Mata Kuliah
Tahun
: O0354 - Public Relations Writing
: 2010
SIARAN PERS (PRESS RELEASE)
Pertemuan 13 & 14
How to prepare press release?
News
Press
Release
Writing
Bina Nusantara University
Delivery
3
Writing – Approach
Prepare the press release as you would
if you were the reporter working for a paper
Bina Nusantara University
4
Writing – Approach
Use the message house to develop the key
messages and the most important thing
about the story
Bina Nusantara University
5
Writing – Approach
Use the message house to develop the key
messages and the most important thing about the
story
Most important
thing
Key messages
Bina Nusantara University
Lead
Text Body
6
Writing – Lead
The 1st (and 2nd) paragraph should contain the most
significant and most interesting aspect of your
subject
Draw
audience
attention
Bina Nusantara University
Space limit in
the paper
7
Writing – Lead
The story must be relevant to the readers.
Local news
angle
Bina Nusantara University
8
Writing – Text Body
•
•
•
•
use concise sentences
short paragraphs
common and simple words
avoid editorial comment
Bina Nusantara University
9
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
Bina Nusantara University
10
Writing – Length
One-pager rule:
• include essential points in one page
• keep background information short and
precise
• avoid irrelevant materials
Bina Nusantara University
11
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
Bina Nusantara University
12
Writing – Types of Release
Announcement Releases
Created News Release
Sequel Releases
Response Releases
Feature Releases
Crisis Mgn’t Release
Bina Nusantara University
e.g. New management
e.g New product launch
e.g. Events (countdown)
e.g. Research studies
e.g. Nobel Prize Winner
e.g. Damage Control
13
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
Bina Nusantara University
14
Writing – Format
Letterhead
(with company logo)
Press release
Heading
Sub-heading
Date
& Place
Text
Text
pagination
Bina Nusantara University
15
Writing – Format
Text
boilerplate
Additional
Information
Contact
Bina Nusantara University
16
How to prepare press release?
News
Press
Release
Writing
Bina Nusantara University
Delivery
17
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?
Bina Nusantara University
18
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)
Bina Nusantara University
19
Press Release – Other Considerations
Visuals / Photo Captions
Nature of the News
Localization28
Bina Nusantara University
20
Press Release – Visual Aids
Visuals are……
One of the most
effective publicity tools
Must tell a story
Has its own language
Running chicken
President Jiang
The junk at sunset
Film language
Enhance memory
Bina Nusantara University
21
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
Bina Nusantara University
22
Press Release – Photo Caption
How 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.
Bina Nusantara University
23
Press Release – Nature of the News
Feature
Humanized approach
Softer & longer introduction
More sensational
Longer pieces
Bina Nusantara University
vs
Factual Reports
Objective approach
Concise introduction
Neutral perspective
Shorter pieces
24
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
Canada
e.g. HK vs Mainland, USA vs
• Language
Bina Nusantara University
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
•Facts oriented
•Precise & concise
•Less flowery
•Short pieces
Bina Nusantara University
vs
Mainland &
Canada
Feature-like
More descriptive words
More flowery
Longer pieces
26
Press Release – Localization
Language - HK vs Mainland, N. America vs UK
N. America
Greyhound
Rental
Mall
Pants
Notary Public
Bina Nusantara University
UK
Coach
Leasing
Arcade
Trousers
Notary Public
27