Media Release Toolbox What you need to know Heather Danenhower, Communications Specialist March 15, 2012

Tonight’s agenda l Professional writing l Media markets/audiences and perceptions l Media release mechanics

Professional Writing Heather Danenhower, Communications Specialist March 15, 2012

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

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

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

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

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

Pay attention to detail l Count the number of basketball passes the team with the white shirts makes Count the number of basketball passes the team with the white shirts makes

Proof that release! l 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 l Lost time: 30 percent of business letters/memos are sent back for clarification l Money: To produce a written page in business costs $15 - $45 l Credibility: Ineffective or unprofessional messages don’t drive results

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

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

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

Why is the media aggressive? l News is a business l Competition l Limited resources l Extreme deadlines

Ethical PR decision-making l Tell it first l Tell it all l Tell it yourself

Tiger Woods

l 20 hours: ranch owner informs a small Corpus Christi newspaper l 43 hours: White House offers first interviews l 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 l What do they need to know? l How will they feel about you and your message? l How can you demonstrate the benefits to them?

What are you trying to accomplish? l Inform l Build awareness l Persuade l Instruct l Change behaviors

What is newsworthy? l TIP CUP w Timely w Interesting w Proximity w Causes conflict/consequences w Unusual w Prominence

What information is needed? l Who l What l When l Where l Why l How and who cares

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

Questions Heather Danenhower, Communications Specialist March 15, 2012