Press release Part 1. Introduction

Pre-reading tasks

Work in groups and discuss the following questions:

1. What is a press release? What is the main aim of sending a press release?

2. What news items are announced in press releases?

3. What are the structural elements of a press release?

Reading

Read the text and answer the questions above.

The use of a press release is common in the field of public relations, the aim of which is to attract favorable media attention to public relations professional's client and provide publicity for products or events marketed by those clients. A press release acts as an information buffer between journalists and solicitors, such as PR directors and business executives. A press release provides reporters with an information subsidy, containing the basics they need to develop a news story. Press releases can announce a range of news items such as: scheduled events, personal promotions, awards, news products and services, sales and other financial data, accomplishments, etc. They are often used in generating a feature story or are sent for the purpose of announcing news conferences, upcoming events or change in corporation. It is a highly efficient and cost-effective tool which helps to accomplish the following goals: provide consumer information (data, statistics, tips, trends, perspectives or other pertinent information that would be of interest to a particular industry ); launch a new product or service; recall an existing product; cease providing an existing service, announce coming events, report on past events; welcome new staff members, profile existing staff members; highlight awards received; provide news in situations when a company needs to address an issue, respond to a crisis, and/or share general information; make announcements by individuals intending to seek elected office or respond to allegations made against them.

Structure of a Press Release. All press releases are structured in the same manner as a standard newspaper article. Information is presented in an inverted pyramid, descending in a logical order, from the most important to the least. It is an anti-climactic method of presenting the facts of a story and the most common approach to news reporting. The headline is followed by a lead paragraph containing one or two key sentences in which the end of a news event or story is announced first. The succeeding paragraphs make up the body of the press release and provide supporting information, followed by underlying background information. By telling the story backwards, the length of a press release can be adjusted, cutting the least important information from the bottom without compromising the integrity of the most important information positioned at the top. When information is presented in this manner, readers get the gist of the story in a hurry. They can then make their own determinations as to a press release's importance or relevance and choose for themselves whether or not to read past the first paragraph. Technically, anything deliberately sent to a reporter or media source is considered a press release: It is information that has been released by the act of being sent to the media.

However, public relations professionals often follow a standard format that they believe is efficient and increases their odds of getting the publicity they desire. The format is supposed to help journalists separate press releases from other PR communication methods, such as pitch letters or media advisories. Some of these common structural elements include: Headline — used to grab the attention of journalists and briefly summarize the news. Dateline — contains the release date and usually the originating city of the press release. Introduction — first paragraph in a press release, that generally gives basic answers to the questions of who, what, when, where and why. Body contains further explanation, statistics, background, or other details relevant to the news. Boilerplate is generally a short "about" section, providing independent background on the issuing company, organization, or individual. Close — in North America, traditionally the symbol "-30-" appears after the boilerplate or body and before the media contact information, indicating to media that the release has ended. A more modern equivalent has been the "###" symbol. In other countries, other means of indicating the end of the release may be used, such as the text "ends". Media contact information includes name, phone number, email address, mailing address, or other contact information for the PR or other media relations contact person.

Press releases are written in block style, so no paragraph indentation is necessary. To submit a press release public relations professionals use various distribution options including email, news wires, fax, audio & search engine distribution. They research media outlets to find out whether their specific contacts prefer to receive news releases by fax, mail or e-mail and then prepare their press release submission in the necessary hard-copy or electronic format.

Useful phrases

Writing press releases.

1. Use a headline (in bold) that summarizes what the press release is about.

2. Here are some typical ways to start a press release.

[Company] announced today that

[Company] is proud to announce the launch of the new…

[Company] is introducing…

3. Print the words "FOR IMMEDIATE RELEASE" in the top left-hand margin in all caps. Follow this line with relevant contact information: name, title, address, phone number, email address.

4. Wrap up the last paragraph with a "for additional information" line, a place to find more details. An annual report or a Web site can be great sources of information. Tell the readers of the body of the press release where they can go to get details:

For more information about…,contact…

More information about… can be found at www.company.com

Businesses interested in more information on… should contact…

Scanning

Say whether the following statements are true or false.

1. A press release is aimed at giving journalists background information on the organization.

2. A press release is a highly efficient and cost-effective tool in PR.

3. Press releases are never used in generating a feature story.

4. Your press release should resemble an advertisement or a sales letter.

5. It’s necessary to include a media contact name, email address and phone at the top of the press release.

6. You need to add ### to the bottom of the press release to signify the end.

7. All details of the "Who, What, When, Where, How and Why" are covered in the headline of the press release.

8. Press releases should focus on your announcement or news rather than selling something.

9. The format of a press release is free. The public relations professionals do not follow any standard pattern when writing a press release.

10. Information in a press release is presented in a pyramid, descending in a logical order, from the least important to the most.

Language development

1. Give English equivalents for the following:

предоставлять информационную помощь, привлекать внимание, корректировать, достигать цели, предоставлять информацию, выпускать новый продукт, приостанавливать предоставление услуг, предоставлять сведения из биографии, реагировать на кризисную ситуацию или обвинение, освещать, перевернутый, нисходящий, основное содержание, определяться, увеличивать шансы, умышленно, следовать стандартной форме, шаблон, в обратном направлении, питч письмо, выделение абзаца, поисковая система, печатная копия.

2. Explain the meaning of the following words and phrases.

• the gist of the story

• the boilerplate

• an information subsidy

• a feature story

• a pitch letter

• an anti-climactic method of presenting the facts of a story

• media advisories

• accomplishments

• publicity

• media outlets

Use them in the sentences of your own.

3. Match the words with their definitions.

a. to grab b. succeeding c. efficient d. to release e. favorable f. to launch g. an information subsidy h. to accomplish i. to highlight j. inverted k. odds

1. to allow a news story to be known and printed 2. information assistance 3. following, coming after smth. 4. to succeed in doing, achieve 5. to throw attention onto 6. put in the opposite position or order 7. the probability that smth will or will not happen 8. to get quickly 9. to begin smth (a plan, an activity) 10. winning favour and approval 11. working well, quickly; effective

After-reading tasks

1. Answer the following questions.

1. What information subsidy does a typical press release provide?

2. What recipients is a typical press release directed at?

3. What goals can an organization accomplish with the help of a press release?

4. Why is the information given in a press release presented in an inverted pyramid?

5. Why do public relations professionals follow a certain standard when writing a press release?

6. What are the common structural elements and their functions?

7. What symbols appear after the boilerplate or body and before the media contact information, indicating to media that the release has ended?

8. Is paragraph indentation necessary for a press release?

9. What distribution options are used to submit a press release?

10. What influences the choice of distribution options?

2. Here is the press release for the new lenses. Put the parts of the press release in the correct order.

1. Contact: Claudia Felber, [e-mail]

Telephone [phone]

Fax: [phone]

www.vadivision.com