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Bus 130: Guidelines for Persuasive Media-release Assignment
Overview:
This assignment helps you develop effective persuasion techniques for written business communications.
Although there are a variety of ways to convey a persuasive message (e.g., memo, letter, email, sales presentation) and many different types of information that can be conveyed this way, for this assignment you are specifically asked to write a persuasive media release.
Find details on how to write persuasively on pages 237-262 of your textbook.
Find specific information on writing a persuasive media release on page 260-261 of the textbook.
Content:
Imagine you have been hired by Camosun College’s department of Communication and Advancement. Write a media release for possible submission to a local newspaper describing the success of Camosun’s Hospitality Management program. Who would benefit from such a program? Why should students come to Camosun to take this program? Make a convincing case, while maintaining a professional tone. Indicate there is an upcoming information session and invite potential students to attend. Let your reader know the next intake for the program is January 2019. Mention that space is limited and prompt them to apply soon.
Other facts to include:
What are the current employment trends: why is hospitality management a good career choice?
What are some other benefits of a career in hospitality management?
How long has the program been running?
How many students graduate each year?
What kinds of jobs are graduates qualified for?
What are students and graduates saying about the program?
How long is the program? Is there space available?
Format:
Follow the format on page 261 of your textbook
Length: about one page single spaced
Begin with an attention-grabbing opener
Present important information early (“above the fold”)
Include information that builds credibility
Explain the benefits of taking this program
Include interesting quotes (optional but effective)
Paragraphs: single space within; double space between; do not indent
Let the reader know how they can obtain more information
Write in the third person (don’t use “you view” here; Say “students” etc.)
Use ### symbol to signal the end of the news release
Go to Camosun’s Media Centre to view other press releases http://camosun.ca/news/media-centre/all-stories.html.
Approach:
For a persuasive media release use the AIDA formula:
Open: Opens with an appealing headline that speaks to target audience.
Body: Builds interest by emphasizing benefits and overcoming resistance. Motivates action. Develop your ideas in a logical sequence.
End: Call to action with dates of next program start date etc.
Here are some general tips to help you prepare your persuasive release
Identify your target audience. Who do you think would read this article if it ran in the newspaper? What sorts of things would they want to know?
Answer 1: prospective students (or people who know prospective students)
Answer 2: how this program would benefit them (thriving industry, good career opportunities with good salaries, well-designed program, travel opportunities, two-year program, co-ops to gain work experience etc.)
Follow the format in the textbook Figure 10:13 on page 261. (You don’t need to use a logo)
Follow the AIDA formula (page 243)
Title and first paragraph raise reader attention
Second paragraph stimulates reader interest
Third paragraph fuels desire
Fourth paragraph prompts reader to take the desired action
Remember, this is an informational-persuasive piece of writing. Avoid the pronoun “you” just like in the newspaper
Use the information we brainstormed to fill out your piece. There is no right or wrong order for the information. Be creative!
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