Student version English 1.1 lesson 4 in 2024-25

• English
• HBO
• Studiejaar 1

Continuing our ascent: lesson 4

English year 1 term 1

Homework

Draft version 5W's and H

Unit 23: Read the theory and complete ex. 1 and 2.

Answers homework unit 23 ex. 1+2

Ex 1.  1.B/2.B/3.A/4.A/5.B/6.A/7.A/8.B/9.A/10.A/11.B/12.B/13.A/14.B

Ex. 2

1. haven't seen/ 2.'ve seen/3.'ve ever seen/4.'ve already watched/5. 've never heard of/6.was/7. did he make/8. won/ 9. 've left/ 10. haven't finished

Today

1. Grammar verb tense practice on Socrative.com
2. Insight into words (vocabulary) to use for your press release
3. 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

Quiz on tenses

via Socrative in class

Reminder: Linking words

Use a variety of linking words in your press release

Video: How to Write a Press Release

Find video link on Moodle.  

You can stop watching at 2.50.

Blog: How to craft a riveting press release

When promoting an event, a press release is (normally) one of the most reliable ways to get the media’s attention. 

For your final assignment, you will only write the press release for your Tourism Board:  Rotterdam & Partners, Amsterdam & Partners or Harlem Marketing.

The following slides are based on the Blog about How to Craft a Riveting Press Release.   This was homework for this week.

Blog: How to craft a riveting press release

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

1. It fits on one page
   
2. It’s written in the third-person (“they, he, she” versus “me, you, ours”)
   
3. It provides clear contact information for your audience
4. Use neutral language.  This is NOT a promotional piece.  No !!!!!!

The following slides are based on the Blog about How to Craft a Riveting Press Release.   This was homework for this week.

How to craft a riveting press release

Follow this basic press release format for upcoming events:

1. Headline and subheadings
2. Body copy (text) with most important information (5Ws in the first paragraph) to very detailed information.
3. Boilerplate information

Best practices

1. Keep it short and to the point
2. Know your audience
3. Don't leave out the good stuff
4. Add 2 quotes
5. Include a maximum of 5 visuals
6. Always include a call to action (CTA)
7. Always include a boilerplate  (business card)

8. Boilerplate (business card): the perfect way to end a press release

Journalists want to know more about you. The boilerplate is exactly the place where they will find any additional info about your company or you. Make it fun and interesting—it works as your business card.

A boilerplate is a short paragraph at the end of every press release that summarizes the core principles of your company. Many companies have a boilerplate as part of their branding guidelines, and you should include it in your event press release template.

Here's what a press release should include.

Here's what a press release should include

You will answer ALL of these questions in final press release:

1. Who is promoting the social media page?
2. What topics did your project group research?
3. What destination will be promoted on the project group's social media page?
4. Where will the social media page be promoted?
5. When will the social media page be launched?
6. Why will the destination be promoted?
7. How will the destination be promoted?

TEACHERS: See general answers to these questions in email sent to you on 22 August around 14.00.

Introduce Template Formats

Go to Moodle / English / Course materials and find:Press 

Release BLANK template required to use

Download onto your device. (or hardcopy)

I want to stress students to follow this format for the so that teachers (hopefully) get a uniform, similar layout from each student.

What is the inverted pyramid?

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.

First person singular and plural are: I/we me/us my/ours mine/ours.

Second-person singular or second-person plural: you

Third person singular and plural are: he/she/it they him/her/it them his/her/hers/its their/theirs

True or false: press releases should be written with an enthusiastic tone.

1. True
2. False

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

And written in the third person.

Press Release format in a nutshell 1/2 

• Logo
• Add: FOR IMMEDIATE RELEASE
• Press release headline – The press release headline should encapsulate your main message. It appears at the top, in bold.
• Intro lead starting with Place, Country,  Date of Release (see blank format on Moodle to follow) 
• An enticing first sentence of 1st paragraph
• Body copy containing the announcement details – the who, what, when, where, why and how

Press Release format in a nutshell 2/2

• Paragraphs to Add Information (Source/Essentials)
• Direct quotes from important people 
• Boilerplate:  Company Description
• Contact Information (contact person, website address, phone number, IG page, Twitter handle)
• Add "###" at the End

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....

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

The words "FOR IMMEDIATE RELEASE" should appear at the top of your press release, under the logo, in capital letters. Here is an example of how it would look:

FOR IMMEDIATE RELEASE

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

How long should the press release be?

1. 1000 words
2. No limit
3. 350-375 words
4. 500 words

+/- 10%

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

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

introduce, present, launch, unveil

are useful vocabulary!

Internal jargon

Generally understood usage

customer

end-user

client

pax

THIS IS THE FIRST DRAG AND DROP INTRODUCED TO STUDENTS.  EXPLAIN HOW IT WOKS.

jargon = jargon / vaktaal

pax = number of passengers

No jargon (vaktermen)

Your message must be understood by the reader you are writing for.

What goes in the lead (first) paragraph?

MOST IMPORTANT INFORMATION FIRST!

5 Ws

Who, what, where, when, why.

What is the symbol used to end your press release?

###

Which information should come at the end of the press release?

Boilerplate:  A short description of the company/organization.   One or 2 sentences maximum.

About headlines 

Use the active tense: so for example 'opens', not opened, opening

The first letter of each key word should be capitalized.  

 Use capital letters for: nouns, verbs, adjectives, adverbs

Your opinion on this headline

District 'Kop van Zuid' in Rotterdam Achieves 95% Visitor Rate  because of Successful Promotion Campaign. 

Conjunctions are linking words, such as 'and', 'because', 'then', 'however', that help your reader follow your train of thought, or see the connection or relationship between ideas and arguments.

Conjunctions can also add clarity to your writing, especially an argument or essay.

What is your opinion?

😒🙁😐🙂😃

It was an example of a good press release headline

The headline incorporates a figure (95%) that show why the news is significant and demonstrates that the campaign was successful.

What do you think of this one?

Heinz Is Searching for its First-Ever ‘Head Burger Artist’

What is your opinion?

😒🙁😐🙂😃

Another good headline

The headline shows a clear news value – the use of  the words  'First-Ever' helps to capture the attention of the audience and also the words: 

‘Head Burger Artist’

raise curiosity.

Best practices

1. Keep it short and to the point
2. Know your audience
3. Add 2 quote(s)
4. Include visual(s)
5. Always include a call to action (CTA)
6. Always include a boilerplate  (business card)

8. Boilerplate (business card): the perfect way to end a press release

Journalists want to know more about you. The boilerplate is exactly the place where they will find any additional info about your company or you. Make it fun and interesting—it works as your business card.

A boilerplate is a short paragraph at the end of every press release that summarizes the core principles of your company. Many companies have a boilerplate as part of their branding guidelines, and you should include it in your event press release template.

You will answer ALL of these questions in final press release:

1. Who is promoting the social media page?
2. What topics did your project group research?
3. What destination will be promoted on the project group's social media page?
4. Where will the social media page be promoted?
5. When will the social media page be launched?
6. Why will the destination be promoted?
7. How will the destination be promoted?

TEACHERS: See general answers to these questions in email sent to you on 22 August around 14.00.

Work on your press release

Homework

1. Work on your draft version of your press release

   3.  Unit 24: Read the theory and complete exercise 1.