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Small Business Marketing for Dummies Second Edition by Barbara Findlay Schenck_11

Tham khảo tài liệu 'small business marketing for dummies second edition by barbara findlay schenck_11', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Chapter 15 Public Relations and Publicity 237 a publicity pro. Instead notify the media that the news is For Immediate Release by typing those words above your headline. A headline Your headline should be active in other words it should include a verb succinct it should fit on no more than two lines and benefit-oriented it should tell what s in the news for the media audience not what s in it for you . A dateline The meat of the news release begins with the name of the city and the abbreviation of the state from which the release originated followed by the date the release was issued. Clear presentation of the facts Journalism 101 prevails in news release writing. Tell who what where when why and how called the five ths plus how in what is known as an inverted pyramid style. Here s what that means Tell your news in the first sentence and pack your most important supporting facts into the first few paragraphs. This allows an editor to chop the entire end portion if necessary to save space and still retain the vital information. Quotes Simple announcements don t require quotes but if your news benefits from meaningful comments from top management or credible customers or industry leaders include and clearly identify the sources for one or two quotes. Boilerplate information End your release with a short paragraph called a boilerplate that summarizes information about your company. This paragraph should tell your business name what your business does a few points about how your business is unique a line about your history when your business was founded your ownership and other key facts and a few words about the size and scope of your business. A release from a fictional private school might end with the following paragraph Amazing Preparatory School is a private academy graduating 100 collegebound students annually. Founded in 1975 the school is located on the grounds of the historic Smith Estate where students from throughout the world live in dormitories or commute