Lesson 4 in 1.1 in 2022-2023 for students

• English
• HBO
• Studiejaar 1

Continuing our descent: lesson 4

English year 1 term 1

Preparations for today

1. Read blog "How to Create a Riveting Press Release". See last sheet for link to blog. (required)
2. Answer the 5 Ws in the template for your PR Proposal, which we worked on last week in class. (required)
3. Upload your PR proposal into Teams before our next lesson. (required)
4. WRITE YOUR FULL NAME in the title of uploaded PR Proposal. (required)
5. (Re)watch videos in LessonUp lesson 3 about writing a Press Release. (recommended) 
6. Read the theory in your book for unit 21 on pages 98-99 followed by the practice exercises on pages 100-101. (Past simple and continuous) (recommended) 

Lesson goals

Students will 

1. strengthen their feedback giving skills 

2. strengthen their feedback receiving skills 

3.  gain insight into vocabulary to apply to their written work.

4. have obtained all of the necessary information to

complete their press release accordingly.

in SHL

Students will strengthen their feedback giving skills (point 1), students will strengthen their feedback receiving skills (point 2), and students will have obtained all of the necessary information to complete their press release accordingly (points 1-3).

Today

1. Grammar practice
2. Feedback on assignment 2, Press Release proposal. (Filling in the 5 Ws ) 
3. Insight into words (vocabulary) to use
4. Further instructions for writing your summative (final) press release

in SHL

1. Peer feedback review (led by students)

2. Expert feedback (done synchronously with the peer feedback/delivered separately)

3. Directions for press release/summative (final) assignment

A little grammar is good for the soul....

b.socrative.com

STUDENTS:  

Go to Socrative.com

Access code is:  MONIQUESROOM

TEACHERS:

https://b.socrative.com/teacher/#edit-quiz/49733207

SOC-49733207

Written Assignment 2 - PR Proposal

Make sure you have your PR Proposal uploaded in the correct folder on Teams for feedback. 

PEER REVIEW

Using the 7 questions from this peer feedback CHECKLIST  (available on Moodle), you will 

1. give your peer feedback to one classmate and then 

2. review your own work by answering these questions

Team up with someone who has done as much work as you

Compare how you filled in assignment 2 (press release proposal)

Are there any differences that you do not understand? Ask someone else! (or your teacher)

Can you pay your classmate a compliment?

Can you give your classmate a tip?

This is what you need to include in your Press Release.

Do we need a 5 minute break?

Yes

No

What are the three things that ensure a press release is used by the media?

Timeliness, news-worthiness, relevance

https://www.eventbrite.com/blog/craft-press-release-ds00/

There are a few key traits common to any clear and effective press release:

It fits on one page

It’s written in the third-person (“they, he, she” versus “me, you, ours”)

It provides clear contact information for the press

What is the inverted pyramid?

This is what you need to include in your Press Release.

In journalism, the inverted pyramid refers to a story structure where the most important information (or what might even be considered the conclusion) is presented first. 

The who, what, when, where and why appear at the start of a story, followed by supporting details and background information. 

This writing style is different than, for example, academic writing, where an abstract may summarize the main findings, but the content typically focuses first on the details, leading to the conclusion which appears at the end of the article.

The name “inverted pyramid” comes from picturing the broad facts at the top of the story, followed by smaller and smaller details, like a triangle balanced on one corner.

True or false: press releases should be written in the third person voice

1. True
2. False

The tone should be objective/neutral and not informal/overly exaggerated.

And written in the third person

Where does the contact information go in the press release template/what is included?

Very bottom of the triangle, in the bottom tip of the triangle.

Contact info: company name, address, press contact name, phone number, Email, website, IG....

https://www.grammarly.com/blog/press-release/?gclid=EAIaIQobChMIjJ-Yiqul-gIVgdd3Ch3kjg-OEAAYAyAAEgKG0vD_BwE&gclsrc=aw.ds

 3. Contact information

The contact information field on the press release should list your organization’s public relations liaison. This field should include their name, job title, email, and phone number.

Where does the information go about WHEN to release the news?

Top right - mention for immediate release or release before/after date.

https://www.grammarly.com/blog/press-release/?gclid=EAIaIQobChMIjJ-Yiqul-gIVgdd3Ch3kjg-OEAAYAyAAEgKG0vD_BwE&gclsrc=aw.ds

5. Intro paragraph

The first paragraph, or intro paragraph, should start with the location of the event and introduce what the press release is about. Media outlets are looking for a newsworthy announcement and for three of the five Ws—when, where, and why. 

What makes a strong press release headline (title)?

• concise
• catchy (uses alliteration) 
• no buzzwords, jargon or filler language
• try to be interesting without losing integrity

https://www.grammarly.com/blog/press-release/?gclid=EAIaIQobChMIjJ-Yiqul-gIVgdd3Ch3kjg-OEAAYAyAAEgKG0vD_BwE&gclsrc=aw.ds

1. Headline

Since media outlets receive hundreds of stories per day, you’ll need a killer headline for your press release to stand out. To create a standout headline, try some of these approaches:

Reference interesting data

Speak directly to the reader

Ask a question

Include keywords

Use numbers

Answer a question

Apply alliteration

Add value

How long should the press release be?

1. 1000 words
2. No limit
3. 350 words
4. 500 words

+/- 10%

End of the day, who do you write your press release for?

1. the journalists
2. your boss
3. yourself
4. the reader

The reader, your audience

Think about your audience and put yourself in their shoes. 

How does your news announcement make someone who might not be familiar with your Municipality think or feel?

Which verbs are synonyms for "introduce"?

1. present, launch, unveil
2. launch, berth, fasten
3. make, present, loosen
4. present, give, offer

Note

introduce, present, launch, unveil

are useful vocabulary!

Internal jargon

Generally understood usage

customer

end-user

client

pax

jargon = jargon / vaktaal

pax = number of passengers

No jargon (vaktermen)

Your message must be understood by the reader you target

What should you remember about using quotations in a press release?

Accurately quote experts, make their connection to the news clear (first + last name and title or relevance). 

If you cite data that require APA citation, use APA in-text referencing + a reference list.

Minimum 1 quote, max 2 quotes per press release.

What goes in the lead (first) paragraph?

MOST IMPORTANT INFORMATION FIRST!

5 Ws

Who, what, where, when, why.

https://www.grammarly.com/blog/press-release/?gclid=EAIaIQobChMIjJ-Yiqul-gIVgdd3Ch3kjg-OEAAYAyAAEgKG0vD_BwE&gclsrc=aw.ds

5. Intro paragraph

The first paragraph, or intro paragraph, should start with the location of the event and introduce what the press release is about. Media outlets are looking for a newsworthy announcement and for three of the five Ws—when, where, and why. 

What should come at the end of the press release?

A short description of the company/organization. 

https://www.eventbrite.com/blog/craft-press-release-ds00/

5. Always include a call to action

The goal of your press release is to catch a journalist’s eye, but also cover and promote the event. Readers will need to know how they can get involved in the event, and you shouldn’t make them work for it. Include a call to action (“Sign Up Now” or “Learn More”) at the bottom of your press release and provide a link to your sign-up page and any other important information regarding attendance.

https://www.grammarly.com/blog/press-release/?gclid=EAIaIQobChMIjJ-Yiqul-gIVgdd3Ch3kjg-OEAAYAyAAEgKG0vD_BwE&gclsrc=aw.ds

7. Boilerplate (About)

Also called the boilerplate, the about section is where you tell the press about your company. This section should be two to four sentences and include the last two of the five Ws—who and what. Include the name of your organization and its mission statement, founding dates, and company size. 

What is the symbol used to end your press release?

###

https://www.grammarly.com/blog/press-release/?gclid=EAIaIQobChMIjJ-Yiqul-gIVgdd3Ch3kjg-OEAAYAyAAEgKG0vD_BwE&gclsrc=aw.ds

8. ###

Traditionally, three pound signs have been included at the end of a press release to indicate the end of the press release content. The signs were used to let wire services know that there wasn’t another page and tell journalists that they didn’t need to wait around for another page. Nowadays, these symbols aren’t technically necessary, but many writers still follow this format out of respect for the tradition. 

https://www.elegantthemes.com/blog/tips-tricks/how-to-write-a-press-release-free-template

A Press Release Template You Can Use For Free

As we outlined, each press release is unique. However, in many cases they follow a similar structure (or at least the better ones do). Let’s go over the template itself:

[Your company logo]

For immediate release (note you can format this to your own requirements within reason, in order for it to stand out).

Contact name:

Phone:

Email:

PRESS RELEASE HEADLINE

[Subheader with further information, which is optional]

[An opening paragraph containing the ‘who’, ‘what’, ‘where’, ‘when’, and ‘why’ elements]

[A few extra paragraphs detailing more about the subject, including quotes from prominent members of your team, and other contextual information]

[BOILERPLATE INFORMATION ABOUT YOUR BUSINESS]

###

That’s pretty much it for any basic press release. At the beginning, include basic contact information so journalists can reach you (you’ll likely repeat this within your boilerplate paragraph). We’ve also included the line reading, “For immediate release.” This is standard for press releases, as are the three octothorpes (“###”), which signifies the end of the press release.

Everything in between will depend on what your news is. One page is usually enough, although the main consideration is to provide all of the information news outlets need to make a decision on whether to run a story.

Rate your confidence in writing a press release

😒🙁😐🙂😃

The final assignment

 For your graded summative assignment, you will write a press release on behalf of the Tourism Board in Rotterdam, Amsterdam or Haarlem (depending on your location). The press release is about students from Hogeschool Inholland being invited/encouraged to submit an Instagram page to the Tourism Board. The press release is dedicated to promoting tourism in their respective city. Student(s) will receive an Instagram Giveaway Prize for the most “Instagrammable” Instagram page. You decide yourself what the Giveaway Prize(s) are.

In effect, you have to put yourself in the professional role of working for the Tourism Board. Your job, as an employee of the Tourism Board, is to write the press release for your own Tourism Board. It is your job to write the press release and invite/encourage students from Hogeschool Inholland to submit an Instagrammable Instagram page to the Tourism Board.

Let's make a start at...

 

.... writing your press release.

Take about 25 minutes.

Ask questions throughout.

Preparations before next lesson

Submit draft version of the (final) press release on Teams before next lesson. (required)

Write your name in the title of the press release.

Highlight one (1)  paragraph for expert feedback.

Watch this video about How to Write a Press Release: https://www.youtube.com/watch?v=RlPCeSHMlYc. (required)

Watch video on next slide about How to Write A Press Release 2 (required)

Read the theory in your book for unit 22 on pages 102-103 followed by the practice exercises on pages 104-105. (Past perfect simple and continuous) (recommended) 

www.eventbrite.com

Useful blog post if you are struggling!

web.microsoftstream.com

PRESS RELEASE 2 - ANKE