COM2202: Writing for the Media

Tea Choice

I. Introduction of Tea Choice

II. Tea Choice & Fair Trade

III. Target Audience

IV. Promotional Writing

Agenda

Slogan

LeafletOn-

campus

Radio

Script

Press

Release

Feature

Story

Introduction

Tea Choice privately-owned social enterprise

produces delicious, healthy and organic drinks

with Fair Trade Certified Tea

visions to promote the concept of fair trade in

Hong Kong through the introduction of

reasonably priced fair trade tea products

launched its first store on 1 Dec in CityU

Tea Choice &

Fair TradeFair Trade guarantees farm workers are paid with a

minimum fair wage for their labor

empowers them to lift themselves out of poverty by investing in their farms and communities

Tea Choice purchases Fair Trade Certified raw materials from

Dazhangshan

supports Fair Trade funds that are used to invest in education, health, environmental protection, and the development of business skills necessary to compete in the global marketplace

Whenever you

purchase a nice cup

of Tea Choice’s drink,

you can enjoy the

drink with peace of

mind, knowing that

you have made an

ethical choice that

ensures those who

grew your tea receive

a fair return and a

more sustainable

Target

AudienceDemographic CityU students & staff -> General public

Age: 18-45

Psychographic Tea lovers

Health conscious groups

Fair trade advocates

Promotional Writing

Sloga

n

Slogan

“Your Choice of Tea” Puns in the line, with brand name

promises variety of choices of tea drinks

advocates a choice of fair purchase decision,

i.e. a tea drink

informs the brand name

clear, neat and simple

Promotional Writing

Leafle

t

Leaflet (front)How

to

order?

Location

Plan

Company

slogan

Company

name/logo

Fair Trade

logo

Addres

sContact

Informati

on

Opening

HourPromotion

Coupon

Leaflet (back)

Compan

y

Mission

About Tea

Choice

What is Fair

Trade?

How does Tea

Choice’s tea

help the

farmers?

Footpath in

explaining the

development of

Fair Trade Tea

Rationale behind

the leaflet Cover page: Company name/logo

Company slogan

Company brief description

(positioning as ‘Hong Kong’s

1st Fair Trade Tea Product

Store’)

simple design leaves an

impression for readers

emphasizes on the idea of

choice of ‘fair trade’ and

variety of tea choices with

company slogan

Rationale behind

the leaflet Page #2: Information about Tea

Choice

Choices of tea variety &

Choices to be fair when

making purchase decisions

Mission

Rationale behind

the leaflet Page #3: Information about Fair Trade

promotes the concept and

practice of fair trade

Rationale behind

the leaflet Page #4: Information on how Tea

Choice benefits famers in fair

trade

Footpath explaining the

development from fair trade

tea to fair trade funds

provides better understanding

on the movement

promotes the concept and

practice of fair trade

echoes with the mission of Tea

Choice

Rationale behind

the leaflet Page #5: Location Plan

Address

Contact information

Opening hours

provides necessary

information for access to the

store for readers

Rationale behind

the leaflet Page #6: Steps to order drinks in Tea

Choice

emphasizes on the availability

of choice as a ‘selling point’

familiarizes readers with the

products in store

Promotion coupons

provides incentives for readers

to purchase drinks

Promotional Writing

On-campus Radio

Script

On-campus

Radio Script

Conversational Style Daily scenario where audience are likely

to feel involved

On-campus

Radio Script AIDA Approach Attention

“Hey, Guess what’s special about this bubble tea?”

“Um….. Um…. what’s so special?”

-> attract the attention of the audience

Interest

“It’s a fair trade product! Isn’t that cool?”

“Wow, fair trade products.. It must be very

expensive!”

“No, it’s not! It’s more or less the same with what you

normally pay for.”

->raise audience’s interest by focusing on

On-campus

Radio Script Desire“Really?That’s awesome ! Where do you get it?”

“From Tea Choice. It’s a new store located at 4/F of

Academic 1, near LT-4.”

-> convince audience that they want and

desire the product that it is so close and

convenient to satisfy their needs

Action

Y”ou could help stop the exploitation of tea

workers by making the right choice. Tea

Choice, Your Choice. Support fair trade now!”

-> lead audience towards taking action

and/or purchasing

Promotional Writing

Press

Release:Inverted Pyramid

Style

Inverted Pyramid Style Three basic elements

Grab attention with the short headline

Press Release

Contact

Information

Release

Time

Headline

Inverted Pyramid Style Get right to the point in the first paragraph

Lead (5W’s & 1H)

Who: Tea Choice

What: Opening of Hong Kong’s 1st fair trade tea products store

When: Today (1 Dec,2014)

Where: City University of Hong Kong

Why: To promote the concept of fair trade in Hong Kong

How: Offering 100 cups of free bubble tea to those in attendance

Press Release

Include quotes from numbers of

perspectives

offers a human element to the press release

serves a source of information in its own right

more believable and objective

Press Release

Include hard numbers ..100 cups of free bubble tea..

..more than 50 CityU students and staff

members..

supports the significance of the product

and announcement

Press Release

Prominent guestProfessor Way Kuo

President of City University of Hong Kong

creates interests for media coverage

grabs the public attention with the use of

public figure

offers an authoritative view to the event

Press Release

Newsworthiness (News angle)

Hong Kong’s 1st fair trade tea product

store

unprecedented -> news value + interests

of readers

News to inform, not promote

no elements of promotion

a detailed and informative account on what have

happened

people trust the words of journalists but seldom

believe in PR firm's opinion of its own (or its

Press Release

Promotional Writing

Feature

Story

Topic:Raymond Tsang’s Painstaking

10 Years: Let's not be Afraid to

Dream Bigtargets lifestyle magazine in Hong

Kong

takes a lighter approach, i.e.

someone’s story to educate and

promote the concept of fair trade as

well as Tea Choice

Feature Story

Feature StoryThe story consists of four parts

1. The Lead

2. To be or not to be

3. Tea product? Why?

4. Keep an eye on possibilities

1. The lead

“turned threats into opportunities”

as a hook

creates curiosity among audience as

to knowing what “threats” and

“opportunities it meant

grabs the attention and encourages

to continue reading

Feature Story

Followed by an inciting Incident

tells the audience about how

Raymond started the idea of a fair

trade tea product store

Feature Story

Feature Story2. To be or not to be

Conflicts: Whether or not to establish the fair

trade social enterprise? Is the business

financially sustainable?

Hong Kong public does not favor the

practice of fair trade

subheading creates curiosity among audience ->

more intrigue to read

engages readers’ emotions as Raymond faces

difficulties

Feature StoryTwist in conflicts

defines the outcome of the story

fulfills readers’ expectations of a development of a

story

Feature Story3. Tea Products & 4. Keep an eye on

possibilities

summarizes the story

echos with the new establishment of Tea

Choice

educates and promotes the concept of fair

trade

encourages development of fair trade in

Hong Kong