The first part of this chapter that caught my eye was the importance of remembering who the exact audience is that you’re trying to connect with. Knowing your audience is the key to the amount of sales or views an individual is seeking after. The first audience you’re writing for will always be the mode of which you’re trying to release the news. Whether it be a newspaper, a publicist, or the televised news, what content you give has to be pristine. The mode you’re trying to sell to will be the deciders of whether it will reach your second audience. This means that the release you intend to put out must be well written i.e. free of spelling errors, flows consistently, grammar, etc. The second audience is then the demographic you’re selling to. Meaning, the word choice and maneuvers made in the news release must appeal to and attract the intended demographic. An example from my own project would be to have the news release be intended for the college student demographic. It would likely be sent through UNE’s publication website and promoted through that route. Therefore, the media audience would be UNE administrators and communications office.
The second concept from this chapter I found important was two pointers regarding the release headline. For headlines, they need to be both intriguing and legible. Headlines often include a verb in them over being standalone phrases. It would be more vague to said “Safety app for UNE” than “New Safety App Announced for UNE”. The second includes the buzzer word “new” that would intrigue more viewers and possible customers. The second part of headlines in that they need to be stand-alone and legible before the actual release. This can be done through bolding and increasing the size of the font. Another way would to be choosing a different, eye-catching font for the headline alone. Either way, the headline needs to be distinctly separate.
