How to write a Press release (News release)
The most important point here is to realize that a Press Release is neither an Ad nor even an Advertorial.
The 5 parts of a PR:
Headline: Grab attention and force people to read
Subhead: Short intro to expand the Headline
Lead Paragraph: Tell the major facts of the story. This paragraph should include who, what, when, where and how.
Remaining paragraphs: Briefly give more details about the story.
End: Should include a little information about the business owner and his business. Only info, no hype!
This structure is sometimes called the ‘inverted pyramid’, because the most important information must come first (on top).
IMPORTANT: Statistics help validate a story (you can get them from a variety of places, including Google searches, trade associations, research papers, and the U.S. Census Bureau at http://www.census.gov/)
News Release example
Now take a look at the following News Release to illustrate the points above. It conforms to all good News Release requirements (except statistics, which is not really a requirement). With this simple News Release, Valerie Chen got literally dozens of leads who can easily become clients.
FOR IMMEDIATE RELEASE
“When in China Do as the Chinese Do”
For SMBs, cultural flexibility is the key to swift and everlasting success on the China marketplace
Chinese American translator, Valerie Chen has just launched a website where she showcases her deep and vast knowledge of Chinese culture. The new website (http://www.wheninchina.com) targets Small and Midsize Businesses which seem to find it a daunting task to do business in China.
Ms Chen seems to have a soft spot for SMBs. Huge companies tend to rely too much on their financial clout. They don’t seem to realize there are things money can’t buy, even in China and however “business-minded” the Chinese may be.
“Freelance translators and SMBs, especially those where you can ‘walk straight to the Boss and talk to him or her’ are cast in the same mould, and there is every reason why they should get along fine”
On the site, it is possible to listen to Chinese music, a Chinese poetry recital (There is a written translation of the lyrics), learn a lot about Chinese culture, including a bit of Mandarin Chinese language (“Not too much, though”, quips Ms Chen “otherwise you won’t need my translation or interpreting services!”)
All the Mp3’s are downloadable
There is also a “serious” side to the website: is chock-full of information on the Chinese economy, investment opportunities, legal and institutional environment, etc.
Says Ms Chen: “We’ve done all the research for you”
Valerie Chen makes frequent trips to China, “to keep abreast of new developments and feel the pulse”
She can translate all your documents, interpret for you if you have guests from China, even escort you to China, all this at (very) short notice.
Just like anywhere else in the world, the Chinese prefer to do business with people they like and trust, all other things being equal, warns Ms Chen.
“However gruff you may be, we can easily turn you into a likeable person in China, that’s a promise!”
Anyone planning on selling to China should visit this website. There you can also find the dates and venues of Valerie’s Public Talks on various China topics
The website has a companion blog where it’s so much easier to “talk” to Valerie (http://wheninchina.blogspot.com).
Quite an experience, really.
LENGTH: 370 words
HEADLINE: “When in China Do as the Chinese Do”
SUBHEAD, elaborates on the “Cultural Flexibility” angle and names the target market
LEAD PARAGRAPH (WHO, WHEN, WHAT, HOW, WHERE, WHY)
WHO: Chinese American translator, Valerie Chen
WHAT: launched a website
WHY: Because SMBs seem to find it a daunting task to do business in China
HOW: She does it by showcasing her deep and vast knowledge of Chinese culture
4. REMAINING PARAGRAPHS: Briefly give more details about the story
5. END: Includes a little information about the business owner and her business. Only info, no hype!
This is an example that is easily reproducible by any translator and/or interpreter, with any language combination
Try to copy it and adapt it to your own case. With all the knowledge you’ve acquired in this chapter, that should be child play, don’t you think?
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