The heart of your Sources listing is The Descriptive
Paragraph. An effectively written descriptive paragraph will have
a noticeable impact on the number of calls your organization receives
from journalists. Its worth it to take the time to craft a
The descriptive paragraph is a capsule introduction. Some organizations
print their mission statement while others choose to address journalists
and researchers directly. Make sure your paragraph is appropriate
for Sources users. Its important to remember
that the journalists using Sources are looking for
articulate, available experts on issues, not for a shopping list
of products or a few lines from your annual report. Tailor your
writing to their needs.
One organization that does its descriptive paragraph particularly
well is the The
University of Toronto. U of Ts descriptive paragraph
includes the number of experts available, asks Sources
users to call the contacts listed and to take a look at the universitys
WWW site. Another well-written paragraph belongs to The
Canadian Initiative on Workplace Violence. It emphasizes
the experience of the Initiatives spokespeople and lists the
issues they are able to speak about.
You may want to include essential definitions in your paragraph.
Dont assume Sources users are familiar with
the complexities of what your organization does. Ideally they will
call and ask you about specifics, but a well-written definition
or phrase may catch a journalists eye and prompt him or her
to call you. The result could be a story about your organization.
For more simple, cost-effective suggestions for improving your
Sources listing please contact Listings Co-ordinator at (416)
964-7799 or see How
to get the most out of your Sources listing.
find you: Getting the most from the Subject Index
directly with Canadian journalists
Sources magnifies your Internet visibility