A brief discussion on media communication and press release writing
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A few days ago, I was invited to teach a group of friends who are starting their own businesses about “[Understanding the basics of media communication and the practice of writing press releases](http://webcache.googleusercontent.com/search?q=cache:cr RF2F02j3wJ:backhouse.tw/event/529+&cd=1&hl=zh-TW&ct=clnk&gl=tw)” course, I spent a lot of time in class introducing the characteristics of media and how to write press releases.
To put it simply, the purpose of this course is to help [new startup teams] (https://www.contenthacker.today/2017/10/how-to-get-media-exposure-for-your-startup.html) who are currently in the stage from zero to one, how to use the correct information and methods to find the right market entry point. Then, through communication and communication with the media, we promote the highlights of our own products.
After class, a student wrote to me and sent me the press release she wrote, hoping that I could give some suggestions. I also want to take this opportunity to explain to you how to communicate with the media? And how to write a press release?
According to Wikipedia’s Introduction, a press release, or communication draft, is a news-style promotional document, a communication document sent to the news media by companies, institutions, governments, schools and other units to announce news-worthy news.
The basic structure of a press release must be based on the “5W1H” principle, that is, through this press release, you must know: Which unit issued the press release? When is something going to happen? Why should I explain it to everyone? What is the reason you want to say? Where does it happen? How to participate or purchase goods?
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When writing a press release, an inverted pyramid structure is usually used. The inverted pyramid structure is the writing rule for most objective reports, and it is also the most common narrative structure for news writing. In other words, write the most important information first, write only one fact in a paragraph, and mainly state the facts, but do not express opinions.
The advantages of inverted pyramid writing include: it can write quickly, facilitate quick editing and deletion, and is helpful for readers and listeners to quickly read and grasp key points.
How to write a press release? I think I can get to the point as soon as I write, and think about what benefits and values it can bring to readers? You can provide different content or entry points for individual media, but also remember that the purpose of publishing a press release is to convey useful information, not just to promote promotions. Be careful not to promote yourself too much, lest you end up wasting your time.
To sum up briefly, I think that if you want to convey information to the public through the media, you must master the following key factors:
- Concise and powerful, allowing readers to absorb information effortlessly.
- The content has unique viewpoints or special interests.
- Can meet readers’ needs or help solve problems.
- The writing is smooth and logical.
- Combined with the trend of current affairs, it is easy to be forwarded, shared or rendered.
- Target media or news channels with suitable attributes.
As for how to interact with the media, I think we must first understand the attributes and needs of different media, master the intelligence of journalists in relevant industry lines, and treat media reporters with empathy and fairness. Remember that news value is above all else, and never do anything that violates workplace ethics for the sake of publicity, or treat one person favorably over another, or break trust with reporters.
Media communication is indeed an art. If you are also interested, you are welcome to study!
★ Featured image source: unsplash.com
★ Article source: This article was originally published in Content Research Institute
Further reading
- “Media Communication and Press Release Writing Practice” course experience: dismantling actual cases to strengthen the structure and writing skills of press releases
- How to get your website content included in Google News?
- Improve your press release writing skills: Master six keys to effectively communicate your message to the outside world
