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Writing EFFECTIVE MEDIA LINES, NEWS RELEASES AND House Cards (G061)

Workshops > Complete List > Effective Media Lines

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
Exercise hand-outs

Agenda
8:45 - 8:50 AM	Introduction and Overview
8:50 - 9:30 AM	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 AM	Précis Exercise Participants are asked to reduce a paragrapĥ to one-third of its original length.
9:45 -10:00 AM	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 PM	Break
10:15 - 10:45 PM	Discussion: Determining Key Message and Writing Media Lines
10:45 - 12:00 PM	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 PM	Lunch
12:45 -1:15 PM	Continuation of Interactive Exercise
1:15 -1:45 PM	News Releases What the media want and need: the various sections of a release and how to prepare them.
1:45 -2:45 PM	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.
2:45 -3:00 PM	Break
3:00 -3:30 PM	Writing House Cards The setting - Question Period; the Minister's needs; the Speaker's role; the House Card: role, structure and approach.
3:30 -4:25 PM	Exercise Participants break into groups and prepare a House Card. Review of releases with the instructor.
4:25 -4:30 PM	Wrap-Up and Evaluation

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.

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