English 1.1 lesson 4 in 2024-25

• English
• HBO
• Studiejaar 1

Continuing our ascent: lesson 4

English year 1 term 1

Homework

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

b.socrative.com

SOCRATIVE.COM

MIXED VERB TENSES 2.

Students should join MONIQUESROOM

Lesson goals

Students will 

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

2. 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).

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.

Video: How to Write a Press Release

Find video link on Moodle.  

You can stop watching at 2.50.

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.

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

Man Bites Dog

What do you think 

of this one?

What is your opinion?

😒🙁😐🙂😃

Good headline

The headline shows a clear news value.

The unusual use of  the words  Man Bites Dog helps to capture the attention of the audience.

It is unusual because it goes against the grain of what we normally expect.  Namely, Dog Bites Man.

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.

What would be your press release headline?

Your Headline

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.

Introduce Template Formats

Go to Moodle / English / Course materials and find:

Press Release BLANK template required to use

Download onto your device

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

Work on your press release

Final Press Release requirements for English

Upload 2 products into Gradework: for English

1.  The Press Release in a Word document.

2.  The Infographic for your Press Release.  You have 2 choices:

- You can copy past the entire Press Release into the Infographic OR 

- just include the 5Ws and the H.

Each option is accepted.

 

What to include in the Infographic English

Text & maximum of 5 relevant images

• Option 1:  Copy paste entire press release into infographic
• Option 2:  Text from the Press Release you have written including:

-  5Ws and How

-  One Call to Action (CTA)

-  A maximum of 2 quotes

 -  An interesting heading

-  A maximum of 4 subheadings

-  A maximum of 5 interesting images

Deadlines Gradework

Deadlines

Deadline chance 1: 21 October 2024

Deadline chance 2: 25 November 2024

Deadline Kans1: 21 Oktober 2024

Deadline kans 2: 25 November 2024

Homework

1. Work on your draft version of your press release

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