I found this weeks readings very easy to read and full of useful information concerning the writing and distribution of media releases, as well as positive communication with journalists.
The key points i pulled from the the Lazar reading was the importance of following the inverted pyramid structure for your release. The lead must include the 5 w's and one H : who, what, where, when, why and how. Style guidelines should be followed such as never underlining and spelling out numbers one through nine and other abbreviations such as street and per cent. It is also important to stick to the house style rules of the particular company you are working for. This reading also focused on email as being the most efficient method of distribution of media releases.
The Johnson reading was also full of useful information to ensure a positive relationship between the pr practitioner and journalists. Some keys points include the importance of a properly edited media release to keep the journalist happy. Eg: check the spelling of all names, dates and places to ensure the journalists story is accurate. The importance of inlcuding a 'local angle'. The preferred method by which to be contacted and other "modes" such as cd rom's or freebies differed greatly between each journalist. The most important point I found in this reading was to try to create a rapport with the journalist or publication you are targeting. Find out what they like or don't like and alter your communication with them to suit.
My learning this week builds upon previous learning about public relations concerning the structure of a media release. Having already learnt how to write a basic media release in my Introduction to Professional Writing course last semester, I found the more detailed step by step guide in the Lazar reading very helpful. I picked up some important new skills in writing a media release such as the use of "ends" being written at the end of every release and possibly using background information about company as your last paragraph in the release. I also learnt of the possibility of altering your release to suit to publication you are sending it too.
1 comment:
Thanks for your comment Maxine. I also related to what you said about having an understanding about writing media releases from the Introduction to Professional Writing Class last semester, but that the step by step profile the reading outlined also aided in furthering my knowledge.
I also liked your point about the importance of the inverted pyramid. It is something that seems to be coming up continuously in the readings and its structure seems very appropriate to writing a media release.
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