siaran pers (press release) pertemuan 13 & 14 mata kuliah: o0354 - public relations writing...
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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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