Wang Zhefeng: How to write a press release the text to do event marketing soft
Recently, some friends advice if I were to write a press release soft-Man, as well as how to do event marketing, summed up the night with everyone Jiu Ji, the hope to help all. First take a good a title, equivalent to half the battle. News headlines, if not attractive, it is possible to lose many readers. No one watching the news, the value of a further big is no good. Very eye-catching title to make the final analysis, in order to improve enterprise effectiveness of the publicity the event news.
The first is the contradiction between the incident, or should the focus be reflected in the title, and its position should be clear, with a sensational resistance, pondering, is able to guide the reader to imagine what will happen to sum up the next to do the following: accurate, clear, image, vivid. Accurate, context questions together and summarized properly; clear-cut, support what is against what must clearly and unequivocally reflected in the title; the so-called image, that is the impression of reading the feeling, as if the face of television cameras; vivid, is to make the title of a vibrant, dynamic strong.
specific operation: the incident in the eye pull out of the news produced the title, and the news it wants regardless of where the phrase in the lead, or in the main, or at the end of the. Title necessarily made real question, as far as possible among the elements of the news Roujin title. If no dispute that may arise, avoid the use of vague expressions, eye and some news may be a little, and some may include two or even three, for enterprises, a media report the news of the event marketing point of preferably a , if two or more words, would dilute the company or product. If I have to have two news eye, then there must be one between the two will be able to understand the relationship between the front and rear.
produced the following titles to talk about the specific norms and taboos place.
(1) news headlines of the seven specifications
① structure
news headlines must have a dynamic vocabulary, specifically the "behavior of the main act + acts + object" of the sentence structure.
② voice
only the active voice, passive voice be used with caution in order to make news and the facts expressed in a more direct and forceful.
③ tense
In addition to special needs, not in the title and given the time, using the fact that the present tense statement of basic information in order to feel fresh newspapers, giving readers a strong sense of time; to the news and the facts will take place, it should be using in the title "will" annotated.
④ punctuation
News Headlines punctuation omitted as much as possible. Comma and the comma, as far as possible to replace with spaces to make layout breathable, more Qingli. Prohibited the use of an exclamation point, to avoid giving the subjective feelings. Try not to use ellipses and dashes, because ellipses of at least two characters occupy the space; try not to use a question mark, in the sentence itself when the interrogative sentences, disabling a question mark; In addition to expression of anti-language meaning, as far as possible without using quotation marks.
⑤ words
the human eye perspective of the normal reading is 25 ℃, one of them are listed the number of words without turning his head 6 to 8 characters. Less than 9 characters, font size too big, blank pages too, there is water is suspect. More than 11 characters, font size is too small and difficult to attract attention. One-line banner headline of the number of words should be 9 - 11 between the words (whether outside or four open).
⑥ sentence
the effect of different sentence different, but ultimately the purpose of this title for the spread of thematic content services. In the news headlines were more using a declarative sentence, interrogative, imperative sentence, without the main grooves.
declarative sentence type title: declarative sentence type the title seriously, there is momentum, drawback is that for no reason, sometimes rather long.
interrogative sentence type title: interrogative style title can often attract more readers. For such a controversial coverage of news, with interrogative-style re-fitting.
Imperative Sentence Title: imperative sentence, saying the request, order, advice and urging of the sentence. The title of this sentence can press to express the position it is very clear.
"a" phrase-type header. By the relationship between the verb "is" do predicate head consisting of the sentence, called "Yes" phrase.
"is" able to articulate the words type the title of news theme, suitable for an objective description of the news content.
"a" phrase-type header. The verb "have" as a predicate head consisting of the sentence, called "have" words. This
"a" phrase-type suitable for an objective description of the news content.
No Man Sentence title. No main clause is omitted the subject of the sentence. As the omitted subject, no title of the main sentence, generally short and pithy.
⑦ Title Language
Title Language as popular. Title Language popularity, the people would be happy to accept. Title language popularity, we must first do no uncommon words. Avoid using uncommon words in context, but also as far as possible the use of metaphor, analogy and the use of digital and other methods, so that the title language mass.
(2) to do news headlines of the top ten taboo
① headlines appeared in the non-redundant words.
② number of words in the subject to avoid too many names and place names, dealt with it is to switch on the sub-theme in.
③ is strictly prohibited in the title that there is no common or misleading names short.
④ heading try not to wrap, do not split sentence; forced to switch the time, pay attention to a separate trip to the meaning of a complete and does not cause ambiguity.
⑤ news and the facts of the situation is a one example, news headlines to do the macro statements with caution.
⑥ if no special needs or is obviously a non-judgment, to avoid the subjective in the title appears in a strong word, such as "even", "dare" and other words, as far as possible to ensure the newspaper image of a rational and objective color.
⑦ do not advocate the use of questions with the title in the news, information and tell the reader what the content of what is, without grandstanding, playing hard.
⑧ news headlines make judgments, to in the text there is sufficient evidence to support, to avoid solitary card, overdone judgments.
⑨ heading try not to appear too strong professional vocabulary, good at things that are known to serve as a bridge, would be uncommon professional vocabulary translated into popular vocabulary.
⑩ in the title number, as far as possible with the readers into a life experience and try a specific description. If you want to convey a huge number, we must make it understandable.
hope that the above and to everyone to help, the recent establishment of a QQ group: 2.70648 million, we are happy with the exchange.
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