1. The Future of NZ’s Media – How business can engage
Nevil Gibson Editor at Large The National Business Review
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3. What’s the Story? What you want to say, how to say it and who you are telling it to
Working with the media
Mass v Narrow
Aiming at the target
Attracting attention
Where to get advice
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4. What’s the Story? News and Opinion Is your information useful?
What, who, why and how
Be forceful but not dogmatic
Experts know more
Build your case
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6. Pay attention to attention span How much should be said
What’s the Story? Getting your message across Clarity and communication
Pay attention to attention span
How much should be said
Don’t repeat yourself
Make a conclusion
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7. How to Write a News release
Have a catchy headline – puns, alliteration
Have a timely or newsworthy angle
Use third person voice – no ‘us’ or ‘we’
Draw a conclusion from facts
Do not attempt to hide bad news
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8. CONCLUDING REMARKS The best news item or article is one that rebuts or challenges conventional wisdom or widely held views. But make sure you are right
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