chappressreleases解说.pptVIP

Chapter 12 Press Releases 1. What is a press release? Press releases are often sent alone, by e-mail, fax or snail mail. They can also be part of a full press kit, or may be accompanied by a letter. 3. What does a press release look like? II. How to write successful press releases? Writing a press release is, not too different from writing any other document. We are going to discuss the content of your press release and how it should be formatted. Certain rules must be followed to ensure that you are including all the necessary information. In addition, it must be laid out in a manner that will not negatively affect the reader‘s interpretation. 1. Content of press releases: The text of a press release usually includes the answers to the five elements: What, who, where, when and why. What?What is happening? Who?—Who is involved? Where?—Where is it happening? When?—When is it happening? Why?—Why is it happening? 新闻导语(Lead) 新闻报道的开头的第一段文字，也是最重要的部分，记者必须把新闻事件的主要情节用一两句话概括，新闻报道精华所在。 按照新闻报道的要求，导语尽可能回答四个“W”和一个“H”，即what、who、where、why和how。 Example: WASHINGTON – The International Monetary Fund (IMF), seeking to contain a deepening economic crisis in South America, has agreed to provide an additional US$30 billion in loans to Brazil. Who: IMF Where: Brazil What: loans of US$30 billion Why: to contain an economic crisis in SA 2. Layout of Press Releases: (see p163) Company logo, company name, address, contact information, etc. A press release should be presented on letter-head paper. Contact Info Contact info on a press release should include a media contact person’s full name, phone number, and email address. A website URL (or several) should also be included. A mailing address and fax or mobile number can also be added. Options are a good thing here. The date you write this press release Period of time during which certain information in a press release must not be published. 新闻封锁（v. /n.） VOLKSWAGEN: THE NIMBLE GIANT The title or headline of the press release should b