PMIS116 BUSINESS COMMUNICATION For 2024 Exams 1|Page

TRUST ACADEMY

in collaboration with

MIDLANDS STATE UNIVERSITY

PMIS116 INTRODUCTION TO BUSINESS COMMUNICATION

[Diploma in Diploma in Management Information Systems; Diploma in
Networking and PC Engineering & Diploma in Telecommunications]

LECTURE NUMBER : SEVENTEEN [17]

FACILITATOR : MR MUFUNDISI

NEWS RELEASE

Key concepts and terms

Press Release/News Release SOLAADS

Inverted Pyramid 5Ws & 1 H

The news release sometimes referred to as a media release or press release is a

communication tool used by organizations to obtain coverage in certain media without paying
for it. It is often written by the public relations practitioner working for the organization, but not
published by him or her. It should be newsworthy and written well enough to make it attractive
for a journalist or editor to consider it worthy of publishing. A news release is used in the field of
public relations to announce something newsworthy about an organization such the launch of
new product or service, the release of the results of a survey or support for a community event. A
good press release starts with a headline, includes specific details in the body, and is finished

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with contact information. It runs 300 to 800 words. If written correctly, it is a fantastic tool to
gain brand visibility.

What is a news release?

A news release is an announcement sent to the press and other media about anything considered
to be newsworthy. A news release is a statement distributed to the media to generate press
coverage of specific news. A news release is designed to inform the public about company
activities. A press release is a statement distributed to the media to generate press coverage of specific
news. A press release is not an advertisement but it can result in useful publicity for the company
issuing the release.

Reasons why companies send news releases to the media

1. Relocation of offices
2. Move to new premises
3. Changes in top personnel
5. Purchase of new buildings
6. Introduction of new products

Models for writing a news release

Two models:

1. The Inverted Pyramid/Story Order

2. The Seven-Point SOLAADS Formula

The Inverted Pyramid/Story Order

A news release is based on the inverted pyramid model/formula as shown above. This model or
formula illustrates that the most important information is mentioned first (in the opening
paragraph). This is followed by the details of the story, including quotes from relevant people in
support of these details. Supporting and background details regarding the main purpose and idea
are also discussed. The least important information is mentioned last. The inverted pyramid
allows editors to:

1. Select key information from the opening paragraph

2. Cut the article from the end (bottom or base of the pyramid) up so that it will fit into a
newspaper
3. Use the opening paragraph to give key facts answering 6 questions known as the 5Ws & 1 H
as follows:

 What - what is happening? [subject]

 Who - who is involved? [people and organizations involved]
 Where - where is it happening? [venue, location, place]
 When - when is it happening? [date, time]

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Figure 1 The Inverted Pyramid/Story Order

 Why - why is it newsworthy? [reasons, purposes, objectives]

 How - how will things come out? [Manner, format, form, means]

The Seven-Point SOLAADS Formula

This shows the essential data to be included in a press release and provides an order for the
information giving a checklist of data required before writing the release. It also indicates the
sequence of information and allows the writer to see whether he/she has omitted any vital details.
SOLAADS is acronym for:

 Subject - what is the story about?

 Organization - what is the name of the organization?
 Location - where is the organization located
 Advantages - what is new, special or beneficial about it?
 Applications – how can the product or service be used?
 Details - what are the sizes, colours, prices or other details?
 Source - this is different from location, e.g. location might be where the work is done;
source will be the head office address

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Format of the news release

A press release should contain your business logo, a headline, a lead paragraph that summarizes
the news you are announcing, and three to four body paragraphs that give more details. Then, it
concludes with information about your organization, which is called the boilerplate, and contact
information. Here are the contents of a news release:

1. Name and logo of the organization or company

The first thing you should put on your press release is your company name and logo. They
should be positioned at the top center of the page.

2. Main heading
The main heading consists of the statement ‘NEWS RELEASE’ or ‘PRESS RELEASE’ which
is boldly written in capitals.

3. Subject heading
Include a clear, snappy & appropriate subject heading briefly describing what the news release is
about. Use a catchy, strong headline – which is not too sensational – to capture the main angle of
the story. The headline should appear at the top and center of your press release but below the
main heading. Since the headline is usually the most eye-catching part of your press release, you
want it to compel people to read your press release. You should keep your headline short and to
the point, and centered. Use language that is clear and easy to understand.

4. The body
The body of the news release is where the message is written. The body is divided into 3 parts:
an opening paragraph; middle paragraphs and the closing paragraph. The first body paragraph
should present the 5 Ws & 1 H - who, what, when, where, why or how of the press release. This
should act as a summary that gives the reader a general idea of what you are writing your press
release about and why. You should stick to the facts here, and avoid hyping or trying to sell your
products or services. A good opening paragraph is essential to grab the editor’s (and ultimately
the reader’s) attention. Give the main essence of the message in this opening. The middle and
subsequent paragraphs will contain any media content that you want to include like images,
audio, and videos, along with quotes from relevant people in support of these details as well as
some background information. Use quotes to highlight certain aspects of your story. Quotes can
help add another perspective other than that of the writer. For example, if you have a happy
customer, you can add a quote as a testimonial from them. If you are introducing a new C-level
employee, a quote from them about how happy they are about starting with the company is a
great addition. There should be only one good quote in a press release. This section serves to
complete the story you have introduced in the headline and first body paragraph. The final
paragraph of your press release is called a boilerplate. It is your ‘About’ section that appears at
the very bottom of your press release. This is where you can write about your company’s
background, awards, amount of time in business, or anything that might be of interest regarding
your company. It is also where you include some less important information.

5. End Notation

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If your press release uses two pages, the first page should end in with “-more-” centered at the
bottom of the page. Your final page should end with three pound signs, like this: ### or the word
‘ENDS’. This tells the media that you are through with your story and that they got the entire
document. Often, when sending press releases over fax or email, pages would be missing, so
adding the notation of “###” tells the press that they have all the pages they need to cover this
story.

6. Contact information
Put contact information. This includes the ways to contact the person that can answer questions
about this press release directly and should have the contact person’s name, organization,
physical and postal address, email, and website addresses and telephone and fax numbers.
Include these contact details so that journalists can contact the contact person in the manner in
which they are most comfortable. This maybe right-justified or left-justified so that it is
positioned along the right margin or left margin. It should look like this:

7. Date
Include the date the news release was written.

Language and style for writing a news release

Use third person. Write as though you are the newspaper editor, talking about your company as
an outsider. Avoid personalized words such as ‘I’, ‘You’, ‘Me’, ‘Our’, instead use impersonal
constructions e.g. ‘He’, ‘She’, ‘They’ etc. Do not make your press release sound like an
advertisement or invitation. Write in an interesting, snappy, punchy style with short sentences,
short paragraphs & simple words. Something that may seem an uninteresting event can be made
into an effective story by using appropriate wording and innovative angles. Try to appeal to
human interests where possible. Avoid puffery (words of self-praise or words which exaggerate)
& clichés (words which have been used so often that they have lost meaning e.g. Its like, You
know, I mean). Use factual rather than emotive language. Always write as simply and directly as
you can, in language which will be clearest to the largest range of possible readers. As a rule,
write to express, not to impress, like a journalist would, keeping it factual. Convey the message
as simply and as directly as possible. Use verbs rather than adjectives - they make a story
stronger. Add a quote if you can but only if the person making it adds weight to the story or has
something important to say. Not all stories need them, sometimes they state the obvious, but
usually they add a human touch. Sometimes a quote can add credibility, like an endorsement.

Rules for writing a news release

1. Include name & logo of your organization
2. Write NEWS RELEASE or PRESS RELEASE boldly in capitals
3. Compose an appropriate, snappy, strong, catchy headline to capture the main angle of the
story
4. Write ‘move’, ‘more’, ‘continued’ etc. at the foot of the page if you want to go to the next
page
5. Number each continuation page at the top
6. Write the subject heading on each continuation page
7. Write the word ‘ENDS’ boldly in capitals to show that you have finished writing your story

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Figure 2 Very high first class press release

NEWS FROM WEDDING WISHES COMPANY

NEWS RELEASE

HOME OWNERSHIP SCHEME FOR LOWLY-PAID STAFF

Wedding Wishes Company is to provide 100 low-cost houses for its lowly paid staff. The houses will be built in Harare.
Construction will begin in January 2026. This home ownership scheme is the brainchild of Miss Sasha Sheasby, the
company’s founder and chief executive officer. She bought land for future company development, but due to an acute
shortage of houses in Harare, she decided to use it for housing instead.

Miss Sasha Sheasby, company founder and chief executive officer said: “I bought land for future development, but
decided to use it for housing instead”.

Each house, costing $1 000, has a family room, two bedrooms, bathroom and kitchen. Houses have been designed to
allow building on. All services will be provided.

Wedding Wishes Company has other social responsibility schemes. Further plans include education bursaries, in house
training schemes and a transport scheme.

-ENDS-
(148 words)

For more information about the low-cost home ownership scheme; please contact:

Ms Ritah Chigubhu
PUBLIC RELATIONS MANAGER
Wedding Wishes Company
10 Gudo Street
P. O. Box MB100
Mbaresdale
HARARE

Tel: (0242) 210186

Mobile: (+263) 773 046 923
Fax: (0242) 210 310
Email: wedwishes@mweb.co.zw
Website: www.wedwishes.co.zw

8. Include contact details of the person who may be contacted should the media or interested
readers need further clarification. Also include contact person’s position, organization/company
name, physical/postal address, telephone & fax numbers, email address & website.

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Figure 3 Very high first class press release

NEWS FROM CHINYARADZO CHILDREN'S CHARITY CCH

PRESS RELEASE

GOVERNMENT DONATES $2 MILLION TO CHINYARADZO

The government has made a donation of $2 million to the Chinyaradzo Children's Charity. The presentation was
made at a reception held at the organisation's head office in Highfields, on Tuesday 12 December 2025.

Miss Sasha Sheasby, the Minister for Child Welfare said "The work of Chinyaradzo in caring for orphaned and
abused children is known throughout the world. The government recognises this fact and is delighted to assist the
charity with this donation."

Chinyaradzo was established in 1923 by the most Reverend Bernard Mzeki in Harare. During the past 80 years
Chinyaradzo has opened numerous branches in the Zimbabwe and has several international branches in Africa. The
charity currently cares for over 400 children in this country and over 1,000 children between the ages of two and 16
years in Zambia, Ethiopia, Kenya and South Africa.

Mr Sean Ramsey, managing director for Chinyaradzo, stated "This donation from the government is very welcome.
The charity has been experiencing a drop in donations over the past three years and as a result we have had to
postpone renovation plans in a number of our homes. This donation will allow us to proceed with a number of
projects we wish to carry out."
-ENDS-
(207 words)

Kudzai Makoni, Press Officer

Chinyaradzo Children's Charity
Tel: +263 210186

For further information please contact:

Mr Sean Ramsey Tel: +263 210186

Managing Director Fax: 0207 678 2222
Chinyaradzo Children's Charity After hours Cell: 0773046923
46 Gudo Street
Highfields Date: 16 December 2025
HARARE Ref: DoH 23/1324

End of Lecture # 17
ALL THE BEST IN YOUR EXAMS AND CAREERS!!

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