Press releases announce important information to the media. To increase the publication and readership of a press release, apply persuasive writing techniques.

6. Developing Persuasive Press Releases

Press releases announce important information to the media. To increase the publication and readership of a press release, apply persuasive writing techniques.

The most important ingredient of a press release isnews   . Organizations might use a press releaseto announce a new product   orto announce a seminar   .

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0.33 / 1

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Explanation:                                                                          

The most important ingredient of a press release is news. Press releases should not be purely self-serving or promotional; they should communicate news that is relevant to an external audience. For example, organizations might use a press release to announce a new product or to announce a seminar.

Your coworker is writing a press release and asks for your advice. What tips should you give? Check all that apply.

Aim for five pages in length.

Make the document visually appealing.

Answer the five Ws and one H in the first sentence.

Open with a summary of the important facts.

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Explanation:

When writing a press release, open with an attention-getting lead or a summary of the important facts. Include answers to the five Ws and one H, but don’t cram all of that information into one sentence. Appeal to the audience of the target media, present the most important information early, and include relevant quotations. Make the press release visually appealing by sticking to one or two double-spaced pages and selecting a readable format. Be sure to proofread to catch typos and factual errors.

Read the following draft of a press release, and then answer the question.

ABC Flip Flops Appoints Musashi Yamato as CFO

ABC Flip Flops, a leader in casual footwear, has announced the appointment of Musashi Yamato as chief financial officer. Yamato's appointment comes after former CFO Raphael Alden's decision to retire and spend more time with his family.

“I have great faith in Musashi," said Susan Fogarty, CEO of ABC Flip Flops. "With his track record of success in the industry, ABC should be poised for revenue growth."

Yamato comes to ABC Flip Flops with years of experience in the shoe industry, having most recently served as CFO of Sunnyside Footwear. In his time at Sunnyside, the footware company grew.

“ABC Flip Flops is a well-respected company with a fresh product offering and exiting opportunities for growth,” said Yamato. "I look forward to working with the ABC team to expand it's already unparalleled business."

How would you suggest the writer improve the press release? Check all that apply.

Provide more specifics.

Proofread for typos.

Include the date and location.

Remove quotations.

Points:

1 / 1

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Explanation:

In the beginning of a press release, be sure to address the five Ws and the one H. This press release is missing the where and when information. The press release could also use more specificity. Instead of “with years of experience,” the writer could name the number of years the new CFO has in the industry. Rather than writing, “In his time at Sunnyside, the footwear company grew," the writer could give specific numbers related to the company's growth. Such specifics are more compelling to readers. Finally, the writer should proofread the press release. It has a number of typos (footware instead of footwear, exiting instead of exciting, and it's instead of its) that undermine its credibility.