The AP Ain’t Agatha Christie: A Messaging Lesson

Put the headline on top. With the essential information. This is the Associated Press (AP) inverted pyramid you learned back in school. 

It’s great. It cuts right to it. And, if you want to break some news, there’s a reason it works. 

BUT

If you’re looking for personality, or non-immediately important news, or really anything with personality - you can drop the pyramid. 

The AP ain’t Agatha Christie.

AC didn’t craft a mystery with an AP-type pyramid format.

Because the message has to fit the medium. 

If you’re telling news, invert the pyramid. 

If you’re telling a story, know your shape. 

And most important of all, be aware of what others are doing when presenting information to you.