来自费德勒的提示：如何捧起新闻稿的“大满贯”-美通社官网PR-Newswire

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.subnltop {display: none;} @media screen and (max-width: 991px){ .subnltop {display: block;padding: 30px 30px 0;} .subnltop img {width: 100%;max-width: 300px;} } @media screen and (max-width: 800px){ .overall .main.container { padding-top: 25px; } .subnltop {display: block;padding: 88px 30px 0;} } </style> <a href="/mkt_events/sn_605.shtml" class="subnltop"> <img src="https://www.prnasia.com/prnasia.com-PC/images/subnl.png" alt="sub newsletter"> </a> <div class="main container"> <div class="content"> <article id="post-20421" class="post-20421 post type-post status-publish format-standard hentry category-public-relations-corporate-communication category-press-release-writing"> <div class="entry"> <div class="entry-head"> <h1 class="entry-title">来自费德勒的提示：如何捧起新闻稿的“大满贯”</h1> <div class="text-block"> <div class="storyview-company">  <div class="company-left"> <div class="entry-info"> <a class="nickname" href="https://www.prnasia.com/blog/archives/author/bernice-tam">bernice tam</a> <span class="dot">•</span> <span>2018 年 01 月 15 日 pm 4:33</span>   </div> </div> <div class="company-right"> <div class="share-line"> <div class="share-tip-top">分享到：</div> <div class="cshare">  <div class="shareicon"> <i class="icon iconfont icon-sina"></i> </div>   <div class="shareicon"> <i class="icon iconfont icon-wechat"></i> </div>   <div class="shareicon"> <i class="icon iconfont icon-linkedin"></i> </div>   <div class="shareicon"> <i class="icon iconfont icon-qzone"></i> </div>    </div> </div> </div> <div class="clear"></div> </div> </div> </div>  <script src="/newsite/js/cshare.js"></script> <script type="text/javascript" charset="utf-8"> cShare.addDefine({ lang:1, title: "来自费德勒的提示：如何捧起新闻稿的“大满贯”", url: "", summary: "", pic: "", picMore1: "https://static.prnasia.com/pro/marketing/2018/blog/0115/1.jpg||https://static.prnasia.com/pro/marketing/2018/blog/0115/2.jpg||https://static.prnasia.com/pro/marketing/2018/blog/0115/3.jpg||https://static.prnasia.com/pro/marketing/2017/Blog/0803/Bernice1.jpg" }); </script>  <div class="entry-content clearfix"> <p><noscript><img alt="来自费德勒的提示：如何捧起新闻稿的“大满贯”" class="aligncenter size-medium" src="https://static.prnasia.com/pro/marketing/2018/blog/0115/1.jpg" width="1920" height="1080" /></noscript><img alt="来自费德勒的提示：如何捧起新闻稿的“大满贯”" class="aligncenter size-medium j-lazy" src="https://www.prnasia.com/blog/wp-content/themes/JustNews/themer/assets/images/lazy.png" data-original="https://static.prnasia.com/pro/marketing/2018/blog/0115/1.jpg" width="1920" height="1080" /></p> <p>“瑞士网球天王”费德勒在经过半年的休养调整后，在2017年赛季强势回归，赢得了包括澳洲网球公开赛及温布尔登网球公开赛两座男单大满贯等多个重要的锦标赛。无论是资深球迷还是吃瓜群众，都激动于见证了这位绅士球员的叱吒风云。</p> <p>这两三年看费德勒在场上驰骋，轻盈步法、正手抽击及发球速度一如以往地保持高水准，但在2015和2016年却是与多项大赛奖杯无缘，甚至多次在比赛初期就下马。然而，在2017年网球季，他的状态大好，自一月捧走澳网男单冠军之后，便一鼓作气，前后捧走七个冠军奖杯，成为2017年捧杯最多的男子网球员，世界排名也重回第二。</p> <p>为什么在同样的高水准下，费德勒在2017年能摆脱前两年的颓势，成功逆转呢？</p> <p><strong>原因非常简单：他的目标非常明确。</strong></p> <p>在清楚自己想要什么，或需要达到怎样的目标下，只要一点辅助和策略，便可以让它实现的机会大大提高。这不仅可以让费德勒重回巅峰，同样也可以用在新闻稿写作上。</p> <p><noscript><img alt="来自费德勒的提示：如何捧起新闻稿的“大满贯”" class="aligncenter size-medium" src="https://static.prnasia.com/pro/marketing/2018/blog/0115/2.jpg" width="800" height="532" /></noscript><img alt="来自费德勒的提示：如何捧起新闻稿的“大满贯”" class="aligncenter size-medium j-lazy" src="https://www.prnasia.com/blog/wp-content/themes/JustNews/themer/assets/images/lazy.png" data-original="https://static.prnasia.com/pro/marketing/2018/blog/0115/2.jpg" width="800" height="532" /></p> <p>定下明确目标有助于指导工作的方向，计划下一步行动，从而达到目标。对费德勒来说，他的目标很简单，就是争取大满贯。</p> <p>对撰写新闻稿来说，方法如出一辙。在下笔以前，我们需要先弄清发布新闻稿的目的。这可能是宣传最新活动、报告公司业绩或者公布人事任命。不少企业新闻的最终目的是希望尽量吸引更多读者及媒体的关注，让稿件做到能见度最大化，这是我们所要对准的“大满贯”之一。</p> <p>确立目标后，就要思考达到目的的方法。</p> <p>费德勒很清楚体力、旧疾和36岁的运动员“高龄”是自己最大的弱点，虽然他在技术上依然无可挑剔，但在体力上就可能不及一众后起之秀。因此在2017年赛季，他的大方针是节省因周车劳顿及过度练习而消耗的体力和时间，减轻身体负荷，以此让身体保持最佳状态，赢得大满贯。他不再像过去那两年拼到最后一刻，反而重新调整比赛日程，在2017年球季里放弃参加泥地赛季，以最有把握的草地和硬地赛优先，让自己获得充足的休息，集中去参与这两类赛事，增加赢取大满贯的机率。</p> <p>那么，在新闻稿写作方面，又有什么方法达到目标，做到让稿件能见度达至最大化？</p> <p><strong>1. 信息丰富的标题</strong></p> <p>在新闻稿写作上，标题中的丰富信息是能吸引注意的。标题中丰富的信息既能概括新闻稿的重点，让读者大致评估或猜想内容，也可以吸引他们阅读新闻稿。以<a href="http://hk.prnasia.com/story/196084-2.shtml">这篇稿件</a>的标题加以解释：</p> <p><strong>标题：</strong><strong>墨西哥艺术家</strong><strong>Jamie Ruiz为山顶凌宵阁创作大型壁画</strong></p> <p>此新闻稿标题只有二十个字，但已向读者提供了三项重要信息：活动参与人（墨西哥艺术家Jamie Ruiz）、地点（山顶凌霄阁）及活动内容（制作大型壁画）。这三项信息给予了读者一些新闻稿内容，而且也提及了关键词，有助于吸引大众和媒体继续阅读，一探究竟。</p> <p><strong>2. 善用多媒体内容</strong></p> <p>在文中运用多媒体内容，如图片、短片等，可进一步提供更多相关或更详细的信息。例如，在<a href="http://hk.prnasia.com/story/196084-2.shtml">上一篇稿件</a>里，我们看到艺术家绘制壁画的照片，呼应了新闻稿的标题。另外，壁画上的海洋生物进一步向读者说明新闻稿的内容与海洋保育相关，初步带出新闻稿的重点，并加深读者对新闻稿的印象。</p> <p><strong>3. 新闻稿重点需集中</strong></p> <p>虽然没有明文规定一篇新闻稿的长短，但在这个忙碌的时代下，读者对于长篇大论的内容已开始觉得难以下咽了。正如费德勒根据自己的目标选择退出某些赛事一样，在撰写新闻稿时也应该根据稿件的重点适当筛选内容，才能使稿件突出主题，使人留下深刻的印象。试想一下，如果一篇稿件的最初目的是要介绍某公司新的空气净化机，但内容却有一半都在讲优质空气对于运动的重要性，甚至连图片也是以运动为主，这明显是聚焦错误，原本的主角空气净化机沦为了配角，而且也可能让媒体对内容的期望有落差：究竟在报导时应该着重于体育运动还是空气净化机呢？这么一想，媒体可能就直接放弃这个内容了。</p> <p>要吸引读者阅读，在撰写新闻稿时须务必抓紧重点，尝试做到从标题到正文甚至多媒体内容都环环相扣，为读者留下深刻而统一的印象。以<a href="http://hk.prnasia.com/story/196084-2.shtml">这篇新闻稿</a>为例，虽然全篇新闻稿只有约一千字，但却是每一段都与“海洋保育”这个公益主题直接相关：</p> <p><em>第一段</em>：概括活动内容（创作巨型壁画）及举办活动的目的（加强公众关注华南地区过度消耗濒危海产的情况）</p> <p><em>第二段</em>：介绍了壁画上的动物（石首鱼、加湾鼠海豚和金钱龟）及绘画它们的原因（均为濒危动物）</p> <p><em>第三段</em>：解释选址凌霄閤举办活动的原因（著名地标），并同时说明了消息来源（香港上海大酒店）在活动的重要角色</p> <p><em>第四至五段</em>：简单说明墨西哥非法捕捞石首鱼及走私的情况</p> <p><em>第六段</em>：消息来源（香港上海大酒店）如何实践可持续发展理念及海洋保育工作</p> <p>所以从以上分析可见，这篇新闻稿的内容都围绕“海洋保育”一点，集中而突出，且没有多余的文字令文章变得冗长，仅一千字就能为读者及媒体带来丰富而充足的信息，辅以信息丰富的标题和相关度高的图片，令新闻稿更为完整。</p> <p>集中而突出的重点是吸引媒体关注与报导的关键，如果能成功抓住重点，吸引媒体注意从而带来更多读者，不就是达到了最初定下的目标吗？</p> <p><noscript><img alt="来自费德勒的提示：如何捧起新闻稿的“大满贯”" class="aligncenter size-medium" src="https://static.prnasia.com/pro/marketing/2018/blog/0115/3.jpg" width="801" height="535" /></noscript><img alt="来自费德勒的提示：如何捧起新闻稿的“大满贯”" class="aligncenter size-medium j-lazy" src="https://www.prnasia.com/blog/wp-content/themes/JustNews/themer/assets/images/lazy.png" data-original="https://static.prnasia.com/pro/marketing/2018/blog/0115/3.jpg" width="801" height="535" /></p> <p>订下明确目标，在有限篇幅下适当地取舍内容并做到言简意赅，从而突出新闻稿重点，给媒体和读者留下深刻印象。如此作为，虽然不一定每次都能够从众多新闻稿中突围而出，正如费德勒也不可能百战百胜一般，但如果在撰写新闻稿时注意以上几点，要捧起新闻稿的“大满贯”也不再是很难的事了。</p> <p> </p> <p>本文作者：</p> <figure style="max-width: 480px" class="wp-caption aligncenter"><noscript><img alt="来自费德勒的提示：如何捧起新闻稿的“大满贯”" class="size-medium" src="https://static.prnasia.com/pro/marketing/2017/Blog/0803/Bernice1.jpg" width="480" height="360" /></noscript><img alt="来自费德勒的提示：如何捧起新闻稿的“大满贯”" class="size-medium j-lazy" src="https://www.prnasia.com/blog/wp-content/themes/JustNews/themer/assets/images/lazy.png" data-original="https://static.prnasia.com/pro/marketing/2017/Blog/0803/Bernice1.jpg" width="480" height="360" /><figcaption class="wp-caption-text">作者：Bernice Tam，美通社助理编辑，毕业于香港浸会大学翻译学课程。</figcaption></figure> <div class="entry-copyright"><p>原创文章，作者：bernice tam，如若转载，请注明出处：https://www.prnasia.com/blog/archives/20421</p></div> </div> <div class="entry-footer"> <div class="entry-tag"></div> <div class="entry-action">  </div> <div class="entry-bar"> <div class="entry-bar-inner clearfix"> <div class="author pull-left"> <a data-user="11068" target="_blank" href="https://www.prnasia.com/blog/archives/author/bernice-tam" class="avatar"> <img alt='' src='https://cdn.v2ex.com/gravatar/f7f6f2edefd076d781220ced7a2cf61c?s=60&d=wp_user_avatar&r=g' srcset='https://cdn.v2ex.com/gravatar/f7f6f2edefd076d781220ced7a2cf61c?s=120&d=wp_user_avatar&r=g 2x' class='avatar avatar-60 photo' height='60' width='60' /> bernice tam </a> </div> </div> </div> <div class="entry-page"> <div class="entry-page-prev"> <a 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