For me, a normal day at placement starts off like that:
Manager: Hi Jolyn, i need this in by 10am.
(proceeds to lay down a stack of reports from council meeting)
Me: (stares blankly) Yup got it! Will get all these back in by ten am.
Ten minutes later im still in the same position with the same expression on my face.
You see,i am a confused girl. What is it that i am supposed to come up with?
A report? A summary of minutes?! A compliation? Or am i supposed to turn it into a newsletter style tittled issues and challenges the City if Stirling faces?
I leaf through the reports. Oh trust me, they were thick reports with graphs, charts, pictures, figures, statistics, backgrounders, factsheets, social, environment and government concerns and impacts etc etc you get my drift. NOW WHERE AM I SUPPOSED TO START?
I mailed my manager from my desk (although she was just 5 tables behind me) i was embarrassed you see, so i tried my luck.
Me: Hi, just for clarification purposes, are these reports meant to be summarised and tabulated filing-style or do i make the appropriate phonecalls to double check if all these proposals have been received, acknowledged and put through ? And if so, should i write up media releases for them?
Manager: Oh Jolyn good thing you asked, yes i want media releases out of them. They are thick reports but i do not expect you to read through everything there are alot of useless and redudant information inside these reports. Just go with the flow and choose the angle and see whats right.
So here goes....
Media release writings are perhaps, in my opinion, the simplest and most basic of all the writing pr techniques. I have been writing them so often now i remember turning tonnes of reports and a feature article into media releases just because i spotted a newsworthy angle for it, that came of course with a more thorough investigation into the news angle and a triple check of facts.
Media release writing is the ability to compile an informative, enticing and well summarised piece of news to possibly get media coverage. Its almost like a short answer to getting free publicity.
So here are some tips i've learnt over time after close to a hundred pieces of media releases. This is one i've found online related to my company- The City of Stirling.
PREPARATION:
1. Jot down major points relating to your story: always include information the media and the public needs/wants to know
2. Place your points in descending order-most important to least important
3. Find a creative angle that makes your story sell: This is especially important if there are similiar new releases on it.
For eg: Event launch- What is different about this year's event? How does it differ from past years'? What is planned in this event that makes it unique?
4. Find a possible human angle to make your story 'warmer'.
START WRITING:
1. HEADLINE: can't stress the importance of a solid headline more. Include big figures, numbers, crazy facts, puns or famous names.
2. Keep the headline short and simple. Instead of writing "Gorillas are dying out and the wildlife conservation centre is launching an event in a bid to raise funds for them." How about "Fundraising for the dying gorillas"
3. State the date where you want your media release to be released. Eg: For immediate release or "not to be run before 6 May"
BODY:
1. The first par should always consist of the 5 wives and 1 husband: who what where when why and how.
2. Put in the points you've jotted down earlier on in descending order
3. Write the release in the way you would like to see it reported on. Imagine you are the reader and really, a media release is all about clear simple english and good structure.
4. Avoid jargon, phrases, catch phrases and acronyms unless previously stated.
5. ALWAYS use QUOTES from relevant people or people of importance whose statements are impactful.
6. ALWAYS HIGHLIGHT the BENEFITS, ACHIEVEMENTS and possible POSITIVE OUTCOMES. (Freebies sell well too)
7. Include event location or any relevant dates/time/locations/fees to be paid/ticket prices etc.
8. Include a media contact.
PROOF READ your work!
I proof read my media release up to three times before submitting them and i always end up shortening my sentences or replacing a short sentence with a few words. Remember its not about the quantity but the quality!
Hope this helps those who get stuck once in a while (:
Jolyn Law
14662708
7 comments:
Hi Jolyn,
Your blog caught my eye instantly as the media release you have included was sent out by the organisation I completed my placement with!
I completely agree with what you mentioned about proof reading. My supervisor and I were writing an email late one Friday afternoon that was going to be sent to 200+ people. We both proof read the email countless times but the weekend must have been on our minds because we didn't pick up an obvious mistake!
Instead of saying "if you need some help" we wrote "if you need some helping". It wasn't a major error but but it was big enough to make us look foolish! I know if I received an email with a error like that I'd have a bit of a laugh at the organisation!
You can never proof read something too many times!
Hi Nat! haha (: I know exactly what you mean. Sometimes i get lazy after a whole day's worth of work i just want to get it over especially when i have to rush back to uni for class but i think the main factor that stops me from doing that is man, how would that reflect me as a writer and how will that reflect on the City of Stirling. Then i go back into editing mode. (: you're absolutely right, you can never proof read somethig too many times!
Same here!!
I was also caught by the words "Media Release"! I hate writing media release..
It make me so stress!
I love the way you start your blog! It's so true!! I can totally imagine your situation, it always take me quite awhile to start my media release.,exactly like what you describe!
p.s . I take awhile to start the media release, but I even take a longer time to struggle a question when I finish-IT IS GOOD ENOUGH TO HEAD IN TO MY MANAGER?
Haaha!!anyway, I always believe practice make perfect=))
Hello Jolyn! It is good that you actually ask although it is just 5 tables away! I face the exact same thing as you almost everyday. Where my supervisor does not clarify clearly the things she wants me to do. I fully rely on email and SMS to sometimes talk to her even tho it is just few steps away. Talking about proof read, I have made so many careless mistakes when I email clients which makes my supervisor a little grumpy at times.
ETC : Spelling errors, grammar error, forgetting to insert attachments.
Good thing to hear that you are finishing your placement! Good Luck! =)
Hi Jolyn,
I'm so glad you have written this blog because while I am with you and find press releases to be a simple task in the PR day to day tasks, many people still struggle with them (believe me some of the press releases I get sent are SHOCKING).
I do wonder though, I'm not sure if you have had different internships but have you noticed that depending on the industry, the style and preffered layout and content requirements changes?
All the best with your internship
Thanks,
Gina
Tony: Thank you, yeah proof reading helps heaps, good luck with yours too!
Winky: I actually love writing them, i think when you work with something for far too long, you will ssortof develop an attachment to it. haha. all the best to you!
Gina: Yes! I have noticed, different companies/organisations have different media release templates and layouts, even the heading used is different. For example, at the City of Stirling, most of my media release headlines are sortof semi-formal: "Carine development plan- ready to go!"
When i first started writing, thinking im writing for the City of Stirling, it would be all formal and stuff but i've learnt over time, it doesn't matter what your heading reads as long as it short, snappy, sweet, straight to the point and it catches the reader' eye. (:
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