20 QUESTIONS WRITING TEST20 QUESTIONS WRITING TEST

IN CLASS WRITING ASSIGNMENTIN CLASS WRITING ASSIGNMENTWHAT IS THE MOST INTERESTING THING YOU WHAT IS THE MOST INTERESTING THING YOU

HAVE LEARNED THUS FAR?HAVE LEARNED THUS FAR?

IN THE NEWSIN THE NEWS

Fumblerules are a form of self-reference.Fumblerules are a form of self-reference.

FUMBLERULESFUMBLERULES

Avoid run-on sentences they are hard to Avoid run-on sentences they are hard to read.read.

Don't use no double negatives.Don't use no double negatives.

Use the semicolon properly, always use it Use the semicolon properly, always use it where it is appropriate; and never where it where it is appropriate; and never where it

isn't.isn't.

Proofread carefully to see if you any words Proofread carefully to see if you any words out.out.

Avoid commas, that are not necessary.Avoid commas, that are not necessary.

If you reread your work, you will find on If you reread your work, you will find on rereading that a great deal of repetition can rereading that a great deal of repetition can

be avoided by rereading and editing.be avoided by rereading and editing.

A writer must not shift your point of view.A writer must not shift your point of view.

Don't overuse exclamation marks!!!Don't overuse exclamation marks!!!

Writing carefully, dangling participles must Writing carefully, dangling participles must be avoided.be avoided.

If any word is improper at the end of a If any word is improper at the end of a sentence, a linking verb is.sentence, a linking verb is.

Steer clear of incorrect forms of verbs that Steer clear of incorrect forms of verbs that have snuck in the language.have snuck in the language.

Take the bull by the hand Take the bull by the hand and avoid mixed metaphors.and avoid mixed metaphors.

Never, ever use repetitive redundanciesNever, ever use repetitive redundancies

If I've told you once, If I've told you once, I've told you a thousand times, I've told you a thousand times,

resist hyperbole.resist hyperbole.

"Avoid overuse of 'quotation "marks."'""Avoid overuse of 'quotation "marks."'"

Last but not least, avoid clichés like the Last but not least, avoid clichés like the plague; seek viable alternatives.plague; seek viable alternatives.

ELIZABETH ELIZABETH GILBERTGILBERT

FINDING &FINDING &MAKING NEWSMAKING NEWS

FOUR CHALLENGESFOUR CHALLENGES

WHAT MAKES NEWS?WHAT MAKES NEWS?

TIMINGTIMING

• relate to breaking news (local angle)relate to breaking news (local angle)• sensitivity to disasters/conflictssensitivity to disasters/conflicts• controversiescontroversies• calendar events (tie in)calendar events (tie in)

PROMINENCEPROMINENCE

• generate buzz with celebsgenerate buzz with celebs• athletes, rock starsathletes, rock stars• astronauts, politiciansastronauts, politicians• honours and awardshonours and awards

PROXIMITYPROXIMITY

• local anglelocal angle• national announcements at local levelnational announcements at local level• ““dogfight in Toronto is always bigger news dogfight in Toronto is always bigger news

than a revolution in China”than a revolution in China”

SIGNIFICANCESIGNIFICANCE

• hot topics/buttonshot topics/buttons• who and how many affected?who and how many affected?• key question: So What?key question: So What?

UNIQUE IS WHAT THEY SEEKUNIQUE IS WHAT THEY SEEK

• how to make mundane hot?how to make mundane hot?

HUMAN INTERESTHUMAN INTEREST

• university: 80 year old graduateuniversity: 80 year old graduate• organization & disabled vetsorganization & disabled vets• women CEOs/leaderswomen CEOs/leaders• beating the oddsbeating the odds

CONFLICTCONFLICT

• ““balancing” the newsbalancing” the news• international news> ie: refugeesinternational news> ie: refugees• effect of Canadian dollar>tourismeffect of Canadian dollar>tourism• global warmingglobal warming• winners & loserswinners & losers

““CREATING” NEWSCREATING” NEWS

• ““Pseudo Event”Pseudo Event”• events that became part of POP cultureevents that became part of POP culture

KEYS TO EVENTSKEYS TO EVENTS

• must meet “standard” of news valuesmust meet “standard” of news values• useful information ie- APPLEuseful information ie- APPLE• difficult to teach/learndifficult to teach/learn• lots of opportunity for FAILlots of opportunity for FAIL• CREATIVITY is secret sauce CREATIVITY is secret sauce

CREDIBILITYCREDIBILITY

SPECIAL EVENTSSPECIAL EVENTS

• ““triggering” eventtriggering” event• so-called “Ribbon Cutting”so-called “Ribbon Cutting”• cross-promotion across media platformscross-promotion across media platforms• lots of opportunity for FAILlots of opportunity for FAIL• CREATIVITY is secret sauce CREATIVITY is secret sauce

CREDIBILITYCREDIBILITY

SPECIAL EVENTSSPECIAL EVENTS

• tie in to National Eventtie in to National Event• capitalize on International eventcapitalize on International event• anniversaries and milestonesanniversaries and milestones• is it an art or a science?is it an art or a science?

CONTESTS CAVEATSCONTESTS CAVEATS

• requires careful planningrequires careful planning• rules and regulationsrules and regulations• creativity more important than moneycreativity more important than money• is it an art or a science?is it an art or a science?

POLLS/SURVEYSPOLLS/SURVEYS

• media love them!media love them!• typically not “fact checked”typically not “fact checked”• election: right nowelection: right now• Lies, Damn Lies and StatisticsLies, Damn Lies and Statistics

War of the WorldsWar of the Worlds

Spaghetti Harvest 1957Spaghetti Harvest 1957

TOP TEN LISTSTOP TEN LISTS

• David LettermanDavid Letterman• Tie your organization to event/anniversaryTie your organization to event/anniversary• Try Not To Make This List!Try Not To Make This List!

DEMO DAYSDEMO DAYS

• Junkets and press daysJunkets and press days• travel agentstravel agents• auto showsauto shows• celebs + productcelebs + product

PUBLICITY STUNTSPUBLICITY STUNTS

• Guinness recordsGuinness records• how to applyhow to apply• $5000 fee!$5000 fee!

RALLIES/PROTESTSRALLIES/PROTESTS

• act spontaneous/be organizedact spontaneous/be organized• let the media know in advance!let the media know in advance!• can generate enormous publicitycan generate enormous publicity

PERSONAL APPEARANCESPERSONAL APPEARANCES

• two kinds: generate/incidentaltwo kinds: generate/incidental• media tours ie- talk radio= 1,000 stationsmedia tours ie- talk radio= 1,000 stations• late night TVlate night TV

AWARDSAWARDS

• everyone loves to be recognizedeveryone loves to be recognized• sports: attention in off seasonsports: attention in off season• ““Walk of Fame” (for only $15,000)Walk of Fame” (for only $15,000)• used as a fund-raising tacticused as a fund-raising tactic

MEDIA RELATIONSMEDIA RELATIONSCORE ACTIVITY: #1 SOURCECORE ACTIVITY: #1 SOURCE

MEDIA DEPENDS ON PRMEDIA DEPENDS ON PR

• Media Releases: 60% of newsMedia Releases: 60% of news• Time, Money, Effort: news gatheringTime, Money, Effort: news gathering• Publicists: “unpaid” reportersPublicists: “unpaid” reporters• Media: declining staff/overworkedMedia: declining staff/overworked

PR DEPENDS ON MEDIAPR DEPENDS ON MEDIA

• distribution & credibilitydistribution & credibility• fragmentation and readershipfragmentation and readership• Media: perception of independenceMedia: perception of independence• ““Earned Media” conceptEarned Media” concept

COMPLAINTS ABOUT PR PROSCOMPLAINTS ABOUT PR PROS

• Poorly written materialPoorly written material• ““Shotgun” distributionShotgun” distribution• Lack of AccessLack of Access• Trash, trinkets and gimmicksTrash, trinkets and gimmicks• Not hearing “NO”Not hearing “NO”• Get to the Point!Get to the Point!

COMPLAINTS ABOUT MEDIA REPSCOMPLAINTS ABOUT MEDIA REPS

• Story: In or Out? (deadlines and intrigue)Story: In or Out? (deadlines and intrigue)• Zero follow-up (yet published)Zero follow-up (yet published)• Zero prep workZero prep work• BiasBias• Sensationalization (bleeds and leads mentality)Sensationalization (bleeds and leads mentality)• Advertising: Church and State (pay for play)Advertising: Church and State (pay for play)• Name calling: flaks/devil/hacks/ink-stained wretchesName calling: flaks/devil/hacks/ink-stained wretches

In dealing with the media, as in every In dealing with the media, as in every business relationship, preparation is business relationship, preparation is

compulsorycompulsory

interviewsinterviews

INTERVIEWSINTERVIEWS

• messenger vs. face of companymessenger vs. face of company• propagate wrong informationpropagate wrong information• Truth is the first casualty of WARTruth is the first casualty of WAR• straying from truth to downright deceptionstraying from truth to downright deception

INTERVIEWSINTERVIEWS

Moral Dilemma: what would you do as Moral Dilemma: what would you do as spokesperson if you find out you had provided spokesperson if you find out you had provided misleading info?misleading info?

INTERVIEWSINTERVIEWS

INTERVIEWS TIPSINTERVIEWS TIPS

WORST INTERVIEW EVER?WORST INTERVIEW EVER?

BRUTAL HONESTYBRUTAL HONESTY

PREVIEWS AND PARTIESPREVIEWS AND PARTIES

• open new facility (ribbon cutting)open new facility (ribbon cutting)• launch new productlaunch new product• new promo for established productnew promo for established product

PREVIEWS AND PARTIESPREVIEWS AND PARTIES

• standard in the PR tradestandard in the PR trade• goodies (ie- cocktails and food)goodies (ie- cocktails and food)• network/relationship building exercisenetwork/relationship building exercise• off hours away from deadlinesoff hours away from deadlines

JUNKETSJUNKETS

• huge in travel & tourismhuge in travel & tourism• auto shows auto shows • food industryfood industry• ““all-expenses paid”all-expenses paid”• ethical dilemma- ie- bite the handethical dilemma- ie- bite the hand