect improvements in your sewer system to help avoid flooding during heavy rain

Informing is important. So is engaging the audience.