| Also called a news release, a press release is a | | | | A piece of descriptive writing is factual but rather |
| statement written to be distributed to the media. | | | | deadpan. Mention facts about the projects, goals, |
| Commercial organizations generally issue these | | | | services, events, and products in an interesting |
| statements to announce acquisitions and mergers, or | | | | manner. The easiest way to make sure that the |
| introduction of new products. Some people say that | | | | press release has all the relevant information is to |
| the rules of descriptive writing may be used while | | | | convey the H and the 5 Ws: how, and who, when, |
| writing a press release. They feel that companies | | | | what, where, and why. |
| merely need to give the relevant information to the | | | | Never repeat anything in a press release. Editors and |
| media and let the journos make the facts intelligible | | | | journalists are always overworked. If you give them |
| to the public. | | | | a press release that they have to edit, they may |
| However, this is not true. A press release that is | | | | fling it aside and move on the next one. Jargon |
| written according to the rules of descriptive writing | | | | should also be avoided because of this. |
| will not do a good job. It will be ignored. | | | | What else should be mentioned? |
| How to write the headline? | | | | Generally, a press release has a separate section that |
| The headline should be should brief. It should convey | | | | gives information about the company which |
| the key point of the statement. Like all other | | | | generates the statement. Never promote your |
| readers, journalists like headlines that 'grab' their | | | | company while writing about it. In this it is advisable |
| attention. So write the headlines in bold and use a | | | | to follow the rules of descriptive writing. Remember |
| font that is larger than the font of the body text | | | | that the difference between promotional writing and |
| Usually headlines are written in the present tense and | | | | descriptive writing is that the latter should be as |
| the 'a' and 'the' are excluded. It may be a good idea | | | | objective as possible. |
| to use some of the most important keywords of | | | | If the journalists are interested in the press release, |
| the article in the headline because this will increase | | | | they may wish to seek more information or |
| the chances of the news report getting visibility in | | | | interview the people involved. Thus, the contact |
| search engines. | | | | details must include the company's name, the |
| How to write the body text? | | | | complete address, the email address, the telephone |
| Present the information in such a way that the | | | | and fax numbers, the name of the contact person, |
| readers find it relevant. Merely following the rules of | | | | and the company's website. |
| descriptive writing will make it a bland narration of | | | | Conventions: |
| facts and events. For example, if you are reporting a | | | | To makes things easier for the scribes, also mention |
| merger of two mobile phone service providers, do | | | | either 'IMMEDIATE RELEASE' or 'EMBARGOED UNTIL |
| not merely say that the so and so company has | | | | (date)' on the left margin above the headline. End the |
| been merged with so and so company. Try to figure | | | | release with '# # #'. This is a convention followed by |
| out why readers should be bothered about the | | | | journalists. |
| merger. You could tell the readers that they will | | | | And always keep your releases as short as possible. |
| enjoy enhanced network availability because of the | | | | Extraneous words always reduce the impact of |
| merger. | | | | releases. |
| What should be the tone of the press release? | | | | |