Media Releases

Week Eight
By Amanda McRae
Practical:  Write a media release

In our study notes this week, we are to create a media release from the information which was provided (Ames 2016).   Remembering to highlight in the inverted pyramid style of writing and include the five w’s and how (Whitaker, Ramsey & Smith 2016).  Focusing on the “who”, which is:  FakeComicCon, the pretend company, whilst creating the media release.

The completed version of my media release is below as follows:


Week 8 – Practical exercise: FakeComicCon Media Release


Quiz 8 – Figures (Accuracy)

Much to my surprise, I got a lot wrong in the quiz this week when I thought, I would actually go alright.  Just remembering simple things like writing the dates right like; 1914-18 not 1914-1918, and never start a sentence with a numeral figure – instead spell it out. Being numerate is just as important as being literate when writing (Hicks 2016).  That’s okay, I have learned from the mistakes and looked over the four pages of chapter 11, again (Hicks 2013).


Ames, K 2016, COMM11007: Media writing – week 8 -module 2: study guide, CQUniversity, viewed 4 September 2016,

Hicks, W 2013, English for journalists: twentieth-anniversary edition, Routledge, Abingdon, Oxon.

Whitaker, W R, Ramsey, J E & Smith, R D 2012, Media writing: print, broadcast, and public relations, 4th edn, Routledge, New York.


Writing for Speech and Vision

Week Seven
By Amanda McRae

This week as per the study guide (Ames 2016), we are to review chapter 11, titled: “Preparing Broadcast Copy”, (Whitaker, Ramsey & Smith, 2012).  Without going into too much detail, I have summarised the information as follows:

The Content of News

  • As a viewer needs to like and be interested in what they see on the news, or they would change the channel.
  • Having a news angle that other news outlets may not have and presenting all the facts and details correctly is important.
  • Use the feedback, concerns and comments from grabs within the lead stories to update the bulletin to draw in personal interest and it is important to localise the content (Whitaker, Ramsey & Smith 2012).

Writing News for Broadcast

  • Write for the story to be listened to, not for visuals.  In saying this if writing for TV News broadcast, video footage will contribute to telling the story visually, in support of the written/verbal content.
  • With time frame limitations, the viewer needs to get the information from the story straight away the first time, without (in most cases), having an opportunity to view it again and can be missed.
  • When writing for broadcast, it needs to be written with simplicity, clearly, concisely, with the correct pronunciation of words, and strong written words to grab the viewer’s attention (Whitaker, Ramsey & Smith 2012).


  • It is important to pay particular attention to clarity and pronunciation of wording, names, places, phrases and facts ensuring it is correct to avoid confusion.  Paying particular attention to numbers and statistics (Whitaker, Ramsey & Smith 2012).

What are the key differences between writing for broadcast and print based media?

Broadcast relies on the vision and audio to tell the story to engage the viewers (Whitaker, Ramsey & Smith 2012).

Whereas the print base has a lot more descriptive detail, giving great depth to print materials to tell the story clearly by text (Whitaker, Ramsey & Smith 2012).


For the practical in this week’s blog as per our study notes (Ames 2016), we are to write an audio/visual script regarding the week 4 blog interview.  Please see below:
aaaBroadcast script (3)Broadcast script (4)


Quiz Seven

Straight forward quiz this week, with only two questions wrong at first which I was looking at them thinking they were wrong.  After another attempt at the quiz, I got 100%.


Ames, K 2016, COMM11007: Media writing – week 7 -module 2: study guide, CQUniversity, viewed 30 August 2016,

Whitaker, W R, Ramsey, J E & Smith, R D 2012, Media writing: print, broadcast and public relations, 4th edn, Routledge, New York. 

Dairy Farmers Milk Wars

COMM11008 – Blog Four
By Amanda McRae
The Australian government is taking action regarding the “dairy farmer’s crisis”. Queensland Minister for Resources and Northern Australian Senator Canavan in parliament said, “We will continue to work with the dairy sector to make sure we have a strong, efficient and resilient dairy sector in our country,” (Hansard 2016, p. 60). 
Figure 1:  Dairy cattle  Source:  Kerr (2016)
Four elements make up the Dairy Industry:  producers (farmers), processors, marketers and the consumer.  Both processors and marketer’s influence the prices and control contracts.
The Government’s involvement will ensure and regulate fairness and lawful compliance from those involved.  Which is the reason for the recent announcement of the full investigation to look into the Dairy Farmers crisis.  Barnaby Joyce confirms the investigation will get under way in November (Vidot 2016).

Agriculture Minister and Deputy Prime Minister Barnaby Joyce
Figure 2:  Barnaby Joyce presser  Source:  Australian Broadcast Corporation (ABC) News Rural, Vidot (2016)

“The Investigation would give the Australian Competition and Consumer Commission  (ACCC) power to compel companies to produce information, and power to prosecute where required,” Joyce said (Vidot 2016).

An “All in-depth and independent inquiry is a thorough and fair way to uncover inefficiencies and inequities that our farmers face – and identify a way forward,” said Joyce (Champion 2016, n.p).  Results of the report will be announced, mid-2017 (Campion 2016, n.p).  
Local Federal Member for Flynn, Mr Ken O’Dowd, welcomes the announcement as the local region use to thrive in the dairy industry (Thorpe 2016).
Back in April, local Federal Member for Flynn, Mr Ken O’Dowd, called for urgent action to save the dairy industry, he said, “It is plainly absurd that bottle water is more expensive than milk,” (Kerr 2016, n.p). 
Figure 3:  Milk supply in supermarket  Source:  Long (2016b)
According to Vidot (2016, n.p), Deputy Prime Minister, Federal Minster for Agriculture and Water Resources, Barnaby Joyce has sought major retailers to dismiss cheaper  priced milk.  
The impact of inconsistent pricing and sales has flow on implications for the farmers as Four Corners (2016, n.p) discusses. Farmers need to cover their farming overheads (Long 2016a) as if they can not this causes “cash-strapped Dairy farmers to be forced to sell their babies because they can’t afford to feed them,” (Whitmont 2016, n.p).
Boles (2016, n.p) advises, farmers continue to urge the community to think about what they are buying and are asking consumers to buy Australian dairy. The government continues to work with the dairy industry, “People all over the world want Australian milk, cream (and) cheese – we need to ensure there is still a viable industry in the decades to come,” said Mr O’Dowd (Thorpe 2016, n.p).

baffle creek
Source: Baffle Dairy Fresh Milk Facebook Page (2016)

Baffle Dairy Fresh Milk 2016, Baffle Dairy Fresh Milk Facebook page post and comments, Facebook 2016, viewed 2 September 2016,

Boles, D 2016, Sales of $1 milk have dropped during the dairy crisis, ABC News 2016, viewed 2 September 2016,

Campion, V 2016, ACCC to undertake full examination of the dairy industry, The Hon. Barnaby Joyce MP, media release, 25 August, viewed 3 September 2016,

Farm Weekly 2016, Image of  Agriculture Minister Benaraby Joyce, viewed 2 September 2016,

Hansard 2016, Australia, House of Representatives, Questions without Notice – Dairy Industry, Debates, 9 August, pp. 60, viewed 22 September 2016,;query=Id%3A%22chamber%2Fhansards%2F1a29ded1-e7dc-4605-87aa-2fcf6a321e27%2F0126%22

Judd, B 2016, Dairy push for milk levy as Federal Government considers assistance package, ABC News 2016viewed 2 September 2016,

Kerr, D 2016, O’Dowd calls for urgent action to save the dairy industry in Queensland, Ken O’Dowd website 2016, viewed 3 September 2016,

Long, W 2016a, Sales of $1 milk have dropped during the dairy crisis, ABC News 2016, viewed 2 September 2016,

Long, W 2016b, Milk image, ABC 2016, viewed 2 September 2016,

Thorpe, A 2016, O’Dowd welcomes ACCC inquiry into dairy industry, Central Telegraph 2016, viewed 3 September 2016,

Vidot, A 2016, Agriculture Minister Barnaby Joyce announces ACCC investigation into Australian dairy industry, ABC News Rural 2016, viewed 2 September 2016,

Whitmont, D 2016, Dairy farmers forced to sell up in face of plunging milk prices, Four Corners 2016, viewed 2 September 2016,