Establishing good public relations starts with media communication and press release writing

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTiyXbQNdNjOhtmZoZ7GveCHXJgzLfbxSyCKVIQpprChFd9PwLPJG7gvLi8kzFJc-C9t olGDEBZPa1lzBe9tUmY322shprYZhNZvQHRe00s1FIuvqQsDfrgWcIzxnX91gAkA3 _y8TxihIO/s1600/%25E6%2596%25B0%25E8%2581%259E%25E7%25A8%25BF.jpg)

Recently, I was invited by Tiandiren Academy to hold a training course on “[Practical Practice of Media Communication and Press Release Writing] (http://tiandiren.tw/archives/30161)” in late August this year.

Based on my previous experience in the media industry and my contacts with many startup teams in recent years, I found that many domestic small and medium-sized enterprises or startups have a huge demand for press release writing. It is a pity that people generally do not understand the properties and needs of the media, which often leads to bottlenecks in the communication process. Over time, it becomes difficult to convey information to the public through the media.

To put it simply, the purpose of this course is to help new startup teams that are currently in the stage from zero to one, how to use the correct information and methods to find the right market entry point, and then promote the highlights of their own products through communication and communication with the media. Of course, ordinary working people are also very suitable to attend this class. They can apply the knowledge learned in the class and immediately apply it in the workplace.

Before the class starts, I would also like to take this opportunity to briefly explain to you how to communicate with the media? And what should you pay attention to when writing 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?

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 the ability to write quickly, facilitate quick editing and deletion, and help readers and listeners quickly read and grasp key points.

How to write a press release? I think you can get to the point with just one stroke (get to the point). What are the benefits and value that thinking 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:

1. Concise and powerful, allowing readers to absorb information effortlessly.
2. The content has unique viewpoints or special interests.
3. Can meet readers’ needs or help solve problems.
4. The writing is smooth and logical.
5. Combined with the trend of current affairs, it is easy to be forwarded, shared or rendered.
6. 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.

For example, “Business Weekly”, “World Magazine” and “Digital Times” may all be interested in reporting on the recent news about shared bicycles oBike, but their focus and angle of entry may be different due to different target groups, media attributes and positioning.

If──you were oBike’s public relations officer, do you know what to do?

In addition, everyone should also remember that news value trumps everything else. Never do anything that violates workplace ethics for the sake of publicity, or treat one person favorably over another, or break trust with reporters. It is true that the process of communicating with the media is full of details, and press release writing is also somewhat different from general copywriting. Well, everyone is welcome to come and communicate!

If you want to learn media communication and press release writing skills, welcome to sign up for August Course!

★ Photo Credit: unsplash.com

[

---