Press Release知识讲稿.ppt

4. Close It is given at the end by thanking the respondents for filling in the questionnaire and telling them clearly what to do with the completed form. Please hand the completed form into your supervisor. Thank you for spending time helping us with this survey. BUSINESS WRITING Press Release Questionnaires Press Release Questionnaires Press Release I. Introduction II. Layout III. Exercise I. Introduction Also called news release. A form of written communication from an organization to the press and other media about anything that is considered to be newsworthy. Prepared by the company’s public relations department. Audience Editors; Ultimate readers About Relocation of offices, Introduction of new products Exciting technological breakthrough, Purchase of new equipment or building Change of top personnel Etc. II. Layout 1. Letterhead 2. Date of issue 3. Date for publication 4. Headline 5. Content Introduction Main body Close 6. Contact Double spacing Indicate “more” or “end” at page bottom 4. Headline MICROSOFT EXPLORES TALENTS FORMER DISHWASHER TURNS BURGER MILLIONAIRE ROBOTS AT SERVICE IN MANSION HOTEL VOLKSWAGEN: THE NIMBLE GIANT 5. Content What is happening Where is it happening? Who is involved? When is it happening? Why is it happening? Five elements 5. Content Include the most important message in it. Draw the reader’s attention immediately. “Last month at the Shanghai’ 99 Auto exhibition car makers launched their annual sales pitch for the China market. Among the gleaming motors is the General Motors Shanghai Buick, which lured the hearts of thousands of visitors.” Introduction 5. Content Principle 1: Write objectively by using third person or reported speech. Principle 2: Make the news interesting by using short sentences in a snappy(爽快), crisp（干脆）, punchy（有力） style Principle 3: Keep the central paragraph short and self-contained so that the editor can cut them out if necessary without ruin the sense or the flow. Let’s study two articles which