Press Release Pertemuan 16 Matakuliah : G0374/Business Writing Tahun : September 2006 Press Release Pertemuan 16

Writing a Press Release The Layout The Content Considering News The Format The Photographs The Captions

Dari scanning wilmhurst, pg. 311. Layout Dari scanning wilmhurst, pg. 311.

Writing a Press Release State where the information comes from. State where it is to go – so always try to personalize the release. Give a clear release date. Give a clear headline showing what the release is about. Provide a telephone number for day and night contact, and always give names and addresses for further information. Remember within the boy of the release to include the five Ws and How.

News Impact Oddity Conflict Known principal Proximity

It is written clearly and concisely. The Contents It is written clearly and concisely. It must get to the facts early and answer the six key questions. It is objective.

A Worthless Drivel News Release Releases are poorly written. Releases are rarely localized. Releases are not newsworthy

Format Spacing Paper Identification Release date Margins Length Paragraphs Slug lines Headlines Proofreading Timing

Always attach a caption, either with rubber cement or with staples. Photographs Unless otherwise specified by the publication, sent only 8in x 10in black and white glossy prints. Always attach a caption, either with rubber cement or with staples.

Style It must be flexible and evolve as language changes. It must not relate to sexism in writing. Capitalization. Abbreviations. Numbers. Punctuation. Spelling.

Guidelines for the Elimination of Sexual Bias in the Media Terms referring to a specific gender should be avoided when an alternative terms will do. E.g. business executive businessman. Where neither a gender-free term nor any term accurately designating gender is yet in common use, continue to employ the old terminology. E.g. Yeoman First Class Betty Jones or Mary Smith, a telephone company lineman. Nor occupational designation should include a description of the person’s gender unless it is pertinent to the story. E.g. don’t use woman lawyer or male nurse. Avoid terms like man-made for synthetic, man on the street for ordinary citizen, manpower for workforce, man and wife for husband and wife, and co-ed for student.

Captions content and style Copyright Issues Captions for Charts Captions for the Press

Suggested Layout This press release from Singapore Airlines shows the recommended layout for you to use when Composing a press release

1. Captions content and style It should be brief, not exceeding 15 to 20 words and reveal the content of the photo. Put a heading, typing double spaced. Give the name of the issuing organization, company or consultancy with date, contact name, address and telephone/fax number. Refer to the source organization, service or product. If the photo shows a person or group of people, put job titles and names from left to right. When a well-known personality is featured, write the caption round the VIP, not someone else, even if you feel you ought to mention the chairman first!

2. Copyright Issues News editor and picture desk will assume it will be free of copyright restrictions. Photographs should be rubber-stamped on the back with statement of the copyright position; ideally, similar wording should appear on the caption itself. Never issue a photograph or illustration unless you are sure who own the copyright.

3. Captions for Charts The chart caption should describe the essential finding or purpose. It leads the reader to the relevant part of the text. With graphs and tables ensure that legens and headings are clear and unambiguous. Make sure that graph axes are explained and show the appropriate units.

4. Captions for the Press Always use a stiff-backed envelope when sending out a photographs or illustrations. Do not write on the back of prints as Biro or pencil marks can show through and make the picture useless for reproduction. Captions should be attached with strips of Sellotape. Never glue or paste them to the backs of photographs; just stick them on lightly so they protrude from the bottom of the print and can be read in conjunction with the picture.