1. WEEK 1 Why a writing course?

2. Why bother with writing? Because good writing is a key part of effective communication Because good writing can lead to interest in your activity/restaurant/project And stirring up interest helps build momentum for success Because good writing is a key part of effective communication Because good writing can lead to interest in your activity/restaurant/project And stirring up interest helps build momentum for success

3. Professionals understand the need for good writing... and the cost of bad writing ‘I worked there the hole summer...’ = DIDN’T GET THE JOB ‘Our dinning room has a view that will...’ = ARE YOU KIDDING ME? ‘Karl Heinrick learned to cook when...’ = SPELL IT RIGHT OR DON’T USE IT (Carl Heinrich – Top Chef Canada’s 2 nd season winner, now co-owner of Toronto’s Richmond Station and a SCS graduate) Poor spelling and grammar reflects upon you. ‘I worked there the hole summer...’ = DIDN’T GET THE JOB ‘Our dinning room has a view that will...’ = ARE YOU KIDDING ME? ‘Karl Heinrick learned to cook when...’ = SPELL IT RIGHT OR DON’T USE IT (Carl Heinrich – Top Chef Canada’s 2 nd season winner, now co-owner of Toronto’s Richmond Station and a SCS graduate) Poor spelling and grammar reflects upon you.

4. Assignments & marks Resume and covering letter – 25 marks Written response to a customer complaint – 25 marks Write a food blog entry – 25 marks Class participation – 10 marks Writer in Residence assignment (TBD) – 15 marks Total 100 (Customer complaint and food blog assignments written and submitted in class.) Resume and covering letter – 25 marks Written response to a customer complaint – 25 marks Write a food blog entry – 25 marks Class participation – 10 marks Writer in Residence assignment (TBD) – 15 marks Total 100 (Customer complaint and food blog assignments written and submitted in class.)

5. Media releases – What is News? Something ‘new’ and interesting to your audience (Over 1,300 new restaurants opened in Toronto in 2012 alone, so another new restaurant is not always news) Something involving a well known public figure A special event Something the public would benefit from knowing about A new, innovative development from a fresh angle Something ‘new’ and interesting to your audience (Over 1,300 new restaurants opened in Toronto in 2012 alone, so another new restaurant is not always news) Something involving a well known public figure A special event Something the public would benefit from knowing about A new, innovative development from a fresh angle

6. Parts of a media release Put it on letterhead Include the date Write a headline (make it short and punchy – and make sense) Add a placeline (the town/city it’s coming from) Write a catchy lede that will grab the reader, but still get to the news angle quickly Be sure to address the 5 Ws (who, what, when, where, why) Include a quote from key person Try and keep it to one page (two is okay, but not preferable) Conclude with contact information (a name, daytime phone number and a link to your website if you have one) Put it on letterhead Include the date Write a headline (make it short and punchy – and make sense) Add a placeline (the town/city it’s coming from) Write a catchy lede that will grab the reader, but still get to the news angle quickly Be sure to address the 5 Ws (who, what, when, where, why) Include a quote from key person Try and keep it to one page (two is okay, but not preferable) Conclude with contact information (a name, daytime phone number and a link to your website if you have one)

8. Distributing a media release 1. Send it out early enough to allow for coverage, but not so early it gets forgotten (a week before? – know your targets’ deadlines) 2. Make your email subject line clear and short 3. Follow up with a phone call several days later 4. No news is bad news. Let it go and move on. 1. Send it out early enough to allow for coverage, but not so early it gets forgotten (a week before? – know your targets’ deadlines) 2. Make your email subject line clear and short 3. Follow up with a phone call several days later 4. No news is bad news. Let it go and move on.

9. Now try it yourself With a partner write a short press release, based on the following details: SCS donating 50% of dinner profits (at The Prune) to the local United Way From Dec. 2-7 New initiative from program director Meg Westley (quote) Hope is to help address hunger locally Contact is the SCS Remember: date, headline, placeline, catchy lede, 5Ws, a quote, contact info.