Home' Australian Ageing Agenda : AAA Jul-Aug 2012 Contents A solid timber head and foot which
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Premium 3 layer mattress, incorporating Memory
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Fresh helps prevent and control odour causing
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(A range of stains available)
S500 SINGLE Hi-Lo Bed
Solid Timber Head and Foot
With such a wide range of bed and furniture options, it is easy to get confused with
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options you need at a price you can afford.
than something happening in Japan unless
it impacts us in another, more direct way.
Human interest: Usually this relates
more to features than it does to news
however sometimes a human interest
story will evoke emotion, be unusual or
appealing to a publication's audience.
Prominence: Famous people and
prominent organisations get media coverage
because of their position in society.
What makes a good feature story?
Feature articles are different to news.
While news articles simply report the
facts and provide brief commentary
features are longer articles, researched
and written in a more descriptive,
narrative style. The journalist aims
to explore a topic or idea in depth, to
inform, challenge or educate. Features
do not need to adhere to newsworthiness
criteria (see above) and therefore have a
longer shelf-life than news.
Journalists can get an idea for a feature
from any source but will undertake research
and speak with several people in developing
an engaging and multi-faceted story.
Know the publication: Before
you pitch a story idea, get to know the
publication or website's target audience;
writing style; and different sections. And,
know what might interest the journalists
and the publication's audience. At AAA,
we would be interested to hear about
your innovative solution to a common
problem, a new workforce initiative, or
a unique research project. Using all of
this information to tailor your pitch and/
or press release will give you a greater
chance of success.
Press releases: Don't bury the news
angle at the bottom of a release in order
to promote unnewsworthy details about
your organisation at the top. Write your
press release as you would read a news
article. Put the most attention grabbing
message in the first par and then lead
into specific details. Just by reading the
first two pars, a journalist should know
the what, who, when, where, why and
how. Facts contained in a press release
must be accurate and all quotes must be
attributed. Always put a media contact's
details at the base of the release.
Deadlines: All journalists work to
deadlines so find out what they are before
submitting copy. Plan to pitch a story idea
on a slower-than-normal day, hour or week
in the publishing cycle, not after a story
goes to print or while the journalist is
desperately trying to put the article to bed.
Sending your media release: When
emailing your release, ensure the key
message is described in the subject field
and the media release is in the body of
the email so the journalist can quickly
determine what it's about. If you attach a
PDF, ensure it is unlocked so the text can
be cut and pasted.
Photos: Depending on the strength
of an image, photos make stories more
publishable. If you don't have a photo, can
one be arranged?
Contributed images should be in jpg
or tiff format and importantly, in focus!
Images to be published in print must be
high resolution but images for an online
news story can be lower resolution. High
res images can be adapted for the web
but low res images cannot be used in
print publishing. If your image file (or
multiple files) is larger than 4MB, use a
zipper or drop box program to send it
through. Headshots and staged photos
(for example, the presentation of a
certificate) are okay but try to arrange
a more natural shoot depicting people
interacting with each other or their
environment rather than looking straight
down the lens.
Social media: Journalists increasingly
use social media to pick up story ideas
and to establish relationships, online and
in real time. So 'like' or add AAA and
other media outlets as your Facebook
friends and Twitter buddies. We'll
probably follow you back. But remember,
as social media sites are public, the
information released on them is in the
public domain and reportable.
If you don't ask, you don't get: If
you don't know whether that event at
your facility, your company's expansion
or tomorrow's celebration is newsworthy,
just ask. Unless you let a journalist know
about an issue or event, they might
never find out. n
Email your story ideas to us at:
AAA | JULY -- AUGUST 2012 | 35
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