how to write a press release

note: this article is not original.

News refers to a style that newspapers, radio stations and TV stations often use to record society, disseminate information and reflect the times. There are many kinds of it, and only the most frequently used messages and communications are introduced here.

news, also called news. The concept of news has narrow sense and broad sense. Single-finger news in a narrow sense; Broadly speaking, it refers to news, communication, reportage, features, comments and so on. News is to report the recent, valuable and most concerned facts at home and abroad quickly and timely in a general narrative way and relatively concise words.

1. Message features:

The content is true and the facts are accurate. Truth is the life of news and the strength. Facts are its origin and its convincing foundation. Truth is the truth, and the characters, time, place, and development of things written cannot be fictional. Accuracy means that every fact, including details, is accurate. If a piece of news is distorted or wrong, it will not only reduce its news value, but also damage the cause of the party and the people.

the content is fresh and valuable. News is valuable in novelty, and it has cognitive, enlightening and guiding significance. Only when the news is new can it attract readers' attention and get a sneak peek. Innovation means not only reporting new people, new events and new experiences to readers. But also choose something that is meaningful, valuable, enlightening and instructive. We don't take the view that "a dog bites a dog is not news, but a man bites a dog is news".

be prompt, timely and timely. Swiftness is the value of news. Slow news reporting will reduce the value of news, and "news" will become "old news". Prescription means speed and new content. We should be keenly aware of new people, new things, new situations and new problems, understand them as soon as possible, and reflect them promptly.

be concise and short. Brevity is the main sign that news is different from other styles. The so-called brevity means "in a few words, remember the facts clearly, only a few strokes, show the spirit, summarize without being abstract, be brief without being caught in omissions", use the pen concisely and neatly, and concentrate on refining the content.

2. Types of news (generally, news can be classified into four categories):

1. Dynamic news

Dynamic news is a style that quickly and accurately reports the latest major international and domestic events, important activities and the latest new situations, new trends, new achievements and new problems in various constructions. It is the most used category in newspapers.

news bulletins of major news are dynamic news. Major news refers to news with significant events and far-reaching significance, which occupies a prominent position in the newspaper when reported. Such as "China's Multi-application Satellites in the Same Hair" (Guangming Daily) May 3, 1993). The content of the newsletter is the first and the length is short. Such as "international news briefing", "academic trends" and "market walk".

2. Typical news

Typical news, also known as experience news, is a style of centralized reporting on typical experiences and successful practices of some specific departments, units and industries. This kind of news is to summarize the experience and reveal the law after introducing the experience and practice, so as to achieve the purpose of promoting the work from point to area. For example, "Everything depends on the people's own creation-a basic experience of Shougang's ten-year reform" (People's Daily) February 26, 1988).

3. comprehensive news

comprehensive news is a report that combines the facts that happened in different places, different units, with different characteristics and the same nature, and embodies a theme. It is characterized by analyzing, putting forward opinions and revealing laws on the basis of synthesizing and summarizing facts. Such as "indiscriminate felling of trees" (Guangming Daily, July 25, 1993).

4. Review news

is also called "reporter review" and "news review". It is a kind of news with both news and comment functions. It is on the basis of stating facts, interspersed with comments or expressing feelings, so as to analyze and explain the essence and significance of the reported facts. It is characterized by narration and comment, and it is required to comment on the facts based on the principles and policies of the country, with correct views and proper comments. For example, "Distinguish the mainstream from the tributaries, don't treat the" beginning "as" too much "(Liaoning Daily, May 1979).

3. How to write the message:

1. Title

The title of the message is divided into eyebrow topic (also known as leading topic and shoulder topic), main topic (also known as theme and motif) and subtitle (also known as auxiliary topic and subtitle). There are several situations that appear in newspapers and periodicals:

(1) Multi-line headlines. There are usually three lines in a multi-line title, that is, the middle line is the topic and the core of the title, which is used to reveal the theme or prompt important facts; The line above the topic is an eyebrow question, which is used to lead to the topic, explain the facts, explain the background, set off the atmosphere and reveal the meaning; The following line of the topic is a subtitle, which is used to supplement the explanation or explain the topic or basis. For example:

The head of the Ministry of Economic Relations and Trade made a speech (eyebrow title)

I hope that the two sides of the Taiwan Strait can realize direct trade (topic)

I am willing to contact and negotiate with the Taiwan economic and trade authorities to solve the problems in trade between the two sides)

Double-line headline. First, there are topics and eyebrows. For example,

True happiness depends on one's own labor (eyebrow title)

Du Yunyun donated 111,111 yuan to the country (topic).

secondly, there are topics and sub-topics. For example:

Chengdu Telecom Bureau spent money to "buy" criticism (topic)

put an "announcement" in the newspaper to welcome the masses to supervise the communication service (subtitle)

(2) single-line title. Single-line headlines only have the topic. For example:

*** Interview with the president of Asahi Shimbun

The title of the news should be concise, approachable, accurate, novel and attractive. Which title to use depends on your own circumstances.

2. Introduction

The introduction of a message is the first paragraph or sentence of the message. It is composed of the freshest and most important facts or incisive arguments in the news to attract readers. This is the reason why the structure of the message is usually "inverted pyramid".

Introduction is often written in the following ways:

Narrative. Write the main facts and experiences concisely, or make a comprehensive summary of the whole factual materials to reveal the main contents. For example, "Dalian Guangcai Industry (Joint Venture) Co., Ltd., the first joint venture between self-employed individuals and Hong Kong businessmen in China, was officially opened on April 3, 1985 with the approval of the State Council." This is the news lead issued by Economic Daily on April 8th, 1985.

question type. Put forward the problems to be solved or the experiences and practices to be introduced in the news in the form of questions, and then answer them with facts. For example, "Dear readers, do you know that corduroy can be used as a skirt for summer wear? Among many corduroies newly produced by Shanghai flannel factory, there are such novel varieties. (Xinhua News Agency press release on July 6, 1981)

Descriptive style. Describe the distinctive facts or meaningful aspects with concise pen and ink, giving readers a vivid impression. For example, "Pots of green Ophiopogon japonicus, pine and cypress, evergreen and blooming flowers are decorated in the hall of the Great Hall of the People, and the All-China Women's Federation will hold a get-together here this afternoon. More than 1,511 Chinese and foreign women gathered together. Shake hands and say hello to each other, have a cordial conversation, and celebrate' March 8' Women's Labor Day. (Xinhua News Agency, Beijing, March 8th, 1988)

Comment style. It is to make a critical conclusion on the reported facts first, and then clarify them with specific facts. For example, "Today, the first patent law promulgated by New China came into effect. Since then, the history of the fruits of mental labor being occupied without compensation has come to an end in China. " (Xinhua News Agency, Beijing, April 1, 1985)

Quotation. Quote the profound and meaningful language of the characters in the message as a lead. For example, "Du Yunyun, a young woman, went to the judicial organs in Shanghai and asked to donate more than 111,111 yuan of her inheritance to the country. She said,' I am still young and should live by my own labor. I am willing to use this money to support the country's four modernizations'". (Wen Wei Po, September 29th, 1981)

3. Subject

The subject is the main part of the message. It undertakes the introduction, expounds the theme revealed by the introduction, or answers the questions raised in the introduction, and makes a concrete description and development of the news facts. Pay attention to the following points when writing the main body:

The trunk is prominent. The main body of the message is the backbone, and typical materials should be used on the backbone. It is necessary to get rid of the clues, reduce the branches and vines, discard those irrelevant to the theme, and keep the secondary materials brief.

the content is substantial. Answering the questions raised in the introduction must be specific and substantial, so as to be convincing. What questions are put forward in the lead, the subject should answer what questions, so as to stick to the center and highlight the key points.

the structure is rigorous and distinct. It is necessary to divide the paragraphs properly and unfold the narrative in an orderly way. There are the following orders for arranging the levels: First, the time order, according to the sequence of occurrence, development and end of things; The second is logical order, that is, arranging levels according to the internal relations of things; Third, the combination of chronological order and logical order, so that writing is tight and organized, lively and not chaotic.

4. Background

Background refers to the historical environment and reasons of the event, which explains the specific conditions, nature and significance of the event, and serves to enrich the content, set off and highlight the theme. The background can appear in the main part, the introduction or the end, and its position is not fixed.

there are generally three types of background materials: first, comparative materials, that is, comparing things before and after, positive and negative, to highlight the importance of events; The second is explanatory materials, that is, introducing political background, geographical location, historical evolution, production appearance, material conditions, etc. Third, explanatory materials, that is, the description of the life of the characters, the introduction of professional terms, the explanation of historical allusions, etc., to help readers understand the content of the news.

5. Conclusion

The conclusion is the last paragraph or sentence of the message. Clarify the meaning of the facts stated in the news, so that readers can deepen their understanding and feelings of the news and get more enlightenment from it.

The message ends in summary, comment, hope, etc. Some news, after the fact is written, the article stops, and the ending is in the fact.