press writing for pr & communications by hoem seiha
TRANSCRIPT
LECTURE 1
INTRODUCTION TO PRESS WRITING
FOR
CORPORATE COMMUNICATIONS
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PART I
CORPORATE COMMUNICATIONS
vs.
PUBLIC RELATIONS
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CORPORATE COMMUNICATIONS
Corporate communication is a management function that offers
a framework for the effective coordination of all internal and
external communication with the overall purpose of establishing
and maintaining favorable reputations with stakeholder groups
upon which the organization is dependent.
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IN THE 1970S
Practitioners had used the term „public relations‟ to describe
communication with stakeholders. This „public relations‟
function, which was tactical in most companies, largely
consisted of communication with the press.
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THE GROWING SCOPE
When other stakeholders, internal and external to the
company, started to demand more information from the
company, practitioners subsequently started to look at
communication as being more than just „public relations‟.
This is when the roots of the new Corporate Communication
Function started to take hold.
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The Role of Corporate Communications
This new function came to incorporate a whole range of
specialized disciplines, including: • Corporate Design
• Corporate Advertising
• Internal Communication
• Issues and Crisis Management
• Media Relations
• Investor Relations
• Change Communication
• Public Affairs & Public Relations
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Integrated Framework of Corporate
Communications
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PART II
TYPES OF WRITING
AND
PRESS WRITING FOR CORPORATE
COMMUNICATIONS
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MAJOR TYPES OF WRITING
• Academic Writing (factual, very formal)
• Business Writing (formal, creative)
• Press Writing (factual)
• Creative Writing (fictional)
• Creative Nonfiction (creatively factual)
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ACADEMIC WRITING
Academic Writing – is the form of writing that is used mainly for academic, scientific, and scholarly purposes. Examples of this writing:
• Academic essay
• Academic assignment report
• Thesis (master degree), dissertation (doctoral degree)
• Academic journal
• Academic research report
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BUSINESS WRITING Business Writing – is the form of both factual and creative writing that is used mainly for business purposes. Examples of this writing:
• For Internal/External Communications: official letter and email
• For Internal Communications: activity report, sales, or financial report
• For Grouped Customers: business, product, or project presentation
• For Customers: brochure, factsheet, advertorial, marketing or promotional material
• For Concerned Group: market or industry report, etc.
• For Media: news release, product release, commentary release, announcement
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PRESS WRITING (ALSO MEDIA OR
JOURNALISTIC WRITING)
Press Writing – is the form of factual news reporting purposefully for news media such newspaper, magazine, television, radio, and other news channels, etc. Examples:
• News Stories: news article, news feature, feature profile, investigative news report
• Op-Ed: editorial, opinion, column, letter to editor, commentary article
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CREATIVE WRITING
Creative Writing – is the form of writing that is used mainly in
creative industry aiming at entertaining the audience such as
movie, television, fictional book, etc. Examples:
• song script
• screenplay for (cinematography)
• playscript (for drama)
• novel and poem in the form of print
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CREATIVE NONFICTION WRITING
Creative Nonfiction – is the form of writing similar to creative
writing. However, creative nonfiction is the arts of creatively
writing a book or screenplay factually based on a real
happening, person, or phenomenon. In some of news
feature stories published on a newspaper or magazine can
be written in the form of creative nonfiction.
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MAJOR TYPES OF WRITING FOR CORPORATE
COMMUNICATIONS
• Presentations – E.g. business presentation, project presentation, profile presentation, etc.
• Emails – E.g. transactional emails, direct emails, sale emails, press emails, promotional emails, etc.
• Marketing Communications – E.g. advertisement material, promotional material, leaflet, brochure, etc.
• Media Relations – E.g. press release, commentary release, launch release, product release, media advisory, special report, etc.
• Investor/Consumer Relations – E.g. newsletter, periodic report or review, etc.
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PART III
CORPORATE PRESS WRITING
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THE SCOPE
• Press Release
• Commentary Release
• Launch Release
• Product Release
• Media Advisory
• Personnel Announcement
• Periodic Report/Review
• Speech & Keynote
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PRESS RELEASE
Press release (also news release or media
release), usually referred to “general press
release” is the form of news related to an
organization specially sent to either the media
to earn free media coverage or to the public to
earn publicity.
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COMMENTARY RELEASE
Commentary release is the specialized article about special
issues such as industry, public affair, or market, to name a
few, relating to the organization itself or area of interest of
the organization. The commentary release is often sent to
the either media or public to show the expertise in
something of the organization.
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LAUNCH RELEASE
Launch release is a news release from an
organization sent to either the media to earn
free media coverage about the launch or
opening of the organization, or to the public to
earn publicity of the organization.
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PRODUCT RELEASE
A product release is a news release from an
organization sent either to the media to earn
free media or to coverage about your new
product, or to the public for your company‟s
product publicity.
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MEDIA ADVISORY
A media advisory is a media pitch about an
event or news story idea of an organization
sent to the media members to invite or
convince them to write a story about your pitch
or idea of the event, etc.
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PERSONNEL ANNOUNCEMENT
Personnel Announcement (also called “executive release”) is
a news release introducing a key executive or management,
or informing the leaving of the key executive member of the
organization to the media and public.
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SPECIAL REPORT OR REVIEW
A special report or a review is a periodic review, report, or
special periodic publication about your industry, market,
activity progress, or areas of your specialty. This kind of
periodic publications is usually delivered to the media,
consumers, and or members of concerned communities.
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SPEECH
A speech is written in the form of formally spoken language,
usually 1 to 3 page(s) in length. A speech is often used by
the important person in an organization, be it the president
or C.E.O, addressing to a targeted group of participants or
members of the press in a conference or a special event
such as launch event, open house event, etc.
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LECTURE 2
PREWRITING TASKS & UNDERSTANDING
FORMAT OF GENERAL PRESS RELEASE
PREWRITING: THE PROCESS
1. Defining the Audience
2. Developing an Angle
3. Brainstorming
4. Gathering Information
5. Outlining the Content
6. Basics of General Press Release
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PART I
DEFINING THE AUDIENCE
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DEFINING THE AUDIENCE
The audience of a press release are usually the
members of press, namely editors, reporters, and
journalists. Sometimes the audience can be
stakeholders, concerned members of societies
and communities, or the general public.
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PART II
DEVELOPING AN ANGLE OF PRESS
RELEASE
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DEVELOPING AN ANGLE
Similar to a news story published in the newspaper, an angle of
a press release is one of the several areas of interest for
different members of the media or the media organizations
themselves. That said, “different strokes for different folks.”
However, the rule of thumb is that the angle should be of
newsworthiness for the media.
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LOOK AT THE MEDIA INTEREST
For example, if you‟re company is going to release a market
report of condominium, the strongest media interest is not
about:
• The fact your company is going to release the report,
• But it is about what market information has been stated
and analyzed in the report.
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NEWSWORTHINESS
What makes an announcement newsworthy? For a publisher to
consider your particular story newsworthy it must have a both
strong news angle and generate interest.
A good news release angle should have one or more of the
following characteristics:
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NEW DEVELOPMENT
New Development – Brings forward new information to an
existing story or exposes an entirely original news story.
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HUMAN INTEREST
Human Interest – Relates the story to social issues or
discusses a person in an emotional way, as to generate
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LOCAL ANGLE
Local Angle – Describes how the local community or economy
will be affected by the news of your company.
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PROMINENCE
Eminence or Prominence – Discusses emerging trends (usually
informing the reader of why the trend is popular and what it
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CONFLICT & DRAMA
Conflict – Explains a controversy often with opposing view
points and positions.
Drama – Describes a conflict likely to invoke an emotional
response or provides an editorial of such events.
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DISASTER
Disaster –Describes the impact of negative situations (and
usually either what brought them about, how it‟s affecting the
new subject, or what‟s being done about it). 06
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TIMELINESS & PROXIMITY
Timeliness – Rating to something new?
Proximity – Relates a particular story (often warnings or advice)
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WIDE APPEAL
Wide Appeal – In many cases local media appeals to an
eighth-grade reading level and topics that appeal to mass
audiences. Does your story have wide appeal or can you
describe why it should?
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PART III
BRAINSTORMING
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BRAINSTORMING
Now that you‟ve got the ideas of story, the next step is to
think briefly about what information should be included
in the your story. Remember the “5 Ws” and the “H” for
brainstorming techniques.
5 Ws: What, where, when, why, and who
The H: How
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EXAMPLE: EVENT
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PART IV
GATHERING INFORMATION
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GATHERING INFORMATION
You‟ve come up with the all the ideas of what to write
in your email marketing message, and the next step
you have to take is to gather all the information you
have listed in the brainstorming process. Think of
resource persons who share the responsibility of
providing you the information regarding the what
you‟re going to write. Sometimes, you have to sit your
marketing counterparts, upline managers, CEO down
for the information.
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INFORMATION GATHERING APPROACHES
Gathering Information can be done by:
Desk Research
Use computer and internet (for electronic materials)
Find print materials (brochure, flyer, etc.)
In-Person Interview
Meet marketing counterparts, upline managers and CEO
for the interview
Clients (for newsletter only)
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INTERVIEWING TIPS: QUESTION LIST
An effective interview should be planned in advance. A
list of questions should be established. Here are the
tips:
Choose what to write about
Generate a list of questions (what, where, when,
who, why, how)
Determine who should be interviewed
Make appointment with the resource
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SA
MP
LE: Q
UE
STIO
NN
AIR
E
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INTERVIEWING TIPS: INTERVIEWING PROCESS
A good interview is better done with a good communication and closeness between the interviewer and interviewee. Here are some tips:
Warm up – start the conversation by a warm-up.
Let him know why you need the information.
Ask him according to question list, but be flexible with the unexpectedly told pieces of information
Think of pop-up questions and follow up
End the interview with a full of information
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PART V
WRITING A
GENERAL PRESS RELEASE
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A GENERAL PRESS RELEASE
Written in a news style, a general press release is a piece of information about something of or relating to an organization.
A press release is used to pitch the media so that reporters or editors might be interested and cover on that in their publications.
Examples of press release is a release telling about “grand opening, joint venture agreement, new data release, etc.”
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THE BASIC ELEMENTS
Company name (and logo)
Headline (sometimes also
subhead)
Issue date
Place-line (sometimes)
Lead (the first few
sentences)
Body paragraphs (details of
the story)
Conclusion (not mandatory)
Ending of press
Editorial notice (editor’s
note)
Media Inquiry Contact
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A news release has the following elements:
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A S
AM
PLE O
F A
PR
ES
S R
ELEA
SE
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HEADLINE
Headline – It‟s the main subject line (the title of the news release). Either it‟s electronically used or printed on the paper, headline nature is still the same. Write it concisely but meaningfully. A good headline of a news release should convince news writers or editors to get it published. It should:
Capture the news writers/editors’ attentions
Summarize the overall content of the release
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SLUG LINE (O R SUB-HEADLINE)
A slug line (or sub-headline) – It‟s a short, unique
summary of the press release.
Give further information so that it makes more
sense in just a few words of title
Summarize the overall content of the release
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A GOOD HEADLINE
A headline with a good quality has to: Be short
Be straightforward, not misleading
Avoid promotional hype
Use simple words.
Comply to recommended style guides.
Avoid writing in BLOCK.
Be capitalized or lowercased.
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HEADLINE – LENGTH
Too long
• More than a Hundred Buyers Queue to Buy iPhone 4S in Front of iOne at Canadia Tower from Morning until Evening
Acceptable
• Over a Hundred Buyers Queue to Buy iPhone 4S at iOne at Canada Tower All Day
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HEADLINE – STYLE
Non-Standard
• Apartment and Office Realty Revenues Are Expected to Rise Up in the Upcoming Years.
Standard
• Apartment, Office Realty Revenues Expected to Increase in Next Coming Years
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LEAD Just like that of a news story, lead of a press release is the few
lines, written after the headline. Since lead is the first one or
few line(s) of the release, it should be short, summarizing the
overall content of the release. An effective lead should:
Capture the news writers or editors’ attentions
Reveal the overall meaning of the release content.
Provide a brief of the “5 Ws” and the “H”.
Not run more than 5 lines (best, 50-80 words)
Not exceed 2 sentences
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INEFFECTIVE LEAD Ineffective: Too long, poorly structured, delayed lead
In time of ASEAN Integration over the next few years, free
market is open to this community and foreign investors have
already looked to invest in the country. Cambodia will no
doubt improve many economic sectors. For instance,
Cambodia‟s apartment and office realty revenues are
predicted to grow by the next years, said industry leaders at
the economic review session yesterday.
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EFFECTIVE LEAD
Effective: Concise, immediate lead, well-structured
Apartment and office realty revenues are predicted to
grow by the next coming years, as driven by ASEAN
Integration, when foreign investors have already looked
to invest in the country, industry leaders said at the
economic review session yesterday.
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BODY OF PRESS RELEASE The body of a news release provide details of the headline of
the release, narrowing down the points in an inverted
pyramid style. An effective body should:
Provide details of the main topic (lead)
Answer to the “5Ws” and the “H”
Include the intended messages
Include background information
Include supporting elements such as human quotes from
involved individuals, figures, statistics, factual information
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Exa
mp
le: B
od
y
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CONCLUSION (NOT MANDATORY)
Even if the conclusion is not always necessary for a news
release, sometimes writers use it to leave a special
message for the readers so that the readers are drawn by
it at last. An effective conclusion should:
Briefly restate the lead (in a far different way)
Leave a message for the readers to consider
Urge for an action
Not run more than 5 lines (best, 50-80 words)
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THE BASIC STRUCTURES
Just like a news story, a structure of a press release is
based on the style a writer applies. Though there a few
more other structural styles, press release styles are
divided into three common ways:
Inverted Pyramid Style (most common)
Hourglass Style
Chronological Style
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INVERTED PYRAMID STYLE
Most commonly, news or press release writers use inverted
pyramid style for their story reporting. It can easily and quickly
deliver the message to the readers, since the modern day
people do not have much time to read the rest of the story if
the news is not very interesting for them. Inverted pyramid
style starts with:
Lead – a summary of the topic (with five Ws, the H)
Supporting details – important supporting information
Less important details – less important information
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STRUCTURE SAMPLE
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HOURGLASS STYLE
The hourglass form summarizes the news,
then shifts to a narrative. This structure
has:
The Top – it delivers the most important news.
The Turn – it acts as a transition between the Top
and the Narrative.
The Narrative – it tells the story from start to end. 70
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THE TOP
Here it delivers the news in a summary lead, followed by
three or four paragraphs that answer the reader‟s most
pressing questions.
In the top it gives the basic news, enough to satisfy a time-
pressed reader.
It reports the story in its most concise form. If all that is
read is the top, the reader is still informed.
Because it‟s limited to four to six paragraphs, the top of the
story should contain only the most significant information.
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THE TURN
Here you signal the reader that a narrative, usually
chronological, is beginning. Usually, the turn is a
transitional phrase that contains attribution for the
narrative that follows: according to police, eyewitnesses
described the event this way, the shooting unfolded this
way, law enforcement sources and neighbors agree.
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THE NARRATIVE
The narrative structure of the news story press release has three elements:
The beginning
The middle
The end
The bottom structure of the hourglass reporting style allows the writer to tell a chronological narrative complete with detail, dialogue, and background information.
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HOURGLASS DIAGRAM
The Top, summarizing the news
The Turn (transition), shifting to a narrative
The Narrative, telling the story
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IDE
NTIF
Y T
HE T
OP,
TH
E T
UR
N,
AN
D
TH
E N
AR
RATIV
E.
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CHRONOLOGICAL STYLE
Like spatial and logical orders, chronological style is rarely used for journalistic writing since the most important point will stand at the end of the article, where most of the readers fail to get the message after a few seconds of reading the “boring” opening. It tells a story narratively and chronologically. It begins with:
Lead
Foreshadowing (nut graph)
Chronological Storytelling
Climax at End 76
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CHRONOLOGICAL STYLE DIAGRAM
Lead
Foreshadowing
Chronological Storytelling
Climax
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LECTURE 3
WRITING A
“LAUNCH” PRESS RELEASE
THE LEARNING POINTS • Understanding a “Launch” Press Release
• Structure of a “Launch” Press Release
• Writing a Title and Headline for “Launch” Press Release
• Writing a Direct Lead for a “Launch” Release
• Writing Body Paragraphs
• Giving Supporting Information: Facts, Evidences, Statistics,
Observations, and Human Quotes, Explanations, Examples
• Ending and Conclusion
• Do‟s and Don‟ts
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WHAT IS A LAUNCH RELEASE?
Launch Press Release (also launch release) – is a
news release from an organization sent to either the
media to earn free media coverage about the launch
or opening of the organization, or to the public to
earn publicity of the organization.
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WHAT CAN BE A LAUNCH?
Launch releases have to carry an extra air or urgency or
timeliness to generate buzz around:
• The launch or opening of a company
• A launch of a project
• The launch of a website
• An initiative of some kind
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THE STRUCTURE
Just like kind of news story, the
structure of the launch release
can be applied in almost any
style of reporting. The structure
of a launch release contains
key elements:
Company’s name and logo
Standard, placeline, and
Date
Headline
Lead
Body with detailed
supporting paragraphs
Conclusion
End of press
Editorial note
End of press
Media Inquiries
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STANDARD TITLE
A standard title – allows readers to know that it‟s a press
release. There are two types of standard title often used by the
PR professionals:
Press Release – if the writer uses this press title, he means
the press should be run or broadcast either after the event
or launch of product, project or company is held
immediately after the press is received.
For Immediate Release – this indicates that the press
should be run on newspapers or broadcast on TV
immediately after the press is received.
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HEADLINE
A headline summarizes the launch release.
Example: Grand Opening Ceremony of Park Café Psar Kandal Outlet to Be
Held on 26 March, 2013
XXX Firm to Launch US$2 Million CSR Project This Year
XXX Development Firm Announces the Start of Its Condominium
Construction
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THE LEAD
The lead is the first one or few sentences, often with two to five
lines, summarizing the news of the launch release. Example:
Park Café announces its official opening of its new outlet
located in Psar Kandal area, following the launch of its new
branch last month, as Grand Opening Ceremony of the new
branch takes place on 26 March, 2013 at 9:30am till 11am
at Park Café (Psar Kandal Outlet).
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THE BODY
The Body (តួរ ឿង) – Usually the body of the any type of a
news story or press release often contains a few of or
several paragraphs that gives details to and support the
lead of the “launch” press release.
A paragraph (កថាខណ្ឌ ) – is a sentence or a group (more than
one) of sentences together talking about a specific topic
or point.
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A GOOD PARAGRAPH
A paragraph is a block of sentences grouped together to state an idea or thing. An effective paragraph has the following characteristics:
Concise but meaningful (not exceed 100 words)
Word-economy (make every word counts)
Should contain only main idea or point (and followed by supporting elements).
Appropriate word choices
Should contain no cliché, jargon, or idiom
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SUPPORTING PARAGRAPHS
Just like any other news story published on a newspaper or
magazine, the supporting details of the launch release gives
details to and supports the lead of the “launch” press release.
Supporting Paragraph (កថាខណ្ឌ ជំនួយ) – is a sentence or several
sentences grouped together talking about a specific topic,
giving details and supporting the preceding statement, idea, or
paragraph.
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SUPPORTING ELEMENTS
A supporting element is a sentence or few sentences
that support a certain statement in a paragraph of
the body. Supporting elements can be the followings:
Details
Background information
Figures or statistics
Human or print quotes
Rumors (rare case) 89
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EXAMPLE 1: PARAGRAPH
Every year Beeline gives away school materials to
students throughout Cambodia. Last year the
company distributed more than 1,000 school bags,
4,300 books, 4,200 pencils and pens, and over
1,000 t-shirt printed with the slogan “Study for a
Bright Future” to 1,000 top students from 23 schools
in 20 provinces.
Main point
Supporting elements: figures 90
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EXAMPLE 2: PARAGRAPH
The company is ready to distribute more than 59,000 books and 59,000 pencils and pens that were printed with the slogan “Study for a Bright Future”.
Ham Phearum said that this year the company gives away those materials to all young children, unlike the previous year that the company rewarded the materials to only top students.
Idea or Point A
Idea or Point B
Human indirect quote
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GROUP PRACTICE Your facilitator will:
• Divide the class into three groups
• Provide each group members a “launch” press release about the Grand
Opening of Park Café‟s new outlet located at Psar Kandal area.
Instruction:
Work with your group and discuss about the press release by:
• Read all the paragraphs and identify the details, background information,
figures, statistics, human quotes, print quotes, or rumors.
• Give your reasons to support your answers and ideas.
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DO’S AND DON’TS
The main audience of your “launch” press release is a group of
media members such as editors, reporters and journalists.
There are some do‟s and don‟ts to avoid making your press
release looks like a “hype” or “promotion”.
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DO’S
• Think like a News Reporter – Develop your angle of the
press based on a mass appeal
• Look Outside the Org– Also link some pieces of the story
outside BUT related to your organization or company
• Give Expertise Commentary Views – Journalists are hunger
for news about macro environment.
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DON’TS
• Avoid Self-Centricity – Journalists aren‟t interested in micro
environment (like your com or org), unless your company or
organization is so prominent that it makes them think your
information is newsworthy.
• Avoid Promotional Claims – When your press release
contains too many promotional hypes, the journalists think
it‟s not newsworthy and then will through it away.
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LECTURE 4
WRITING A
“PRODUCT” PRESS RELEASE
THE LEARNING POINTS
• Understanding a “Product” Press Release
• Elements of a “Product” Press Release
• Writing a Tittle and Headline for a “Product” Press
Release
• Writing an Anecdotal Lead for a “Product” Release
• Supporting by Product Details
• Avoiding Promotional Puffs
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WHAT IS A PRODUCT RELEASE?
“Product” Press Release (also product release) – is a
news release from an organization sent either to the
media to earn free media coverage about the product
or services of your organization, or to the public to earn
publicity of the product or services.
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HEADLINE
A headline summarizes the product or service
that you‟re going to launch. Example: Toshiba Deliver Solid State Drive to Create Fully Flexible
Enterprise Storage Solutions
Park Café Launches New Menu for the Year 2015 to Offer
Customers More Options
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THE ANECDOTAL LEAD The lead is the first one or few sentences, often with two to five lines, or sometimes
paragraphs, summarizing the news of the launch of your company‟s products. Example:
When Theoneste* first came to the Wema Centre in 2006, his hair was unkempt, his grimy clothes hung loosely off his body. At the age of 16, he was one of many “chokora” or “scavengers” haunting the streets of Mombasa, Kenya’s second largest city. Digging through the trash for food or plastic bottles to sell, each day was a constant hustle to survive. Still, Theoneste preferred life on the streets to the years of abuse he suffered under the roof of his parent’s house.
Now, three years later, Theoneste is a different person. With the help of the Wema Centre, a CAP grantee that rescues and rehabilitates street children, Theoneste has become a healthy, responsible young man. From basic services and support—shelter, food and health care, counseling and recreation—Wema’s Dropin Center provided Theoneste with the care he needed to gain confidence and change his life. With the encouragement of Wema’s social workers, he enrolled in the organization’s vocational training courses and learned how to cook, sew and use a computer. Since completing his training in 2008, Theoneste has been working as an assistant cook at Wema’s Ganjoni Dropin Center.
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PRACTICE: ANECDOTAL LEAD
Instruction Work individually. With your own additional and fictional creativity, write an anecdotal lead for ONE of the products or services indicated below:
1. A Mobile-Banking Service
2. A Community-Based Swine Value Chain Program
3. A Food Supplement Product
4. A Psychological Consultancy Service
Read the materials provided by your facilitator for more information about the products and services of your choice.
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PRODUCT DETAILS
In a “product” press release, you have to provide the details of the product, service, or project that going to write about in the press. The important details can be:
Background – when, where, or why it‟s launched
Specifications – state only the most important details such as:
Size (if it‟s a project, it‟s budget or funding size)
Length (if it a project, it‟s about period of start and finish, etc.)
price, etc. that most appeals to the journalists
Other characteristics
Benefit – how it‟s useful for the users
Case Stories (success stories from the users) – if any, one or two case story (or stories) can be very useful to give the real evidence, proving how good experiences the users get from using your products or services.
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AVOIDING “HYPE”
To munch promotional puff or “hype” in your product release
will make the journalists think it‟s promotional and kick it
away. Avoid using words that promote your product directly.
Example:
Directly promotional: This battery has a longer lifetime
than any other products available on the market.
Indirectly promotional: A case from one of the product
users, who forgot to turn off the car headlight all night,
shows the battery still had enough power to ignite the car
in the following morning.
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LECTURE 5
WRITING A
“PERSONNEL” PRESS RELEASE
THE LEARNING POINTS
In this subject, you‟ll learn: Elements of “Personnel” Release
Organizational Structure of “Personnel” Press
Release
Writing a Tittle and Headline for “Personnel” Press
Release
Writing a Lead for a “Personal” Release
Giving Details: What to/not to cover
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WHAT IS A “PERSONNEL” RELEASE?
“Personnel” Press Release – is a press release
announcing the new coming of your organizational
key personnel to the members of the media and/or
the concerned stakeholders, or the public. The new
coming of an important personnel especially such
as the management levels such as C.E.O,
department director, country director, etc.
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THE ELEMENTS With the same structure of any other press release format, the key elements may contain:
Headline – telling who join the company
Lead – telling briefly your company has:
• new member, who, and responsibility
• starting from when
Body paragraphs – telling the details:
• His/her background and experiences
• Commitment and important viewpoints
• Commentary views from the board, CEO, or representative
Conclusion – summarizing or leaving the last comments to the audience
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THE LEAD
Lead – a lead for a personnel release summarizes the
information about the joining of the new member of the
company. Example:
XXX firm today announces the appointment of Eric Smith
as Chief Communications Officer, who will help better
and strengthen the firm’s communications with varous
stakeholders.
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INDIVIDUAL WORK
Instruction:
• Your facilitator will give you a sheet of press release
that was put in disorders from the original version.
• You are required to rearrange those scattered
paragraphs so that the press look more logical in term
of order.
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LECTURE 6
WRITING AN
“EVENT” PRESS RELEASE
THE LEARNING POINTS
In this subject, you‟ll learn:
Understanding “Event” Press Release
Types of Events
Organizational Structure of “Event” Press Release
Writing a Tittle and Headline for an “Event” Press
Release
Writing a Direct Lead for “Event” Press Release
Giving Event Details: Answering What, Where, When,
Why, Who, and How
Do‟s and Don‟ts
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WHAT IS AN “EVENT” PRESS RELEASE?
“Event” Press Release – is a press release announcing the an event of your organization. Examples:
Grand Opening Event
Special Workshop
Conference
Business Networking Event
Membership Meeting
Product Show
Trade Exhibition
Etc.
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THE HEADLINE AND LEAD
With the same structure of any other press release format, the key elements may contain:
Headline – telling what event your organization is going to held
Lead – summarizing (in two to five lines) the event by describing:
• What the event is and all about
• When it is held
• Where it is held
• Why it is held
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BODY AND CONCLUSION
Body paragraphs – Telling the all necessary the details of the event by
briefing stating:
• Event background
• Who will preside the event, or speak in the event
• Who will join the event
• A commentary quote from the leader
• Expected outcomes of the event
• Why this event is necessary
• Who organizes, host or sponsor
Conclusion – summarizing or leaving the last comments to the
audience
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THE LEAD
Lead – a lead for an event release summarizes the
information about the event your organization is going
to hold. Example:
Theareerocean.com, 5 November, 2012 – Ebiz
Tuesday, a monthly business gathering event
organized by Theareerocean.com, is slated for 6
November, 2012 at 5:30pm at Park Café, Calmette
Outlet.
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THE BODY
The body of the event press release contains the
detailed information about the event, giving details
to support the lead paragraph.
Your facilitator will give a handout of the sample
press release about the event.
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LECTURE 7
WRITING A
“COMMENTARY” PRESS RELEASE
THE LEARNING POINTS
In this subject, you‟ll learn: • Introduction to Commentary Release
• Form of a Commentary Article
• Benefits of Commentary Release
• Organizational Structure of Commentary Release
• Writing a Tittle and Headline for a Commentary Release
• Writing a Direct, Indirect, and Striking Lead for a Commentary
Article
• Writing Supporting Detail: Facts, Evidences, Statistics,
Observations, and Human Quotes, Explanations, Examples
• Do‟s and Don‟ts
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WHAT IS A COMMENTARY RELEASE?
Commentary releases are often less urgent than more general news releases. The characteristics of the release:
They may revolve around a report issued by the company, by offering statistics and results,
Or they may involve news from a third party organization with quotes or other supporting information from the issuing company or individual.
These releases are used to demonstrate someone‟s expertise in a certain subject matter, to hopefully make them a go-to source for information in the future for members of the media.
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COMMENTARY STRUCTURE
Just the same as a news story, the commentary
release has a lead, several body paragraphs, and
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THE HEADLINE
A headline of a commentary release has the same
characteristics as that of news stories published in the
newspapers or magazines. Example:
ការសិក្សារបស់ក្កុ្សមហ ៊ុនផាក្សកាហ្ហេបន្ហា ញថាទីផារហ្ោជនីយដ្ឋា នមានក្សហំ្ ើ នខ្ពស់ក្សន៊ុងចំហ្ោមអ្នក្សហ្្េើការក្សន៊ុងការយិាល័យហ្ៅទីក្កុ្សងភនហំ្ពញ ។
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THE LEAD
Just like any news story published in the newspaper,
the lead of the commentary is exactly the same as of
that of the general news story. Example:
Phnom Penh, 25 December, 2014 – The study by Century
21 Cambodia has shown that condominium market has
grown steadily since the last 6 years, and it continues to
grow significantly by the next few years, even if the current
supply seems to outstrip the demand.
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DIFFERENT TYPES OF LEADS
There are many different types of leads writers often use in their news articles. The most common types of lead are: ∗ Declaration
∗ Description
∗ Anecdote
∗ Striking statement
∗ Prominent quote
∗ Question Types of Leads
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THE DIRECT LEAD
A direct lead is the most simple form of lead often
used by the journalists. Example:
តម្រូវការនៃការហូបចុកនៅតារអាហារដ្ឋា ៃកនុងចំនោរអ្នកមាៃ រុខ ងារកនុងការយិាល័យ(អ្នកន្វើការកនុងការយិាល័យ) មាៃកំន ើ ៃគួរឲ្យកត់សមាា ល់នាប ុនាា ៃឆ្ន ំចុងនម្កាយនៃេះ។
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DECLARATIVE LEAD
Most often the writers use a declarative lead (sometimes
called summary or direct lead) for their news stories. This
kind of lead is mostly used for a hard news story.
Declarative leads are direct and straightforward by:
∗ providing direct angle of whole article, or
∗ Providing suggested ideas or facts about article, or
∗ Discussing directly what the article will cover about
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EXAMPLE
An Example of a Declarative Lead
Beeline plans to give away school materials to 1‐6 grade
students throughout Cambodia for school‐year 2011‐ 2012, as to encourage students at primary schools to
study hard and encourage parents to send their children
to schools.
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THE DESCRIPTIVE LEAD
In a description lead, a writer describes something like
an object or event in one or more than one sentences. It
is mostly used in a feature story. A descriptive lead can
be about:
∗ An object,
∗ An Event,
∗ A person, or
∗ Something
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EXAMPLE
An Example of a Descriptive Lead
Restaurateurs and business enthusiasts gathered to listen, learn and share restaurant‐centric development strategies at Park Café, Vtrust Outlet, yesterday evening from 5:30 until 8:30. Five feature speakers from Park Café restaurant chain and some other successful eating establishments shared their knowledge of restaurant business operations with the participants. And that was the third monthly Briefing Session themed on Restaurant Operation Management.
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THE ANECDOTAL LEAD
An anecdotal lead tells you a very inspiring, short story of
something happening in reality. It should give a hint or be
related to the whole story. It‟s different from a narrative
in that narrative is usually longer, often described in a
series of events.
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EXAMPLE
Example of an anecdotal lead
Once challenged by a lack of knowledge of restaurant
operations management, Chan Monika, one of the
participants at the event known as Briefing Session on
Restaurant Operations Management, have now learnt how
to manage operations in her restaurant well. “The session
has provided me with practical knowledge applicable for
my restaurant operations,” she said.
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STRIKING STATEMENT
Short, snappy statement intended to
surprise the reader. Example:
Even if people benefit from the use of
Facebook, some people are now losing their
time without realizing it.
The president pronounced dead.
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PROMINENT QUOTE LEAD
Not so often, some writers use this quote to lead the
story by getting the main character of the story into the
opening immediately. Example:
“Thanks to the global financial crisis, the prices of
property are now at the stable pace,” said Cheng
Kheng, managing director at PLC Property Cambodia, at
the news conference on real estate industry last week.
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QUESTION LEAD
Ask an interesting question to lead the whole story.
Example:
Some people say uncontrolled use of Facebook can result
in negative effects, but how can it really affects users?
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DELAYED LEAD
Delayed leads start with a little something to catch the
reader's attention, and therefore they delay the real stuff
of leads ‐‐ the 5W's, the message and the angle.
The arrival of 3D movie technology has made many of Cambodian
moviegoers eager to sit and enjoy experiencing Hollywood movies in
three‐dimension views. Legend Cinema, the first comer to offer 3D movie
experiences, satisfies the thirsty moviegoers who only previously have
heard the availability of 3D movies in other countries than Cambodia.
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THE BODY
The body of the commentary release is just like any news
story. It should contain:
Provide details of the main topic (lead)
Answer to the “5Ws” and the “H”
Include the intended messages
Include background information
Include supporting elements such as human quotes
from involved individuals, figures, statistics, factual
information
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SUPPORTING ELEMENTS
Please refer to lessons in the session 2 (“Launch” Press
Release) for more information about the supporting
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SAMPLE OF COMMENTARY RELEASE
Please study the following press release about the
condominium market to study about the how this press
release is written and how supporting details are used
to support the headline and lead of the press.
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LECTURE 8
WRITING A SPEECH
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Speech – A speech is a piece of written statements in
the form of formal spoken language. It is either,
used as a media kit for the media to use in the form
of quotes or references in their news story,
or address to the public
There are several purposes of a speech. Below are
some of the purposes of which a typical speech is
written.
WHAT IS A SPEECH?
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TYPES OF SPEECHES Opening Speech – a speech to open an event
Closing Speech – a speech to close an event
Welcome Remarks (មតិស្វា គមន៍) – usually for an event such as soft opening, national
workshop, etc., this type of speech is used to address to a group of audience in order to
welcome them, without stressing much on expertise comments or statements.
Endorsement Speech – a speech to show an approval, recognition, an appreciation to
someone, a project, or a result of something.
Keynote Speech (also keynote address) – (សុនទរកថា) – This type of speech is used to wrap
up the event or agenda of the event, workshop, or conference, etc., by outlining the key
issues or points in order to motivate or influence the audience. It‟s usually done by the
most important person in the event.
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PURPOSES OF SPEECHES
A speech might be used to:
• Inform (informative speech)
• Persuade (Persuasive speech)
• Demonstrate (Demonstrative speech)
• Entertain (Entertaining speech)
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THE ENDORSEMENT SPEECH
An endorsement speech has:
Standard title (sometimes with speaker’s name)
Dateline and placeline
Thank-you note for MC or facilitator
Addressing the audience
Opening, body, and conclusion
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THE OPENING
Opening (ចំណាបផ់ផដើម) – it‟s often the a general
viewpoint or comment on something relating to
some/something to be endorsed, followed by some
supporting statements.
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THE BODY
In the body, you‟ll: Address an issue (ផ ើកបញ្ហា ) – it leads to the
main idea or topic. Jump up rightly to the issue (ផោទបញ្ហា ) – gives a
clue of what to be endorsed Show how to solve the issue (ផ ោះបញ្ហា )
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THE CONCLUSION
Announce the endorsement (ប្បកាសទទួ ស្វា ់គបំ្ទ។ ។) Example: Here at Casa Meridian, this condo project is proudly the partner of Century 21 for the sales of its condo units, and Century 21 Cambodia would like to officially endorse Casa Meridian as the official partner for all sales of condo projects under the Meridian Group.
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CLOSING
Ending the speech by “thank-you note”
Example
Last of all, I would like to thank you for your support today morning at our special event, especially members of the media.
Best Regards,
Kuy Vat
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LECTURE 9
WRITING A
CORPORATE INVITATIONS
&
MEDIA ADVISORIES
A corporate invitation – sometimes called business
invitation – is an invitation made by a corporate entity to
its staff, clients, potential clients, or general guests to an
event like:
• Dinner party
• Meeting
• Company anniversary
• End-year party, etc.
CORPORATE INVITATION
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Corporate invitation should have the followings:
• Invitation statement
• Name (if you target a person; can be no name)
• Event name
• Date & time
• Venue
• Host (company name)
• RSVP information
THE BASICS
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SA
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LE 1
: CO
RP
OR
ATE
IN
VIT
ATI
ON
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LE 2
: CO
RP
OR
ATE
IN
VIT
ATI
ON
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A public invitation is an invitation made by a corporate entity for a targeted group of people to an event, a bid or an action on something. A public invitation should: • Tittle (event, bid, etc.)
• Background information
• Invitation statement
• Date, time and venue
• Who (presides or hosts)
• Agenda
• RSVP information
Public Invitation
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LE: P
UB
LIC
IN
VIT
ATI
ON
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Similar to a public invitation, media
invitation is intended for journalists.
Media Advisory
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LE: M
ED
IA I
NV
ITA
TIO
N
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THANKS FOR YOUR TIME!
By Hoem Seiha
H/p: 012-699-553
Email: [email protected]
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