Writing a Press Release

Do you need a well-written newsworthy press release?

A concise press release is the most accepted method of submitting news or story ideas from your group or business. But what is news? New employees, employee promotions, a new product launch, a company merger, special events, or your attendance at seminars, conventions or meetings. A item of interest doesn’t have to be “big” to be newsworthy.

An effective press release will answer six critical questions:

• Who?
• What?
• When?
• Where?
• Why?
• How?

This information will allow the editor to determine if the story fits the newspaper's criteria for news. A press release about upcoming events should be submitted at least 10 days in advance. Newspaper and Internet editorials often attract more readership than advertisements, while radio interviews and TV reports also provide excellent publicity. Publicity is a special form of public relations that involves news stories about an organization and its products. Like advertising, it involves an impersonal message that reaches a mass audience through the media. But several things distinguish publicity from advertising: it is not paid for, the organization that is the subject of the publicity has little control over it, and it appears as news and therefore has creater credibility than advertising. Organizations seek good publicity and frequently provide the material for it in the form of news releases, press conferences, and photographs. Example of press release written by Theresa Lütge-Smith below.

 

GENERAL PRESS RELEASE: First South African fast-food franchises to open in China

An ititial R19m has been approved for the development of the first 21 outlets - out of an envisaged 200 - of South African fast-food franchises to be established in China within the next 12 months. The first three franchises are Black Steer, Mochachos and Vetkoek Palace. Negotiations with other local emerging franchisors are continuing.

The official opening of the first of these outlets is scheduled for August/September this year. A South African-based company, Xu Yan International, trading as International Business Management Services (Pty) Ltd. (IBMS) concluded 10-months of negotiations with local fast food franchisors and the Shanghai Yinqiao Property Management Co. Ltd. in China. Property developments are underway to revamp premises to create the authentic ambience of the franchise brands.  

The Director of IBMS, Mr. Henk Grabe says, "We are optimistic about the Chinese market over the next ten to 20 years, based on China's anticipated admission into the World Trade Organization (WTO) at the end of this year. Mr. Grabe recently returned from China where he met with several investment companies that represent entrepreneurs and aspirant franchisees. Black Steer and Mochachos signed eleven and ten contracts respectively to open branches in Shanghai and Quing Dao.

An average investment required to establish a Black Steer franchise is R1, 4m, while a Mochachos outlet costs R522 000. IBMS recently added Vetkoek Palace to its client list of local franchisors. A Vetkoek Palace outlet costs R334 000. Negotiations to open at least another three Black Steer, three Mochachos and two Vetkoek Palace outlets in China are in progress.  Mr. Grabe says, "The number and diversity of fast-food outlets throughout mainland China has mushroomed over recent years. Some newly emerged marketing patterns such as take-away outlets; restaurant franchises and food-courts have significantly enriched the fast-food sector and provided considerable job and self-employment opportunities. IBMS plans to open another 200 franchise outlets in China over the next three years, including the brand names being launched this year."    

The fast-food industry has been growing at a rate of 20 percent per annum over the past decade; sales revenue accounts for over one-third of China's fast growing food and beverage industry. The business turnover for the sector was at least US$24.19 billion in 2000. Today China plays an increasingly important role in world trade - establishing foreign brands and exporting local enterprises worldwide. Market research conducted by the Asia Market Intelligence Company suggests that Western-style fast-food consumption will continue to grow in China at an annual rate of more than 46 percent over the next 3 years, while at the same time Chinese fast-foods are projected to grow only 15 percent. 

Mr. Stephen Lu--who heads IBMS's offices in Beijing--says, "IBMS will be the only South African company exhibiting at the Fourth Annual Conference and Franchise Exhibition to be held in Shanghai, Beijing and Saenzen in November this year. This exhibition is expected to attract more than 12,000 Chinese investors and business people whose chief interest lies in franchising and business opportunities."  IBMS has prepared a prospectus, which includes an outline of its division of income and shareholding. An initial 30 percent shareholding has been allocated to Black Empowerment Investment. The company is currently investigating this field to attract investors.