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The Hook
Headline Hunting
Target outlet (e.g. The Conversation, ABC, The West)
A specific journalist / desk?
Who are their readers?
Hook the reader quicklyInclude your keyword / research
Make it unique & compellingThink of everyday people
Play on words?
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0 / 120 — aim for punchy (under 70 reads best)
The Daily Chronicle
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What's the big picture?Why should the reader care?
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2
The Substance
Key Messages
Concise, clear statement of what you foundMain objective, scope & nature
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Why should people care?Impact on people, communities, policy, society
Contribution to field / industry / community
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Suggest what needs to be done nextActions, policy, further research, practical uses
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