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pr-press-release

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Original

English
🇨🇳

Translation

Chinese

Press Release Writing

新闻稿撰写

Framework

框架

IRON LAW: Inverted Pyramid — Most Important First

Journalists scan, not read. The headline + first paragraph must contain
the COMPLETE story (who, what, when, where, why). Every subsequent
paragraph adds LESS important detail. If an editor cuts from the bottom,
the core message survives.
IRON LAW: Inverted Pyramid — Most Important First

Journalists scan, not read. The headline + first paragraph must contain
the COMPLETE story (who, what, when, where, why). Every subsequent
paragraph adds LESS important detail. If an editor cuts from the bottom,
the core message survives.

Press Release Structure

新闻稿结构

1. Headline (< 10 words)
  • Verb + Number + Value: "CloudPOS Raises NT$100M to Expand Across Southeast Asia"
  • No jargon, no self-congratulation ("We're excited to announce...")
2. Sub-headline (optional, 1 sentence)
  • Adds context the headline couldn't fit
3. Dateline
  • City, Date — "TAIPEI, April 6, 2026 —"
4. Lead Paragraph (5W1H in 2-3 sentences)
  • WHO did WHAT, WHEN, WHERE, WHY, and HOW
  • This paragraph must stand alone as the entire story
5. Quote (1-2 quotes)
  • From CEO or relevant executive
  • Must add insight, not restate the lead: "This expansion reflects our belief that..." not "We are excited to announce..."
6. Supporting Details (2-3 paragraphs)
  • Data, context, background, market information
  • Ordered by decreasing importance
7. Boilerplate (company description, ~50 words)
  • Standard "About [Company]" paragraph used across all releases
8. Contact Information
  • PR contact name, email, phone
1. 标题（< 10词）
  • 动词+数字+价值："CloudPOS Raises NT$100M to Expand Across Southeast Asia"
  • 避免行话，不要自夸（如「我们很高兴宣布……」）
2. 副标题（可选，一句话）
  • 补充标题无法容纳的背景信息
3. 发稿地与日期
  • 城市，日期 — "TAIPEI, April 6, 2026 —"
4. 导语段落（2-3句话涵盖5W1H要素）
  • 何人做了何事、何时、何地、为何以及如何做
  • 本段需能独立完整呈现新闻核心内容
5. 引述（1-2条）
  • 来自CEO或相关高管
  • 需提供独到见解，而非重复导语内容：例如「此次拓展体现了我们的信念……」而非「我们很高兴宣布……」
6. 补充细节（2-3段）
  • 数据、背景、市场信息等
  • 按重要性递减排序
7. 公司简介模板（公司描述，约50词）
  • 所有新闻稿通用的「关于[公司]」标准段落
8. 联系方式
  • 公关联系人姓名、邮箱、电话

Headline Writing Rules

标题撰写规则

DoDon't
Use active verbs"Company X Launches..."
Include numbers"$5M funding", "50% growth"
Be specific"AI Resume Tool for Healthcare"
Front-load keywords"[Brand] [Action] [Object]"
要做不要做
使用主动语态例如「Company X Launches...」
加入数字例如「$5M funding」「50% growth」
表述具体例如「AI Resume Tool for Healthcare」
关键词前置例如「[Brand] [Action] [Object]」

Distribution Strategy

分发策略

ChannelReachCostBest For
Wire service (PR Newswire, BusinessWire)Broad$$$Major announcements, SEO
Direct media pitchTargetedFreeSpecific journalists, exclusive stories
Company newsroom/blogOwnedFreeSEO, reference, always available
Social mediaFollowersFreeAmplification, engagement
Taiwan-specific: 中央社, 經濟日報Local$-$$Taiwan market announcements
渠道覆盖范围成本适用场景
通讯社（PR Newswire, BusinessWire）广泛$$$重大公告、SEO
直接向媒体推介精准免费特定记者、独家报道
公司新闻室/博客自有渠道免费SEO、资料参考、随时可访问
社交媒体粉丝群体免费传播放大、互动
台湾专属渠道：中央社, 經濟日報本地$-$$台湾市场公告

Media Pitch Email Template

媒体推介邮件模板

Subject: [Specific, newsworthy hook — not "Press Release"]

Hi [Name],

[One sentence: why this matters to THEIR readers]

[One sentence: the news]

[One sentence: the unique angle or data point]

Full release attached / below. Happy to arrange an interview with [person].

[Your name, contact]
Subject: [Specific, newsworthy hook — not "Press Release"]

Hi [Name],

[One sentence: why this matters to THEIR readers]

[One sentence: the news]

[One sentence: the unique angle or data point]

Full release attached / below. Happy to arrange an interview with [person].

[Your name, contact]

Output Format

输出格式

markdown
undefined
markdown
undefined

Press Release: {Announcement}

Press Release: {Announcement}

Headline

Headline

{< 10 words, verb + number + value}
{< 10 words, verb + number + value}

Sub-headline

Sub-headline

{Context sentence}
{Context sentence}

Body

Body

{City}, {Date} — {Lead paragraph: 5W1H}
"{Quote}" said {Name}, {Title} of {Company}.
{Supporting detail paragraph 1}
{Supporting detail paragraph 2}
{City}, {Date} — {Lead paragraph: 5W1H}
"{Quote}" said {Name}, {Title} of {Company}.
{Supporting detail paragraph 1}
{Supporting detail paragraph 2}

About {Company}

About {Company}

{Boilerplate ~50 words}
{Boilerplate ~50 words}

Media Contact

Media Contact

{Name, title, email, phone}
{Name, title, email, phone}

Distribution Plan

Distribution Plan

ChannelTimingNotes
{channel}{when}{notes}
undefined
ChannelTimingNotes
{channel}{when}{notes}
undefined

Gotchas

注意事项

  • Journalists ignore 90%+ of press releases: Make yours survive the 3-second scan test — headline + first paragraph must be compelling and newsworthy.
  • "We're excited" is not news: Nobody cares that you're excited. What's the impact? What's the number? What's different?
  • Timing matters: Tuesday-Thursday, 9-11 AM local time gets best pickup. Avoid Friday afternoons, holidays, and days with major competing news.
  • Exclusive vs wide distribution: Offering an exclusive to one key journalist can get better coverage than blasting to 500. Use for major announcements.
  • Taiwan media specifics: Taiwan journalists respond well to LINE messages (not just email), appreciate Chinese-language releases (don't just translate from English), and value data/infographics that can be directly used in articles.
  • 记者会忽略90%以上的新闻稿：确保你的新闻稿能通过3秒浏览测试——标题+第一段必须引人注目且具有新闻价值。
  • 「我们很兴奋」不是新闻：没人在意你的兴奋之情。重点是影响力是什么？有哪些数据？有何与众不同之处？
  • 时机至关重要：本地时间周二至周四上午9-11点发布效果最佳。避免周五下午、节假日以及有重大竞品新闻的日子。
  • 独家发布vs广泛分发：向一位核心记者提供独家报道，效果可能比群发500人更好。适用于重大公告。
  • 台湾媒体特点：台湾记者对LINE消息（不仅是邮件）回应积极，偏好中文新闻稿（不要直接从英文翻译），重视可直接用于报道的数据/信息图表。

References

参考资料

  • For journalist database and pitch tracking, see 
    references/media-database.md
  • 如需记者数据库及推介追踪工具，请查看
    references/media-database.md