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商務寫作指導：新聞稿
新聞稿是商務寫作中的重要文體之一，那么關于商務新聞稿應該怎樣寫呢?下面就和yjbys網小編一起來看看吧!
As a PR pro or company owner managing your own public relations campaign, writing press releases should become very natural to you. If you've got news about your product, service or company, then you're ready to experience the power of press releases.
如果你從事人力資源方面的工作或是需要自己推廣公共關系的公司老板，你會經常要寫新聞稿。當收到關于產品、服務或公司的新聞，你就該準備好體驗新聞稿的強大感染力了。
So just what is a press release? It's simple. A press release is a one to two page document used to call attention to your company and its products/services. Press releases are also known as news releases. Back to basics, it means just that: news.
所以，什么是新聞稿呢?很簡單，新聞稿是為宣傳公司以及其產品和服務的文獻，一般為1到2頁。從字面上看，新聞稿的重點在于“新聞”二字，新聞稿也就是新聞。
There are several types of press releases you can write. Starting a business. Having new employees joining your team. Your company wins awards. You're working with a charity. Or anything new or different about your business and its product line constitutes a newsworthy press release.
新聞稿的內容多樣，包括創業、新員工加入、公司獲獎、和慈善機構合作等等。公司經營和產品線上的任何變化都值得發新聞稿。
There's a trick to writing press releases, though. Your message has to be newsworthy without sounding like a blatant advertisement. The release is written in an unbiased format so the reader trusts the information to be accurate.
寫新聞稿的時候要注意一點。你所傳達的信息必須有新聞價值而且不能聽起來像是明目張膽的廣告。新聞稿必須中立，這樣讀者才能相信信息是真的。
Use a headline that sums up your entire story. That way, they'll get the meat of the message and - if the headline's good enough - they'll read on.
標題要總結全文。這樣，讀者才能了解信息的實質——如果標題夠好，他們才會繼續往下讀。
The body part is not as difficult as most people think – and intact you can do it in 6 easy steps:
正文部分不像大多數人想象的那么難，你只需要6步就能輕松完成:
Communicate the 5 W's and the H. Who, what, when, where, why, and how.
交待出下面這6點：人物、事件、時間、地點、原因以及方式。
1. What is the actual news?
1. 新聞是什么?
2. Why this is news?
2. 為什么這是個新聞?
3. The people, products, items, dates and other things related with the news.
3. 涉及的人物、產品、物品、時間等等。
4. The purpose behind the news.
4. 新聞的目的。
5. Your company, city, state.
5. 你的公司名稱，所在城市和國家。
6. Any quotes/testimonials
6. 任何引言/證明書
Don't forget your basic information as well. It may sound elementary but be sure to include the name of a contact person, phone number, fax, Email address, Web address and company address.
別忘了一些基本信息。也許這些聽起來無關緊要，但是確保提供聯系人、電話、傳真、電子郵箱、官方的網站和公司地址。
Also write a short paragraph that describes your business. Use this paragraph at the end of every press release.
再用一小段的篇幅描述你的公司業務，放在每一篇新聞稿的最后一段。
Keep your sentences short and to the point. Don't use jargon. Just keep it simple.
語言要簡練到位。不要用術語，簡單就好。
Don't be tempted to write a long press release. Stay as close to one page as possible. More than two pages is way too long.
不要長篇大論，通常一頁紙就夠了。超過兩頁就太長了。
Write your press release as if you were a third-party observer. Read the newspaper for some examples. Or study press releases from other companies.
新聞稿要以第三方的口吻來寫。在報紙上找一些例子來讀。或者借鑒其他公司的新聞稿。
Sample Press Release:
CrabTech Hermit Crab Shells and HermitHomes announce merger
By James Downey
August 10, 2012
Portland, OR – Locally owned CrabTech Hermit Crab Shells announced today that it will be merging with Miami-based crab shell superstore HermitHomes effective December 21, 2012. Company officials are expected to meet with Crab Construction Union officials later this month to discuss employee benefits and retirement packages.
CrabTech officials expect this merger to improve investor confidence and widen its customer base. In addition to shells, CrabTech stores will now stock aquariums, heating stones, and crab socialization areas.
The merger will permit HermitHomes factories in Virginia and Colorado to construct CrabTech's patented BioShells and Shellac-Attack hermit crab shells. In exchange, CrabTech stores will be opened in Maine and Michigan, with construction and product selection completed by HermitHomes contractors.
More information is expected to be released following a shareholders meeting on August 20, 2012.
About CrabTech Hermit Crab Shells
CrabTech opened its first store in Portland in 1996 and is owned by Jesse and Jean Callahan. It has enjoyed 16 years as an independent company and has six stores in Oregon and Washington.
CrabTech will uphold its promise to stimulate the local economy. Known for its biodegradable temporary shells and sustainably harvested shellac, the company also intends to maintain its commitment to environmentally friendly business practices. For more information, please visit http://www.CrabTechHermits.com/.
About HermitHomes
HermitHomes is a Miami-based crab shell dealer. It specializes in wholesome, crab-healthy living and is committed to using only American labor to create and market its products. It has 68 stores nationwide, as well asfour overseas in France and Chile. For more information, please visit http://www.HermitHomes.com/.
Contact
To learn more about this merger, please contact
Bill Stickers, Media Relations
1246 NE Sandy Blvd. Ste. 210A
Office: (503) 867-5309
Fax: (503) 867-5408
billstickers@crabtechhermits.com
參考新聞稿:
CrabTech Hermit Crab Shells與HermitHomes宣布合并
詹姆斯·唐尼
2012.08.10
俄勒岡州，波特蘭——當地寄居蟹殼公司CrabTech Hermit Crab Shells今天宣布其將于邁阿密超級蟹殼連鎖店HermitHomes合并，生效日為2012年12月21日。公司高層本月將于蟹殼處理協會高層會晤，討論員工福利和退休計劃。
CrabTech期望借此次合并提高投資者信心并擴大客戶群。除了蟹殼，CrabTech門店將會增加水族箱、加熱石以及螃蟹群養區。
此次合并將允許HermitHomes在弗吉利亞和科羅拉多的工廠使用CrabTech專利生物蟹殼BioShells和蟲膠寄居蟹殼。做為交換，CrabTech可以再緬因州和密歇根州開設分店，出售產品將由HermitHomes承包商選擇。
更多信息將在2012年8月20日的股東大會上發布。
關于CrabTech Hermit Crab Shells
CrabTech 于1996年在波特蘭開設第一家分店，由杰西·卡拉翰和杰因·卡拉翰所有。16年來，CrabTech一直獨立運營，在俄勒岡州和華盛頓州擁有6家分店。
CrabTech將繼續履行其刺激當地經濟的承諾。公司以其短期可生物降解蟹殼和源源不斷的蟲膠聞名，并致力于環境友好型生產經營。
關于HermitHomes
HermitHomes是給予邁阿密州的蟹殼經銷商。公司專門從事螃蟹健康養殖，并承諾只雇用美國公民生產和推銷其產品。其在全國擁有68家分店，在法國和智利擁有4家分店。
聯系方式
欲知合并詳情，請聯系：
媒體關系部：比爾·史迪克斯
地址： NE Sandy Blvd街1246號寫字樓210A
辦公室電話: (503) 867-5309
傳真: (503) 867-5408
電子郵箱：billstickers@crabtechhermits.com
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