Communicative Writing Week 3

1. Communicative WritingWeek 3 MMC120 Instructed by Hillarie Zimmermann

2. Today’s Class • Writing practice • Cutline Writing – Overview and practice • Media Kits/Fact Sheets/Backgrounders • News release assignment - review • Complete an in-class assignment • Review homework

3. Cutline/Caption Writing • Explanatory and descriptive copy that accompanies pictures. • Answers all of the reader’s questions about a picture. • Every picture should have one.

4. A Photo Is Worth 1,000 Words? • No photo can tell the readers the essential information without a cutline (caption) • Photos need to tell stories as well • Cutlines tell the reader who, what, where, when, why and how as it relates to the picture • With a partner, look for two good examples of cutline writing from the newspapers

5. Parts Of A Cutline • The Lead-in • 1st Sentence • 2nd + Sentence (s)

6. The Lead-in • Could be a graphic device (i.e. initial cap, bolded letters, symbol, line) or mini-headline that introduces the pic and grabs reader attention

7. The 1st Sentence • Answer the important questions first: who, what, when, where in full detail—must be researched • Written in present tense • Identify the people/action in the picture

8. The 2nd Sentence • Answer add’l questions like why and how • Provide info that is not obvious (Bkgd.) • May include a quote or “fun fact”

9. Dos of Cutline Writing • Identify all people pictured (up to 5 and them just id main participants) • Lead-ins state the obvious in an unobvious way to grab attention and link pic with rest of cutline • Include the 5 W’s & H

10. Consider the action before and during the photo and the reaction to the event • Keep content factual • Interview sources to get info just like you would for a story

11. Use strong visual and specific nouns • Use colorful, lively, vital action verbs • Use a variety of adverbs and adjectives

12. Don’ts of Cutline Writing • Don’t begin with names • Don’t use same pattern over & over • Don’t state the obvious

13. Cutlines That Work A Grand Love Towel in hand, Chris Jones checks the oil in his Grand Prix. He invested over $4,000 in new stereo equipment, an exhaust system and additions to his motor. “During the summer, I wash my car two to three times a week. I never let people in my car who have mud on their shoes,” Jones said. • Identifies the action as well as the person in the photo • Includes appropriate bkgd. Info • Quote refers to the overall topic

14. Cutlines That Work Music To Her Ears At Missouri Honor Band practice, Amber Twinn listens to Dr. Gerald Welker give directions. Eight students were selected from each area high school to perform as part of the band on Oct. 8. “As a sophomore, it was especially amazing to be selected as a member,” Twinn said. • Identifies the action as well as the people in the photo • Gives important details • Quote highlights her reaction

15. Cutlines That Work A Special Job Kneeling in front of the hostess stand at the Plaza Café in Bucksville, Laura Mink writes the dinner specials menu. Mink worked three days a week during the early evening shift. “I usually spend the first hour of my shift just getting organized for the dinner rush,” she said. • Identifies the person, action and place • Includes appropriate bkgd. Info about her job and schedule • Quote refers to the action

16. Now You Try: Who: Suzie Q, 9 What: Shaping a cup Where: Ceramics Class When: Sept. 8, 2005 Why: Final project for first unit in class How: could not use any tools to shape clay Extra Info: “It seemed like it would be easy, but it really took a lot of patience to get it smooth.”

17. Now You Try: Who: Super Fans What: cheering on Lancer varsity football Where: LHS stands When: Sept. 8, 2005 Why: go to every varsity game How: join club for $5 to get T-shirts, free admission Extra Info: tailgate before every game

18. Now You Try: Who: Anna Can, 12 What: Organizing cans Where: outside Welcome Center When: Sept. 25, 2005 Why: STUCO canned food drive; students/area businesses donated How: collected 165,000 cans for Katrina shelters Extra Info: “We collected so many we had enough for shelters in St. Louis County and St. Charles County.”-Can

19. Backgrounders Purpose To supplement a news release Audience Journalists

20. Backgrounders Content and organization NOT news stories Don’t have a news headline Don’t have a news lead Sound like encyclopedia entries A little like hypertext Objective tone

21. Backgrounders Company Letterhead Backgrounder For Immediate Release For More Information, contact Oct. 1, 2010 Contact’s first and last name Contact’s title Contact’s 24/7 phone number Contact’s e-mail Title (not a news headline) goes here Double-spaced text begins here. Histories/biographies often begin with a quick definition. Then they begin at the beginning and work their way back to the present.

22. Fact sheets Purpose To supply a what, who, when, where, why, how breakdown of the news release Audience Journalists

23. Fact sheets Company Letterhead Fact Sheet For Immediate Release For More Information, contact Aug. 28, 2010 Contact’s first and last name Contact’s title Contact’s 24/7 phone number Contact’s e-mail Local interest headline (boldface) goes here WHAT: Blah, blah, blah, blah, blah, blah, blah, blah, blah WHO: Blah, blah, blah, blah, blah, blah, blah, blah, blah

24. Fact sheets Content and organization Everything in fact sheet should be in news release Reverse statement isn’t true

25. The Pitch A strategic message that attempts to persuade a journalist to write a story. Exclusive to one journalist Often sent by email, can be done by phone Story ideas: Parks Canada Yukon Government

26. Photo Opportunity Sheets Designed to attract photographers to an event. Often form part of a media kit however they can be sent to a journalist on their own

27. Portfolio 1 – Digital Media Kit – Review Assignment

28. Media Kits Purpose To deliver to journalists more information than a news release could supply Focus on one core news story and supply extensive supporting, supplemental information Are an expanded news release Audience Journalists

29. Media Kits Includes a news release, backgrounder, fact sheets. Can also include photo opportunity sheets, captioned photographs, business card, product samples A media kit can fulfill these purposes: For a new organization to introduce itself to the public. For an established organization to launch a new product or service. When an organization is bought by another company or individual To announce an organization that is moving to a new location To promote a big company event such as an annual convention or trade show To announce a press conference

31. The USB Stick!

32. Review in-class assignment from last week • What is your message – partially base this on who your audience is (e.g. stakeholders) • Diplomatically state your message – avoid “hot button words” • Don’t forget the boilerplate paragraph • Choose your quotes carefully – tone is important – not to informal • Wordiness!

33. Complete in-class assignment Complete assignment number 2 – Backgrounder and Fact Sheet. Hand in to me when you are finished.

34. What to expect next class… Overview of Strategic Message Planners Assignment #3 – Strategic Message Planner

35. Homework • Read “Strategic Writing in Advertising” and “Strategic Message Planners” p. 119-132 • By January 30, email your proposed client for Digital Media Kit assignment