商务写作：6步教你学会写新闻稿

 As a PR pro¹ or company owner managing your own public relations campaign, writing press releases should become very natural to you. If you've got news about your product, service or company, then you're ready to experience the power of press releases.

　　如果你从事人力资源方面的工作或是需要自己推广公共关系的公司老板，你会经常要写新闻稿。当收到关于产品、服务或公司的新闻，你就该准备好体验新闻稿的强大感染力了。

　　So just what is a press release? It's simple. A press release is a one to two page document used to call attention to your company and its products/services. Press releases are also known as news releases. Back to basics, it means just that: news.

　　所以，什么是新闻稿呢?很简单，新闻稿是为宣传公司以及其产品和服务的文献，一般为1到2页。从字面上看，新闻稿的重点在于“新闻”二字，新闻稿也就是新闻。

　　There are several types of press releases you can write. Starting a business. Having new employees joining your team. Your company wins awards. You're working with a charity. Or anything new or different about your business and its product line constitutes a newsworthy press release.

　　新闻稿的内容多样，包括创业、新员工加入、公司获奖、和慈善机构合作等等。公司经营和产品线上的任何变化都值得发新闻稿。

　　There's a trick to writing press releases, though. Your message has to be newsworthy without sounding like a blatant² advertisement. The release is written in an unbiased format³ so the reader trusts the information to be accurate.

　　写新闻稿的时候要注意一点。你所传达的信息必须有新闻价值而且不能听起来像是明目张胆的广告。新闻稿必须中立，这样读者才能相信信息是真的。

　　Use a headline that sums up your entire story. That way, they'll get the meat of the message and - if the headline's good enough - they'll read on.

　　标题要总结全文。这样，读者才能了解信息的实质——如果标题够好，他们才会继续往下读。

　　The body part is not as difficult as most people think – and intact you can do it in 6 easy steps:

　　正文部分不像大多数人想象的那么难，你只需要6步就能轻松完成:

　　Communicate the 5 W's and the H. Who, what, when, where, why, and how.

　　交待出下面这6点：人物、事件、时间、地点、原因以及方式。

　　1. What is the actual news?

　　1. 新闻是什么?

　　2. Why this is news?

　　2. 为什么这是个新闻?

　　3. The people, products, items, dates and other things related with the news.

　　3. 涉及的人物、产品、物品、时间等等。

　　4. The purpose behind the news.

　　4. 新闻的目的。

　　5. Your company, city, state.

　　5. 你的公司名称，所在城市和国家。

　　6. Any quotes/testimonials

　　6. 任何引言/证明书

　　Don't forget your basic information as well. It may sound elementary but be sure to include the name of a contact person, phone number, fax, Email address, Web address and company address.

　　别忘了一些基本信息。也许这些听起来无关紧要，但是确保提供联系人、电话、传真、电子邮箱、官方网站和公司地址。

　　Also write a short paragraph that describes your business. Use this paragraph at the end of every press release.

　　再用一小段的篇幅描述你的公司业务，放在每一篇新闻稿的最后一段。

　　Keep your sentences short and to the point. Don't use jargon⁴. Just keep it simple.

　　语言要简练到位。不要用术语，简单就好。

　　Don't be tempted⁵ to write a long press release. Stay as close to one page as possible. More than two pages is way too long.

不要长篇大论，通常一页纸就够了。超过两页就太长了。

　　Write your press release as if you were a third-party observer. Read the newspaper for some examples. Or study press releases from other companies.

　　新闻稿要以第三方的口吻来写。在报纸上找一些例子来读。或者借鉴其他公司的新闻稿。

　　Sample Press Release:

　　CrabTech Hermit⁷ Crab⁶ Shells and HermitHomes announce merger⁸

　　By James Downey

　　August 10, 2012

　　Portland, OR – Locally owned CrabTech Hermit Crab Shells announced today that it will be merging⁹ with Miami-based crab shell superstore HermitHomes effective December 21, 2012. Company officials are expected to meet with Crab Construction Union officials later this month to discuss employee benefits and retirement¹⁰ packages.

　　CrabTech officials expect this merger to improve investor¹¹ confidence and widen its customer base. In addition to shells, CrabTech stores will now stock aquariums¹², heating stones, and crab socialization areas.

　　The merger will permit HermitHomes factories in Virginia and Colorado to construct CrabTech's patented BioShells and Shellac-Attack hermit crab shells. In exchange, CrabTech stores will be opened in Maine and Michigan, with construction and product selection completed by HermitHomes contractors¹³.

　　More information is expected to be released following a shareholders¹⁴ meeting on August 20, 2012.

　　About CrabTech Hermit Crab Shells

　　CrabTech opened its first store in Portland in 1996 and is owned by Jesse and Jean Callahan. It has enjoyed 16 years as an independent company and has six stores in Oregon and Washington.

　　CrabTech will uphold its promise to stimulate¹⁵ the local economy. Known for its biodegradable temporary shells and sustainably harvested shellac, the company also intends to maintain its commitment to environmentally friendly business practices. For more information, please visit http://www.CrabTechHermits.com/.

　　About HermitHomes

　　HermitHomes is a Miami-based crab shell dealer¹⁶. It specializes in wholesome¹⁷, crab-healthy living and is committed to using only American labor¹⁸ to create and market its products. It has 68 stores nationwide, as well asfour overseas in France and Chile. For more information, please visit http://www.HermitHomes.com/.

　　Contact

　　To learn more about this merger, please contact

　　Bill Stickers, Media Relations

　　1246 NE Sandy Blvd. Ste. 210A

　　Office: [phone]

　　Fax: [phone]

　　[email protected]

　　参考新闻稿:

　　CrabTech Hermit Crab Shells与HermitHomes宣布合并

　　詹姆斯·唐尼

　　2012.08.10

　　俄勒冈州，波特兰——当地寄居蟹壳公司CrabTech Hermit Crab Shells今天宣布其将于迈阿密超级蟹壳连锁店HermitHomes合并，生效日为2012年12月21日。公司高层本月将于蟹壳处理协会高层会晤，讨论员工福利和退休计划。

　　CrabTech期望借此次合并提高投资者信心并扩大客户群。除了蟹壳，CrabTech门店将会增加水族箱、加热石以及螃蟹群养区。

　　此次合并将允许HermitHomes在弗吉利亚和科罗拉多的工厂使用CrabTech专利生物蟹壳BioShells和虫胶寄居蟹壳。做为交换，CrabTech可以再缅因州和密歇根州开设分店，出售产品将由HermitHomes承包商选择。

　　更多信息将在2012年8月20日的股东大会上发布。

　　关于CrabTech Hermit Crab Shells

　　CrabTech 于1996年在波特兰开设第一家分店，由杰西·卡拉翰和杰因·卡拉翰所有。16年来，CrabTech一直独立运营，在俄勒冈州和华盛顿州拥有6家分店。

　　CrabTech将继续履行其刺激当地经济的承诺。公司以其短期可生物降解蟹壳和源源不断的虫胶闻名，并致力于环境友好型生产经营。更多信息请登录官网http://www.CrabTechHermits.com/。

　　关于HermitHomes

　　HermitHomes是给予迈阿密州的蟹壳经销商。公司专门从事螃蟹健康养殖，并承诺只雇用美国公民生产和推销其产品。其在全国拥有68家分店，在法国和智利拥有4家分店。更多信息请登录官网http://www.HermitHomes.com/。

　　联系方式

　　欲知合并详情，请联系：

　　媒体关系部：比尔·史迪克斯

　　地址： NE Sandy Blvd街1246号写字楼210A

　　办公室电话: [phone]

　　传真: [phone]

　　电子邮箱：[email protected]

1 pro   

n.赞成，赞成的意见，赞成者

参考例句：

• The two debating teams argued the question pro and con.辩论的两组从赞成与反对两方面辩这一问题。
• Are you pro or con nuclear disarmament?你是赞成还是反对核裁军？

2 blatant   

adj.厚颜无耻的；显眼的；炫耀的

参考例句：

• I cannot believe that so blatant a comedy can hoodwink anybody.我无法相信这么显眼的一出喜剧能够欺骗谁。
• His treatment of his secretary was a blatant example of managerial arrogance.他管理的傲慢作风在他对待秘书的态度上表露无遗。

3 format   

n.设计，版式；[计算机]格式，DOS命令:格式化(磁盘)，用于空盘或使用过的磁盘建立新空盘来存储数据；v.使格式化，设计，安排

参考例句：

• Please format this floppy disc.请将这张软盘格式化。
• The format of the figure is very tasteful.该图表的格式很雅致。

4 jargon   

n.术语，行话

参考例句：

• They will not hear critics with their horrible jargon.他们不愿意听到评论家们那些可怕的行话。
• It is important not to be overawed by the mathematical jargon.要紧的是不要被数学的术语所吓倒.

5 tempted   

v.怂恿（某人）干不正当的事；冒…的险（tempt的过去分词）

参考例句：

• I was sorely tempted to complain, but I didn't. 我极想发牢骚，但还是没开口。
• I was tempted by the dessert menu. 甜食菜单馋得我垂涎欲滴。

6 crab   

n.螃蟹，偏航，脾气乖戾的人，酸苹果；vi.捕蟹，偏航，发牢骚；vt.使偏航，发脾气

参考例句：

• I can't remember when I last had crab.我不记得上次吃蟹是什么时候了。
• The skin on my face felt as hard as a crab's back.我脸上的皮仿佛僵硬了，就象螃蟹的壳似的。

7 hermit   

n.隐士，修道者；隐居

参考例句：

• He became a hermit after he was dismissed from office.他被解职后成了隐士。
• Chinese ancient landscape poetry was in natural connections with hermit culture.中国古代山水诗与隐士文化有着天然联系。

8 merger   

n.企业合并，并吞

参考例句：

• Acceptance of the offer is the first step to a merger.对这项提议的赞同是合并的第一步。
• Shareholders will be voting on the merger of the companies.股东们将投票表决公司合并问题。

9 merging   

合并（分类）

参考例句：

• Many companies continued to grow by merging with or buying competing firms. 许多公司通过合并或收买竞争对手的公司而不断扩大。 来自英汉非文学 - 政府文件
• To sequence by repeated splitting and merging. 用反复分开和合并的方法进行的排序。

10 retirement   

n.退休，退职

参考例句：

• She wanted to enjoy her retirement without being beset by financial worries.她想享受退休生活而不必为金钱担忧。
• I have to put everything away for my retirement.我必须把一切都积蓄起来以便退休后用。

11 investor   

n.投资者，投资人

参考例句：

• My nephew is a cautious investor.我侄子是个小心谨慎的投资者。
• The investor believes that his investment will pay off handsomely soon.这个投资者相信他的投资不久会有相当大的收益。

12 aquariums   

n.养鱼缸，水族馆( aquarium的名词复数 )

参考例句：

• Biotope aquariums represent the natural environments of ornamental fish. 生态鱼缸表现出观赏鱼的自然生活环境。 来自互联网
• There are aquariums in many cities in the world. 世界上好多城市有水族馆。 来自互联网

13 contractors   

n.（建筑、监造中的）承包人( contractor的名词复数 )

参考例句：

• We got estimates from three different contractors before accepting the lowest. 我们得到3个承包商的报价后，接受了最低的报价。 来自《简明英汉词典》
• Contractors winning construction jobs had to kick back 2 per cent of the contract price to the mafia. 赢得建筑工作的承包商得抽出合同价格的百分之二的回扣给黑手党。 来自《简明英汉词典》

14 shareholders   

n.股东( shareholder的名词复数 )

参考例句：

• The meeting was attended by 90% of shareholders. 90%的股东出席了会议。
• the company's fiduciary duty to its shareholders 公司对股东负有的受托责任

15 stimulate   

vt.刺激，使兴奋；激励，使…振奋

参考例句：

• Your encouragement will stimulate me to further efforts.你的鼓励会激发我进一步努力。
• Success will stimulate the people for fresh efforts.成功能鼓舞人们去作新的努力。

16 dealer   

n.商人，贩子

参考例句：

• The dealer spent hours bargaining for the painting.那个商人为购买那幅画花了几个小时讨价还价。
• The dealer reduced the price for cash down.这家商店对付现金的人减价优惠。

17 wholesome   

adj.适合；卫生的；有益健康的；显示身心健康的

参考例句：

• In actual fact the things I like doing are mostly wholesome.实际上我喜欢做的事大都是有助于增进身体健康的。
• It is not wholesome to eat without washing your hands.不洗手吃饭是不卫生的。

18 labor   

n.劳动，努力，工作，劳工；分娩；vi.劳动，努力，苦干；vt.详细分析；麻烦

参考例句：

• We are never late in satisfying him for his labor.我们从不延误付给他劳动报酬。
• He was completely spent after two weeks of hard labor.艰苦劳动两周后，他已经疲惫不堪了。