這是我們在2017年為新西蘭奧克蘭大學的學弟妹們寫的一篇公共管理類essay，首先開頭交代相應信息。本文分析了媒體工具包中使用的策略。 它主要評估媒體發布，標題，引導段落和關於新聞價值的引用。 它還評估媒體工具包的其他部分，包括推特使用，時間安排，音調和媒體列表。
This essay analyses the strategy used in the media kit. It primarily assesses the media release, headline, lead paragraph and quotes with respect to the newsworthiness. It also assesses other parts of the media kit, including twitter use, timing, pitch letter and media list.
中間的body部分具體闡述觀點，舉辦這次活動的組織有一個明確的目標群體，他們對閱讀的態度更加消極，他們希望擴大這方面的公共關係。該組織還有一個明確的目標，提醒人們閱讀的重要性，並鼓勵他們的閱讀意願。原始信息根據組織的興趣來解釋。媒體資料袋的重點是鼓勵更多人參與閱讀和參加開幕式。現實的首選解釋稱為“框架”。
The organization holding this event has a clear target group of people who are holding more negative attitudes towards reading and they want to expand the public relations in this respect. The organization also has a clear objective to remind people the importance of reading and encourage their willingness in reading. The original information is interpreted based on the interest of the organization. The media kit is presented in a way focusing on encouraging more people to participate in reading and attending the opening ceremony. The preferred interpretation of the reality is called “framing”. The framing can guide the audiences’ ways of thinking and motive them more easily (Lakeoff 2004; Macnamara 2012, p.267). My presentation did not change the authenticity of the original information but constructs the information in a creative narrative in order to attract more audience and achieve the goal of the organization. According to Bivins (2008, p.64), there are several factors to assess news value, including consequence, interest, timeliness, proximity, and prominence. Through the assessment, the kit and event contains news values in several aspects. Firstly, as a large number of people in Victoria are reading lovers so that inviting celebrity writer during the opening ceremony will cause many people focusing on this event. Secondly, as a large-scale activity relating to reading and many people are J.K Rowling’s fans, the event will attract a large number of people’s attention. Thirdly, the event will take place at 11:00 a.m. on Sunday, May 14, 2017. In this sense, it is a very new and exciting information for Rowing’s fans and reading lovers. Fourthly, the event will take place at 221, Burwood Hwy, Burwood VIC 3125 and engage a number of students at Deakin so that it is an event taking place at the local area, which means the event can connect with a certain number of people in Victoria. Fifthly, this event is related to the celebrity writer, J.K. Rowling, who is still a popular writer currently. The headline contains the primary information of event. The headline would be attractive for the people who love reading and Rowling’s fans as the headline contains the keywords relating to the celebrity and reading activity. Moreover, the headline has a strong viewpoint to encourage more people to read. However, the problem is as the headline show a strong positive viewpoint on reading, it may be hard to engage the target group-the people who are reading less and holding negative viewpoints on reading. The length of the headline is 12 words. According to Bennett (2013), in English, headlines with 16-18 words are performing better than headlines any length. The headline in the media kit did not reach the best length. As the event will be held at Deakin University Library. It is clear that the event can attract a large number of university students. In this sense, the headline can contain the location of the event to attract more audiences and reach the best length. The leading paragraph contains Why, When, What, and Who but not contain the specific location and how to hold the activity. The lead paragraph has mentioned the university as the holder of the event. Based on the length limitation of the lead paragraph, the university library is not a special place contain the news value. Moreover, to illustrate the element “how” may use a number of words, which many make the lead paragraph wordy.
最後給出結論，媒體發布，標題和主題段的介紹是合適的。 Twitter的使用應該更積極地與目標受眾互動。 在音調中，所接觸的媒體與其消費者的關係應該是合理的。 媒體列表應該更具體地連接事件的目標受眾。
In conclusion, the presentation of the media release, headline and lead paragraph is appropriate. The twitter use should be more actively engage with the target audience. In pitch, the relation of the contacted media and its consumers should be justified. The media list should be more specific to connect the target audience of the event.