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What are the principles of press release writing?

1. Key points of "new" news: Since it is a "new" news release, it cannot be about "old" news. Even if it is "old" news, you have to find a way to put new wine into old bottles. The tree sprouts new branches. There is a common joke in the press release world: This press release can last for many days! In fact, in addition to being really "new" on the first day, starting from the second day we just found different cutting points to cut into the press release, so only the cutting points were new, and nothing else was new.

2. Emphasize the theme and organize the rest with auxiliary information: A press release must only emphasize one theme, and the less important ones can be placed later. For more minor or supplementary explanations, provide attachments directly. Or auxiliary information is enough, otherwise too many topics will blur the focus and become no topic. For example, the selling point of children's milk powder is the bacteria that are beneficial to the body. It is best to focus on this theme from beginning to end, and do not emphasize the high vitamin B complex content of the milk powder all at once.

3. Inverted triangle, each paragraph can be independent: In addition to special features, press release analysis or special reports, the most typical form of general press release writing is the so-called "inverted pagoda style" of an inverted triangle ". That is to say, the more important things are placed first, so of course the most important content should be placed in the introduction part of the first paragraph. At the same time, the introduction should not be too long. It depends on the situation, and generally it will not exceed one hundred words. Press release writing has developed this rather special writing style, of course, in order to adapt to the fast and direct characteristics of press releases and to directly tell readers what they are going to say. In particular, a newspaper has dozens of thick pages and hundreds of press releases published every day. Readers cannot read them all one by one. Therefore, readers must understand the most important content immediately in the shortest way. If readers are interested, Keep reading or stop here.

4. Similarly, the paragraphs of the inverted pagoda-style press release are written in descending order of importance, and each paragraph is independent. For editors who are under pressure of time for typesetting, they can grasp the key points by just reading the first few paragraphs. If the space is limited, they can directly complete the following paragraphs. Erase entire paragraphs in large strokes without affecting the entire text. Because in an environment where new and fast press releases are important, readers and senior editors alike are impatient. Therefore, remember not to pay attention to the so-called inheritance, transfer, and close. Just get straight to the point.

5. A title that attracts the reporter's attention: The title of the press release must briefly and concisely explain the subject of the press release so as to attract the reporter's attention and prevent it from becoming waste paper in the trash can.