pr-press-release
用倒金字塔寫新聞稿，標題和第一段就要把整件事講完
中文翻譯
---
name: "pr-press-release"
description: "用倒金字塔結構、標題寫作最佳實務和媒體發布策略，寫出有效的新聞稿。使用者需要發布消息、寫新聞稿、向媒體提案，或打造有新聞價值的故事時使用，就算他們說的是「宣布我們的產品上市」、「寫一份新聞稿」、「爭取媒體報導」或「我們怎麼向記者推這個題材」也一樣。"
metadata:
category: "WP-02 品牌公關"
tags: ["pr", "press-release", "media-relations"]
---
# 新聞稿撰寫
## 框架
```
IRON LAW: Inverted Pyramid — Most Important First
Journalists scan, not read. The headline + first paragraph must contain
the COMPLETE story (who, what, when, where, why). Every subsequent
paragraph adds LESS important detail. If an editor cuts from the bottom,
the core message survives.
```
### 新聞稿結構
**1. 標題**（< 10 個字）
- 動詞 + 數字 + 價值：「CloudPOS Raises NT$100M to Expand Across Southeast Asia」
- 不要用行話，不要自我吹捧（「我們很高興宣布…」）
**2. 副標題**（選用，1 句話）
- 補充標題放不下的脈絡
**3. 電頭（Dateline）**
- 城市、日期，例如「TAIPEI, April 6, 2026 —」
**4. 導言段落**（用 2-3 句話交代 5W1H）
- 誰（WHO）在何時（WHEN）、何地（WHERE）、為什麼（WHY）、如何（HOW）做了什麼（WHAT）
- 這一段本身必須能單獨成為整則新聞
**5. 引述**（1-2 則）
- 來自 CEO 或相關的主管
- 必須提供見解，不能只是重述導言：用「這次擴張反映了我們相信…」，不要用「我們很高興宣布…」
**6. 補充細節**（2-3 段）
- 數據、脈絡、背景、市場資訊
- 依重要性遞減排序
**7. 公司簡介（Boilerplate）**（公司描述，約 50 字）
- 所有新聞稿都通用的標準「關於 [公司]」段落
**8. 聯絡資訊**
- 公關聯絡人的姓名、email、電話
### 標題寫作規則
| 要 | 不要 |
|----|-------|
| 用主動動詞 | 「Company X Launches...」 | 被動語態：「New product is launched by...」 |
| 放數字 | 「$5M funding」、「50% growth」 | 模糊：「significant growth」 |
| 要具體 | 「AI Resume Tool for Healthcare」 | 籠統：「Innovative New Solution」 |
| 關鍵字放前面 | 「[Brand] [Action] [Object]」 | 把新聞藏起來：「After months of work, [Brand]...」 |
### 發布策略
| 管道 | 觸及 | 成本 | 最適合 |
|---------|-------|------|----------|
| 通訊社（PR Newswire、BusinessWire） | 廣 | $$$ | 重大公告、SEO |
| 直接向媒體提案 | 精準 | 免費 | 特定記者、獨家報導 |
| 公司新聞室／部落格 | 自有 | 免費 | SEO、參考資料、隨時可查 |
| 社群媒體 | 追蹤者 | 免費 | 擴散、互動 |
| 台灣專屬：中央社、經濟日報 | 本地 | $-$$ | 台灣市場的公告 |
### 媒體提案 Email 範本
```
Subject: [Specific, newsworthy hook — not "Press Release"]
Hi [Name],
[One sentence: why this matters to THEIR readers]
[One sentence: the news]
[One sentence: the unique angle or data point]
Full release attached / below. Happy to arrange an interview with [person].
[Your name, contact]
```
## 輸出格式
```markdown
# Press Release: {Announcement}
## Headline
{< 10 words, verb + number + value}
## Sub-headline
{Context sentence}
## Body
{City}, {Date} — {Lead paragraph: 5W1H}
"{Quote}" said {Name}, {Title} of {Company}.
{Supporting detail paragraph 1}
{Supporting detail paragraph 2}
## About {Company}
{Boilerplate ~50 words}
## Media Contact
{Name, title, email, phone}
---
## Distribution Plan
| Channel | Timing | Notes |
|---------|--------|-------|
| {channel} | {when} | {notes} |
```
## 注意事項
- **記者會忽略 90% 以上的新聞稿**：要讓你的新聞稿撐過 3 秒的快速掃描測試：標題 + 第一段必須有吸引力而且有新聞價值。
- **「我們很高興」不是新聞**：沒人在乎你很高興。影響是什麼？數字是什麼？有什麼不一樣？
- **時機很重要**：週二到週四、當地時間早上 9-11 點，被採用的機會最高。避開週五下午、假日，以及有重大競爭新聞的日子。
- **獨家 vs 廣發**：給一位關鍵記者獨家，可能比群發給 500 人得到更好的報導。重大公告時可以用。
- **台灣媒體的特殊性**：台灣記者對 LINE 訊息（不只是 email）反應良好，欣賞中文撰寫的新聞稿（不要只是從英文翻譯），也看重可以直接用在報導裡的數據／資訊圖表。
## 參考資料
- 記者資料庫與提案追蹤請看 `references/media-database.md`英文原文
---
name: "pr-press-release"
description: "Write effective press releases using inverted pyramid structure, headline best practices, and media distribution strategy. Use this skill when the user needs to announce news, write a press release, pitch to media, or craft a newsworthy story — even if they say 'announce our product launch', 'write a press release', 'get media coverage', or 'how do we pitch this to reporters'."
metadata:
category: "WP-02 品牌公關"
tags: ["pr", "press-release", "media-relations"]
---
# Press Release Writing
## Framework
```
IRON LAW: Inverted Pyramid — Most Important First
Journalists scan, not read. The headline + first paragraph must contain
the COMPLETE story (who, what, when, where, why). Every subsequent
paragraph adds LESS important detail. If an editor cuts from the bottom,
the core message survives.
```
### Press Release Structure
**1. Headline** (< 10 words)
- Verb + Number + Value: "CloudPOS Raises NT$100M to Expand Across Southeast Asia"
- No jargon, no self-congratulation ("We're excited to announce...")
**2. Sub-headline** (optional, 1 sentence)
- Adds context the headline couldn't fit
**3. Dateline**
- City, Date — "TAIPEI, April 6, 2026 —"
**4. Lead Paragraph** (5W1H in 2-3 sentences)
- WHO did WHAT, WHEN, WHERE, WHY, and HOW
- This paragraph must stand alone as the entire story
**5. Quote** (1-2 quotes)
- From CEO or relevant executive
- Must add insight, not restate the lead: "This expansion reflects our belief that..." not "We are excited to announce..."
**6. Supporting Details** (2-3 paragraphs)
- Data, context, background, market information
- Ordered by decreasing importance
**7. Boilerplate** (company description, ~50 words)
- Standard "About [Company]" paragraph used across all releases
**8. Contact Information**
- PR contact name, email, phone
### Headline Writing Rules
| Do | Don't |
|----|-------|
| Use active verbs | "Company X Launches..." | Passive voice: "New product is launched by..." |
| Include numbers | "$5M funding", "50% growth" | Vague: "significant growth" |
| Be specific | "AI Resume Tool for Healthcare" | Generic: "Innovative New Solution" |
| Front-load keywords | "[Brand] [Action] [Object]" | Bury the news: "After months of work, [Brand]..." |
### Distribution Strategy
| Channel | Reach | Cost | Best For |
|---------|-------|------|----------|
| Wire service (PR Newswire, BusinessWire) | Broad | $$$ | Major announcements, SEO |
| Direct media pitch | Targeted | Free | Specific journalists, exclusive stories |
| Company newsroom/blog | Owned | Free | SEO, reference, always available |
| Social media | Followers | Free | Amplification, engagement |
| Taiwan-specific: 中央社, 經濟日報 | Local | $-$$ | Taiwan market announcements |
### Media Pitch Email Template
```
Subject: [Specific, newsworthy hook — not "Press Release"]
Hi [Name],
[One sentence: why this matters to THEIR readers]
[One sentence: the news]
[One sentence: the unique angle or data point]
Full release attached / below. Happy to arrange an interview with [person].
[Your name, contact]
```
## Output Format
```markdown
# Press Release: {Announcement}
## Headline
{< 10 words, verb + number + value}
## Sub-headline
{Context sentence}
## Body
{City}, {Date} — {Lead paragraph: 5W1H}
"{Quote}" said {Name}, {Title} of {Company}.
{Supporting detail paragraph 1}
{Supporting detail paragraph 2}
## About {Company}
{Boilerplate ~50 words}
## Media Contact
{Name, title, email, phone}
---
## Distribution Plan
| Channel | Timing | Notes |
|---------|--------|-------|
| {channel} | {when} | {notes} |
```
## Gotchas
- **Journalists ignore 90%+ of press releases**: Make yours survive the 3-second scan test — headline + first paragraph must be compelling and newsworthy.
- **"We're excited" is not news**: Nobody cares that you're excited. What's the impact? What's the number? What's different?
- **Timing matters**: Tuesday-Thursday, 9-11 AM local time gets best pickup. Avoid Friday afternoons, holidays, and days with major competing news.
- **Exclusive vs wide distribution**: Offering an exclusive to one key journalist can get better coverage than blasting to 500. Use for major announcements.
- **Taiwan media specifics**: Taiwan journalists respond well to LINE messages (not just email), appreciate Chinese-language releases (don't just translate from English), and value data/infographics that can be directly used in articles.
## References
- For journalist database and pitch tracking, see `references/media-database.md`