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2008 Manual of Motorcycle Sport - Motorcycling Australia

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information).<br />

• As the basis for an interview.<br />

Common Problems:<br />

• Misdirected releases.<br />

• Lead (first 1 or 2 paragraphs) have wrong focus,<br />

or are too wordy.<br />

• Missing information- What would a reader want<br />

to know?<br />

• Too commercial (self-promoting, too many, or too<br />

strong adjectives).<br />

Make your key points:<br />

• Near the top <strong>of</strong> the story (1st or 2 nd paragraph).<br />

• Include brief description <strong>of</strong> your organisation.<br />

• Avoid overstatement- beware <strong>of</strong> first, only, best, etc<br />

• Use quotes to express opinion, explain subjective<br />

ideas, identify motives.<br />

• Get rid <strong>of</strong> any cliches.<br />

• In case <strong>of</strong> bad news, stress how things are being fixed.<br />

Write like a pr<strong>of</strong>essional:<br />

• Use clear, concise, commonly used language.<br />

• Sentences should be no longer than 15 words,<br />

paragraphs no longer than 30 words or 4 lines.<br />

• Write it like it was news, not an advert.<br />

• Check for proper grammar, spelling, punctuation.<br />

• Distribute on a timely basis, remember deadlines.<br />

• Write for your intended audience.<br />

• Pro<strong>of</strong> read it yourself, then get someone else to<br />

pro<strong>of</strong> read it, read it again yourself, then send it.<br />

Press release format:<br />

• 1-2 A4 pages maximum (400 - 500 words).<br />

• Strong lead (Remember the 5Ws&H: Who, What,<br />

When, Where, Why, How).<br />

• Use a commonly used electronic format (.doc,.rtf, .txt).<br />

• Use at bottom <strong>of</strong> pages; identifier (page<br />

1 <strong>of</strong> 2) on subsequent pages,> at end.<br />

• Include a word count.<br />

Important items to include:<br />

• A contact name, email and phone number<br />

(Make yourself available for follow-up inquiries).<br />

• Release time (Immediate release or Embargo<br />

[delayed] with a specific time).<br />

• Headline (Keep it short, sharp and relevant).<br />

• Dateline (optional, include location if it’s important).<br />

Adapted from - Kirk Hallahan Colorado State University<br />

Competition MOTORCYCLE MEDIA CONTACTS<br />

<strong>Australia</strong>n <strong>Motorcycle</strong> Trader<br />

Editor: Greg Leech<br />

Tel: 03 95674200 Fax: 03 95634077<br />

greg.leech@tradergroup.com.au<br />

Australasian Dirt Bike<br />

Editor: Andy Wigan<br />

Tel: 02 9581 9400 Fax: 02 9581 9570<br />

andy.wigan@emap.com.au<br />

<strong>Australia</strong>n <strong>Motorcycle</strong> News (AMCN)<br />

Editor: Mick Matheson<br />

Tel: 02 8268 4699 Fax: 02 8268 4688<br />

amcn@acpmagazines.com.au<br />

Cycle Torque<br />

Editor: Chris Pickett<br />

Tel: 02 4946 6826 Fax: 02 94946 7549<br />

info@cycletorque.com.au<br />

Dirt Action<br />

Editor: Shannon Warner<br />

Tel: 02 9805 0399 Fax: 02 9805 0714<br />

swarner@universalmagazines.com.au<br />

34 enjoy the ride<br />

Old Bike <strong>Australia</strong><br />

Editor: Jim Scaysbrook<br />

Tel: 02 9418 9225 Fax: 02 9418 9641<br />

scaysbrook34@bigpond.com<br />

Two Wheels<br />

Editor: Jeremy Bowdler<br />

Tel: 02 9353 666 Fax: 02 9252 0997<br />

info@twowheels.com.au<br />

VMX Vintage Motocross & Dirt Bike<br />

Editor: Ken Smith<br />

Tel: 02 9801 2499 Fax: 02 9452 1444<br />

ken@vmxmag.com.au<br />

Stroke<br />

Editor: Mark Fagg<br />

Tel: 03 9326 6366 Fax: 03 93297101<br />

info@strokemx.com<br />

MXTV<br />

Presenter: Glenn McDonald<br />

Tel: (03) 9347-8611<br />

info@mxtv.com.au<br />

<strong>2008</strong> MANUAL OF MOTORCYCLE SPORT

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