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Media Release ToolboxWhat you need to know
Heather Danenhower, Communications Specialist
March 15, 2012
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Tonight’s agenda
Professional writing
Media markets/audiences and perceptions
Media release mechanics
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Professional Writing
Heather Danenhower, Communications Specialist
March 15, 2012
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What is good writing?
Well thought out, organized
Direct, active and purposeful
Reader-directed
Accurate, concise and transparent
Consistent, credible and reliable
Comprehensive
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With regard to
In the event that
In order to
Until such time as
In the amount of
Write concisely
About
If
To
Until
For
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Principal vs. principle
Compliment vs. complement
Affect vs. effect
Accept vs. except
Public vs. pubic
All right vs. alright
Do you know the difference?
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)
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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)
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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)
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Pay attention to detail
Count the number of basketball passes the team with the white shirts makes
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Proof that release!
I cluod not blveiee taht I cluod aulaclty uesdnatnrd waht I was rdanieg. The phaonmneal pweor of the hmuan mnid. Aoccdrnig to a rscheearch sudty at Cmabrigde Uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is taht the frist and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can sitll raed it wouthit a porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe. Amzanig huh? Yaeh and I awlyas thgouht slpeling was ipmorantt.
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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
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Media markets/audiences and perceptions
Heather Danenhower, Communications Specialist
March 15, 2012
![Page 13: Media Release Toolbox What you need to know Heather Danenhower, Communications Specialist March 15, 2012](https://reader035.vdocuments.us/reader035/viewer/2022081516/551aab46550346b2288b46ce/html5/thumbnails/13.jpg)
Media markets
Top media markets in U.S. New York Los Angeles Chicago San Francisco Dallas – Ft. Worth
Fringe media market
Non-traditional media
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Your perceptions of the media
Sensationalizes
Focuses on bad news
Reports events differently than eye witnesses
Comes across as Ignorant Intimidating Arrogant
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Why is the media aggressive?
News is a business
Competition
Limited resources
Extreme deadlines
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Ethical PR decision-making
Tell it first
Tell it all
Tell it yourself
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Tiger Woods
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20 hours: ranch owner informs a small Corpus Christi newspaper
43 hours: White House offers first interviews
95 hours: Cheney gives his first interview
Vice President Dick Cheney
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Media Release Mechanics
Heather Danenhower, Communications Specialist
March 15, 2012
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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?
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What are you trying to accomplish?
Inform
Build awareness
Persuade
Instruct
Change behaviors
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What is newsworthy?
TIP CUP Timely Interesting Proximity Causes conflict/consequences Unusual Prominence
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What information is needed?
Who
What
When
Where
Why
How and who cares
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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
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Questions
Heather Danenhower, Communications Specialist
March 15, 2012