Course

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Course Com 2812 Professional Public Relations
Writing

• 14 Feb 2009 (Sat)

Press Release II
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How to prepare press release?

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
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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 Body

• Quotations 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 dont have to conform to the
writing style of the media
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Writing Types of Release

Announcement Releases e.g. New
management Created News Release e.g New
product launch Sequel Releases
e.g. Events (countdown) Response Releases
e.g. Research studies Feature Releases
e.g. Nobel Prize Winner Crisis Mgnt
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
Heading
Sub-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?

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
• Localization

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Press Release Visual Aids

• Visuals are

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 Caption

• How to write a photo caption?
• Is it complete?
• Does it identify fully and clearly?
• Does it tell when?
• Does it tell where?
• Does it tell whats in the picture?
• Does it have the names spelled correctly, with
  the proper name on the right person?
• Is is specific?
• Is it easy to read?
• Have as many adjectives as possible been removed?
• Never write a caption without seeing the picture.

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Press Release Nature of the News

vs
Feature
Factual Reports
Humanized approach Softer longer
introduction More sensational Longer pieces
Objective approach Concise introduction Neutral
perspective Shorter pieces
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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
vs
HK USA
Mainland Canada

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

Feature-like More descriptive words More
flowery Longer pieces
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Press Release Localization
Language - HK vs Mainland, N. America vs UK
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?? ?? ???? ?? ?? ????? ??? ?? ??? ??
????

??? ?? ??? ??
?? ?? ???
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Press Release Localization
Language - HK vs Mainland, N. America vs UK
N. America
UK

Singapore
Greyhound Rental Mall Pants Notary Public
Coach Leasing Arcade Trousers Notary Public
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Press Release Exercise

• What should be the focus?
• Tax reform in Hong Kong.
• Reclamation and transportation network
  enhancement at waterfront near Victoria Harbour.
• Maiden voyage of Prince Cruises Costa Rica
  route.
• AI guard dog invention.
• New technology for eye surgery.
• Jockey Clubs Senior Health Centre.
• New model of mobile phone Virtue.

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Press Release Exercise

• 1. MCT
• Fedon
• Eu Yan Sang