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Arts - press conference, Essay

DELIVERABLE #3: NEWS RELEASE Purpose: To prepare a hard-news news release, using proper standard news release formatting, inverted pyramid structure and AP writing style. Although this deliverable is considered your first draft, the news release you submit to me should be the product of your best abilities. You, as the assistant account executive, should feel confident sending it to your direct boss (me) and your client contact for review. The Set-Up: Imagine once again that you are still an assistant account executive at ACME Public Relations. As you may remember, your client, the Commission on Public Relations Education, recently updated the standard materials included in its media kits. These materials will also be published on CPRE’s website (see HYPERLINK "http://www.commpred.org" http://www.commpred.org). You worked up a backgrounder/position paper (Deliverable #2) for this media kit. That backgrounder complements and contextualizes the news release you must now write that announces the findings of the Cole et al. study. NOTE: Remember, the conceit is that CPRE funded the Cole et al. study, which it actually did not. PRSA did in part. We are also assuming that the Cole et al. study is about to be released, hence the need for the news release. And obviously, the study came out in 2009 and it’s now 2017. So feel free to fudge the timing as you need to. Execution of tasks: Between the copious lecture notes and readings, as well as the optional but highly recommended discussion forum related to this deliverable, you should be more than ready to tackle this news release. I highly recommend that students participate in the optional Outlining the News Release discussion My Expectations: Your news release will: 1. Be in standardized news release format – follow the model provided on p. 15 of the Weeks 6/7 lecture notes. 2. Use inverted pyramid structure, with a straight summary lead. Contain at least two quotes. Quotes can either be: crafted by you or cribbed from an actual source. Please indicate where this source (even if it’s you) came from on a separate sheet of paper, attached to your news release. At least one quote must be attributed to a real person at CPRE. Other quotes may be attributed to a real or fictional person at CPRE or another organization that is logically involved with this study or its subject matter. This should be someone whose name or position carries some weight. Use New York City as the dateline locale. But this is tricky – check out the AP stylebook about how to format NYC in datelines and in text. You may use CPRE’s actual boilerplate. Cut-and-paste from any of CPRE’s own news releases found at HYPERLINK "http://www.commpred.org/news/" http://www.commpred.org/news/. Exercise your PR judgment: If the boilerplate mentions another study by CPRE, is that the correct information to include in the boilerplate for your news release, which is about a completely different study (fictionally funded by CPRE)? Also, do the verb tenses sound right? Hmmm… Be written in AP style and organized using the inverted pyramid structure. Should be on CPRE letterhead: We are trying to approximate a real-world scenario, thus all public relations materials would be distributed to the media on CPRE letterhead. Please cut-and-paste the graphic below into the top of the first page of your news release only (not the cover page of your deliverable or additional pages of the release). Most organizations use the more expensive graphical letterhead for the first page and plain letterhead paper for additional pages. What’s my endgame with this piece? Your operational goal is, of course, to write an engaging, well-written and well-organized/structured news release that recipients will appreciate. Your mission goal is for this news release to generate contact from members of the media and to parlay that contact into media coverage of CPRE, this study and/or the broader subject matter of writing issues in the United States. 3 easy pieces: Using the feature-style structure By HYPERLINK "http://www.prsa.org/Intelligence/Tactics/Articles/view/10180/1077/3_easy_pieces_Using_the_feature_style_structure" \l "bio" Ann Wylie, PR Tactics May 1, 2013 issue Retrieved from HYPERLINK "http://www.prsa.org/Intelligence/Tactics/Issues" http://www.prsa.org/Intelligence/Tactics/Issues (PRSA member access only) You already know how to organize a story that grabs your reader’s attention. Just think back to what you learned in third-grade English class. Your story should have three pieces: The beginning, or introduction The middle, or body The end, or conclusion OK, so it’s not quite that easy because each of those sections has its own parts: The introduction includes the lead, nut graph and sometimes background introduction. The body is organized into clear, logical parts. For now, let’s call them Sections 1, 2 and 3. The conclusion has a wrap-up and kicker. (In other words, your story looks like the chart to the right.) Writing a good feature is as simple as filling in these boxes. Fill in the blanks So how do you get started? Lead: Illustrate your point. Show, don’t tell. Make the lead concrete, creative and provocative. Think anecdote, human interest and juicy details. Nut graph: Explain your point. Now you can tell. Here’s where you summarize your story into a nutshell, or deliver the key point. Background section: Fill in the blanks. Do you have a term that needs explaining? Does your story require an understanding of context or history? Include that background information here. Body: Develop the story. Avoid the “muddle in the middle” by arranging the body of your story into discrete sections, organized thematically, sequentially or hierarchically. Wrap-up: Restate your point. In the nut graph, you tell ’em what you’re going to tell ’em. In the body, you tell ‘em. Here’s where you tell ’em what you told ’em. Kicker: Illustrate your point. Leave a lasting impression with a provocative kicker. Bonus points for circling back to the lead. Feature more features This simple, elegant structure works for virtually everything but breaking news, where the inverted pyramid is more effective. Use this feature style for releases, blog posts, bylined articles — any piece where you want to hold your reader’s rapt attention and leave him or her wanting more. * Individual Feedback: Hi, I'm sorry but this is very far afield from what was assigned. It doesn't even look like the model news release that was provided to you in the lecture notes. Plus the topic, even though you use Cole's name, has nothing to do with Cole, Hembroff, and Corner's (2009) "National Assessment" study, I am completely flummoxed at you got here from what was clearly detailed in the instructions for this deliverable in the Guidelines for Course Deliverables. Neither the Cole et al. study nor anything in this class even remotely involves cultural cognition. You'll need to do five things: 1. Reread the Guidelines for Course Deliverables about Deliverable #3. 2. Reread the Cole, Hembroff, and Corner study. 3. Reread all course materials (links, lecture notes, etc.) about news releases, leads, inverted pyramid style, Associated Press style, etc. provided in the Weeks 6/7 course folder. 4. Work through the news release outlining exercise and then send it to me so I have enough time to get feedback to you before the final version of this deliverable is due. 5. Using my feedback and what've you've learned from following through with #3, write the final version of this deliverable from scratch. Work with the folks at WRIT699C if you can find the time. **
DELIVERABLE #3: NEWS RELEASE Purpose: To prepare a hard-news news release, using proper standard news release formatting, inverted pyramid structure and AP writing style. Although this deliverable is considered your first draft, the news release you submit to me should be the product of your best abilities.
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Assignment ID
168522
Discipline
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CREATED ON
25 April 2017
COMPLETED ON
26 April 2017
Price
$30
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