Assessment brief Press Release PR, Communication

Assessment brief Press Release PR, Communication

700 words, plus notes to editors, and a written sell-in of a maximum of 200 words. (if you can do the sell-in in 100 words you get graded up)

You will be writing a release about an imaginary new class on offer at Richmond the International American University in London from September 2018.

The press release must have a headline, date and contact details. The sell-in must be written as an email to a specific person and it must have an engaging subject line. Notes to editors must be included; word length at your discretion. You must also include the name of a mainstream media outlet that you will target with your press release

RAIUL is launching an important ( imaginary ) new class as part of its Communications, Marketing and PR undergraduate degree, designed to prepare the next generation of communicators to join and excel in the workplace.

This mandatory class will cover effective use of the telephone, face-to-face communication, self-presentations, networking and interview techniques.

It is believed to be the first of its kind.

The new ( imaginary ) class will complement existing undergraduate courses, such as PR and Self Presentation, Introduction to Advertising Practice and Senior Project in Communications. It will be of direct use and relevance to internships, post graduate studies and, of course, getting a job.

Quotes are available from Prof Simon Goldsworthy on Blackboard

QUOTES:

· “This is an exciting new development which will put Richmond's students ahead of the game. The skills taught in our new course are among the important things that top employers are looking for, but they are sometimes lost sight of in higher education. We will be putting interpersonal communication where it belongs, at the heart of our teaching.

· “As our dean often remarks Richmond students are very good at writing, but it is important not to lose sight of the essential role of good oral communication, whether in person or via the phone. We spend more and more time using mobiles and laptops to the point that we are in danger of forgetting the fundamental importance of being able to talk to people – being able to relate to people as people rather than via a screen of some sort. When our students go into the outside world and realise what is demanded of everyone in a communications-based career, it tends to hit them like a brick wall in the face.”

· “We have launched this course to give students the practical skills they need to succeed.”

FORMAT:

SELL IN: 200 WORDS

From: leave blank

To: leave blank

Subject: leave blank

Get straight to the most interesting or significant point. Sum up the whole story in two or three sentences and why it is important. Offer something in addition to the information in the press release (an interview, access to the top people involved, the product to test or review, preview, private view, an exclusive, photographs, illustrations, plan drawings etc).

Best Wishes,

PRESS RELEASE: 700 WORDS

7th of December 2017

(MANDATORY) HEADLINE IN CAPITAL LETTERS, BOLD, UNDERLINED, GOES HERE – SUMS UP STORY IN A PUNCHY, SNAPPY WAY (ie headline; ELIXIR OF ETERNAL YOUTH ACCIDENTLY DISCOVERED BY TOP SCIENTISTS)

(NOT MANDATORY BUT STRONGLY ADVISED TO INCLUDE) Standfirst in bold upper and lower case goes here – amplifies and expands on the headline (I.E. Standfirst: Liver disease research produces astonishing cell renewal treatment that could prolong life indefinitely experts say)

Opening paragraph explains who, what, when, where, why and how in two sentences maximum regardless of whether some, or all, the information is mentioned in the headline and standfirst. Shorthand descriptions are perfectly acceptable in the headline and standfirst.

The opening paragraph uses full and proper titles: Researchers working on new treatments for sclerosis of the liver at Imperial College, London, have found a way of making cells regenerate that could in theory mean an end to aging as we know it. The discovery will be announced this week following a five-year study by the university’s specialist hepatology research unit.

Second paragraph answers any of the remaining Ws and H where applicable, and explains and amplifies the information in your opening par, just the way a news story is written.

Third par is a good place to bring in a quote for colour, drama, authority, credibility, emotion, opinion. Ideally this is also where you would put the story into context.

Fourth par continues to expand on your story in terms of detailed information. Some technical or historical background could be included at this point, but be careful not to slow down your narrative – you should aim to give just enough information to give your story weight/importance/interest and to make it make sense; the really detailed stuff should go in notes to editors. Fourth par may include a quote from another source significant to or involved in your story.

Pars five and onwards weave your story in terms of explaining the 5Ws and the H, adding relevant background material and bringing in voices that lend it authority, credibility and significance or add colour, interest and passion.

(MANDATORY) List the media you are aiming the release at here. Be specific – don’t just say national newspapers or specialist magazines, name them