Public relations: writing effective press releases
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Think about these questions before reading. Share your ideas with a partner.
- Think about a time a company announced a new product or some big news. How did you first hear about it, and what was your impression of the announcement?
- If a company you admire faced a public challenge or controversy, what kind of communication would you expect from them to maintain your trust?
- In your opinion, what separates a memorable and effective company announcement from one that is easily forgotten or ignored?
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Reviewing a Press Release
Listen to the dialogue. Notice how the vocabulary and grammar from the lesson are used.
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Answer these questions in your own words. Support your answers with evidence from the article.
01According to the article, what are the main reasons for using the passive voice in professional writing like press releases?
Sample answerThe article states that the passive voice is used to make the writing sound more objective and formal. It also helps to focus on the action or the result, rather than on the person or company that performed the action.
02What are some of the key vocabulary terms mentioned in the article that are specifically related to the structure of a press release?
Sample answerThe text lists several key terms, including 'headline', which is the main title; 'lead paragraph', which is the first paragraph; and 'boilerplate', which is a standard block of text about the company.
03In what way might focusing on an action, rather than the person who did it, contribute to a more objective tone?
Sample answerBy removing the specific actor, the information can seem more like a neutral fact instead of a statement from a particular person or company. This makes it feel less biased and more like an official announcement.
04Based on the language and concepts discussed, what can you infer is the primary purpose of a press release?
Sample answerI think the main purpose is to formally announce company news to the media in a credible way. The mention of 'media outreach' and 'headlines' suggests it's designed to get journalists' attention, while the focus on an objective tone shows it's meant to be seen as factual information.
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Vocabulary for public relations
Vocabulary
These expressions will help you communicate more naturally and precisely about this topic.
Examples
To get the word out — to share information with many people; to publicize something.
Usage note: this is a common idiom that's slightly informal but widely used in business contexts. For example: 'We need an effective social media strategy to get the word out about our new product.'
To craft a message — to create a piece of communication, like a press release, very carefully and skillfully.
Usage note: the verb 'craft' emphasizes that a lot of thought and effort went into making the message effective and persuasive. It's often used in professional contexts.
Damage control — the process of trying to limit the negative effects of a mistake or a piece of bad publicity.
Usage note: this is a common noun phrase in business and politics. You often hear about companies being 'in damage control mode' after a crisis.
To issue a statement — to make a formal, official announcement to the public or the media.
Usage note: this is a formal collocation. It's often used in the passive voice, which connects to the lesson's grammar focus. For example: 'A statement was issued by the CEO to address the recent rumours.'
Target audience — the specific group of people that a message, product, or service is aimed at.
Usage note: this is a key term in marketing and communications. Understanding your target audience is essential for writing effective copy.
5
Complete the sentences with words from the box. One word is extra.
Word bank
01The company is expected to a formal statement tomorrow morning addressing the recent allegations.
02After the product recall, the PR team immediately went into control mode to protect the company's reputation.
03Before writing the press release, we need to clearly define our target to ensure the message resonates with the right people.
04It takes a lot of skill to carefully a message that is both persuasive and factually accurate for the media.
05Our media campaign involves sending personalized emails to journalists and key influencers in the industry.
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Grammar: The passive voice
Grammar
In professional writing like press releases, the passive voice is often used to create a formal and objective tone. It emphasizes the action or the result, rather than the person or group who performed the action. This is useful when the 'doer' of the action is unknown, unimportant, or obvious from the context.
Examples
The new product line was officially launched yesterday.
Here, the focus is on the product launch, not on the specific team or person who launched it.
The company was founded in 1998 by the two brothers.
We can still mention the agent (the 'doer') using 'by' if the information is important.
It has been decided that the merger will proceed next quarter.
This structure is common for formal announcements and decisions, making them sound less personal.
Key points
- Form the passive with the correct tense of the verb 'to be' + the past participle (e.g., is sent, was written, will be announced).
- Use the passive voice to focus on the receiver of an action or to sound more formal and impersonal.
- A common mistake is overusing the passive voice. In many situations, the active voice is clearer and more direct (e.g., 'We will launch the product' vs. 'The product will be launched').
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Find the mistake
Read the sentences below, which are all related to business communication and public relations.
Each sentence contains one error. Find and correct it.
01The press release was wrote by the new intern in the marketing department.
Corrected version
The press release was wrote written by the new intern in the marketing department.
02It's important to craft a message that will resonate to your target audience.
Corrected version
It's important to craft a message that will resonate to with your target audience.
03The media outreach strategy, which includes social media and traditional press, are being reviewed.
Corrected version
The media outreach strategy, which includes social media and traditional press, are is being reviewed.
04An official statement has been issued by the company yesterday to address the rumors.
Corrected version
An official statement has been was issued by the company yesterday to address the rumors.
05The company hopes to get the word off about its new eco-friendly initiative.
Corrected version
The company hopes to get the word off out about its new eco-friendly initiative.
06The headline of the press release must to be approved by the legal team.
Corrected version
The headline of the press release must to be approved by the legal team.
07After the incident, the PR team was responsible for the damage controlling.
Corrected version
After the incident, the PR team was responsible for the damage controlling. control.
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Useful phrases: Giving feedback on a draft press release
Vocabulary
When working on a press release or any official announcement, you'll often need to discuss drafts with your team. These phrases will help you give constructive feedback, make suggestions, and disagree politely in a professional setting.
Examples
"My initial thought is that the tone is spot on." — to give a positive first impression before offering detailed feedback.
Register: Neutral/Formal. Use this at the very beginning of your feedback to start on a positive note. You can also use it to introduce a concern, e.g., "My initial thought is that the headline could be stronger."
"I'm wondering if we could make the headline a bit punchier." — to suggest a change in a soft, non-confrontational way.
Register: Neutral/Formal. This is a polite way to propose an improvement without directly criticising the original. The phrase "I'm wondering if..." is great for softening suggestions.
"My only concern is that the key message gets a bit lost in the third paragraph." — to raise a specific point of criticism constructively.
Register: Neutral/Formal. Using "My only concern is..." frames your feedback as a specific, manageable issue rather than a general complaint. It shows you've thought carefully about the draft.
"That's a great point. Let's rephrase that section." — to agree with a colleague's suggestion and show you're ready to collaborate.
Register: Neutral. Use this to show active listening and build consensus within the team. It's positive and action-oriented.
"I see what you're saying, but I'm worried that might be too technical for a general audience." — to disagree politely by showing you understand their perspective first.
Register: Neutral/Formal. This classic structure validates the other person's idea before presenting a counter-argument, which helps to avoid conflict.
"Just to confirm, what's the main takeaway we want journalists to have?" — to ask for clarification on the overall strategy or goal.
Register: Neutral. Use this when you need more information before giving useful feedback. It helps align everyone's understanding of the objective.
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Managing public perception
Read the following passage about how companies handle their public communications and choose the best word or phrase for each blank.
Fill in each blank with the correct word or phrase from the word bank.
Word bank
When a company needs to about a new product, a press release is often written. It's crucial to carefully that will resonate with the intended . Sometimes, things go wrong, and the company must engage in to protect its reputation. In such cases, a formal announcement to address the public's concerns and clarify the situation.
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Discuss these questions with a partner. Try to use vocabulary from the lesson.
- Imagine a popular food company discovers a minor contamination issue in one of its products. What are the pros and cons of immediately issuing a statement versus handling the problem quietly? What would be the best strategy for damage control?
- With the rise of social media, is the traditional press release still the most effective way to get the word out? Discuss when a company might choose influencers over news outlets and how they would need to craft their message differently for that target audience.
- Think about how major companies or public figures in your country handle bad news. Is it more common for them to issue a formal statement and engage in public damage control, or do they tend to stay silent? How does the public typically react to these strategies?