(1) inverted pyramid structure. The so-called inverted pyramid means that the climax of news events appears at the beginning of the article, that is, the most important situation is said first, and all the key contents should appear in the first paragraph. The inverted pyramid structure is shown in the figure below.

The first paragraph is the introduction, which is the soul and essence of a press release. After the lead is the news fact. News facts are arranged in strict accordance with the principle that the important comes first and the secondary comes last. If the lead is the first important, then fact 1 is the second important, fact 2 is the third important, and so on.

There are two main reasons why the press release adopts the inverted pyramid structure: First, readers, who have limited time or interest, can't read every report from beginning to end, but as long as they read the first paragraph, they can have a general understanding of the content of the report; Second, editors, when considering the lack of space or other factors, often delete press releases, even if there is only one paragraph or sentence (that is, the introduction), there is still the most important information that public relations personnel need to report to the public.

(2) parallel structure. This structure can be used when there are several events in the content of the report that are almost equally important. That is, write a general introduction first, and then juxtapose the news events.

(3) chronological structure. Press releases with this structure are written in chronological order, with the facts that happened first and the facts that happened later written later. The introduction can be general or the earliest event involved in the press release. For example:

2. Draw up the title

The title is the "eye" of the press release, which directly affects the public's interest in reading the news manuscript. Generally speaking, a good title should be accurate, vivid, concise and vivid. Accuracy means that it can accurately reflect the central idea and main facts of news articles. Distinctive means to have a clear point of view. Conciseness means being highly generalized and very refined. Vivid, is to be novel and vivid, giving people a sense of freshness. At the same time, it should also be noted that it is not the name and brand of the organization that stand out in the title, but the behavior and spiritual outlook of the organization.

3. Write a good news lead

The structure of a press release is relatively simple and easy to master. But it raises a difficult problem, how can we catch the readers? There is no other way but to rely on vivid content and novel introduction. Since the lead is the soul and essence of the press release, the success of the press release will be greatly grasped if the lead is written well. The writing of the lead is required to adopt a "straight to the point" approach, highlight the freshest and most important things, be eye-catching, concise, vivid and fascinating, so that people can grasp the main points immediately after reading it. For example, the first sentence of a person who reports a fire alarm is almost always: "XX is on fire!" I would never say with a tone, "When I went to work this morning, I found a wisp of smoke coming out of the small room next to the boiler. I felt something strange, so I quickly stepped forward and opened the door to have a look. Ah-"If this report is made, by the time he finished, the house will be almost burned! Writing a news lead should be as crisp, short, clear and to the point as saying "XX is on fire".

In terms of expression, there are several types of common news leads:

(1) Narrative. Briefly write the most newsworthy facts in the news at the beginning of the news, which can be divided into several types, such as direct narration, flashback and interpolation.

(2) descriptive. A scene of the main facts in the news, a plot or side that is meaningful, is described concisely and grasps the characteristics. In particular, the lead obtained by the reporter according to the eyewitness interview can give readers a strong atmosphere and emotional rendering, and enhance the persuasiveness and vividness of the news. For example, the introduction of "Severe Cold in Shanghai" captures the magnificent and peculiar snow scene:

(3) Comment type. While stating the facts concisely, comment on the reported news to reveal the connotation and significance of things, which is the commentary lead. For example:

(4) Question type. It is to deliberately ask relevant questions in the introduction, and then give a brief answer to arouse readers' thinking and attention. For example, the lead of the article "Ranking Civil Aviation Service Quality" says:

Who has the best service quality among domestic airlines? International Airlines and Eastern Airlines tied for first place.

Question-oriented leads should pay attention to the questions that readers have the same interests, and don't ask questions without doubt. The questions raised should be specific and clear. If the answer is self-evident, you should not ask any questions.

(5) contrast type. By contrasting and setting off, the individual characteristics of things are highlighted, so that the news theme is more prominent and vivid, leaving a deep impression on readers. For example,

According to the analysis of Tianjin Water Supply Company, it was announced that the water quality of Luanhe River is better than the national drinking water hygiene standards, and better than the original water quality of Beijing, Shanghai and other cities (Workers' Daily on August 26th, 1983).

(6) the type of quotation. That is, quoting other people's words as news leads. For example, the lead words of the article "A Love Warns One Heart, Helps Hundreds of Villages Help Thousands of Households" are:

"We donate 11,111 kilograms of rice", "We offer clothes worth 45,111 yuan", "We are going to recruit employees in poverty-stricken areas" and "We will actively mobilize the employees of the group company to make everyone know and participate" ... At present, The activity of "helping hundreds of villages to help thousands of households" kicked off.

4. the use of news background materials

news background materials, as the name implies, refer to materials that provide "background" for news events or people, and play an auxiliary role in setting off, supplementing, setting off, explaining and explaining. Background material is an indispensable part of news articles and occupies a certain position in many news. Why do you say that?

First of all, any objective thing does not exist in a static and isolated way, but is related to other things vertically or horizontally. Thus, there is a requirement to provide readers with background materials, and readers can understand and treat things better, more comprehensively and dialectically from the connection of things.

Secondly, news reports new things, which requires necessary explanations and explanations. The news background is just to provide such explanations and explanations. Through it, readers can understand the content and meaning of news from a deeper level.

For example, a strong earthquake happened in a certain place. As far as this place is concerned, is there any precedent for earthquakes in history? If it has existed since ancient times, when, month and day did too many large-scale earthquakes occur? What about the damage? What was unusual before the earthquake? And so on, all these need to be explained by background materials. Another example is that a company has reached an agreement with another company to develop a natural gas project. So, what role did the government play in the negotiations to sign the agreement? How will the two companies raise development funds? Have the two companies had any successful cooperation experience in the past? Questions naturally arise as to whether the leaders of the two companies are fellow villagers, classmates and similar ways of thinking. Although safflower is good, it needs the support of green leaves. If safflower is news fact, then green leaves are background materials.

Background material is not an independent structural part in news, it can be interspersed among various parts. At the same time, not all news must create a background. Whether or not to hand over the background materials depends on the need to express the content, not for the sake of hand over to treat.

Basic Journalism divides news background into four categories: historical background, people background, geographical background and things background.

historical background. Every news event has its historical development process, and only under a certain historical background can people fully understand the significance of this event and appreciate its news value. For example, in the past three years, the company where the incident occurred had three successful cooperation projects with another company that cooperated with it. This is the historical background material.

people's background. In order to make the image of news figures three-dimensional and make him or her have a deep impression on readers, it is necessary to explain some people's backgrounds related to news events.

geographical background. Like the background of people, geographical background can also make place names three-dimensional, so that readers have a deep impression on a place and its reputation and environment. For example, Zamanash Mountain Frontier Station is located at the southern foot of Altai Mountain, surrounded by snow peaks more than 1,111 meters high, which are blocked by floods in summer and closed by heavy snow in winter, making traffic extremely inconvenient. This description of the geographical environment enables us to understand the hard life of the soldiers stationed there.

background of things. Readers' knowledge is always limited. In order for readers to understand something more comprehensively and deeply, it is necessary to explain some background related to the reported object.

5. Pay attention to words and sentences

Words and sentences are of great significance to the writing of press releases. The general principle is that words and sentences must be accurate, vivid, concise and meaningful, so as to achieve the effect of receiving all the words but not ending the meaning. Popular words should be used as much as possible, and uncommon jargon and overly professional technical terms should be used less; Words should be as vivid and changeable as possible, and repeated words should be reduced. In addition, we should avoid using words that are too flowery and imprecise, and use less sentences that are too long or too complicated.

in addition, when writing a press release, you should also pay attention to some technical details. For example, when copying a manuscript, the lines should be left blank, which is convenient for editors to make deletions and additions. It is better to use checkered manuscript paper, which is convenient for editing and counting words. It is best to quote the organization name, address, telephone number, contact name, etc. on the manuscript paper, so that editors can contact in time when they need to ask questions about the contents of the manuscript. In addition, we should know the deadline of news organizations, the ways and means of sending materials and manuscripts, and be familiar with editing procedures and the scope of editing responsibilities, so as to send materials and manuscripts to the competent editors as soon as possible.