writing for the media

Writing for the Media

Today’s Agenda

• Media coverage– Media relations– Media Alerts– Press Releases

• When you are the reporter– Types of stories

• News• Editorials• Interviews

– Images

First, some basic ideas• Your message

• What are you trying to communicate?• Why? What do you want to happen?

• Audience• Who are you talking to? Why?• How do they like getting information?

• Outlets (weeklies, dailies, blogs, radio, TV)• Each has its own format, audience, style

• News• What is newsworthy? “Who cares?”

Today’s Agenda• Media coverage

– Media relations: what outlets? contacts?– See: http://www.newslink.org

– Media Alerts– Press Releases



– Images

http://www.newslink.org/

Today’s Agenda

• Media coverage– Media relations– Media Alerts: please attend– Press Releases: please cover this news story



– Images

October 23, 2007

MEDIA ALERT FOR IMMEDIATE RELEASE

Olivia Baker

Vice President, Cave Canem 4-H Dog Club [email protected]

781-545-5340 Plymouth County’s Cave Canem 4-H Dog Club will be selling homemade crafts at the Bay Colony Dog Shows on December 6 to 9, 2007 to raise funds for California 4-H families hit by wildfires in November. After a 20-year tradition, this is the club’s last year at the Bay Colony Dog Show Cluster, a 4-day American Kennel Club dog show held every early December at the Bay Colony Exposition Center. For two decades, Cave Canem has had a booth at the show to promote 4-H and raise funds for community service projects. Next year, since the center is being torn down the dog show will be moved to Springfield, too far from Plymouth County for 4-Hers to attend. Club leader, Rita LaPointe, recent recipient of a national 4-H Lifetime Volunteer award, has been teaching ‘her kids’ for 46 years. Miss LaPointe, 82, of Plympton, Mass., runs the club with the help of four club members who act as junior leaders. Cave Canem (Latin for “beware of the dog”) is the longest continually running 4-H dog club in Massachusetts. Currently, we have 29 members ranging from 8 through 19 who learn dog training, handling, care and knowledge as well as life skills. Many of our alumni have become vets and professional handlers including Kellye St. John of Weymouth, Mass., now a AKC Junior Showmanship Judge, who will be judging and showing at the cluster and Heather Donnelly, Middelboro, Mass., the regional manager of the MSPCA. Cave Canem is part of a county, state, and national network of Clubs in the 4-H organization. There are more than thirty 4-H clubs in Plymouth County.More information and images available at: http://cavecanem4h.tripod.com/. For information about 4-H see: http://www.mass4h.org/.

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October 23, 2007

PRESS RELEASE FOR IMMEDIATE RELEASE

Olivia Baker

Vice President, Cave Canem 4-H Dog Club [email protected]

781-545-5340 Plymouth County’s Cave Canem 4-H Dog Club will be selling homemade crafts at the Bay Colony Dog Shows on December 6 to 9, 2007 to raise funds for California 4-H families hit by wildfires in November. The fundraiser is an annual tradition. 4-Hers have contributed proceeds from sales to dog shelters and disaster relief, but this service project touches close to home. “Some 4-H families have lost everything,” says Cave Canem member Karen Miles, 15. “We want to help because they are part of our community, even it they live far away from Massachusetts.” For two decades, Cave Canem has had a booth at the show to promote 4-H and raise funds for community service projects. This is the club’s last year at the Bay Colony Dog Show Cluster, a 4-day American Kennel Club dog show held every early December at the Bay Colony Exposition Center. Next year, the center is being torn down the dog show will be moved to Springfield, too far from Plymouth County for 4-Hers to attend. “4-H isn’t just about dog training. Members learn communication skills and leadership. They grow up learning how to be contributors,” points out Club leader Rita La Pointe. La Pointe, a recent recipient of a national 4-H Lifetime Volunteer award, has been teaching ‘her kids’ for 46 years. Miss LaPointe, 82, of Plympton, Mass., runs the club with the help of four club members who act as junior leaders. Cave Canem (Latin for “beware of the dog”) is the longest continually running 4-H dog club in Massachusetts. Currently, we have 29 members ranging from 8 through 19 who learn dog training, handling, care and knowledge as well as life skills. Many of our alumni have become vets and professional handlers including Kellye St. John of Weymouth, Mass., now a AKC Junior Showmanship Judge, who will be judging and showing at the cluster and Heather Donnelly, Middelboro, Mass., the regional manager of the MSPCA. Cave Canem is part of a county, state, and national network of Clubs in the 4-H organization. There are more than thirty 4-H clubs in Plymouth County.More information and images available at: http://cavecanem4h.tripod.com/. For information about 4-H see:

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Today’s Agenda


• When you are the reporter: who are you writing for?– Types of stories – see the handout


– Images

Today’s Agenda



• News: writing the lead• Editorials• Interviews

– Images

What?

Where?

When?

Who?

Why?

How?

The lead is the first sentence of the news story, with the most important information first. Usually, the first three Ws are in the first sentence. It’s OK to put the others in a second sentence.

What? Dog camp

Where? Camp Farley, Mashpee, MA

When? May 22-23, 2010

Who? 4-H members

Why? To learn dog knowledge and skills

How? Attending overnight camp and daytime workshops with their dogs

Sample lead:

4-H Dog Camp brings 48 young people and their dogs to Camp Farley, Mashpee, MA, for two days each May where they learn about dog care, health, and training.

Another approach:

Kids go to camp with their dogs on May 22 for two days of overnights, demonstrations, workshops, and s’mores.

4-H Dog camp brings 48 young people and their dogs to Camp Farley, Mashpee, MA, for two days each May where they learn about dog care, health, and training.

Then, add a paragraph for each:

Broader information, context for understanding the story.

Impact/consequences

Organizational information and for more information

(Look at the sample press release for some hints.)

Editorials come in all shapes and sizes

Interview questions

• Don’t ask:– Do you like 4-H?

• Ask:– What do you like about 4-H?

• Don’t ask:– Do you have advice for 4-Hers?

• Ask: – What advice do you have for 4-Hers?

Interview questions

• It’s OK to be creative…– What was the biggest mistake you’ve made?– What inspires you?– What is your ‘impossible dream’?

• Prompt as needed:– Can you tell us more about that?

Today’s Agenda




– Images

writing for the media

Documents

h dog club

h clubs

h families

dog shelters

dog training

h organization

bay colony dog shows

cave canem latin