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如何找到适合您新闻稿的风格 – 译学馆
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如何找到适合您新闻稿的风格

How to Find the Right Style for Your Press Release

Howcast原创
Howcast original
如何为你的新闻稿搭配合适的风格
How to Find the Right Style for Your Press Release.
别以为新闻稿的风格都是一成不变的
Don’t be fooled into thinking press releases are a one-size-fits-all deal.
为客户也为你晋升的机会 搭配合适的风格
Find the right style for the client and the occasion you’re promoting.
你需要 具有现实意义 简短有力的标题 大胆的散文体
You will need: Immediate significance, Short punchy headlines, Catchy and bold prose,
还有新闻资讯 电子邮件 或通讯员和媒体预警
and News wire, e-mail, or courier, and Media alert.
选项:样板
Optional: Boilerplate
步骤1
Step 1.
写一篇直白的新闻稿 如若它具有即时意义
Compose a straight news press release if your press release is of immediate significance.
不使用最高级 强调人物 事件 时间 地点 原因及过程
Without superlatives, emphasize who, what, when, where, why, and how,
并使用第三人称 像一名优秀记者那样表达观点
and use the third-person point of view like a good journalist.
无论如何 即时发布新闻稿
No matter your approach, always date the release with an informational tag
带有大写加粗的字母标明“For IMMEDIATE RELEASE”
in boldface capital letters: “For IMMEDIATE RELEASE.”
步骤2
Step 2.
用简短有力的标题 避免卖萌
Tell the story in a short, punchy headline and avoid cuteness.
若编辑们对你提供的东西感兴趣 他们会打电话给你
Editors will call if they’re curious about something you provided.
用副标题来简洁地描述故事要点 以节省他们的时间
Use a subhead to succinctly detail the heart of the story to save them time.
步骤3
Step 3.
用朗朗上口的散文来描述需要及时引起重视的事件
Use catchy and bold prose for events that require timely, urgent attention.
尽可能扩大影响 用新闻 电子邮件 甚至是通宵快递
Maximize the impact and use a news wire or e-mail, or even an overnight courier
在事发当天送到他们手上
to get it to them the same day as the event.
步骤4
Step 4.
聚焦于这次促销将如何影响整个市场
Generate publicity with executive appointment bulletins
通过行政任命公告的宣传
by focusing on how this promotion will impact the market in general.
强调与新闻稿相关的市场趋势
Emphasize the market trends related to the press release
并把文章转换成一篇大众喜欢的新闻故事
and transform the piece into a general interest news story.
在页面底部 会有个”样板”和一段标准散文在介绍你的公司
Include a “boilerplate,” a block of standard prose describing your company at the bottom of the page.
步骤5
Step 5.
在新闻稿中切忌自我
Take your ego out of any release,
即使你能写出让人兴奋的散文
even if you’re creating excitement with your prose.
不管你选择什么风格
No matter the style you choose,
记者们都不会对你 你的销售技巧或你的公司感兴趣
journalists aren’t interested in you, your selling technique or your company
除非你有一个好故事 所以给他们一个
only in a good story, so give them the one.
你知道吗 1906年Ivy Lee创作了第一篇新闻稿
Did you know? Ivy Lee created the first press release in 1906
当有50人死于火车失事时 他得到某铁路公司信服去发布公告
When he convinced ? Railroad to distribute a public statement when 50 people died in a train wreck.
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Howcast original

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