4 October 2018
•typically accompany a news release, media advisory
or feature story
•provides a list of facts in bullet or outline format that a
reporter / editor can use as a quick reference when
writing / considering a story
•we are going to concentrate on bullet format
•a fact sheet should be able to provide the basis for an
entire story--i.e. gives a reporter / editor all the
necessary facts regarding topic at hand
•three main types of fact sheet
1.fact sheets in advance of an event
2.fact sheets concerning your client / organization
3.fact sheets describing a new product
Fact Sheets--all formats
•uses formatting very similar to a Media Advisory
•single asymmetric two-column page
•purely about facts
•1 inch margins all around
Fact Sheets--all formats
•following elements are also included
•logo / letterhead
•fact sheet heading
•contact information is EXTREMELY IMPORTANT
•the information MUST be identical to that found on
any other accompanying document
•ie: press release, media alert, etc….
Fact Sheets--Formatting for Events
•include the following information
•name of the event
•name(s) of sponsor(s) of events
•date and time
•purpose of the event
•list of VIPs / celebrities attending
•any other noteworthy / special details of the event
Fact Sheets--Formatting for Client /
•include the following information
•products or services produced
•if commercial organization: annual revenues
•total number of employees / volunteers
•names and short bios of top executives / leaders
•markets / publics served
•position in its industry
•any other noteworthy / special details
Fact Sheets--Formatting for Product
•include the following information
•name of the product
•how it serves customers’ needs
•special / unique / innovative features
•any other noteworthy / special details
Sample of the fact sheet
The Department of Mass Communication Public Relations Competition.
! Department of Mass Communication
! College of Arts and Sciences
! Office of Development and Alumni Affairs
! Room CHE 109, on the lovely campus of the American University of Sharjah,
University City, Sharjah, United Arab Emirates
! The presentations will take place on 30 May, 2011, from 16.00—19.30
! To determine the winner of the first annual MCM Public Relations Campaigns
! Dozens of students from CAS, friends, and families are expected to be on
! Peter Heath, Chancellor of the American University of Sharjah
! Mark Rush, Dean of the College of Arts and Sciences
! Members of the winning team will be awarded new Ferrari Scuderia 430s and
Apple MacBook Air Computers.
! Six teams will be making PowerPoint presentations to a panel of distinguished
judges and their fellow students.
Harris Breslow, Bandersnatch Communications
+971 (06) 515 2388 or hbre firstname.lastname@example.org
11 October 2018
Writing Media Alerts
What is a Media Alert?
•A media alert is an alternative format for PR writing
used to communicate an event through the media in
advance of the event
•A media alert is a quick, at-a-glance summary of your
event, which gives reporters, editors and producers all
the information they need to decide whether or not to
cover your story.
•A media alert is designed to be used as is, from the
document that you send to the press
Where to Use a Media Alert
•Media Alerts are Found in the Following Locations:
•events calendars found online, in print, or broadcast
directly from the copy supplied on radio or television
•are typically found on a webpage/printed
page/broadcast segment with a number of other media
How to Write a Media Alert
•Media alerts are typically one page (or less) and focus
on the following information:
•an attention grabbing paragraph that summarizes your
•clear identification of all event details (5 Ws)
•some value-added detail that makes it worth people’s
time to go to the event
Example of a Media Alert
Harris Breslow, Bandersnatch Communications, email@example.com
MEDIA ALERT – Launch of New Home for Orphans
[This is the only place where you skip a line]
The Sheikh Dr. Sultan Charitable Foundation is inaugurating a home for
orphans with an open house event that is free to the public, the media
and all interested organizations. The event will include an opening
ceremony, during which Sheikh Dr. Sultan bin Mohammad Al Qassimi,
Ruler of Sharjah, will officially open the home; a free buffet lunch, and a
tour of the facilities. Guests will be able to meet the head of the new
home for orphans, as well as the architect who designed the new home.
• Sheikh Dr. Sultan bin Mohammad Al Qassimi, Ruler of Sharjah,
• Dr. Sara Quereshi, PhD, MD, FRCS, a world-renown specialist in
infant surgical procedures
• Frank Ghery, Pritzker Award-winning Architect and designer of the
The thirty-minute opening ceremony will launch the home, followed by a
one-hour free buffet lunch for all guests, and guided tours of the facility
for all who wish to see the fantastic architecture.
20 October 2013, at 1.00 PM
In the main lobby of the new facility, on University City Road, beside the
east entrance gate to University City. Parking is free, at the new
The first 50 people to attend will receive a free coffee table book of
Frank Ghery’s work.
W RITING A PRESS RELEASE
Is your news "newsworthy?" The purpose of a
press release is to inform the world of your news
item. Do not use your press release to try and
make a sale. A good press release answers all of
the "W" questions (who, what, where, when and
why), providing the media with useful
information about your organization, product,
service or event. If your press release reads like
an advertisement, rewrite it.
Start strong. Your headline and first paragraph
should tell the story. The rest of your press
release should provide the detail. You have a
matter of seconds to grab your reader attention.
Do not spoil it with a weak opening.
Write for the Media. Online media may pick up
your press release and run it in their publications
with little or no modification. Journalists,
however, may use your press release as a
springboard for a larger feature story. In either
case, try to develop a story as you would like to
have it told, even if your own words will not be
EVERYTHING IS NEWS
Not everything is news. Your press release may not be
‘newsworthy’. Before you write: Think about your
audience. Will someone else find your story interesting?
Let's assume that you have just spent a lot of effort to
launch a new online store. Announcing your company's
opening is always an exciting time for any business, but
the last thing the media wants to write about is another
online store. This is old news and uninteresting. Instead,
focus on the features of your online shopping
experience, unique products and services.
EVERYTHING IS NEWS
Not everything is news.
Answer the question, "Why should anyone
care?" and make sure your announcement has
some news values such as timeliness, uniqueness
or something truly unusual. Avoid clichés such as
"customers save money" or "great customer
service." Focus on the aspects of your news item
that truly set you apart from everyone else.
W HY ARE YOU WRITING YOUR
PRESS RELASE ?
Does your press release explain or demonstrate? Use real
life examples about how your company or organization
solved a problem. Identify the problem and identify why
your solution is the right solution. Give examples of how
your service or product fulfills needs or satisfies desires.
What benefits can be expected?
Use real life examples to powerfully communicate the
benefits of using your product or service. If you are
reporting on a corporate milestone, make sure that you
attribute your success or failures to one or more events. If
your company has experienced significant growth, tell the
world what you did right. Show the cause and effect.
Stick to the facts. Tell the truth. Avoid fluff,
embellishments and exaggerations. If you feel
that your press release contains embellishments,
perhaps it would be a good idea to set your press
release aside until you have more exciting news
to share. Journalists are naturally skeptical. If
your story sounds too good to be true, you are
probably hurting your own credibility. Even if it is
true, you may want to tone it down a bit.
Pick an angle. Try to make your press release
timely. Tie your news to current events or social
issues if possible. Make sure that your story has a
good news hook.
Use active, not passive, voice. Verbs in the active
voice bring your press release to life. Rather than
writing "entered into a partnership" use
"partnered" instead. Do not be afraid to use
strong verbs as well. For example, "The
committee exhibited severe hostility over the
incident." reads better if changed to "The
committee was enraged over the incident."
Writing in this manner, helps guarantee that your
press release will be read.
Economics of words. Use
only enough words to tell
your story. Avoid using
flowery language, or
such as "added bonus" or
"first time ever".
If you can tell your story
with fewer words, do it.
Wordiness distracts from
your story. Keep it
concise. Make each word
Beware of jargon. While a limited amount of jargon will
be required if your goal is to optimize your news release
for online search engines, the best way to communicate
your news is to speak plainly, using ordinary language.
Jargon is language specific to certain professions or
groups and is not appropriate for general readership.
Avoid such terms as "capacity planning techniques"
"extrapolate“ [infer or project] and "prioritized
Avoid the hype. The exclamation point (!) is your
enemy. There is no better way to destroy your
credibility than to include a bunch of hype. If you must
use an exclamation point, use one. Never do
F ORMATTING A PRESS RELEASE
W RITING THE PRESS RELEASE
Mixed case. NEVER SUBMIT A PRESS RELEASE IN
ALL UPPER CASE LETTERS.
This is very bad form. Even if your release makes
it past PRWeb's editors (highly unlikely), it will
definitely be ignored by journalists. Use mixed
Correct grammar usage. Always follow rules of
grammar and style. Errors in grammar and style
affect your credibility.
More than one paragraph. It is nearly impossible
to tell your story in a few sentences. If you do not
have more than a few sentences, chances are
you do not have a newsworthy item.
For Immediate Release or Embargoed by the
Source: they have to be at the top.
XXX: Don’t forget the x’s to indicate the ending
of the press release.
For Immediate Release
Halooz Automotive To Unveil Its Newest Car
Dubai, Dubai, United Arab Emirates, 04 October 2018— Halooz Automotive will unveil its
newest car in their 50th anniversary. The unveiling of the car will occur at 14.00 on 30
November 2018 at the Dubai Autodrome. The unveiling ceremony will include a display of
race cars used by Dragon Racing that is in Dubai and wholly owned by Emiratis. Jacques
Villeneuve, the first Canadian to win the Formula One driver’s championship will be a
special guest at the ceremony. During the ceremony members of the press will be given the
opportunity to take a ride in the Halooz Cobra V8. “We are test driving the Cobra V8 at the
event,” said Adnan Halooz.
Halooz Automotive is a wholly owned subsidiary of Halooz Heavy Industries. Halooz
Automotive is the first company that produces a commercial passenger car that employs a
downforce configuration in its design. The Halooz Cobra V8 is the most successful GT Car in
terms of preorders in the history of automobile manufacture. The car is based on the latest
aerodynamic research and is configured in what is known as a ground effects configuration.
The Halooz Cobra V8 is completely constructed of carbon fiber components, which provide
Halooz Automotive To Unveil Its Newest Car, Page Two
greater structural integrity than aluminum. This contributes to the fuel efficiency of the car
Children under ten years of age who attend the unveiling will each receive a 1/18 scale model
of the car. In addition to the free model, each child under ten who attends the unveiling will
receive a ride in the new car. The projected first delivery of the car is 1 April 2020 to
Sebastien Vettel, a lead driver on the Ferrari Formula 1 team. In the case of rain, the event
will be moved to 21 December, at 14.00, at the Royal Air Wing of the Dubai International
Halooz Automotive is the first company that produces a commercial passenger car that
employs a downforce configuration in its design. Halooz Automotive annual revenues have
grown by a compounded annual growth rate of 7.5% per year over the past decade.
Halooz Children’s Products
Press Release / Event Fact Sheet / Media Alert /
This assignment is due, IN MY EMAIL ONLY, on Thursday October, by 5:00 PM
YOU MUST NAME YOUR FILES IN THE FOLLOW FASHION:
Your client is Halooz Children’s Products. Halooz Children’s Products is a division of
Halooz Heavy Industries. Halooz Children’s Products is a manufacturer of coloured pencils
and crayons, as well as a huge range of children’s toys. Halooz has a long history in this
market sector, and has sold millions of coloured pencils and crayons to generations of
children all over the GCC. Recently Halooz has noticed that their sales have gone down in
the UAE due to the entry into the market of new competitors. The company wishes to
recapture its lost market share, and wants to do so by reminding children of just how much
fun it is to use a Halooz coloured pencil or crayon. As well, Halooz is introducing four new
colors to its already large existing inventory of colors in order to increase sales.
Halooz has decided to publicize these new colors with a coloring fair for children aged three
to six, at Toys ‘R US in Dubai’s Festival City, on 5 December 2018 from 8:00 AM until 6:00
SOME KEY FACTS:
Halooz Children’s Products has been in business since 1963
Halooz Children’s Products was founded by the Sara Halooz, the wife of Ahmed Halooz,
the founder of Halooz Heavy Industries, Inc. Sara was disappointed in the range of
children’s toys available on the market, and founded the company with Ahmed’s help.
Sara and Ahmed had 4 children: Reem, Suad, Ali and Mohammed. The children were the
original testers of all of the original toys manufactured by Halooz Children’s Products.
All four children went on to become executives in Halooz Heavy Industries
o Reem, President and CEO of HCP
o Suad, President and CEO of Halooz Aeronautics
o Ali; head designer at Halooz Women’s Wear, a leading manufacturer of ready to
wear women’s business clothes
o Mohammed: The current CEO of Halooz Heavy Industries
Halooz crayons and coloured pencils each come in 64 colors—the new colors bring the
total to 68
Halooz crayons and coloured pencils each come in three different sizes in order to fit a
child’s hands and be as child friendly as possible
Halooz crayons and coloured pencils are child safe; a child can actually eat a crayon or
coloured pencil without getting sick in any way
Halooz is located in Abu Dhabi, and has been since it began business
Halooz also manufacturers coloring books for children aged 2-10. These coloring books
are made of special paper that allows children/parents to erase the coloring so that
children can reuse the pages in the coloring book over and over.
Halooz also creates cartoons, and one of its cartoon characters, Puff the Magic Dragon,
loves to color
Puff the Magic Dragon first appeared in Halooz promotional literature in 1965, and
became an instant hit amongst children and adults, alike. Since his first appearance Puff
has had his own cartoon series (“The Magical Adventures of Puff ‘n Stuff”); his own
movie series (Puff ‘n Stuff I-IV); three record albums of Puff and his friends singing
children’s songs; and a line of children’s dolls that continue to be hugely popular amongst
children, even today.
Halooz also manufactures the Halooz Magic Eraser, which can remove Halooz crayon
and coloured pencil marks from any wall surface or furniture fabric—the eraser only
works on Halooz coloured pencils and crayons
Halooz has a children’s testing centre in Abu Dhabi. The testing centre is used to observe
children playing with prototypes of new Halooz products under the supervision of trained
child education specialists.
The testing centre features 4 play rooms for children to play with various toys. The rooms
are designed to meet UAE child safety standards, implimented in 2009.
All testing centre rooms are equipped with a two-way mirror. On the other side of the
mirror is an observation room with video cameras, so that the children may be observed
and taped while they play. This helps Halooz product designers perfect their designs.
Halooz has a special colouring room for children. The room has child sized tables and
chairs, a huge selection of Halooz crayons and coloured pencils.
The colouring room has a selection of colouring books that are published by Halooz
Puff the Magic Dragon lives at the Halooz Testing Centre, and children who test products
at the centre are given a tour of his home (four rooms designed to look just like his house
in the cartoon and the movies), meet with Puff and have cake and ice cream in his house,
after they play with the toys that they are testing.
ADDITIONAL INFORMATION NOT FOUND IN THE PREVIOUS ASSIGNMENT
• Puff the Magic Dragon will appear at the event as a special event
• Puff will perform three songs from his latest CD, More Songs by Puff
• Nancy Ajram, famous pop singer and singer of children’s songs will also attend
• Nancy Ajram will sing a series of children’s songs for the children and there parents
from 11.00-12.00, during the event
• A free lunch will be given to the child who attends
• I used to love singing Puff the Magic Dragon when I was a little boy
• There will be a colouring contest open to all children who attend—>children will be
asked to draw a picture of Puff’s house using Halooz crayons and coloured pencils
• Nancy Ajram and Puff will judge the competition
• The child who wins the competition will be gven a tour of Puff’s home at the testing
centre. He or she will spend the day with Puff, have lunch at Puff’s house and will
take home a souvenir bag from the visit containing all of Puff’s movies and compact
discs as well as a complete collection of crayons and coloured pencils, a magic eraser
and a complete collection of colouring books.
• Nancy Ajram will bring the winning child to the stage and sernade the child with
one of her children’s songs.
Every child who attend the event will receive a free gody bag containing a box of
crayons and a box of coloured pencils, each containing the new colours.
Parents who accompany their chi ...
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