Business Communication

It should be brief and precise: Newspapers are always hard pressed for space, nor do
their editors have sufficient leisure to prune and edit a lengthy release and prepare a suitable
copy. If a release is brief and precise, its chances of getting included will be brighter. Press
release for national newspapers should be shorter that those meant for local newspaper.
4.
It should be drafted in a simple language and conversational style: If a news item
is not easily readable, the reader is put off. He decides not to read it, or to turn to it at a later
hour, which is as good as not reading it. So the press release must be prepared in a lucid
style.
5.
It is suitable for publication in the newspaper or journal to which it is being sent.
Company releases, for example, should not be sent to literary, sports, or film journals.
6.
Who, what, when, where, why, make sure that the relevant among the 5W’s have been
adequately taken care of
Who? Name the people involved. Names are usually newsworthy.
What? Say what happened that is newsworthy.
When? Mention the time. Since old news is no news, the timing of the press release is
extremely important.
Where? Location is also important.
Why? It may not always be possible to answer why, but if these details are included, they
impart depth to the release.
Since press releases are usually very short, the writer will have to use his discretion to determine
what details to include.

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Apart from this, there are few other points that can be kept in mind while preparing the releases:
•
Every release should be given a heading, which is catchy and suggestive but not misleading.
•
The first one or two paragraph that constitutes the lead should be interesting. Besides, they
should give the gist.
•
Paragraphs should be kept short, and if desirable, they should be provided with sub-headings.
•
Every release should be accompanied with a covering letter.
10.4
PRESS CONFERENCE
Press conference (news conference, media conference) is called when an organization has something
newsworthy to tell to the media, and when more in-depth approach and discussion is needed
then it is possible to provide by sending out a press release.
There are two major reasons for holding a news conference. One is so that a newsmaker who gets
many questions from reporters can answer them all at once rather than answering dozens of phone
calls. Another is so someone can try to attract news coverage for something that was not of interest to
journalists before.
In a news conference, one or more speakers may make a statement, which may be followed by
questions from reporters. Sometimes only questioning occurs, sometimes there is a statement with no
questions permitted. Press conference gives reporters a possibility to ask questions, get explanations,
quotes, and photo opportunity. While organizing press conference following points should be kept in
the mind:
•
An invitation to the conference should be sent to reporters and desk editors a week ahead of
it. Closer to the date – a day or two before it – a phone call can be made to remind the
reporters on the event.
•
You should organize press conference between 9-11 in morning or 4-7 in evening.
Later then or before that is not good - reporters will not have time to file a story for the next
day newspaper issue.
•
Ideally, the conference will have several persons participating: the press officer who
knows the reporters will open and facilitate it. One or two prominent persons should be
present, who will give a 10-min statement each on the issue (project, release, donation,
opening, or similar), after which the facilitator will give floor to the reporters to ask
questions. All in all, ideally it should be finished in 45 min. After that individual