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Media Kits

Thursday, 12 June 2008

6:19 PM
Writing To Be Understood
• What is the purpose of communicating in the PR profession?
To communicate "meaning" to a target audience or public.
• The most effective method facilitate understanding of information is to
ensure the transfer of ideas from one communication source to a receiving
group is created succinctly.
• To get your message across keep it simple.
• Explaining complex thing in simple terms is not easy.
• Dr Rudolph Flesch believed anyone could be a writer
• By writing the way they speak.

Read page 59 of Phil's text book to get Active/Passive voice.

Thursday, 12 June 2008
8:18 PM
Flesch Readability Formula
1. Use contractions - it's, doesn't, don't
2. Leave out "that" if possible.
3. Use pronouns - I, we, they, you and us
4. Use the noun or substitute a pronoun.
5. Use short clear sentences.
6. One message per paragraph.
7. Use language the reader understands.

205.835 - 1.015 (total words/total sentences) -84.6(total syllables/total


• Higher score means information is easier to read.

• 60 - 70 understood by 13-15 year olds
• 0 - 30 understood by university students

Fog Index
• Test of word and sentence length to measure readability.
• Developed by Robert Gunning
• The measure corresponds to the number of years education needed to
understand the written piece.
• Fog index of 10 equal Year 10, index of 12 equals Year 12.
• Sample 100 words from the piece of writing.
• Divide the number of words by the number of sentences.
• Count the number of words with three or more syllables
• Add average sentence length and the number of long words together.
• Multiply the result by 0.4.

Media Kits
Friday, 13 June 2008
7:07 PM
Media Kits
• Incorporates several communication tools for use by newspapers and
• Basic kit contains:
o Media release
o Backgrounder (4-5pp)
o Biography
o Photograph
• Fact sheets
o Provides a quick view of the organisation, even or subject.
• Q&A
o May substitute for the fact sheet
o Well written it may substitute for a personal interview.

Media Directories
Friday, 13 June 2008
7:08 PM
• Margaret Gee's media guide:

• Media Monitors
• B&T

• Media Bay

Media Lists
Should include:
o Name of publication, radio/TV station, program
o Names of people - editors, reporters, directors
o Addresses - street and mailing
o Contact details - phone, fax, email, mobile
o Editorial information - deadlines, style guides, publication dates, broadcast
times, photo requirements

Thursday, 19 June 2008
6:03 PM
• Provides direct communication with those the organisation wants to talk to.
• Good way to improve information flow about organisation's activities
• Keep employees informed about important organisational issues and
• Addresses employee issues, interest and concerns
• May help improve employee satisfaction
• Gives the organisation control over message and distribution
• Enable communication to be directed to the desired target audiences
How to begin
Thursday, 19 June 2008
6:31 PM
• What purpose does the publication serve?
• Who are we trying to reach?
• What kind of articles should be included?
• What format best suits the purpose?
o Is it a four page b&w thing or is it four colour process?
• How big should it be?
• Publication frequency and distribution?
• What approval process is needed?
• Regular features to be included?
• Who can help and be involved?
• How much do I have to spend and how much time do I have for this?

Elements of a newsletter
Thursday, 19 June 2008
6:41 PM

1. Nameplate - Banner on the front used to identify the publication

2. Body - articles that make up the content
3. Table of contents - on the front page, lists articles and special sections
with page numbers
4. Masthead - Lists the name of the publisher and other important
5. Heads /Titles
a. Headline - indentifies each article and is the most prominent text
b. Kicker - a short phrase set above the headline. Identifies a regular
c. Deck - one or more lines of text found between the headline and the
d. Subhead - appear within the body of articles to divide the article into
smaller sections.
e. Running head - repeating text, often the title of the publication.
Usually at the top of each page, may include the page number.
6. Page numbers - can appear at the top, bottom, or sides of pages.
7. Bylines - short phrase or paragraph indicates name of the author Appears
between the headline and start of the article. E.g. By David Gale.
8. Continuation lines - used in long articles covering two or more pages to
find the article.
o Jump lines, appearing at the end of a column, e.g. "continued
on page 45." Appearing at the top of a column eg. "Continued
from page 16"
o Continuation heads identify the continued portion of the
articles. Provide continuity and cue the reader where to pick
up reading.
9. End Signs -Used to mark the end of a story. Dingbats.
10. Pull quotes - a small selection of text "pulled out and quoted" in a larger
11. Mailing Panel - contains the return address, mailing address of the
recipient and postage. Appears on the back page so that postage faces out.
12. Photos / illustrations - photographs, drawings, chart, graphs, or clip art.
b. Mug shots - a more or less straight into the camera head and
shoulders picture.
b. Caption - phrase, sentence, or paragraph describe the
photograph or chart, placed directly above, below, or to the
side of the picture that it describes.

Important tips
Thursday, 19 June 2008
7:03 PM

• Choose a name that is memorable and suits your publication

• Headlines are designed to make the reader want to continue reading.
• Content - depends on your audience.
o Keep the story short and punchy
o Give the reader value, good information
o Keep the article to about 300 words
o Keep it about the reader - what interests them
o Use headlines that have impact
o Get attention by starting articles with bold statements, impressive
quotes or proactive questions
o Explain why something has happened
o Use short sentences and paragraphs and use understandable language
o Use testimonials by a third party

Thursday, 19 June 2008
7:17 PM

Provide an article for the target audience discussing the importance of

being environmentally responsible and some appropriate tips.
Bring in media kit
Re-design newsletter

Course contents
Tuesday, 24 June 2008
5:50 PM
Sharon Moore:
9492 3205.

Thursday, 26 June 2008
6:01 PM

What is a report?
• A report conveys detailed information about a topic.
• A report will usually be requested by people who need the information for a
specific purpose.
• A report is designed to provide information which will be acted on.
• Information presented in a specific structure.

Building a report
Thursday, 26 June 2008
6:18 PM

• Formal style
• Introduction, body and conclusion
• Analytical thinking
• Careful proof-reading and neat presentation
• Presents information, not an argument
• Is meant to be skimmed quickly by the reader
• Uses numbered headings sub-headings
• Uses short, concise paragraphs and dot-points where applicable
• Uses graphics wherever possible (tables, graphs, illustrations)
• May need an executive summary
• Does not always need references and bibliography
• Is often followed by recommendations and/or appendices

Questions before writing

Thursday, 26 June 2008
6:25 PM

• Who is your audiences?

• Who are you writing for?
• What do they know already?
• What do they need to know?
• What do they want to know?

Steps in report writing

Thursday, 26 June 2008
6:28 PM

1. Defining issues and planning

2. Define the audience
3. What should be included
4. Gathering information - research
5. Deciphering the information - analysis
6. Order the information
7. Producing the report - writing
Report Structure
Thursday, 26 June 2008
6:35 PM

Title page#
Table of contents
Glossary of terms
Executive summary

Report structure detail

Thursday, 26 June 2008
6:45 PM

Title Page
• The report title clearly states the purpose
• Full details of the person/organisation the report was prepared for
• Full details of who prepared the report
• The date of the presentation of the report.

Table of Contents
List of headings and appendices of the report. Make sure the correct page
numbers are shown opposite the contents.

Alphabetical list of terms and meanings. Also include a list of abbreviations

Executive Summary
• Context of the research
• Purpose of the report
• Major findings
• Conclusions
• Main recommendations

• Background information to provide a context for the report.
• State the purpose of the report
• Clarify key terms and indicate the scope of the report

Primary research
• Literature review it should lead towards your research question.
• Method - what and why
• Findings or results
• Discussion (findings related to previous research).
Secondary research
• Information organised under appropriate topics with sub-headings. Synthesis
of material from different sources under topic headings.
• Analysis/discussion

• Summary of the main points of the report.
• Recommendations
• Possible future action. Based on findings discussed in body

• A list of books, articles, websites etc that were used in your research

• Contains detailed, technical or complex data
• Only if referred to in the report
• Appear at the end of the report, after everything else
• Number each appendix clearly. E.g., Appendix I, Appendix II, etc.

Thursday, 26 June 2008
7:05 PM

• Use plenty of white space

• Leave plenty of spacing between the elements of your report
• Clearly identify separate parts of the report
• Include sub-headings
• Use dot point/numbers/letters to identify elements
• Use tables and figures for clarification
• Label them clearly and cite the source.
Figure 1 shows that the population of Sydney has increased dramatically
since 1890. AC Nielsen.
• Number each page
• Use consistent and appropriate formatting
• Use formal language

• This report aims to investigate..
• This report was commissioned to review...
• This research indicates...
• The results suggest...
• It can be concluded that...
• Conclusions that can be drawn are...
• It recommends that...
• The following recommendations are made...

Common mistakes
Thursday, 26 June 2008
7:09 PM

• Careless, inaccurate or conflicting data

• Outdate or irrelevant data
• Facts and opinions shown as data
• Unsupported conclusions and recommendations
• Sloppy presentation and proof-reading
• Great presentation vs. not enough on content