SIARAN PERS (PRESS RELEASE)Pertemuan 13 & 14

Mata Kuliah : O0354 - Public Relations WritingTahun : 2010

How to prepare press release?

Press Release

News

Writing Delivery

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Writing – Approach

Prepare the press release as you would if you were the reporter working for a paper

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Writing – Approach

Use the message house to develop the key messages and the most important thing about the story

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Writing – Approach

Use the message house to develop the key messages and the most important thing about the story

Most important thing

Lead

Key messages Text Body

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Writing – Lead

The 1st (and 2nd) paragraph should contain the most significant and most interesting aspect of your subject

Draw audience attention

Space limit in the paper

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Writing – Lead

The story must be relevant to the readers.

Local news angle

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Writing – Text Body

• use concise sentences• short paragraphs• common and simple words• avoid editorial comment

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Writing – Text BodyQuotations from spokesperson or senior

management:

• related to the key messages• positive • personal comment

Warning: Seek prior approval & do not use excessive quotes

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Writing – Length

One-pager rule:

• include essential points in one page• keep background information short and

precise• avoid irrelevant materials

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Writing – Form & Style

Familiar yourself with the culture of :• the society & community• the media industry• the individual media organization

Attention: you don’t have to conform to the writing style of the media

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Writing – Types of Release

Announcement Releases e.g. New managementCreated News Release e.g New product launchSequel Releases e.g. Events (countdown) Response Releases e.g. Research studiesFeature Releases e.g. Nobel Prize WinnerCrisis Mgn’t Release e.g. Damage Control

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Writing – Format

• Letterhead• Heading (Topic) • Sub-heading (highlight the most important

message)• Date & place where the press release is

issued• Text (1st & 2nd para to include the key

messages)• Boilerplate (brief introduction of the

company)• Additional information• Contact for enquiries

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Writing – Format

Letterhead (with company logo)Press release

HeadingSub-heading

Date & Place

Text

Text

pagination

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Writing – Format

Text

boilerplate

Additional Information

Contact

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How to prepare press release?

Press Release

News

Writing Delivery

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Press Release – Delivery

Consider the timing…. In normal days:• Print media has a later deadline (Morning news paper & evening news paper?)

• Electronic media has tighter deadline

• Which day in the week?

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Press Release – Delivery

Consider the timing…. In busy days:• Clash with other major activities in town? (Government Policy Address, Budget Announcement,

LegCo Meeting, etc.)

• Other major newsbreak? (e.g Tsunami)

• Holiday Seasons? (Canned stories)

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Press Release – Other Considerations

Visuals / Photo Captions

Nature of the News

Localization28

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Press Release – Visual Aids

Visuals are……One of the most effective publicity tools

Running chickenPresident Jiang

Must tell a story The junk at sunset

Has its own language Film language

Enhance memory

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Press Release – Photo Caption

Can be equally qualified as important as the text

Make the newspaper more interesting

Compete for the limited space in the newspaper

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Press Release – Photo CaptionHow to write a photo caption?1. Is it complete?2. Does it identify fully and clearly?3. Does it tell when?4. Does it tell where?5. Does it tell what’s in the picture?6. Does it have the names spelled correctly, with

the proper name on the right person?7. Is is specific?8. Is it easy to read?9. Have as many adjectives as possible been

removed?10.Never write a caption without seeing the

picture.

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Press Release – Nature of the News

Feature Factual Reports

Humanized approachSofter & longer introductionMore sensationalLonger pieces

Objective approachConcise introductionNeutral perspectiveShorter pieces

vs

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Press Release – Localization

Edit the press release to the language and the local style adopted in the community where you will send the press release:

• Information e.g. research findings

• Writing style e.g. HK vs Mainland, USA vs Canada

• Language e.g. HK vs Mainland, N. America vs UK

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Press Release – Localization

Writing style - HK vs Mainland, USA vs Canada

HK & USA Mainland & Canada

•Facts oriented•Precise & concise•Less flowery•Short pieces

Feature-likeMore descriptive wordsMore floweryLonger pieces

vs

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Press Release – Localization

Language - HK vs Mainland, N. America vs UK

N. America UK

GreyhoundRental

MallPants

Notary Public

CoachLeasing Arcade

TrousersNotary Public

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