MEDIA WRITING INTRODUCTION TO MEDIA WRITING

Abstract

This presentation focuses on media writing in PR. It shows how media writing is integrated in PR activities

Full text

MEDIA WRITING
INTRODUCTION TO MEDIA WRITING
DR. OLOO ONG’ONG’A

EXPECTED LEARNING OUTCOMES
•By the end of the unit, the learner should be able to:
i. Demonstrate proper media writing styles and editing skills.
ii. Modify writing styles to fit various media platforms.
iii. Demonstrate effective information gathering skills and techniques.
iv. Write some document to demonstrate the skills learnt

COURSE CONTENT
•Write clear and accurate stories
•Develop news judgment
•Observe
•interview
•gather research and verify information
•Develop storytelling skills for mass media and strategic communication
•Write effective leads and logically organized stories.
•Synthesize information from multiple sources.
•Know when information must be attributed to a source to avoid editorializing.
•Make pictures and words work together to tell a story,
•Write in basic Associated Press style.
•Use correct grammar, punctuation and syntax.

WHAT IS MEDIA WRITING
•Media writing refers to the process of creating written content for various forms of
media, such as television, radio, newspapers, magazines, websites, social media, etc.
•It encompasses a variety of styles and formats, including news writing, feature writing,
script writing, and copywriting, among others.
•The goal of media writing is to communicate information effectively and engage the
target audience.

IMPORTANCE OF MEDIA WRITING
•Media writing plays a crucial role in public relations as it helps organizations communicate with their stakeholders effectively. Some of the
key importance of media writing in PR include:
•1. Building brand image: Media writing helps organizations create a consistent brand image by communicating messages in a
consistent tone and style.
•2. Reaching target audience: PR professionals use media writing to reach their target audience through various channels, such as
media outlets, websites, and social media.
•3. Influencing public opinion: Through effective media writing, PR professionals can shape public opinion and perceptions about
their organization.
•4. Sharing information: PR professionals use media writing to share important information about their organization, such as new
products, events, and initiatives, with their stakeholders.
•5. Responding to crisis: In times of crisis, media writing can be used to communicate a clear and concise response to stakeholders
and the public.
•Overall, media writing is a critical tool for PR professionals to communicate effectively and achieve their organizational goals.

FOUR CHARACTERISTICS OF MEDIA WRITING
•oAccurate—accurate information presented in an exact context
•oPrecise—all of the standard rules of English are followed
•oClear—the writing can be understood on first reading or first hearing
•oEfficient—the writing uses only the words necessary to convey the information

THE ELEMENTS OF MEDIA WRITING IN PR ARE
Develop a 350 words press release with the following elements(10 marks).
•1. Headline
•2. Lead or Introduction
•3. Main body
•4. Quotes
•5. Statistics and data
•6. Anecdotes and stories
•7. Boilerplate or About Us information
•8. Call to action
•9. Contact information.

READY TO WRITE:
•Know the language—having an understanding of your audience and what they
are
•thinking and looking for on the way
•oKnow the subject
•oWrite it down
•oEdit and rewrite

BASIC TECHNIQUES:
•oWrite simply
•oUse simple words
•oUse simple sentences
•oPractice brevity
•oEliminate jargon, clichés, and bureaucratese
•oUse familiar words
•oVary sentence type and length
•oConcentrate nouns and verbs

GRAMMAR:
•oSentences
•oSentence fragments
•oParts of speech

FOUR TYPES OF SENTENCES:
•oSimple
•John ran to the store
•oComplex
•John ran to the store after the rain had stopped
•oCompound
•John ran to the store, but he walked back
•oCompound-complex
•John ran to the store after the rain had stopped, but he walked back

COMMON GRAMMAR PROBLEMS:
•oAgreement: “the team believed they could win”
•oActive and passive voice: “The ball was thrown by john”
•oDangling participles: “After driving from Georgia to Texas, Tom’s car finally gave
out”
•oAppositive phrases and commas: “Billy Braun, Tech’s newest football star, was
admitted to the hospital”
•oThat and which: “Jane wanted the kind of computer that she had always used”

COMMAS:
•oCommas used to set off items
•oCommas used to separate items

WRITING WITH CLARITY:
•oThat’s the reason we have rules of grammar, spelling, punctuation, and
diction—so we can write with clarity.

EFFECTIVE INFORMATION GATHERING SKILLS AND
TECHNIQUES:
1. Identifying sources: Determine where you can find relevant information, including books, articles, websites,
databases, interviews, and surveys.
2. Asking questions: Create a list of questions to guide your research, and refine them as you gather
information.
3. Networking: Connect with experts and individuals who can provide insight and information on your topic.
4. Observing: Watch and observe events, people, and activities related to your topic.
5. Reading: Read widely and critically, taking notes and highlighting key information.
6. Evaluating sources: Assess the credibility, relevance, and reliability of the information you find, and consider
the biases and perspectives of the sources.

EFFECTIVE INFORMATION GATHERING SKILLS AND
TECHNIQUES:
7. Organizing information: Store and organize information in a manner that makes sense to you,
such as using a database, spreadsheet, or outlining software.
8. Verifying information: Double-check facts and figures and verify information with multiple
sources.
9. Keeping up-to-date: Stay informed and updated on your topic by regularly checking for new
information and developments.
10. Reflecting: Take time to reflect on what you have learned, identify gaps in your knowledge, and
plan next steps for further research.
By using these skills and techniques, you can gather information effectively and efficiently, and use
it to build a comprehensive understanding of your topic

THE LAWS, ETHICS, AND RESPONSIBILITIES OF
MEDIA WRITING
1. Laws:
•Defamation: Avoid making false or damaging statements about individuals or
organizations, as this can result in a lawsuit for defamation.
•Copyright: Respect the copyright of others by obtaining permission to use their
work, or ensuring that it falls within the fair use doctrine.
•Privacy: Respect the privacy rights of individuals, and only publish information that
is of public interest or has been voluntarily made public.

2. ETHICS:
•Accuracy: Report accurate and truthful information, and verify facts before publication.
•Fairness: Represent diverse perspectives and avoid bias in reporting.
•Independence: Maintain editorial independence and avoid conflicts of interest.
3. Responsibilities:
•Balancing the public's right to know with the rights of individuals.
•Providing context and perspective in reporting.
•Seeking out and reporting on underrepresented perspectives and voices.
•Correcting errors promptly and prominently.
By following these laws, ethics, and responsibilities, media writers can produce work that is
trustworthy, balanced, and respectful, and that serves the public interest.

THE ELEMENTS OF MEDIA WRITING IN PR
1. Headline
2. Lead or Introduction
3. Main body
4. Quotes
5. Statistics and data
6. Anecdotes and stories
7. Boilerplate or About Us information
8. Call to action
9. Contact information.

MEDIA WRITING STYLES AND EDITING SKILLS
1.Writing style:
•Use clear, concise language
•Write in an active voice
•Avoid excessive use of technical terms or jargon
•Use short paragraphs for easier readability
•Include quotes from sources for credibility and interest

EDITING SKILLS
2. Editing skills:
•Check for spelling and grammar errors
•Eliminate redundant or irrelevant information
•Ensure consistency in formatting and tone
•Confirm accuracy of facts and figures
•Improve readability by using subheadings, bullet points, and
simple sentence structures.

EFFECTIVE INFORMATION GATHERING SKILLS AND
TECHNIQUES
1. Identifying sources: Determine where you can find relevant information,
including books, articles, websites, databases, interviews, and surveys.
2. Asking questions: Create a list of questions to guide your research, and refine
them as you gather information.
3. Networking: Connect with experts and individuals who can provide insight and
information on your topic.
4. Observing: Watch and observe events, people, and activities related to your
topic.
5. Reading: Read widely and critically, taking notes and highlighting key
information.

EFFECTIVE INFORMATION GATHERING SKILLS AND
TECHNIQUES
1. Evaluating sources: Assess the credibility, relevance, and reliability of the
information you find, and consider the biases and perspectives of the sources.
2. Organizing information: Store and organize information in a manner that makes
sense to you, such as using a database, spreadsheet, or outlining software.
3. Verifying information: Double-check facts and figures and verify information
with multiple sources.
4. Keeping up-to-date: Stay informed and updated on your topic by regularly
checking for new information and developments.
5. Reflecting: Take time to reflect on what you have learned, identify gaps in your
knowledge, and plan next steps for further research.

LAWS, ETHICS, AND RESPONSIBILITIES OF MEDIA
WRITING
1. Laws:
•Defamation: Avoid making false or damaging statements about individuals
or organizations, as this can result in a lawsuit for defamation.
•Copyright: Respect the copyright of others by obtaining permission to use
their work, or ensuring that it falls within the fair use doctrine.
•Privacy: Respect the privacy rights of individuals, and only publish
information that is of public interest or has been voluntarily made public.

ETHICS:
•Accuracy: Report accurate and truthful information, and verify facts
before publication.
•Fairness: Represent diverse perspectives and avoid bias in reporting.
•Independence: Maintain editorial independence and avoid conflicts
of interest.

3. RESPONSIBILITIES:
•Balancing the public's right to know with the rights of
individuals.
•Providing context and perspective in reporting.
•Seeking out and reporting on underrepresented
perspectives and voices.
•Correcting errors promptly and prominently.

DEVELOP NEWS JUDGMENT
News judgment is the process of determining
which stories are most important, interesting,
or relevant to a particular audience, and
determining the best way to present and
prioritize those stories.

KEY ELEMENTS OF EFFECTIVE NEWS JUDGMENT:
1. Understanding the audience: Know your audience's needs, interests,
and preferences, and tailor your content to meet those needs.
2. Timeliness: Prioritize stories that are new, developing, or time-
sensitive.
3. Relevance: Focus on stories that are relevant to the local, national, or
global community, and that affect a large number of people.
4. Impact: Report on stories that have a significant impact, whether
positive or negative, on individuals, communities, or society.

KEY ELEMENTS OF EFFECTIVE NEWS JUDGMENT:
1. Uniqueness: Report on stories that are unique or have a unique angle,
and that stand out from other coverage.
2. Proximity: Report on stories that are happening close to home, as they
are likely to have more impact on the local community.
3. News value: Consider the newsworthiness of a story by evaluating
factors such as prominence, conflict, human interest, proximity,
timeliness, and prominence.
4. Balance: Present multiple perspectives and include diverse voices in
reporting to provide a balanced view of the story.

TIPS FOR DEVELOPING STORYTELLING SKILLS IN
MASS MEDIA AND STRATEGIC COMMUNICATION
1. Identifying a compelling story: Look for stories that have human
interest, evoke emotion, and have a clear and interesting narrative.
2. Researching thoroughly: Gather a wide range of information and
perspectives to gain a deep understanding of the story and its
context.
3. Crafting a clear narrative: Organize the information into a clear
and concise story, with a beginning, middle, and end.
4. Using vivid descriptions: Use descriptive language to bring the
story to life and make it more engaging for the audience.

TIPS FOR DEVELOPING STORYTELLING SKILLS IN
MASS MEDIA AND STRATEGIC COMMUNICATION
5. Creating a strong lead: Start the story with a strong hook or lead that
immediately captures the reader's attention.
6. Show, don't tell: Use anecdotes, quotes, and other evidence to illustrate the
story and help the audience understand and connect with it.
7. Including relevant details: Include only the most important and relevant
details to keep the story focused and engaging.
8. Emphasizing the impact: Highlight the impact of the story, whether it is on
individuals, communities, or society, and explain why it matters.
9. Adding a visual component: Use multimedia, such as images and videos, to
enhance the storytelling and make it more engaging for the audience.

LEAD:
A lead, also known as a headline or opening, is
the first sentence or two of a story that provides
an overview of the topic and captures the
reader's attention

EFFECTIVE LEAD
1.Start with a hook that is interesting, attention-
grabbing, and relevant to the reader.
2.Summarize the main point or key information of the
story in a concise way.
3.Consider using a surprising statistic, a quote, a
question, or a powerful image to add impact to the
lead.

STORY ORGANIZATION
Story organization: A well-organized story is
easier to follow and understand, and it helps
keep the reader engaged.

LOGICALLY ORGANIZE A STORY
1. Start with an introduction that sets the stage and provides
context.
2. Develop the story chronologically or using cause-and-effect
relationships.
3. Use transition sentences to connect different parts of the story.
4. Keep the story focused and avoid irrelevant details.
5. Conclude the story with a resolution, a lesson learned, or a call
to action.

MEDIA WRITING IS A CRUCIAL ASPECT OF PUBLIC RELATIONS AS
IT SERVES SEVERAL IMPORTANT PURPOSES, INCLUDING
1. Communicating with stakeholders: Media writing helps PR professionals
communicate effectively with stakeholders, including journalists, customers,
employees, and the public.
2. Building reputation: Well-written media releases help establish and maintain a
positive reputation for the company.
3. Reaching target audiences: Media writing allows PR professionals to reach
target audiences through various channels, including traditional media outlets and
social media.
4. Managing crisis situations: In crisis situations, effective media writing is crucial
for managing the spread of information and mitigating the impact of negative news.

MEDIA WRITING IS A CRUCIAL ASPECT OF PUBLIC RELATIONS AS
IT SERVES SEVERAL IMPORTANT PURPOSES, INCLUDING
5. Increasing visibility: Good media writing can increase visibility for the company
and help attract new customers and investors.
6. Building relationships: Media writing helps PR professionals build relationships
with journalists and other media outlets, which can be crucial in getting the
company's message heard.
7. Measuring success: Media writing can be used to measure the success of PR
campaigns and strategies, and to make data-driven decisions about future PR
efforts.

THE CHALLENGES FACED IN MEDIA WRITING IN
PUBLIC RELATIONS
1. Maintaining objectivity and credibility
2. Creating compelling content that stands out from other press
releases
3. Timing the release to coincide with news cycles
4. Anticipating and addressing potential negative reactions
5. Balancing the interests of the company and the media

THE CHALLENGES FACED IN MEDIA WRITING IN
PUBLIC RELATIONS
6. Staying up-to-date with the latest media trends and
technologies
7. Measuring the impact of media releases
8. Managing sensitive or controversial topics
9. Adapting to different styles and formats for different media
outlets
10.Building and maintaining relationships with journalists and
influencers.

THE METHODS USED IN MEDIA WRITING IN
PUBLIC RELATIONS
1. Press releases: A press release is a written statement that is
distributed to the media to announce news or events related to the
company.
2. Newsletters: Newsletters are regular, usually digital, communications
that are sent to subscribers and stakeholders to keep them updated on
company news and developments.
3. Media alerts: Media alerts are brief notifications sent to journalists and
media outlets to draw their attention to a specific event or
announcement.
4. Pitch letters: A pitch letter is a written request to a journalist to
consider writing a story about a specific event or topic..

THE METHODS USED IN MEDIA WRITING IN
PUBLIC RELATIONS
5. Op-eds: An op-ed is a written piece that is published in a newspaper or magazine, usually
authored by a representative of the company, that expresses the company's views or opinions
on a specific issue.
6. Blogs: Blogs are online platforms for publishing written content, which can be used to
communicate with stakeholders and increase the company's visibility.
7. Social media: Social media platforms, such as Twitter and Facebook, are often used in
media writing in PR to communicate with stakeholders, build relationships with journalists,
and distribute content.
8. Fact sheets: Fact sheets are brief documents that provide basic information about a
company or product.
9. Case studies: Case studies are in-depth examinations of specific events or situations, used
to demonstrate the company's expertise and credibility.
10. Video content: Video content, such as company updates or interviews, can be distributed
through traditional media outlets or social media to reach target audiences and build
relationships with stakeholders.

THE STEPS IN WRITING A PRESS RELEASE:
1. Determine the news angle: Identify what makes your story newsworthy
and what angle you want to take.
2. Write a headline: Write a headline that clearly and concisely conveys the
main message of the press release.
3. Write the first paragraph: The first paragraph should summarize the key
information and answer the who, what, where, when, why, and how questions.
4. Include the background: Provide additional information, such as the
company history, context, and background on the issue or event.
5. Add quotes: Include quotes from relevant sources, such as company
executives or experts, to add credibility and provide additional perspectives.

THE STEPS IN WRITING A PRESS RELEASE:
6. Include multimedia elements: If available, include multimedia elements,
such as photos, videos, or graphics, to add interest and engage the audience.
7. Use a call-to-action: End the press release with a call-to-action, such as
a request for more information or a link to the company's website.
8. Follow the standard format: Use a standard format for the press
release, including the dateline, contact information, and boilerplate
information.
9. Proofread: Carefully proofread the press release to ensure accuracy
and eliminate any errors or typos.
10. Distribute: Distribute the press release through appropriate channels,
such as PR distribution services, email, or social media, to reach target
audiences and media outlet

WHO TO WRITE A PITCH LETTER
1. Identify the recipient and their needs or interests
2. Start with a strong introduction and hook
3. Clearly state the purpose of the letter and what you are
offering
4. Explain the benefits of your offer and how it addresses the
recipient's needs
5. Provide proof or evidence to support your claims
6. End with a call to action and your contact information.
7. Edit and proofread for clarity and professionalism.

1. How do you write an effective press release?-
2. . What are the key elements of a press release?-
3. . How do you pitch a story to a journalist?-
4. . What is the difference between a press release and a pitch?-
5. . What is the tone of voice used in media writing in public relations?.
6. What are the best practices for writing media releases in different formats?
7. . How do you measure the success of a media release?
8. . What are the ethical considerations of media writing in public relations?
9. What role does social media play in media writing in public relations?

CHECK UP QUESTION
1. What is the purpose of media writing? Monica
2. What are the different types of media writing? Monica
3. What is the tone of media writing? Teddy
4. What are the elements of news writing? Teddy
5. What is the inverted pyramid style of news writing?Terresia
6. What are the key elements of a press release?
7. What is the difference between a hard news and a soft news story?
8. What is the role of the headline in media writing?
9. What are the best practices for media writing?
10. What are the ethical considerations for media writers?