Media Release ToolboxWhat 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

March 15, 2012

What is good writing?

Well thought out, organized

Direct, active and purposeful

Reader-directed

Accurate, concise and transparent

Consistent, credible and reliable

Comprehensive

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

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)

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)

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)

Pay attention to detail

Count the number of basketball passes the team with the white shirts makes

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.

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

Media markets/audiences and perceptions

Heather Danenhower, Communications Specialist

March 15, 2012

Media markets

Top media markets in U.S. New York Los Angeles Chicago San Francisco Dallas – Ft. Worth

Fringe media market

Non-traditional media

Your perceptions of the media

Sensationalizes

Focuses on bad news

Reports events differently than eye witnesses

Comes across as Ignorant Intimidating Arrogant

Why is the media aggressive?

News is a business

Competition

Limited resources

Extreme deadlines

Ethical PR decision-making

Tell it first

Tell it all

Tell it yourself

Tiger Woods

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

Media Release Mechanics

Heather Danenhower, Communications Specialist

March 15, 2012

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?

What are you trying to accomplish?

Inform

Build awareness

Persuade

Instruct

Change behaviors

What is newsworthy?

TIP CUP Timely Interesting Proximity Causes conflict/consequences Unusual Prominence

What information is needed?

Who

What

When

Where

Why

How and who cares

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

Questions

Heather Danenhower, Communications Specialist

March 15, 2012