The Press Release

The Press Release

 

🧩 What Is a Press Release?

 

Definition:

 

A press release is an official written communication sent to media outlets to announce something newsworthy—such as a product launch, event, partnership, or achievement—on behalf of an organization.

 

Purposes:

 

• To inform the media and public
• To attract media coverage
• To control the narrative
• To support brand visibility and public image

 

🗞️ Why Are Press Releases Important in PR?

Press releases are important in PR because they…

• help generate media attention for key events or initiatives
• provide official, on-the-record statements
• serve as promotional tools
• contribute to building trust and credibility
• are useful for both reactive (crisis communication) and proactive strategies

 

🧭 Types of Press Releases:

 

1. Product Launch – New products or services
2. Event Announcement – Conferences, festivals, webinars
3. Company News – Mergers, hiring, expansions
4. Crisis Communication – Company responses or clarifications
5. Awards and Recognition – Winning or being nominated
6. Partnerships/Collaborations – Joint ventures or alliances
7. CSR Initiatives – Community projects, sustainability actions

 

🧱 Structure of a Press Release:

 Elements of a Press Release Format:

 

1. Company Logo:
Placed at the top of the press release so journalists know who sent the document.

2. Contact Information (Optional):
You can then add company information such as its name, address, email, and phone number.

3. Headline and/or Subheadline:
The headline and subheadline are very important elements, so write them as if they were part of a breaking news story. Make sure they grab attention, as they might be the only parts a journalist reads.

4. Location and Date:
Start the first paragraph with the company’s location, written in uppercase, and the date of the release. If the company is in a well-known city, you don’t need to include the state.

5. Lead Paragraph:
This is the first and most important paragraph. It should summarize everything you plan to develop in the following paragraphs. Along with the headline, this might be the only paragraph a journalist reads, so it should answer all the questions a reader might have about the story.

6. The Story:
Develop your story in short paragraphs.

7. Company Information (Boilerplate):
End the release by including information about the company.

8. A call to action:

An expected reaction by the reader.

9. Final Note (Contact info):
Below the closing, the only thing you can include is a final note with your company’s details such as the website, an email address, or a phone number so the reader can get more information about the content of the release.

 

✍️ Language and Style:

Tone: Formal, objective, concise

Tense: Usually present simple and passive voice

Style Features:

• Avoid overuse of adjectives or promotional tone
• Include relevant figures, names, and dates
• Use action verbs
• Write in the third person

 

🧠 Example of a Headline & Lead

Headline:

LaSalle University Launches Green Campus Initiative to Cut Emissions by 40%

Lead:

CANCUN, Mexico – May 19, 2025 – LaSalle University has announced the launch of a sustainability program aimed at significantly reducing its carbon footprint over the next five years.

 

📌 Tips for Writing an Effective Press Release

• Keep it to one page
• Be newsworthy – focus on what makes the story important
• Make the first paragraph count
• Include one or two quotable statements
• Provide contact info for follow-up

 

✅ Checklist for Press Release Evaluation

• Is the headline clear and engaging?
• Does the lead answer the 5Ws?
• Are there relevant facts and statistics?
• Is there at least one quote?
• Is the tone appropriate for a media audience?
• Is the boilerplate informative?
• Is the contact info complete?

 

📚 References (APA 7th Edition)

Bivins, T. H. (2014). Public relations writing: The essentials of style and format (8th ed.). McGraw-Hill Education.

Guth, D. W., & Marsh, C. (2016). Public relations: A values-driven approach (6th ed.). Pearson Education.

Newsom, D., & Haynes, J. (2016). Public relations writing: Form and style (10th ed.). Cengage Learning.

Smith, R. D. (2020). Strategic planning for public relations (5th ed.). Routledge. https://doi.org/10.4324/9780429286959

Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2015). Public relations: Strategies and tactics (11th ed.). Pearson.

Associated Press. (2022). The Associated Press stylebook 2022 and briefing on media law. Basic Books.

 

Quiz of the press release: 

https://www.magicform.app/q/press-release-essentials-quiz-uqh

Assessment Rubric: Writing a Press Release

Course: Writing in English for Public Relations
Assignment: Press Release Writing
Total Score: 10 points

Criteria	Description	Maximum Score
Headline & Lead Paragraph	The headline is engaging and newsworthy, and the lead paragraph clearly answers the 5Ws (Who, What, When, Where, Why).	/2 points
Organization & Structure	The press release follows the correct format, including location/date, body paragraphs, boilerplate, call to action, and contact information.	/2 points
Content Development	The information is relevant, coherent, and supported with details, facts, and at least one quote.	/2 points
Language & PR Style	The writing uses a professional, objective, concise tone appropriate for public relations writing.	/2 points
Grammar, Mechanics & Presentation	The text demonstrates correct grammar, spelling, punctuation, formatting, and overall presentation.	/2 points

Performance Scale

Score	Performance Level
9 – 10	Excellent
8 – 8.9	Good
7 – 7.9	Satisfactory
6 – 6.9	Needs Improvement
Below 6	Poor

Corporate letter

Corporate letter

 

Professional Language Learning
1 Bonampak Avenue
Malecón Américas Business Center
Cancun, Quintana Roo, México
Tel: +52 (998) 555-1234
Email: info@professionallanguagelearning.edu.mx

 

Cancun, Quintana Roo, the 5^th of May 2025

 

Mrs. Miriam Rodríguez
Operations Submanager
Surburbia Labna
1 Labna Avenue

 

Dear Mrs. Rodríguez,

Greetings from Professional Language Learning in Cancún.

 

We are pleased to introduce our language training services, renowned for high-quality private, face-to-face lessons tailored to professionals, students, and international clients. Under the direction of Teacher Elmer Santana, we specialise in personalised instruction that ensures effective communication in English, French, and Spanish.

 

Located at the Malecon Américas Business Center, our school offers a convenient and professional environment for learning. Each course is designed with clear objectives and flexible schedules to meet the specific needs of our learners.

 

We are currently expanding our network of academic and corporate partners and would be honored to explore collaboration opportunities with your organization. Whether for employee training, academic exchange, or international program support, we are ready to provide custom solutions with measurable results.

 

It would be a pleasure to contact us to arrange a meeting or receive more information about our services. We look forward to the possibility of working together.

 

Sincerely,

 

Master Elmer Santana

Director of Professional Language Learning

 

A corporate letter is a formal written communication used by a company or organization to convey official information to internal or external stakeholders. It follows a professional tone and structure, and it serves various business purposes such as making requests, responding to inquiries, issuing invitations, confirming agreements, or handling complaints. Corporate letters help maintain transparency, build professional relationships, and ensure clear documentation of communication.

Key Body Information in a Corporate Letter

 

1. Opening Statement / Purpose: Clearly state the reason for writing. This sets the context for the rest of the letter  - “We are pleased to introduce our language training services…” This sentence introduces the sender's services and sets a positive, professional tone.

2. Background / Context: Provide any necessary details or background information the recipient needs to understand the situation or request. - “…renowned for high-quality private, face-to-face lessons tailored to professionals, students, and international clients… Under the direction of Teacher Elmer Santana…” It provides credibility and context by describing the service, target audience, and leadership.

3. Main Message / Offering: Present your main point, proposal, or request in a direct and respectful way. Use clear, professional language.- “…we specialise in personalised instruction that ensures effective communication in English, French, and Spanish.” It clearly states what the organization offers — multilingual, personalized language instruction.

4. Supporting Details: Offer relevant data, explanations, or reasons that support your message or request.- “Located at the Malecon Américas Business Center… clear objectives and flexible schedules…” It adds logistical and practical details that support the professionalism and accessibility of the services.

5. Call to Action / Collaboration Proposal: Clearly state what action you expect from the recipient or what the next steps are. - “We are currently expanding our network… honored to explore collaboration opportunities with your organization.” and “It would be a pleasure to contact us to arrange a meeting…” It Invites the recipient to consider a partnership and take action by arranging a meeting or requesting more information.

Exercise of useful phrases for a corporate letter

https://wordwall.net/es/resource/91530572

Writing Task: Corporate Letter for a University Bazaar

 

Title:
Writing a Corporate Letter from a Local Business to Support a University Bazaar

 

Objective:

Students will write a formal corporate letter representing a local company that wishes to support or participate in an upcoming University Bazaar. This task develops their ability to use formal tone, persuasive business language, and structured letter writing.

 

Scenario:

You are a representative of a local business (e.g., a café, design studio, bookstore, bakery, gym, etc.). Your company would like to take part in the upcoming University Bazaar organized by the Department of Public Relations at LaSalle University of Cancun.

 

Write a formal letter to Ms. Luz María Ferreyro, the event organizer, to express your company’s interest in collaborating or supporting the event.

 

Your letter must include:

1. Opening Statement (Purpose)
• Clearly state that you are writing to express interest in participating in the university bazaar.
2. Background or Context
• Introduce your business: its name, what it offers, and its community engagement.
3. Main Message or Offer
• Describe how your company would like to participate (e.g., donate products, offer services, sponsor activities, host a booth).
4. Supporting Details or Justification
• Explain the mutual benefits of the collaboration—for the university community and your business.
5. Call to Action or Next Steps
• Suggest a follow-up call, request more information, or confirm your interest in a meeting.

 

Format Requirements:

• Use formal structure:
• Sender’s contact details
• Date
• Recipient’s details
• Greeting
• Organized body (5 paragraphs)
• Formal closing (e.g., Sincerely, Kind regards)
• Signature line
• Word count: 200–250 words
• Address it to:
  Ms. Alejandra Camara
  Department of Public Relations
  LaSalle University of Cancun

 

 

 

Common Acronyms and Abbreviations in PR Documents

Common Acronyms and Abbreviations in PR Documents

 

Sample Document in Public Relations:

FOR IMMEDIATE RELEASE

April 7, 2025

 

XYZ Tech Launches New B2B Platform to Boost ROI and Strengthen CRM

 

Cancun, Mexico — XYZ Tech, a leading innovator in cloud-based solutions, announced today the launch of its new B2B platform designed to enhance CRM capabilities, improve KPI performance, and deliver measurable ROI for enterprise clients.

 

The new platform, named X-Connect, integrates advanced SEO features, real-time analytics, and customizable CTA tools to support B2B and B2C campaigns. With its intuitive dashboard and automated reporting tools, X-Connect allows marketing and PR professionals to track user engagement and optimize content based on UGC trends.

 

“Our goal was to create a platform that delivers value from Day 1,” said Maria Gómez, CEO of XYZ Tech. “By focusing on the client journey and refining every CTA, we’re empowering businesses to meet and exceed their digital communication goals.”

 

To support the launch, XYZ Tech has issued an RFP for regional digital agencies interested in collaboration. A dedicated FAQ section has been added to the website, and the full media kit is available upon request. The launch campaign will also include a series of op-ed contributions and influencer partnerships, with updates to be TBA.

 

All stakeholders and media are invited to attend the virtual product demo scheduled for April 21, 2025. Attendees are asked to RSVP by April 15. Details will be provided ASAP upon confirmation.

 

For further information or interview requests, contact:

PR Department – XYZ Tech

Email: press@xyztech.com

Phone: +52 998 555 1234

 

About XYZ Tech

Founded in 2010, XYZ Tech is a global provider of cloud-based business solutions that drive performance, engagement, and connectivity. Through innovation and a commitment to CSR, the company supports sustainable growth across all sectors.

 

Media Contact:

Paula Hernández

Director of Public Relations

XYZ Tech

Email: paula.hernandez@xyztech.com

Phone: +52 998 555 5678

Answer the following questions about the previous document.

What type of document is it?

What is the aim of the document?

Who is the sender?

Who is the recipient?

What are the details in relation to the document aim?

 

In the field of Public Relations, the use of acronyms and abbreviations is common in written documents such as press releases, media kits, reports, and internal communications. These elements contribute to conciseness and clarity in professional writing. It is essential that communicators understand and apply them appropriately to ensure precision and effectiveness in message delivery.

 

A clear understanding of commonly used acronyms and abbreviations is essential for effective communication in Public Relations. Their proper use allows for more concise, professional, and efficient documentation. Familiarity with these terms is therefore considered a fundamental component of professional writing in the field.

 

Individual Exercise:

List the 17 abbreviations and/or acronyms with their full form in the sample document.

References:

Public Relations Society of America. (n.d.). Public Relations glossary. Retrieved April 7, 2025, from https://www.prsa.org/resources/glossary-of-communication-terms

Smith, R. D. (2020). Strategic planning for public relations (5th ed.). Routledge. https://doi.org/10.4324/9780429287780

The Associated Press. (2022). The Associated Press stylebook and briefing on media law (56th ed.). Basic Books.

Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2015). Public relations: Strategies and tactics (11th ed.). Pearson.

Formal letters in Public Relations

 

Formal Letters in Public Relations

 

What is a formal letter?

 

A formal letter is a written document used to establish professional, respectful, and structured communication between individuals, institutions, or businesses. Its purpose can vary, including making requests, presenting complaints, issuing invitations, providing information, or expressing gratitude, always maintaining a serious and objective tone.

 

Main Characteristics of a Formal Letter:

• Defined structure: Includes header, recipient, salutation, body, closing, and signature.
• Formal language: Uses a respectful, precise register, free from colloquial expressions.
• Clarity and brevity: Communicates the message directly, avoiding redundancies.
• Specific purpose: Each letter has a clear and concrete objective.
• Professional format: Follows presentation norms, such as proper margins, correct alignment, and the use of formal paper if printed.

 

Essential Elements:

• Header: Includes the place and date, sometimes the sender’s information (name, address, contact), and the subject.
• Recipient: Name and title of the person the letter is addressed to, with professional title if applicable.
• Initial greeting: A respectful formula, such as "Dear Mr./Ms. [Last Name]".
• Content: The main information, divided into organized paragraphs.
• Closing: A polite phrase, such as "Sincerely" or "Cordially".
• Signature: The sender’s name, with title or additional information if applicable.

This type of letter is commonly used in business, academic, or administrative contexts, where clear and professional communication is required.

 

Most Common Formal Letters in Public Relations:

• Corporate Letter: Introduces a company or a product/service to new clients, partners, or the media. Its goal is to establish a professional first impression.
• Welcome Letter: A formal or semi-formal document used to establish a positive and friendly first contact with a person or group joining an organization, institution, or community. Its main purpose is to express cordiality, build trust, and provide key information about what the recipient can expect in their new role.
• Event Invitation Letter: Invites media, strategic partners, or special guests to events organized by the company. It is key to ensuring attendance and reinforcing relationships.
• Sponsorship Request Letter: Seeks financial or material support for events, projects, or company campaigns. It usually highlights benefits for the sponsor.
• Letter of appreciation: Expresses gratitude to clients, media, collaborators, or sponsors. It helps maintain positive relationships and strengthens the company’s reputation.
• Apology or Correction Letter: Used to offer apologies or correct mistakes to partners, clients, or the public in general. It is crucial for managing reputation crises.
• Press Release: Officially communicates relevant information to the media, such as product launches, internal changes, or important announcements.

 

Formal letter quiz:

https://www.magicform.app/q/formal-letter-quiz-np9

References:

Brown, P., & Levinson, S. C. (1987). Politeness: Some universals in language usage. Cambridge University Press.

Hargie, O. (2011). Skilled interpersonal communication: Research, theory, and practice. Routledge.

Kralik, M. (2016). Effective business communication: A guide for professionals. Routledge.

Lucas, R. W. (2019). The art of public relations writing. Pearson Education.

 

Special Cases of Word Formation through Affixation

What possible problems do you think that could appear during a wedding?

Read the following letter of complaint and identify the base words of the ones in bold.

March 31, 2025

 

Dear Sabrina Smith,
Wedding Plannet at Hyatt Zilara Cancun,

 

I am writing to formally express my dissatisfaction with the wedding ceremony held at your beachfront hotel on the 14th of December 2024. As the groom, I paid a significant amount for this event and had high expectations for its execution. However, several issues resulted in a disappointing experience.

The ceremony was severely delayed by over 45 minutes due to poor planning, which caused a great deal of inconvenience. The reception area was misplaced and disorganized, and the decorations were not as promised. Additionally, the beach setting was not properly maintained, with debris scattered along the shore and an unpleasant smell.

The entertainment was also poorly planned, with the band struggling to play requested songs and creating an uncomfortable atmosphere. These frustrating issues annoyed both of us, my bride and me, as well as our guests, and made this special day far from the memorable occasion we had anticipated.

I would appreciate the possibility of a full refund for the services that were not provided as expected. I look forward to hearing from you soon regarding this matter.

Sincerely,
Elmer Santana

Special Cases of Word Formation through Affixation

 

1. Doubling Consonants in Suffixation

 

When a suffix starting with a vowel is added to a base word that ends in a single consonant (and the preceding vowel is short), the consonant is often doubled.

 

Examples:

• Run → Running (doubling of "n")
• Sit → Sitting (doubling of "t")

 

However, if the stress is on the first syllable, the consonant is not doubled:

• Visit → Visiting (no doubling of "t")

 

2. Dropping the Final 'E'

When a suffix starting with a vowel (like -ing, -ed) is added to a base word ending in a silent "e," the "e" is often dropped.

 

Examples:

• Make → Making (e is dropped)
• Hope → Hoping (e is dropped)

 

3. Changing 'Y' to 'I'

When a word ends in "y" preceded by a consonant and a suffix is added, the "y" changes to "i" (unless the suffix begins with "i").

 

Example:

• Happy → Happier → Happiness
• Fly → Flies

 

However, note that when the suffix begins with "i," the "y" is retained:

• Play → Playing

 

4.  Infixation

While English doesn't commonly use infixes (affixes inserted into the middle of a word), certain informal or colloquial expressions do use them.

• un-freaking-believable (The infix "freaking" is inserted for emphasis.)
• abso-bloody-lutely (A playful insertion of "bloody" as an infix.)

 

5. Compound Words and Hyphenation

In some cases, when affixes are added to compound words, they may require hyphenation for clarity, especially in informal contexts.

 

Examples:

• Old-fashioned (compound word with a suffix)
• Double-checked (when double becomes a verb with suffix)

 

6. Suffixes Affecting Stress and Vowel Changes

Certain affixes change the stress pattern of words, which can sometimes cause spelling changes. For example, adding "-er" to a verb often changes the stress from the second syllable to the first.

 

Examples:

• Photography → Photographer
• Apply → Application

 

7. Compounding with Affixes

English also forms complex words by combining affixes with whole words (compounding), sometimes leading to irregular combinations.

 

Examples:

• blackboard (compounding of black + board)
• toothbrush (compounding of tooth + brush)

 

8. Latin or Greek rooted words

Some affixed words involve irregular spelling changes, especially when the root word undergoes vowel changes, which is common with Latin or Greek-derived words.

 

Examples:

• Create → Creation
• Vary → Variation

 

9. Affixation and Loanwords

Some words borrowed from other languages retain affixation rules from the original language, creating exceptions in English.

• ballet (from French) → balletic (adjective formation following French pattern)
• automobile → automotive (adjective form follows pattern from the original language)

 

10. Irregular Plurals

Some nouns form their plural with affixes that don't follow regular rules, either by changing internal vowels or through complete word shifts.

 

Examples:

• child → children (Irregular plural; the affix "ren" replaces the original plural form.)
• foot → feet (The vowel changes, no "s" is added.)
• tooth → teeth (Another example of a vowel change instead of adding a standard plural suffix.)

 

11. Irregular Verb Forms

Some English verbs, when converted to their past tense or past participle forms, do not follow regular affixation rules. Instead, they undergo vowel changes or complete changes in form.

 

Examples:

• sing → sang (past tense)
• go → went (past tense)
• buy → bought (past tense)

 

12. Irregular Comparatives

Certain adjectives have irregular comparative and superlative forms, which don’t follow standard patterns of affixation.

 

Examples:

• good → better (comparative)
• bad → worse (comparative)
• far → farther or further (comparative)

 

References (APA 7 format):

Granger, S. (2020). The morphology of English: Understanding affixation and its implications. Oxford University Press.

Katamba, F., & Stonham, J. (2006). Morphology: A study of the form of words (2nd ed.). Palgrave Macmillan.

Hogg, R. M., & Denison, D. (2006). A history of the English language. Cambridge University Press.

 

Collaborative Online Exercise:

https://www.english-grammar.at/online_exercises/word-formation/wf048-a-real-circus.htm

Individual Online Exercise:

https://www.english-grammar.at/online_exercises/word-formation/wf047-being-happy.htm#google_vignette

How to write a circular

Do you remember having received a circular in elementary school?

What type of messages were given in elementary school on a circular? 

Sender’s Information
Elmer Santana
English Department
Language Learning Institute
Cancun, Quintana Roo
Email: elmer.santana@lli.edu.mx

 

Date
May 29, 2025

 

Receiver’s Information
All Faculty Members
English Department
Language Learning Institute

 

Subject: Implementation of New English Language Assessment Tools

 

Salutation
Dear Colleagues,

 

Body
This circular is to inform you that, starting August 2025, the English Department will implement new standardized assessment tools for English language courses across all levels. These tools include updated rubrics for speaking and writing evaluations, as well as a digital placement test platform.

 

All faculty members are required to attend a training session on the new tools scheduled for July 15, 2025, at 10:00 a.m. in Conference Room 2.

 

Your participation and collaboration are essential to ensure the successful adoption of these tools, which aim to enhance the accuracy and consistency of our students' language proficiency evaluations.

 

Signature Block
Sincerely,
Elmer Santana
English Language Coordinator
Language Learning Institute

 

Enclosure

• Training Session Agenda
• Rubric Samples for Speaking and Writing
• User Guide for Digital Placement Platform

 

Presentation about how to write a circular

https://lasallecancun-my.sharepoint.com/:b:/g/personal/dc0707_lasallecancun_edu_mx/EWXnXENMyV9Mleu2qi2mi6EBhblyqM0oLvM2cwagyYPTTA?e=JphQH3

Circulars or fliers are a highly effective way to communicate with employees or customers. Many companies use circulars as notices in business communication to enforce dress codes and policies or invite employees to meetings or luncheons. Circulars can also be used as an advertising tool. There is a huge number of benefits to using circulars, but a circular must include certain features to be most effective. Additionally, distribution is important for circulars in business communication.

Source: https://smallbusiness.chron.com/circulars-business-communication-2808.html

Assignment: Write a circular in teams for an assigned case.

🧾 Common Cases or Situations for Writing a Business Circular:

 

🔁 Internal Circulars (within an organization)

1. Policy Changes or Updates
   Used to communicate new policies or revisions to existing ones to all employees.
2. Announcements of Meetings or Events
   To invite or inform staff of official events, training, or meetings.
3. Staff Appointments or Transfers
   To notify employees of new hires, promotions, retirements, or transfers.
4. Holiday or Leave Schedules
   Sharing annual holiday calendars, office closures, or mandatory leaves.
5. Reminders or Instructions
   Reinforcing deadlines, procedures, and best practices.
6. Internal Promotions or Achievements
   Celebrating achievements or milestones internally.

 

🌐 External Circulars (for clients, customers, or the public)

1. Product Launches or Service Updates
   Announcing the launch of new offerings or updates to services.
2. Price Changes or Offers
   Informing clients about discounts, seasonal offers, or price adjustments.
3. Change of Address or Contact Details
   Sharing updated contact information with the public.
4. Corporate Social Responsibility (CSR) Activities
   Informing stakeholders about initiatives supporting social or environmental causes.
5. Public Announcements
   General notices for stakeholders or the public about important news.
6. Mergers, Acquisitions, or Strategic Changes
   Official notices about organizational restructuring or new partnerships.

 

📚 References (APA 7th Edition Format)

Bovee, C. L., & Thill, J. V. (2021). Business communication today (15th ed.). Pearson.

This book provides a comprehensive overview of business communication formats, including circulars.

Guffey, M. E., & Loewy, D. (2021). Essentials of business communication (11th ed.). Cengage Learning.

Offers practical examples of business circulars and their uses in professional contexts.

Locker, K. O., & Kienzler, D. S. (2019). Business and administrative communication (11th ed.). McGraw-Hill Education.

Discusses the purpose and structure of different forms of organizational communication, including circulars.

Rentz, K., & Lentz, P. (2020). Business communication: A problem-solving approach (2nd ed.). McGraw-Hill Education.

Provides cases and exercises for teaching effective business communication.