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Foundations of Media Strategy

The News Test: Determining Newsworthiness

Key Components of an Effective Media Release

Strategic Timing for Media Releases

Writing Effective Content

Crafting a Compelling Headline

The First Paragraph: Answering Key Questions

Using Active Verbs for Impact

Readability and the Fog Index

Integrating Quotations

Common Pitfalls: What to Avoid

Formatting and Technical Standards

Adhering to Formatting Guidelines

Understanding Embargo Protocols

Setting Margins

Structuring Paragraphs

Date Conventions

Using Boilerplates

Marking the End

Source Attribution and Contact Details

🎮 Crossword: Media Terminology Review

Knowledge Assessment

Quiz: Foundations and Strategy

Quiz: Writing Techniques

Quiz: Formatting Standards

Quiz: Structural Elements

Quiz: Final Review

Mastering Media Releases for Limerick City and County Council is a practical, outcomes-focused course designed to help Council staff and partners craft clear, newsworthy, and professional media releases that journalists will actually use. You will learn how to apply a rigorous News Test to spot the right stories, structure your releases for immediate impact, and time distribution for maximum pickup across local, regional, and national outlets. The course walks you through headline creation, powerful first paragraphs, active voice, and readability (including the Fog Index) so your messages land with clarity and authority. You will also master formatting and technical standards—embargo protocols, margins, paragraphing, date conventions, boilerplates, and proper end marks—so every release meets industry expectations. Real-world tips on quotes, source attribution, and contact details ensure reporters can verify, follow up, and file quickly. By the end, you will have a repeatable framework you can apply to policy updates, public notices, events, infrastructure milestones, and emergency information—aligned with Council standards and media best practice. Quizzes and a terminology game reinforce learning, while templates and checklists help you go from draft to distribution with confidence.

Mastering Media Releases for Limerick City and County Council

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            <p>Effective communication is a cornerstone of public service within Limerick City and County Council. This course provides a comprehensive framework for developing media releases that capture journalist attention and serve the public interest. Participants will begin by exploring the foundations of media strategy, specifically the "News Test" used to evaluate the newsworthiness of Council stories. By distinguishing between internal administrative updates and information that meets external media thresholds, staff can ensure that every release issued is strategically timed and structured to maximize impact and maintain the Council's professional reputation.</p>

<p>Beyond strategic planning, the curriculum focuses on the technical precision required for high-quality journalistic writing. This includes mastering the inverted pyramid structure to answer key questions in the opening paragraph, utilizing active verbs for clarity, and applying the Fog Index to ensure accessibility for a diverse audience. Furthermore, the course outlines the essential formatting and technical standards expected by the media, from the correct use of embargoes and boilerplates to the precise marking of document ends. Adhering to these rigorous standards ensures that all Council communications are professional, consistent, and ready for immediate publication.</p>
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