Writing for the Media

Writing for the Media

by Adrian Wheeler


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This is a media writing guide for PR people. The media use one per cent of the material PR people send them. What can we do to increase the hit-rate of the stories we write on behalf of our clients or employers? We need to know exactly what the media want and what they don't want. We should be able to write material according to the rules and conventions which the media themselves observe. We ought to know how to compose, present and lay out stories in a manner which saves the media time and earns their approval. We can enhance our pick-up if we know how to produce good media photography, video and infographics. We must know how to pitch a story professionally. This Guide is an A to Z of media writing for anyone working in PR who wants to get better results.

Product Details

ISBN-13: 9781787566149
Publisher: Emerald Publishing Limited
Publication date: 01/14/2019
Series: PRCA Practice Guides Series
Pages: 120
Product dimensions: 5.12(w) x 7.75(h) x (d)

About the Author

Adrian Wheeler was a reporter on a weekly newspaper before joining a City PR firm. He co-founded Sterling Public Relations which was acquired by Grey Advertising, where Wheeler became CEO of GCI UK and chairman of GCI Europe. He was chairman of the PRCA in 1999-2000 and chairman of the CIPR's Professional Practices Committee in 2008-2012. In 2010 he was awarded the Sir Stephen Tallents Medal. He is the author of Purchasing Public Relations for the PRCA and editor of Best Business Advice. He works as a crisis communications consultant, as a non-executive with four public relations agencies, and as a PR and media trainer.

Table of Contents

Foreword by Francis Ingham 
Good media writing - the business case 
The ROI – media messages 
The media writing challenge: editorial choice 
B2B and B2C – what’s the difference? 
How journalists write 
The journalist’s PR challenge 
Journalists’ rules 
Researching a story 
Interview tips 

Headlines and leads 
Format, structure 
Short-form and long-form 
The human factor and illustrations 
Media language 
Enemies of clarity 

What the media want and don’t want 
What the media say they want and don’t want 
Story ingredients: the Trevor Morris system 
Writing for screens: advice from Steve Dunne 
Pitching a story to the media 
Making a soft story stronger 
Distribution: the PESO model 

Advice from journalists and editors 
Good media relations – five top tips 
Books about the media and media writing 
Improving your media writing 
A selection of journalism terms 
Media story platforms 
Putting it into practice (exercises) 
 Media quotes about the media

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