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2017年11月20日 星期一

丁酉(鸡)年十月初三

Keep it Relevant

在我们面向编辑、记者所作的一次调查活动中,我们提出了这样的问题:在您选择新闻稿的时候,哪一项因素最重要?

我们收到的答案中,绝大多数结论都是“关联(Keep it relevant)。纽约时报的Barnaby Feder的原话是“新闻稿是否与我所关注和报道的领域中某些事务相关,这是最重要的因素。我宁愿去看一篇文笔糟糕但是与我的报道相关联的新闻稿,也不愿去看一篇文笔漂亮但却毫无关系的稿子。”

Feder显然不是在提倡充满错别字和语法错误的新闻稿,而是在强调公关人员应该把正确的新闻稿提交给正确的编辑、记者。

你必须特别小心把你的新闻稿发送给正确的媒体、编辑、记者,这也是聘请专业公关公司的重要原因之一。把治疗晕车药品上市的新闻稿发给IT媒体记者,显然是浪费时间。既浪费你自己的时间,也浪费编辑、记者的时间。这样的新闻稿发给旅行杂志编辑、记者、或者专栏作家就比较适合,因为乘坐轮船、飞机、火车、汽车与旅行有很强的关联性。


You could send the "Gettysburg Address" to a history columnist and it might get used. But send it to a food editor and it'll hit the trashcan faster than you can say Abe Lincoln. Send a new investor tool kit announcement to a business editor, it may or may not get used depending upon how it's written, chances are, though, it will at least get read. Send the same press release to a medical editor, and unless it involves some new innovative medication or tool, it will also end up in the circular file, in a heartbeat.

The bottom line is that all press releases should be well written to have a fair chance at getting media attention. But as Mr. Feder says, unless it's something he is covering, he's not interested, no matter how well written it is.

Remember to write your press releases to a specific market and then send it only to that market. This will increase your chances of getting it read. The next time you write a press release, post a sticky note on your monitor that reads, "Keep it relevant."

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标签: 关联——新闻稿的灵魂

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