Whether it’s video, podcasting, blogging, comics, social media, or digital storytelling, all media projects require a blueprint for manifestation. To prepare students to thrive in the media world, an essential skill they should develop is writing the most important documents that bookend any media project: proposals and press kits. The proposal is the seed from which the media project will grow and receive nutrients. And in order for the media project to have success and find an audience, it must be harvested into a well-crafted press kit to disseminate its presence in the world.
This chapter shares a methodology for proposal writing and media kits that was developed from teaching core communications curriculum courses to undergraduates. As a result of the Covid-19 pandemic and the switch to remote and hybrid teaching, proposal writing has become an effective pedagogical alternative to actual media production, which is prohibitive to students without access to high bandwidth or technology. Drawing from case studies, this chapter identifies core practices that can be applied to climate writing for media projects, such as refining a communication style for targeted audiences, grounding messaging in values, clarifying motive, understanding medium properties, and identifying venues for distribution. This chapter will focus on how these skills are applied to blogging, video essays, and digital storytelling for climate communication.
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