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Media Release Toolbox What you need to know

Media Release Toolbox What you need to know. Heather Danenhower, Communications Specialist March 15, 2012. Tonight’s agenda . Professional writing Media markets/audiences and perceptions Media release mechanics . Professional Writing. Heather Danenhower, Communications Specialist

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Media Release Toolbox What you need to know

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  1. Media Release ToolboxWhat you need to know Heather Danenhower, Communications Specialist March 15, 2012

  2. Tonight’s agenda • Professional writing • Media markets/audiences and perceptions • Media release mechanics

  3. Professional Writing Heather Danenhower, Communications Specialist March 15, 2012

  4. What is good writing? • Well thought out, organized • Direct, active and purposeful • Reader-directed • Accurate, concise and transparent • Consistent, credible and reliable • Comprehensive

  5. Write concisely • With regard to • In the event that • In order to • Until such time as • In the amount of • About • If • To • Until • For

  6. Do you know the difference? • Principal vs. principle • Compliment vs. complement • Affect vs. effect • Accept vs. except • Public vs. pubic • All right vs. alright • To influence (v) vs. result (n) or to bring about (v), e.g., effect change • To receive (v) vs. excluding (preposition) or to exclude (v)

  7. Avoid passive voice • Passive voice: The subject is acted upon by the object. • Example: The plan was approved by the president. (7 words) • Active voice: The subject acts upon the object. • Example: The president approved the plan. (5 words)

  8. Avoid empty subjects • There are three reasons why I didn’t do Mr. Marino’s assignment. (11 words) • I didn’t do Mr. Marino’s assignment for three reasons. (9 words) • It is important to consider all of Heather’s writing advice. (10 words) • Considering all of Heather’s writing advice is important. (8 words)

  9. Pay attention to detail • Count the number of basketball passes the team with the white shirts makes

  10. Proof that release! • I cluod not blveieetaht I cluodaulacltyuesdnatnrdwaht I was rdanieg. The phaonmnealpweor of the hmuanmnid. Aoccdrnig to a rscheearchsudty at CmabrigdeUinervtisy, it deosn'tmttaer in wahtoredr the ltteers in a wrod are, the olnyiprmoatnttihng is taht the frist and lsatltteer be in the rghitpclae. The rset can be a taotlmses and you can sitllraed it wouthit a porbelm. Tihs is bcuseae the huamnmniddeos not raederveylteter by istlef, but the wrod as a wlohe. Amzanig huh? Yaeh and I awlyasthgouhtslpeling was ipmorantt.

  11. Consequences of bad writing • Lost time: 30 percent of business letters/memos are sent back for clarification • Money: To produce a written page in business costs $15 - $45 • Credibility: Ineffective or unprofessional messages don’t drive results

  12. Media markets/audiences and perceptions Heather Danenhower, Communications Specialist March 15, 2012

  13. Media markets • Top media markets in U.S. • New York • Los Angeles • Chicago • San Francisco • Dallas – Ft. Worth • Fringe media market • Non-traditional media

  14. Your perceptions of the media • Sensationalizes • Focuses on bad news • Reports events differently than eye witnesses • Comes across as • Ignorant • Intimidating • Arrogant

  15. Why is the media aggressive? • News is a business • Competition • Limited resources • Extreme deadlines

  16. Ethical PR decision-making • Tell it first • Tell it all • Tell it yourself

  17. Tiger Woods

  18. Vice President Dick Cheney • 20 hours: ranch owner informs a small Corpus Christi newspaper • 43 hours: White House offers first interviews • 95 hours: Cheney gives his first interview

  19. Media Release Mechanics Heather Danenhower, Communications Specialist March 15, 2012

  20. Who is your audience • What do they need to know? • How will they feel about you and your message? • How can you demonstrate the benefits to them?

  21. What are you trying to accomplish? • Inform • Build awareness • Persuade • Instruct • Change behaviors

  22. What is newsworthy? • TIP CUP • Timely • Interesting • Proximity • Causes conflict/consequences • Unusual • Prominence

  23. What information is needed? • Who • What • When • Where • Why • How and who cares

  24. What else? • Remember editors are busy • Consider the Agenda-setting theory and use AP style • Put the most important information first (inverted pyramid) • Engage the reader and tell a story • Incorporate quotes (when possible) • Use ### to signal the end

  25. Questions Heather Danenhower, Communications Specialist March 15, 2012

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