oh, Media Release...ME

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

I had a magical time!

Hi Everyone,

I have had so much fun reading all of your interesting blog posts. It looks as though we have all learned a lot from our time in the 'real world' as we so fondly like to label it but really enjoyed this experience at the same time. I am happy to say that I have completed the expected 20 working days at Hollywood Private Hospital and am staying on to help here and there. They can't get rid of me that easily!

It has been a really hands on and fun glimpse into everyday life as an in house PR professional. In my particular placement there was a big mix of marketing involved in the job but that only helped me to understand the relationship between the two and how they can work hand in hand in a very productive way.
Reading about the fantastic placements many people had at PPR, I am also quite intrigued into the world of consultancy. It has the appeal of different clients and exciting ventures that in house PR just doesn't hold.  So these blogs have definitely been helpful in understanding both sides and also not closing us off from the rest of the world of PR as we might have been only seeing one side to it.

It has been a while since my last blog and much has happened. I helped with the launch of Glengarry Private Hospital's new branding which is now Real Magic. Everyday. I was in charge of taking photos once again and had a great time capturing the day as we held a surprise lunch and reveal for the staff. The launch was lead up to by a teaser campaign which consisted of the CEO emailing out elusive magical messages each day to the staff which I had made up for her earlier in my placement. There were also foam asterix's placed around the hospital to pre empt the logo of the brand. Below is one of the designs that includes a chef at the hospital who catered the lunch on the day. It was a nice touch including staff members from the hospital in their campaign as it is a very close knit community they have.

My internship has come to a close now but they are still wanting my help due to a heavy work load. It has been a great experience for me and can only hope to learn more and delve even more into the typical PR elements of the marketing department. 

I am finishing off my report and hoping it all goes well. I wish you all luck on yours and hope you had as great an experience as I did. 

Cheers,

Kate Millar

13643087