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.