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Exercise 18
You have worked for the law firm of Lederer and Hall, 807 East 23 Street, New York 10010, for many years. On the occasion of your tenth anniversary with the company, an office party is held in your honor, and Mr. Gerald Hall presented you with a wristwatch as a token of the company’s appreciation. Write a letter to Mr. Hall thanking him and the entire company for the party and the gift.
Exercise 19
Write a letter congratulating a former colleague of yours on his/her appointment as sales manager.
Exercise 20
Prepare a number of documents for the company of your choice. The documents you should create are the following:
1.Press Release
2.Media Advisory
3.Fact Sheet
4.Backgrounder
5.Position paper
6.PSA
7.Invitation
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SUPPLEMENTARY MATERIALS
ERROR CODE
The symbols from the error log chart are explained below with an example sentence given for each type of error. The correction is given in brackets.
sp = spelling |
The boy was afread of the dog. (afraid) |
wf = word form |
They were education in many different countries. |
(educated) |
|
wc = word choice |
We bought the rug after describing the price. (discussing) |
wo = word order |
Amanda is reading always on her bed. (is always reading) |
sing = singular noun |
John works as an investment brokers. (broker) |
pl = plural noun |
There are many advantage of living abroad. (advantages) |
art = article |
A enthusiastic employee is an asset for a company. (An) |
? = meaning unclear |
The government plans to create every child goes to school. |
|
(plans to create a fund allowing every child to go to school) |
pron = pronoun |
The company’s profits continue to be good, so it will |
|
expand your product line. (its) |
tense = verb tense |
Last year we go to visit relatives in a neighboring city. |
|
(went) |
v-form = verb form |
I will be go to the dentist next week. (will go) |
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v-passive = passive voice The workers forced to work for twelve hours by management. (were forced)
inf/ger = infinitive/ gerund The law attempts ending smoking in all public buildings. (to end)
prep = preposition |
Donations were given into the charity. (to) |
punct = punctuation |
The summer is long hot and humid. (long, hot, and humid) |
cap = capitalization |
Number 10 downing street is the place of residence for the |
|
prime minister of the UK. (Downing Street) |
GRADING A PRESS RELEASE
Look at five separate areas in your press release:
1. Is the PR message clear and compelling in your headline/lead?
This is what your client cares about and it’s key to the success of your PR strategy.
2. Is your mews angle sharp and irresistible?
This is what your editor cares about and it’s what you need to make your story news.
3. Are your 5 W’s and key ideas organized effectively?
This is what the reader cares about. Poor organization = unreadable copy
4.Do you use a convincing journalistic style?
Read newspapers so news style becomes natural.
5.Are the basics in place – grammar, sentence and paragraph mechanics?
Poor grammar signals a lack of professionalism. Misspellings = automatic drop of one grade point.
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Element |
Excellent |
Adequate |
Poor |
|
|
|
|
|
The PR message is |
The PR message is |
The PR message is |
|
clear and |
identifiable. A |
absent. The lead |
|
compelling. It’s not |
reader already |
does not convey the |
Head and Lead |
simply informative, |
interested in the |
5 W’s. There is no |
(message) |
but charged with |
subject will keep |
reason to expect a |
|
interest and a sense |
reading. The |
reader to keep on |
|
of importance that |
essential 5W’s are |
reading. |
|
involves the reader. |
there. It’s |
|
|
A great lead will |
informative rather |
|
|
make the reader say |
than compelling. |
|
|
“I didn’t know |
“Good enough for |
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|
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government work.” |
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|
|
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|
News angle is |
Technically, this is |
The basic |
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sharp, irresistible. |
a news story, not |
information may be |
|
Clearly a story of |
just PR puffery, but |
in place but the |
Head and Lead |
real news value, |
the news angle is |
story has no news |
(news angle) |
written with |
merely identifiable, |
value. It’s written |
|
editor’s needs in |
not dominant – an |
not for an editor but |
|
mind. He or she |
editor might well |
for a teacher who |
|
might well spike |
say, “So what?” |
doesn’t have the |
|
another news story |
The writer has not |
option enjoyed by |
|
to make room for |
fully exploited the |
the editor – to |
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this one. |
news potential in |
simply toss it. |
|
|
the material. |
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|
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The story’s best 5 |
The story’s 5 W’s |
The writer does not |
|
W’s have been |
can be identified. |
seem to have |
|
exploited, and the |
Other key ideas are |
definitely decided |
Key Ideas |
other key ides have |
present but could be |
on all 5 W’s, or has |
|
been assigned their |
arranged more |
otherwise left out |
|
place in the |
effectively in |
key information. |
|
marshalling of |
support of the |
Poor organization. |
|
points to support |
message. No |
Repetitiveness. No |
|
the message and |
inverted pyramid of |
quotes. Release is |
|
validate the news |
argument in the |
too short. |
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|
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|
|
|
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|
|
|
|
|
|
|
|
angle. Paragraphs |
|
paragraph order. No |
|
|
methodically |
|
quotes, or they are |
|
|
develop the |
|
bland, or poorly |
|
|
argument, in |
|
identified, or don’t |
|
|
descending order, |
|
move the story |
|
|
with effective use |
|
forward. |
|
|
of quotes. |
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|
|
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Release is written |
|
Release attempts |
The writer |
|
in cool, crisp |
|
journalistic style, |
apparently does not |
|
journalistic style. |
|
but other influences |
understand what |
Journalistic Style |
The tone is |
|
invade, including |
journalistic style is. |
|
ostensibly |
|
newsletter |
|
|
dispassionate and |
|
chattiness, or |
|
|
objective, even |
|
promotional |
|
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when enthusiasm is |
|
puffery. Likely the |
|
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evident. No way it |
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writer doesn’t read |
|
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could be confused |
|
newspapers, but is |
|
|
with advertising |
|
at least making an |
|
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copy. |
|
effort to imitate a |
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|
|
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formalistic style. |
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|
|
|
|
|
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Spelling, |
|
Occasional spelling |
Poor spelling AND |
|
punctuation and |
|
errors. Unclear on |
poor punctuation |
|
grammar |
|
punctuation rules. |
AND poor |
Basics |
consistently good. |
|
Minor difficulties |
grammar. Run-on |
|
Sentences |
|
with grammar |
sentences, |
|
effectively and |
|
amounting to |
fragmented |
|
pleasantly varied, |
|
awkward structure |
sentences. Poor |
|
with few |
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or poor choices, not |
understanding of |
|
subordinate clauses |
|
glaring errors. |
principles of |
|
– rarely more than |
|
Sentences too long |
paragraphing. |
|
three typewritten |
|
or too choppy. |
|
|
lines. Paragraphs |
|
Paragraph structure |
|
|
are each based on |
|
does not reflect |
|
|
one dominant idea. |
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organized thoughts. |
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|
|
|
|
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ARCHIVE OF PR DOCUMENTS
News Release
Diana.wong2@hp.com
or HP Media Hotline +1-866-266-7272
HP Completes Acquisition of ArcSight
Company takes new approach to help customers secure applications and services from build through development
PALO ALTO, Calif., Oct. 22, 2010 – HP today announced that it has completed the acquisition of ArcSight, a leading security and compliance management company, for $43.50 per share, or an enterprise value of $1.5 billion.
Integrating ArcSight’s security portfolio with HP’s IT operations management portfolio will allow organizations to converge millions of events across IT operations and security, providing dipper context than either platform alone. This represents a new security approach that will help businesses understand risk by making visible everything from activity to configuration state, role rights and past history.
By aligning IT assets with business objectives, chief information officers will have a common context and consolidated view of all IT risk and compliance issues for business services and applications. Customers will be able to monitor real-time events and activities, assess the risk and impact to their business operations, and quickly respond to and correct potential threats.
Further details on the ArcSight product integration into the HP Software Solutions portfolio as HP expands into the security information event management market will be announced at a later date.
Upon the closing of the acquisition, all remaining outstanding shares of ArcSight common stock, other than those held by stockholders who properly perfect appraisal rights under Delaware law, were converted into the right to receive $43.50 per share in cash.As a result of the transaction, ArcSight has become a subsidiary of HP.
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About HP
HP creates new possibilities for technology to have a meaningful impact on people, businesses, governments, and society. The world’s largest technology company, HP brings together a portfolio that spans printing, personal computing, software, services and IT infrastructure to solve customer problems. More information about HP is available at www.hp.com
From www.hp.com
For Immediate Release |
For More Information Contact: |
|
William Whitman, McDonald’s |
USA |
|
|
630-623-6900 |
|
William_whitman@us.mcd.com |
McDonald’s USA Voluntarily Recalls Shrek Forever After Glassware Instructions for Returning Glassware Will be Posted on Company’s Web Site
OAK BROOK, Ill. (June 4, 2010) – In collaboration with the Consumer Product Safety Commission (CPSC), and as a precautionary measure, McDonald’s USA today issued a voluntary recall of its four Shrek Forever After glassware recently offered in its U.S. restaurants. Customers should stop using the glasses and visit www.mcdonalds.com/glasses beginning June for instructions on how to return them and get a refund.
McDonald’s safety standards are among the highest in the industry and the company has a strong track record. To be clear, the glassware was evaluated by an independent third-party laboratory which is accredited by the CPSC, and determined to be in compliance with all applicable federal and state requirements at the time of manufacture and distribution. However, in light of the CPSC’s evolving assessment of
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standards for cadmium in consumer products, McDonald’s determined in an abundance of caution that a voluntary recall of the Shrek Forever After glasses is appropriate.
“When the U.S. Consumer Product safety Commission approached McDonald’s about cadmium in their current movie-themed drinking glasses, the company responded quickly, agreed to cooperate fully and acted on the side of caution, ”said Scott Wolfson, Director of the Office of Information and Public Affairs, CPSC. “The glasses have far less cadmium than the children’s metal jewelry that CPSC has previously recalled.”
McDonald’s has a longstanding relationship with the CPSC, and continues to follow their lead as testing protocols and new scientific information becomes available.
The Shrek Forever After glassware was offered in four glass designs at McDonald’s restaurants beginning May 21. The four designs include Puss n’ Boots, Shrek, Princess
Fiona and Donkey. Customers can get instructions to return the glassware and request a refund by visiting www.mcdonalds.com/glasses beginning June 8. Customers can also call McDonald’s tool-free number at 1-800-244-6227. Previous McDonald’s promotional glassware is not involved in the recall.
About McDonald’s
McDonald’s USA, LLC, is the leading foodservice provider in the United States serving a variety of wholesome foods made from quality ingredients to more than 26 million customers every day. Nearly 90 percent of McDonald’s 14,000 U.S. restaurants are independently owned and operated by local business men and women. Customers can long online for free at any of the 11,000 participating Wi-Fi enabled
McDonald’s U.S. restaurants. For more information visit www.mcdonalds.com
# # #
From www.mcdonalds.com
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News Release
HP, Newseum Announce Major New Media Gallery
Exhibits to explore impact of technology on media, society
WASHINGTON, Sept. 30,2010
HP and the Newseum, an interactive museum devoted to issues related to the news media and society, today announced they are collaborating n a new, hands-on media gallery that will allow Newseum visitors to explore technology’s impact on the everevolving way that information is reported, distributed and accessed.
Social media tools are empowering individuals by offering platforms for networking and exchanging ideas, revolutionizing the way people connect and communicate. This gallery will be continually changing to reflect that landscape.
The HP New Media Gallery, targeted to open in early 2012, will provide an immersive experience that will enable Newseum visitors from around the globe to explore technology’s role in the democratization of content and news. The gallery will show how technology has drastically changed the collection and dissemination of news, empowering citizens while challenging traditional media business models.
With this collaboration, HP becomes a Founding Partner of the Newseum and will contribute $5 million over the next 10 years to underwrite the new gallery.
“At HP, our technology is harnessing the power of information to change the equation for people, businesses and society,” said Michael Mendenhall, senior vice president and chief marketing officer, HP. “This interactive, innovative venture will examine what the changing equation means for the news media and news consumers around the world.”
“We are most grateful to HP for this generous gift. With it, we will be able to advance the Newseum’s content further into the future and combine our 500 years of news history with even more up-to-the minute technologies,” said Charles Overby, chief
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executive officer, Newseum.
Since its opening on Pennsylvania Avenue in Washington, D.C., the Newseum’s interactive displays on the news media and society have become one of the “must-see” attractions in the nation’s capital.
Phil McKinney, vice president and chief technology officer of the Personal Systems Group at HP, and Shelby Coffey III, trustee of the Newseum, previewed a taste of the planned gallery with help from some HP Technology. Two 42-inch HP displays featured videos of great moments in news history interwined with breaking-news feeds delivered via Twitter.
Additional information about today’s announcement, including video, is available on the official HP corporate blog at www.hp.com/go/datacentral.
About the Newseum
The Newseum is a public charity that receives support from individuals, foundations and corporations. This 250,000-square-foot museum of news offers visitors an experience that blends five centuries of news history with up-to-the –second technology and hands-on exhibits. Within its seven levels of galleries and theaters, the Newseum offers a unique equipment that takes museum-goers behind the scenes to experience how and why news is made. For additional information, visit newseum.org.
About HP
HP creates new possibilities for technology to have a meaningful impact on people, businesses, governments, and society. The world’s largest technology company, HP brings together a portfolio that spans printing, personal computing, software, services and IT infrastructure to solve customer problems. More information about HP is available at www.hp.com
# # #
From www.hp.com