Instructor
Barbara Campbell
Barbara Campbell is a communications executive with wide federal government experience, including as a Director General of Communications in several departments and a Director of policy at the Privy Council Office.
When, Where How much?
When: Date not set
Where: 1900 Merivale Road,
Suite 206, Ottawa
How much: $675 (+tax)
WRITING EFFECTIVE MEDIA LINES, NEWS RELEASES AND HOUSE CARDS (G061)
WHY SHOULD YOU ATTEND?
Media Lines: When the media get in touch on a hot issue, you need to answer them with effective responses that put that issue to bed once and for all. This workshop shows you how. The instructor dicusses the definition, purpose, approach and structure of departmental media lines and puts you through some informative and useful exercises.
News Releases: A high percentage of new releases end up on the news-room floor because they lack punch, brevity, and useful information. In this workshop the instructor shows you how to write an effective news release that will improve your chances of good media coverage.
House Cards: When Ministers answer questions in Question Period, their responses are widely scrutinized by the media, concerned stakeholders and the general public. A good answer can defuse a potential problem: a bad answer can make it much worse. Ministers expect their public servants to provide them with Question Period Notes - or House Cards - that will respond to the "hot" issues. This workshop provides participants with the information, guidance and language they need to do just that.
WHAT WILL YOU LEARN?
- Why media lines are important and useful
- How to write effective media lines
- Why some news releases fail and why some succeed
- How to write effective news releases
- How Question Period works
- How questions are asked and answered
- How to write a good Question Period Note
- How to write crisp, concise prose
WHAT WILL YOU TAKE AWAY?
- A workbook with presentation details
- Exercises and handouts
FEDERAL GOVERNMENT COMPETENCY
- Thinking Things Through: Innovating through analysis and ideas
- http://www.tbs-sct.gc.ca/tal/kcl/ekl-eng.asp
| Agenda | |
|---|---|
| 8:45 - 8:50 | Introductions and Workshop Overview |
| 8:50 - 9:30 | Media Lines The wider context: analyzing and synthesizing information, defining issues, and assembling clusters of information into a logical order under tight deadlines; the importance of effective key messages; a practical approach to distilling information down to key points via the art of writing a précis. |
| 9:30 -9:45 | Précis Exercise Participants are asked to reduce a paragrapĥ to one-third of its original length. |
| 9:45 -10:00 | Rundown on Précis Exercise Volunteers present their versions. Instructor-lead discussion on methods of identifying and summarizing key ideas in the paragraph. |
| 10:00 - 10:15 |
Break |
| 10:15 - 10:45 | Discussion: Determining Key Message and Writing Media Lines |
| 10:45 - 12:00 |
Exercise Participants break into groups and take turns playing the roles of media, public servant delivering media lines, and the general public, using case studies. |
| 12:00 - 12:45 | Lunch |
| 12:45 -13:15 | Continuation of Interactive Exercise |
| 13:15 -13:45 | News Releases What the media want and need: the various sections of a release and how to prepare them. |
| 13:45 -14:45 | Exercise on Preparation of a News Release Participants break into groups and prepare a basic news release under deadline. Review of release with the instructor. |
| 14:45 -15:00 | Break |
| 15:00 - 15:30 | Writing House Cards The setting - Question Period; the Minister's needs; the Speaker's role; the House Card: role, structure and approach. |
| 15:30 - 16:25 | Exercise Participants break into groups and prepare a House Card. Review of releases with the instructor. |
| 16:25 - 16:30 | Wrap-up and Workshop Evaluation Participants will complete a short evaluation |