cfs{ifs 5fkf lj1fkg, s;/L <

8f= ef]h/fh cof{n

cfhef]ln x/]s ;+rf/dfWooddf ;+of} sn]hsf cfs{ifs nfUg] lj1fkgsf] qm]h b]lvG5 .
vf; u/]/ 5fkf dfWodsf] d'Vo cfDbfgL ug]{ df};d xf] eg] lj1fkg dfkm{t sn]hx?n]
ljBfyL{ cfs{if0f ug]{ ;do . o;} ;Gbe{df sltko sn]hn] cfgf] ;kmntf b]vfpg
ljBfyL{sf] kmf]6f], k|fKtf ;lxt k'/}k]hdf lj1fkg u/]sf] b]lvG5 . To:t} sltko sn]hn]
lj1fkgdf ljBfyL{ nufot ef}lts k"jf{wf/x? h:t} v]ns'b d}bfg, k':tsfno, sDKo'6/
Nofj nufot ;Dk"0f{ ;'ljwf Pp6} lj1fkg dfkm{t lbg vf]h]sf kfOG5 . sltko sn]hn]
@% b]lv #) nfv ;Dd lj1fkg vr{ ug'{ ;fFRr} g} pT;fxfjb{s sfo{ xf] . t/ oxfF k|Zg
p7\5 s] tL ;a} lj1fkgn] ;Defljt u|fxsnfO{ cfs{if0f ug{ ;s]sf 5g\ t < cyjf sd
vr{ d} klg cfs{ifs lj1fkg agfpg s] ug'{knf{ < oL k|Zgsf] z'Id pQ/sf cfwf/df
lj1fkg of]hgf agfpg ;s]sf] v08df o;df e}/x]sf] nufgLnfO{ cem Jojl:yt
tl/sfn] k|of]u ug{ ;lsg] ;Defjgf plQs} /xG5 .
lj1fkgsf] d'Vo p2]Zo cfgf ;Defljt u|fxsnfO{ cfslif{t u/fpg ;Sg' xf] . clxn]sf]
k|lt:kwf{Tds ;dodf lj1fkgbftfx? u|fxsx?nfO{ cfs{if0f ug{ ljleGg dfWodx?sf]
k|of]u u/]tfklg kf7sx? tkfO{ s'g j:t' agfpg' x'G5 tyf tkfO{sf] Jofj;fo s] xf]
eg]/ slxn] klg jf:tf ub}{gg\ . To;}n] tkfO{n] lj1fkg dfkm{t lbg vf]h]sf] s'/f :ki6,
5f]6f] tyf ;"rgfd'ns tyf cfs{ifs x'g ;Sg' kb{5 . kf7sn] slxn] klg c:ki7 tyf
sGo"lh -Sn6l/g_ lj1fkgdf Wofg lbb}gg\ . To;}n] 5fkf lj1fkg ;]s]08d} a'g
;lsg] x'g'sf ;fy} j:t' tyf ;]jf jfkt x'g ;Sg] pknAwLsf af/]df pNn]v ul/;Sg' kg]{
x'G5 To;f] ePdf dfq lj1fkgsf] p2]Zo k|fKt x'g;Sb5 . s] xfd|f 5fkf dfWodsf
lj1fkg :ki6 5g\ t -<_ o;df ;f]r]/} pQ/ lbg'kg]{ cj:yf 5 xfdL sxfF . s/Lj ^)
k|ltzt lj1fkg /lg sn/df 5flkPsf kfOG5g\ . h'g lj1fkg cfs{if0f eGbf aflx/sf]
kmh'n vr{sf] ?k dflgG5 ljsl;t d'n'sdf . ;]tf] u|fp08df sfnf] cIf/sf] lj1fkg g}
cfs{ifs tyf :ki6 b]lvG5 . xfdL sxfF /lg lj1fkg agfpg] xf]8afhL g} rn]sf] 5 .
sltko xfd|f lj1fkgdf cfjZostf eGbf a9L ;"rgf /fVbf a|f08 gfd tyf 7]ufgf g}
cf]em]ndf kfl/Psf] kfOG5 . h'g ;j{yf cfs{ifs lj1fkgsf] ljkl/t 5 .
5fkf lj1fkg agfpbf hlxn] klg Vofn ug'{kg]{ s'f s] xf] eg] kf7sn] tkfO{sf]
lj1fkgnfO{ w]/} ;do lbg ;Sb}gg\ . To;}u/L tkfO{sf] h:t} ;f]xL k]hdf cGo y'k|}
lj1fkg x'G5g\ / tL lj1fkgn] klg cfs{if0f lbO/fv]sf x'G5g\ . To;}n] lj1fkg 5f]6f]

tyf ;kmf, kf/bzL{ x'g ;Sg'df g} tkfO{sf] ;kmntf lge{/ /xG5 . To;}n] lj1fkg tof/
kfbf{ lgDg tLg s'/fdf ljz]if Wofg lbg'k5{ .
!= Ps dhj't x]8nfO{g (A strong Headline)
@= Ps 5f]6f] j:t' ;DaGwL ;"rgf (Brief sell copy)
#= cfsif{s l8hfOg (An arresting graphic)

lj1fkg x]8nfOgnfO{ s;/L cfs{ifs agfpg]

j:t' jf ;]jfsf] af/]df s] lbg vf]h]sf] xf] To;nfO{ yf]/} eGbf yf]/} zAbdf pNn]v
ul/g] jfSonfO{ x]8nfOg elgG5 . x]8 nfOgdf clwsQd !@ zAb eGbf a9L
/fVg'x'b}g .
5fkf lj1fkgdf x]8nfOg g} Pp6f clt dxTjk"0f{ c+u dflgG5 . x]8nfOg kf7sn]
x]gf{;fy} cfs{if0f ug]{ vfnsf] x'g'k5{ . lj1fkgsf] dflyNnf] efudf x]8nfOg
/fv]df cfs{ifs b]lvG5 . cg';Gwfg cg';f/ () k|ltzt kf7sn] x]8nfOg dfq
x]g{] ub{5g\ . cyf{t\ hDdf !) k|ltzt kf7sn] dfq lj1fkg k'/}kf7 k9\g] ub{5g\ .
To;}n] x]8nfOg :ki6, ;"rgfd'ns tyf cfsif{s x'g'k5{ . h;n] ubf{ kf7s
x]8nfOg ;lxt lj1fkgsf] k'/f kf7 ug{ cfs{lift xf]pg .
csf]{ cg';Gwfg cg';f/ 5fkf lj1fkg lgdf0f{stf{sf] () k|ltzt ;do
x]8nfOgn] lnPsf] x'G5 eg] !) k|ltzt ;dodfq cGo j8LskL agfpgdf
nufOG5 . hasL xfdL sxfF x]8nfOg / j8L skLsf] km/s / dxTjsf] af/]df
cem} cGof]n 5 . x]8nfOgf/f g} kf7snfO{ s] j:t' jf ;]jf lbg vf]h]sf] xf] :ki6
x'g'kg]{ x'G5 . To;f] ePdf x]8nfOg x]b{} ubf{ kf7ssf] cfFvf j8L skLdf :jtx
kl/;s]sf] x'G5 . x]8nfOgd} w]/} ;"rgf /fVbf lj1fkg u+hfuf]n x'g'k'Ub5 . To;}n]
x]8nfOg n]lv;s]kl5 To;nfO{ bf]xf]ofP/ x]bf{ To;dWo] slt zAb km]/L lgsfNg
;lsG5 lgsfNg], lsgsL 5fkf lj1fkgdf yf]/} zAb / :ki6 u|flkmS;sf] ;+of]hg g}
pQd x'G5 .

csf]{ lj;{g gx'g] s'/f x]8nfOg -6lkS; h;nfO{ xfdL lj1fkgdf x]8 eGb5f}+_ ;+u}
cfpg] u|flkms l8hfOg h;df kmf]6f] tyf 8 O x'G5 . To;}n] x]8nfOg / u|flkms
l8hfOg Pp6} l;Ssfsf b'O{ kf6fsf] ?kdf lng ;lsG5 . x]8nfOg / u|flkmS;
l8hfOgsf] ;+of]hgdf Ps?ktf / cfs{if0f x'g'kb{5 . h;n] ubf{ cfgf] lj1fkg

k|lt:klw{sf] eGbf leGg b]lvof];\ . ;fy} lj1fkgdf x]8nfOg, ;j x]8nfOg / nf]uf]

kof{Kt x'G5 .
cfs{ifs lj!fkgf/f Joj;fosf] Od]h emlNsG%

Pp6f ;kmf kl/:s[t l8hfOg tyf l;nl;n] af/ tyf cfs{ifs lj1fkgn] tkfO{sf]
Jofj;fo klg cfs{ifs ;kmf tyf cTofw'lgs 5 eGg] dgf]j}1flgs ;Gb]z u|fxfsdf
k'u]sf] x'G5 . To;}n] 5fkf lj1fkg cfs{ifs, :ki6 agfpg ;s]df kf7s cfs{ifs x'g]
;Defjgf /xG5 . rfx] lj1fkg k'/} k]hdf xf]; cyjf ;fgf] bz snd ;]G6L ld6/ xf];\
t/ lj1fkgsf] d'Vo p2]Zo kf7snfO{ l56f] eGbf l56f] cfs{ifs ug{ ;Sg' g} ;kmntf xf]
lj1fkgnfO{ cfs{ifs agfpg sDKo'6/ dfkm{t cfs{ifs cf6{ ug{ ;lsG5 . o;sf nflu
pko'Qm l8hfOg / n]cfp6 ldnfpg ;Sg] bIf hgzlQm k|of]u ug'{kb{5 . bIf JolQmaf6
agfPsf] lj1fkg vr{, kf7s tyf ;Defljt u|fxfsaf6 ;lhn} k|fKt ug{ ;lsG5 .
x]8nfOg o:tf] cfs{ifs zAbdf x'g'k5{ h;sf] d2tn] cGo lj1fkg skL ;lhn} a'g
;lsof]; . To;}n] x]8nfOgn] k"0f{ lj1fkgsf] dxTjk"0f{ ;"rgf ;d]6\g ;s]df dfq Tof]
lj1fkg pkof]uL x'G5 . cGoyf lj1fkgbftfsf] k};f kmf]x/ sG6]g/df kmfn] ;/x x'G5 .
8f= cof{n lj1fkgdf ljBfjfl/lw x'g'x'G5 .