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

a. Contact: Claudia Felber, claudia.felber@vadivision.com

Telephone +41207592955

Fax: +41207592960

www.vadivision.com

b. The Diamond Line ultra-hard lens is suitable for glasses wearers with single and bifocal vision problems. And not only are the lenses ultra-hard, but they are also extra-thin. This makes them especially attractive for those glasses wearers requiring high-prescription lenses.

c. Eyecare professionals interested in information and samples should contact their Vadi Vision representative or send an email inquiry to diamondline@vadivision.com.

d. Vadi Vision is one of the best known and most respected eyewear companies in Europe. As Chris Baker of Eye Care Central in London testifies: “Our customers often ask for Vadi Vision lenses by name.”

e. Zurich, 12 March 20..

f. Vadi Vision is pleased to announce the release of a new ultra-hard lens. This lens is more durable than any other product on the market.

g. FOR IMMEDIATE RELEASE

h. Vadi Vision releases a new ultra-hard lens

III. Work with your partner to write a press release for a fictitious company. Try to use phrases from the box above and recommendations given in the text.

Speaking

Prepare a monologue on the following topic: “10 tips on how to make a winning press release”.

Part 2. The History of the Press Release

Pre-reading tasks

Test your knowledge of the evolution of press releases using this 5-question quiz.

1. If you make a PR blunder, what is the best way to fix it?

a....by issuing a press release that directly counters an earlier story or release.

b....by focusing on the next positive story you can tell and having both tact and a sense of humor about past mistakes.

c....fire the person responsible and hire a PR professional from outside to help.

d....there's no way to "fix" a PR blunder. You're stuck with that reputation forever.

1. The first working press release was developed by

a. Edward Bernay

b. Ivy Lee

c. Jason Kintzler

III. The evolution of a press release was

a. stagnant

b. rapid

c. uneven

IV. Tools, networks and services

a. make the process of disseminating news more complicated.

b. are facilitating and simplifying the system for creating and distributing new media releases.

c. replaced old PR tactics and techniques.

1. The most efficient alternative to the traditional press release is

a. a pitch letter

b. a press kit

c. a Social Media Release

Reading