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.
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 Halooz Cobra V8
Constructed of carbon fibre components
Digitally designed on a CAD 1750 digital design computer
First delivery of the Halooz Cobra V8 is 1 April 2020
Most successful GT Car in terms of preorders in the history of automobile
Designed in such a way so as to generate down force as it moves through
Uses much less fuel than its competitors
A team of seven designers, four structural engineers, three aerodynamicists
and three electrical engineers spent seven years designing and testing
components of the Halooz Cobra V8 before it was first assembled.
The Halooz Cobra V8 is scheduled to undergo safety tests and initial flight
tests throughout 2019
Anoud Albloushi, Double-A, Sharjah, 0567655657, DoubleA@gmail.com
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, firstname.lastname@example.org
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.
Halooz Aeronautics Assignment
Halooz Aeronautics is a wholly owned subsidiary of Halooz Heavy Industries, a
multinational conglomerate of corporations operating in a diverse range of industry sectors
from aeronautics to children’s products. Halooz Aeronautics is currently in its 50th year of
existence and to celebrate this important milestone the company is unveiling its newest
airplane, the Halooz 5000. The following facts were dumped on your desk with the
requirement that you prepare a series of PR materials related to this product’s unveiling.
Please write an event press release, a product fact sheet and a media alert publicizing
the Halooz 5000.
The plane is a commercial passenger jet that carries up to 750 passengers in three classes;
first class, business class and economy class
The plane is based on the latest aerodynamic research and is configured in what is known
as a flying V shape.
the unveiling of the Halooz 5000 will occur on 14 December at 2pm
The price of the new aircraft is AED 375,000,000
The first president of Halooz Aeronautics was Adnan Halooz.
Adnan Halooz was a shoemaker who invented an automated system for molding the souls
of shoes onto the shoes, themselves.
The flying V shape gives the plane an additional 40% aerodynamic advantage, which
means that engines meant to power much smaller jets can be used to power the Halooz
In the case of rain, the event will be moved to 21 Debember 2018 at 14.00, at the Royal
Air Wing of the Dubai International Airport
The flying V shape also means that the Halooz 5000 has a footprint that fits comfortably
in the space of a Boeing 787 Dreamliner aircraft, an airplane that can only seat 350
In addition to the three passenger classes typically found in arcraft, the Halooz 5000 has a
super premium class known as El Luxo. El Luxo class concists of three cabins, each of
which has a full service bathroom, a living/dining room and bedroom.
In addition to using smaller engines the Halooz 5000 uses 30% less fuel per passengerkilometer.
My first flight was on a DC 8, which was the largest passenger plane in the world at the
Adnan Halooz’ first factory was located near the Buhairah Corniche in Sharjah. The
original factory has since been moved to a location near Khor Fakhan, where it is being
turned into the UAE Museum of Industry.
During the ceremony the Halooz 5000 will perform a series of five flybys past the
audience in attendance
Adnan Halooz and his wife, Sara, has four children: Suad, Mohamed, Ahmed and
Maryam, each child has gone on to head a different division of Halooz Heavy Industries.
Suad Halooz is the head of Halooz Aeronautics, she is 33, married to Omar and has three
children, Mirna, Ali and Hussein.
Joe Kittinger, the first human being to parachute from a height greater than 100,000 feet
will be a special guest at the ceremony
Halooz Aeronautics is the first company in the world to produce a flying v aircraft for
commercial flight operations
Up to three people can fly in one El Luxo class cabin.
The Halooz 5000 is completely constructed of carbon fibre components, which provide
greater structural integrity than aluminum while weighing 35% of aluminum’s weight.
This contributes to the efficiency of the airliner.
The Hazlooz 5000 was designed entirely on a CAD 1750 digital design computer which
itself was designed and built by Halooz CompuTech Inc., a division of Halooz Heavy
The only thing more fun than riding a high-performance motorcycle is flying a highperformance jet
Business class is fun
Halooz Computech Inc. is located in St. Laurent, a neighborhood in Montreal, Québec,
Canada. The company is 12 years old.
Halooz Computech is headed by Ahmed Halooz. Ahmed is married to Omama and they
have 4 children.
Halooz aeronautics annual revenues have grown by a compounded annual growth rate of
7.5% per year over the past decade, a far greater growth rate than any other aircraft
Children under ten years of age who atten the unveiling of the Halooz 500 will each
receive a 1/18 scale model of a Halooz 5000 made out of precision die cut aluminum
The unveiling ceremony will also include a display of the logos from the 75 airlines that
have preordered the Halooz 5000
The Halooz 5000 will be unveiled to the public in a public ceremony on 14 December
2018, at the Royal Air Wing of the Dubai International Airport.
Representatives from each of the 75 airlines that have preordered the Halooz 5000 will
attend the event and sign the contracts for their orders at the unveiling
The Halooz 5000 is the most successful commercial aircraft in terms of preorders in the
history of commercial aviation.
A team of seven designers, four structural engineers, three aerodynamicists and three
electrical engineers spent seven years designing and testing components of the Halooz
5000 before it was first assembled.
A static test model of the Halooz 5000 will be unveiled to the public on 30 November
The unveiling ceremony will include a display of formation flying from the renown
Canadian aerobatic team, Snowbirds
The Halooz 5000 is scheduled to undergo static safety tests and initial flight tests
The projected first delivery of the Halooz 5000 is 1 April 2020 to Emirates Airlines, the
launch customer of the Halooz 5000.
Halooz Aeronautics is the first aircraft manufacturer in the world to manufacture a
commercial aircraft entirely out of carbon fiber
In addition to a free model of the Halooz 5000, each child under ten will receive a tour of
the new airplane’s cockpit and have a chance to sit in the pilot’s seat.
Purchase answer to see full