In previous modules it was found out that documentary information and analytical products are drawn up in the form of independent information, information and analytical, review and analytical documents. In the process of processing the initial information contained in primary documents, a transition occurs to the secondary document level by creating a derivative (secondary, informational, information-analytical document).
A description of the general methodology for preparing information (secondary) documents is contained in the textbook “Scientific Document Processing”. In particular, the authors of the textbook break down the process of preparing an information document into the following sequential operations:
1) clarifying the information needs of the information consumer(s), determining the range and sequence of viewing sources;
2) determining the intended purpose of the information document, which corresponds to the consumer’s information request;
3) bibliographic search and selection of existing information documents that meet the consumer’s request in order to select relevant and relevant documents;
4) whenever possible, complete identification of primary documents related to the consumer’s information request (information intelligence, preliminary analysis of documents);
5) criterial analysis of identified primary documents and their differentiation into “necessary - unnecessary”, selection of those necessary for the analysis and synthesis of them (intermediate analysis);
6) comprehensive analysis of the content and formal characteristics of the primary document (documents) for direct inclusion in the process of analytical and synthetic processing (final analysis);
7) logical transformation of the received data in order to obtain new synthesized information about the subject of creating a secondary document;
8) determination of the structure and consistent presentation of the content of secondary information in an information document.
The starting point for creating an information document is a specific information request of the consumer (consumers), which reflects his need for additional information. In order to have a complete understanding of the information need, they create a special search query image (SRI), which combines: a clear verbal formulation of the content of the information need, its limits (that is, the range of thematic characteristics, formal aspects), the depth of the query (history and (or) the current state of development of the topic, problem, scientific and (or) popular science level of its presentation in primary documents, etc.).
Each primary and secondary document has its own specific set of specific features that create a search image of the document (SID): a certain semantic meaning expressed in the title and text, purpose and targeting, author, year of publication, place of publication and other characteristics. AML is a generalized program of a specific document, its information formula.
The selection of primary documents for the creation of secondary documents is carried out by comparing POS and PROCH. The result is the removal of the primary document from the stream or array for its comprehensive analysis and synthesis to include the collapsed information of the information document, which contains the information of the secondary collapse level.
Compliance in the POS POD system can be partial or complete. An indicator of such compliance is relevance - semantic correspondence between the information request and the received message.
In the array of identified sources, as a rule, those that contain the largest number of relevant ideas on the problem (topic) in comparison with others, presented with high information compactness and density, are selected. The main requirement is to obtain maximum information with a minimum of text, a small number of documents, and ensure compactness and high information capacity of the secondary document.
ID of course has a standard structure:
❖ mandatory main part and source data;
❖ optional - reference and bibliographic apparatus and additional information.
The reference and retrieval apparatus, as a rule, includes: contents, preface, recommendations for use, introductory article, classification scheme, reference system, list of sources used, list of abbreviations, auxiliary indexes. In the preface, tasks are laid out and the type of document, its purpose, principles of selection and grouping of information, frequency of publication, information about the reference and retrieval apparatus, rules of use, procedure for distributing and receiving primary documents or their copies are indicated. The UDC and BBK classification scheme and indices, subject headings, and reference system help to navigate the secondary document. A list of sources used is provided at the end of the document.
The experience of foreign practical IAD, which is implemented, in particular, in information and analytical services of higher management bodies for the purpose of making management decisions, indicates a conditional, developed scheme for working on information and analytical documents. In particular, the process of working on the preparation of an analytical document in the analytical departments of legislative bodies includes several stages:
o setting a research problem (receiving an assignment);
o general acquaintance with the problem (history of the issue);
o definition of the terms and concepts used (classification and structuring of information);
o accumulation of knowledge and information (personal information base);
o search, selection, verification of information necessary for analysis (additional information search);
o analysis of collected information (building a hypothesis, identifying cause-and-effect relationships, identifying trends, forecasts);
o formulation of final conclusions (completion of research work);
o approval of the document with management (editing the document);
o execution of the document and transfer it to the addressee (completing the task).
The purpose of analytical materials in the highest legislative bodies is to satisfy the needs of legislators for information.
Analytical information addressed to users can be presented in the form of a report, analytical note or article in an analytical publication.
During the preparation of an analytical document, daily and systematic work of analytical service workers is required on the problem to which the draft normative act relates. Each of them, within the limits of his specialization in the department, has his own information bank, which accumulates statistical and sociological data, publication materials, transcripts of speeches and other information.
A personal information bank can contain information in electronic form - in computer memory, as well as in the form of collections of various documents, certificates, publications, etc.
Electronic information systems provide great opportunities for promptly updating data in personal information data banks.
Search work is also carried out in libraries in order to become familiar with monographs, periodicals, dissertations that relate to the problem - the object of legislative or management activity.
The various sources of information used allow not only to expand the information field, but also to double-check the indicators and facts that are being analyzed. The use of several information sources is the result of the desire to obtain reliable and confirmed information, and not a consequence of simple information duplication. By using many information sources, the conclusions of an analytical document receive a broader empirical basis, and the issues that are considered are covered in a deeper and more comprehensive manner, reducing the likelihood of making a serious mistake.
One of the rules when preparing analytical documents is to use predominantly “open” information, which is publicly available and can be easily cross-checked if desired. Therefore, there is a strict requirement that they contain a reference and bibliographic apparatus.
The use of empirical data can only be effective if the meaning contained in the facts, events and positions presented in the analytical document is fully disclosed. By themselves, these data say little. But if they are compared with similar data for the previous period, then certain generalizations or conclusions can be made.
For clarity of presentation, analytical documents should be supplemented with diagrams, illustrations, diagrams, etc.
The result of work on the analytical document is conclusions. They are necessary to provide information and analytical material with final completeness. The content of the conclusions determines the value and usefulness of the analytical document. It is the presence of conclusions that distinguishes simply informational information from analytical material. In his conclusions, the analyst must assess the degree of reliability of the information used and, accordingly, the cause-and-effect relationships established by him on the basis of its analysis, determine possible scenarios for the development of events and find out the likelihood of solving the problem through the publication of a particular regulatory act in the following.
30. Ways to formalize the obtained scientific and practical results of the analysis can be: a) lists of regulatory legal acts (mainly laws) on a specific topic; b) express information. They indicate the name, types and main content of the latest acts adopted in the CIS member states on the relevant topic; c) certificates or information reviews about all current acts on this topic. The certificate (information review) indicates the main content of the legislation on this issue, and, if necessary, also the names of acts, their types, quantity, degree of codification, legal force; d) comparative tables on the most important issues that are addressed differently in different legal systems. They may be part of other publications, references, reviews, or have an independent nature and be distributed separately; e) analytical reviews of the main content and form of compared legislation on the relevant topic, including analysis and assessment of existing acts according to the criteria specified in Section V; f) scientific reports with an analysis of the current legal regulation in the relevant area of public relations. In addition to the positions indicated above in relation to analytical reviews, the scientific report, depending on the specific circumstances, reflects the socio-economic and other features of this area of social relations of a particular state, their historical development, the practice of implementing existing acts, the completeness of the regulation, the degree of compliance with its requirements progressive development of this area of public relations, as well as assessment of legislation according to other criteria specified in Section V; g) articles, brochures, monographs and other printed works, speeches on radio and TV; h) memos, letters to interested bodies containing proposals and recommendations formulated taking into account the best available legal solutions on this issue; i) scientific concepts that are recommended on the basis of research as an initial model for development, recommendatory legislative acts; j) scientific and practical conferences, seminars, symposiums and other forms of mutual exchange of experience, at which the results of research could be reported and experience exchanged.
31. In the final documents of an analytical nature, in addition to conclusions and critical comments, it is necessary, if possible, to formulate constructive proposals aimed at improving the legal regulation of the relevant sphere of public relations.
When preparing final documents, the general objectives of improving legislation on this issue should be taken into account, including the need for mutual coordination of acts, eliminating gaps and contradictions in legislation, eliminating acts that are in force on the same issue, etc.
32. Materials with the results of completed research are provided to interested bodies and organizations through the service line, on a contractual or self-supporting basis.
33. Materials with the results of comparative studies of the legislation of the CIS member states are sent to the relevant analytical centers of the Inter-Parliamentary Assembly, to the legislative bodies of the member countries of the Commonwealth, to their parliaments.
So, the answer to the question: are the articles in this newsletter analytical? These mini-articles that you receive as a newsletter cannot be classified as analytics. These are more like “life stories” with comments. More precisely, stories with a continuation.
You can probably write in different genres. If you know how to do it well and interestingly, you just need to start communicating with the media, and you will see how easy it is to get published in them. But let’s still try to understand what analytical articles are. And how they can be used in PR work.
Briefly, I will describe the type of analytics that are easiest to “attach” to the media.
1. Multilateral analysis of the problem. Analytical articles present readers with multiple perspectives on an issue. If you write, for example, about the potential of the sales market for software products, do not praise, like a sandpiper, only your swamp. Try to collect opinions from interesting and authoritative people outside your company.
2. Depth of analysis. In addition to a comprehensive analysis of the situation, readers love in-depth analysis. An in-depth analysis should be done within your narrow specialty. Otherwise, you risk causing a reaction from the reader, like K.S. Stanislavsky: “I don’t believe it!” We psychologists write about the subconscious motives of consumers. Or how to use simple psychological techniques to recognize a person who takes kickbacks. You can read what economists write about in Kommersant and Expert. There is plenty of economic analysis there. And, apparently, this is due to the increased demand for this information from readers. What a sociologist or chemical technologist might write about, for example, I suggest you think about it yourself.
3. Statistics, graphs, pictures. Use it all. But keep in mind that all numbers must be provable. For example, if you conducted an unusual survey of your consumers, publish it. In addition to providing you with valuable marketing information, it can also work as an advertisement for you. Many PR specialists cannot publish their articles in business media because the statistical conclusions are very vague and dubious. Just as the methods of collecting information are not clear. In general, go to the business media only with verified, accurate information. Or don't go out at all. As a rule, among the editorial staff of any decent magazine there are people who are very highly educated and who can easily identify the dubiousness of the conclusions and the unreliability of digital data.
4. Accuracy of analysis. If you use numbers in analytics, do not allow inaccuracies. Any decent business publication will lose interest in you very quickly if you first write that the investment in your project was $300 million, and in the next press release or article, “let slip” about $120 million. If the journalist could not check this information, and publish it, and then you send him other numbers, you are very much “setting him up” Like the entire magazine (or newspaper).
5. Style and language. If literature and the Russian language were not given to you, and all your life you preferred mathematics, chemistry or history, find a good philologist or copywriter who will make literary corrections for your work. Because even though analytics is a serious genre, it’s still not worth abusing half-page phrases. In general, there is nothing wrong with writing an analytical article in popular, understandable and “down-to-earth” language. It’s good, of course, to demonstrate knowledge of the terms. But it is better to demonstrate to the unprepared reader how your area of knowledge can help him in practice. We are not talking about analytics for the sake of making money now. And not about high journalistic art. We are talking about analytics for the sake of PR. And in this situation, your article with its “heavy” language should not increase the distance between you and the readers. Its goal is the opposite: to shorten this distance, to encourage readers to contact you.
6. Originality and practicality of the material. Don't rewrite textbooks. Quite a few journals do publish such “analytical” articles. But such articles have almost no resonance in society. It's more like plugging holes for a magazine if there is no more suitable material. But this rarely happens in a normal magazine. So textbook notes are poorly received by editors. And they are perceived even worse by readers. Better describe your unique experience in solving a problem.
Perhaps this is all the most necessary thing you need to know about analytics before you start using it effectively as a PR tool.
An analytical article is a text that contains an analysis of facts and conclusions regarding a specific topic. You could even say that this is a small study. If an informational article gives a general understanding about some event or thing, then an analytical article reveals those facts that were not previously known and makes a more in-depth analysis.
Main characteristics
An article in the journalistic genre will be considered high-quality if it meets the following characteristics.
- The topic described is relevant at a certain moment.
- The thesis is well formulated and the question addressed in the article is clearly posed.
- The material necessary to cover the topic has been selected very thoroughly.
- The analysis of the material is deep, logically ideal, and competent.
- The presentation of the material is consistent, subheadings are highlighted.
- No unnecessary repetitions.
- Availability of logical conclusions.
- Absence of stylistic, grammatical and logical errors.
- Achieving the goal - the article gives the answer to the question posed.
- The presence of a fresh way of thinking in the analysis.
- The presentation form is chosen correctly, it is readable for the target audience.
The first stage of work: studying the topic
In order to obtain interesting and useful analytical material, it must be carried out very carefully. The most important thing is that you understand the topic yourself and can convey it to the target audience. We need to find as many sources of information as possible and approach the issue from different angles. This approach will give the material more depth and arouse interest.
If you have taken on the task of writing a serious text in the journalistic genre, then this stage may take you several days. If you feel that you are interested in the material and non-standard ideas on the issue are filling your head, then you can move on to the next stage.
The second stage of work: systematization of the received material
So, you have a huge amount of information in front of you, but it’s still very early to start writing your work. Everything that is now needs to be clearly structured. Re-read all the information received again, sort everything into categories according to the degree of importance. Each piece of material has its own value and place in the overall structure.
An informational and analytical article should cover the topic well, the text should flow smoothly from one subheading to another. Otherwise, it will just turn out to be a mess that will be very difficult for the target audience to master.
The third stage of work: we determine the structure
When all the available information is systematized, you can begin to determine the structure of the future article. It depends on many factors. Including the amount of evidence for the thesis, the topic itself, and much more. To make it clear what an analytical article should look like, an example of the “skeleton” of its structure is presented below.
Approximate text structure:
- An introductory part in which you should explain why your topic is relevant today. Additionally, this is where it is important to frame the question being addressed in your article.
- Main part. This chapter should contain all the analytical material. Several points of view on the topic should be considered, and your personal opinion expressed.
- The final part should be both informative and concise. This is not so easy to achieve. But, the most important thing is to convey all the conclusions drawn on the topic in this chapter. It is also necessary to evaluate the result of your research and tell what was achieved, whether it was possible to reveal the topic.
Once the structure has been drawn up, you can begin to write the text itself. Follow the plan strictly - then the work will be easily perceived by the target audience. It is possible that during the writing process you may come up with some more interesting ideas. It's okay - you can supplement your work with them.
Types of analytical article
This type of journalistic genre can be divided into several main categories.
- General research article;
This group includes all publications in the text of which an analysis of broad, generally significant issues is carried out. For example, here you can talk about morality and economics, about church and state, about international relations. Analytical articles about politics also fall into this category. This type of publication is distinguished by the global thinking of the author. The main goal of the work is not just to reveal the topic, but to study patterns, prospects and trends in the development of society.
- Practical and analytical article;
This includes exposing the issue of industry problems. It could be anything: culture, science, agriculture, business and finance. Such articles pay attention to the analysis of a specific event, situation in a certain field of activity. The main task of the author when writing a text of this type is to identify the reasons why the problem arose and evaluate effective solutions using the example of practical problems.
- Polemical article;
Published when a dispute arises in society over a particular issue. The reason for writing could be, for example, a speech by political opponents. double The author expresses his own opinion on the issue under consideration and proposes the most effective solutions in his opinion. The facts presented in the work can only relate to the point of view of the author himself. He cannot afford to give an example that would contradict the stated thesis.
Text writing style
Analytical articles are quite simple to make if you decide on the writing style. For example, if you have to write a work that will later be published in a popular science magazine, then a light syllable will do. The most important thing is to rely on your target audience.
Newspapers and magazines simply shout that they need bright, interesting headlines. Using highly specialized terms is possible, but be sure to later decipher what you meant. Otherwise, the reader will simply put your work aside and find another article that is more understandable to him.
If analytical articles are written for a scientific journal, then this is more serious work. Such texts are read only by experts in their field. If you don’t understand the topic, then don’t even take on such work. The text must be composed correctly, contain terms related to specialization and useful information. As for the title for this one, you shouldn’t make it “screaming”. A person who picks up a scientific journal wants facts. Therefore, the title should clearly reflect the essence of the article, and the text should reveal the problem.
Text volume
Another important question is how long the analytical article should be. There are no special recommendations on this matter. First write the work and don't count the words and letters. Make a detailed, interesting text.
Then the author needs to step into the reader’s shoes. Ask yourself a question: would you read your article to the end? The text can be long, but exciting. If you notice some fragments in your work that are making you less interested, then you need to replace them or remove them altogether.
The volume of written text is, in fact, not as important as the information it carries. Organize your work with subheadings and lists to make the information easier for the reader to understand.
And don’t forget about your own opinion - the journalistic genre involves arguments and reflections on the topic of the issue.
- If you decide to take on writing a journalistic article, then take only the topic in which you understand and on which you have something to say. The author's personal opinion is a mandatory part of the text.
- Make the text structured and enjoyable to read. The work should attract attention visually. Subheadings and lists are used for this.
- Depending on where the article will be published, work with the title. For the target audience of a scientific journal - only facts, for newspapers - intrigue.
- It is advisable that articles be accompanied by thematic illustrations. This will make it much more pleasant for a person to read it.
- Before you publish your work, review it yourself several times and determine whether it is interesting to you. Redo unsuccessful fragments, if any.
- Use as many facts as possible from different sources on your chosen topic in your work. The more information you take into account when writing, the more interesting the article will be.
Let's sum it up
An analytical article will be easy for you to write if you choose a topic that is close to you. And do not forget about the main rule - the chosen topic must be relevant, only then will it arouse interest among the target audience.
