Page 70 - 引導人訓練會(扶輪領導學院RLI)手冊

扶輪領導學院台灣分部
Rotary Leadership Institute Taiwan Division

補充資料 LPR-3: 公共關係稿件

Insert LPR-3: Public Relations Writing

要寫一篇公共關係的稿件之要素，是要流暢、合乎邏輯推理及簡明的能力。大部份寫公共關係的稿件的 目的是

要抓住讀者之注意，把資訊迅速地傳遞及邀請媒體報導你的故事。
The ability to write easily, logically, and succinctly is essential for public relations. The object of most PR writing is to grab the reader’s attention,
convey information quickly, and invite the media to cover your story.
顛倒的金字塔：大部份發佈的消息及其他為媒體使用之消息是一個倒立的金字塔形式，即最重要及相關
的資訊在最上端，接下的則為較不重要的消息。標題及第一段是發佈新聞最重要的兩部份。要確保它們 引起編
輯及記者之注意。

Inverted pyramid. Most press releases and other written communications for the media use an inverted-pyramid style, with the most important and
relevant information at the top, followed by gradually less important information. The headline and the first sentence are the two most important parts of
a press release. Make sure they’re compelling enough to draw in the editor or reporter.
五個 Ws，在第一段中加入這五個 W，最理想的情形是在第一行
‧ 誰？你故事的主要焦點人物；一個人或團體，故事的中心
‧ 什麼？你扶輪社或團體所參與之大事或計畫
‧ 何地？事件之地點，包括街道之也址
‧ 何時？事件發生之日期及時間或參與人員或計畫之時期
‧ 為何？該事、人或計畫對大眾重要的原因。

The five Ws. Include the five Ws in your first paragraph, ideally in the first sentence:
‧ Who? The main focus of your story; a person or group at the center of the story
‧ What? The event or project with which your club is involved
‧ Where? The location of the event, including a street address
‧ When? The time, day, and date of an event, or the time period involved for a person or project
‧ Why? The reason the event, person, or project is significant to the general public
在其後之段落中，提供該事件計畫之細節或敘述人或團體獲得某種成果。 在新聞發佈之外，扶輪社員可以將該
故事以許多其他方法來與媒體溝通，諸如：

‧ 媒體提醒，“時間嘎吱嘎吱”的新聞編輯室重視媒體提醒，更精簡的新聞發佈，理想即將到來的事件或
提醒就如同子彈的形態答覆這五個 W，將這些提醒寄給媒體聯絡單位。
‧ 致編輯之信件，社論是報紙最被閱讀之部份，而信可以被許多人收到，應用國際扶輪之樣本來開始。
‧ 專欄文章，所謂專欄文章是由非報社人員所寫的文章，在寫專欄文章前，事先瞭解你社區的人所關註
的話題。

‧ 媒體工具包，準備一個特別的封套包含扶輪、扶輪社及材料等之所有資訊，特別為該事件量身訂做。
‧ 事實清單，它提供扶輪計畫之細節以確保新聞記者在正確之背景資料。
In subsequent paragraphs, provide details about the event or project, or describe how the person or group achieved something extraordinary.
Beyond the press release. Rotarians can communicate stories to the media in many other ways, such as:
‧ Media alerts. Time-crunched newsrooms appreciate a media alert, a more condensed version of a press release. Ideal for upcoming
events or reminders, just answer the five Ws in bullet format, and send the alert to media contacts.
‧ Letters to the editor. The editorial page is one of the most-read sections of the newspaper, and a letter can reach many people. Use the
templates from RI to get started.
‧ Op-eds. An op-ed is an opinion piece written by an individual who isn’t on the newspaper’s staff. Before writing an op-ed for your paper,
learn what topics are of interest to your community.
‧ Media kits. Prepare a special folder that holds general information about Rotary and your club as well as materials tailored to the event.
‧ Fact sheets. Fact sheets provide details about Rotary programs to ensure that journalists have accurate background information.

Excerpted from www.Rotary.org

扶輪領導學院學員手冊-第三部 3 -28 RLI Student Manual- Part III