Media Skills 2014: Week 5

Media Skills 2014!Week 5: Media Releases !

Dr Kane Hopkins

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In libris graecis appetere mea. At vim odio lorem omnes, pri id iuvaret partiendo. Vivendo menandri et sed. Lorem volumus blandit cu has.Sit cu alia porro fuisset. Ea pro natum invidunt repudiandae, his et facilisis vituperatoribus. Mei eu ubique altera senserit, consul eripuit accusata has ne. Ea pro natum invidunt repudiandae, his et facilisis vituperatoribus.

THE DAILY NEWSwww.dailynews.com THE WORLD’S FAVOURITE NEWSPAPER - Since 1879

Massey Student off to Harvard

Lorem Ipsum In libris graecis appetere mea. At vim odio lorem omnes, pri id iuvaret partiendo. Vivendo menandri et sed. Lorem volumus blandit cu has.Sit cu alia porro fuisset. Ea pro natum invidunt repudiandae, his et facilisis vituperatoribus. Mei eu ubique altera senserit, consul eripuit accusata has ne. In libris graecis appetere mea. At vim odio lorem omnes, pri id iuvaret partiendo. Vivendo menandri et sed.

Rule of Thirds

• The guideline proposes that an image should be imagined as divided into nine equal parts by two equally spaced horizontal lines and two equally spaced vertical lines, and that important compositional elements should be placed along these lines or their intersections.

What is a Media Release?

• A short message (one A4 page), conveying the basics of a news story (and written in the same style)

• Sent to journalists in a bid to get coverage (or may be offered exclusively)

• Material may be used “whole” or as a basis for coverage• Should be part of a wider media strategy, used only to

promote newsworthy events or issues• Think about best timing for your message

Step 1: Establishing Your Purpose

• What’s the desired outcome? • What do you want your audience to do?

• Who is the target audience? What are their needs, concerns and interests?

• What is your message?• What communication channel is best?• Who is your most believable spokesperson?

Step 2: Getting Ready to Write

• Identify each major message (2-3 max); then minor messages or topics within these

• For each message, consider supporting facts, statistics and examples

• Stress the benefits to the audience• Once objectives and content of messages are clear, write

your release

Step 3: When Writing…

• Clear, concise sentences (20 words maximum)• Short paragraphs (lead paragraph of 2 sentences)• Short, simple words. If writing for a general outlet, aim your

message at a 12-year-old child• Active voice and present tense• Strong visual descriptions rather than generalised statements

Avoid:

• Spelling mistakes• Gobbledygook (simple ideas expressed in a complicated way)• Jargon (words known only to insiders)• Poor sentence structure• Wrong words (e.g. alternate/alternative)• Sound-alike words (e.g. sought after/sort after)• Redundancies• Too many numbers• Hype, bias, stereotypes• Politically incorrect language

What Journos Looks For:

• A headline• First paragraph covers the basics: who, what, where, why

and when• A strong story idea, tailored to their medium• Relevant background and quotes• Info about writer and contact details• Correct grammar• Easy to read and understand• Correct spelling of their name

The lead• Who, what, when where• Should contain all the info the

journo needs

Supports the lead• Quotes• Stats• Facts

Other stuff

Inverted Pyramid

The Headline

• A unique form of text• Newspaper headlines are relevance optimisers: They are

designed to optimise the relevance of their stories for their readers

• It summarises the most important information• Be plain and precise• Go for less than 10 words• Don’t try to be overly witty and clever; the outlet will do its

own headline following in-house style

Headline Writing Tips

1. Use numbers2. Use interesting adjectives i.e. effortless, painstaking, fun,

essential, absolute, strange3. Use unique rationale4. Use what, why, how, or when5. Make an audacious promise

Headline Writing Formula

Number or Trigger word + Adjective + Keyword + Promise

Example: Giving elephants a bath

18 Unbelievable Ways You Can Bathe an Elephant Indoors

• How to Bath an Elephant• Why I Love Bathing Elephants

The Lead

• First two sentences must summarise important facts – who, what, when, where and why

• Inverted paragraph style means most important info comes first; least important comes last (could be cut)

• How are you going to tell your story and get readers’ attention?

• The “angle” is your theme or the key part of your message. Stress it in the early part of the release and follow through

What Else?

• Attribute your spokesperson or organisation; direct quotes unpopular

• Use hard facts to back up claims• Don’t leave important questions unanswered• Check your facts and spelling of names• Think about timing of release but use limits or embargoes only if

necessary• Consider offering an exclusive to one medium• Provide a date, contact person and details• Include backgrounder if needed• Avoid looking or sounding like an advertisement!

Media Skills 2014: Week 5

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