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trademark application system. Notice how the news is conveyed through three levels of detail: the headline,
the first paragraph, and successive paragraphs. Provides contact
information in case
reporters and editors
need more information Uses an informative
headline to summarize
Restates the news in the
opening, providing more
details Continues to provide
additional layers of detail,
quotations are frequently
used for this purpose. ●
● Eliminate clutter such as redundancy and extraneous facts.
Be as specific as possible.
Minimize self-congratulatory adjectives and adverbs; if the content of your message is
newsworthy, the media professionals will be interested in the news on its own merits.
Follow established industry conventions for style, punctuation, and format. As with many aspects of business communication, the process of creating and distributing news releases and other media materials is continually improved by technological advances. Online distribution systems such as PR Newswire and BusinessWire make it easy for
even the smallest companies to reach editors and reporters at the most prominent publications around the world. Many companies also create special media pages on their websites
that contain th...
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- Fall '12