English 1.1 lesson 4

• English
• HBO
• Studiejaar 1

Today

- Feedback on assignment 2, version 1

- Insight in words (vocabulary) to use

- Grammar practise

peer feedback

• Team up with someone who has done as much work as you
• Compare how you filled in assignment 2
• Are there any differences that you do not understand? Ask someone else! (or your teacher)
• Can you pay your classmate a compliment?
• Can you give your classmate a tip?

Vocabulary

Which words do you use in a press release?

Do you understand this proverb?

Honesty is the best policy

Discuss together

Consider this case

• You are adding an extra tour to your travel package for young families. Instead of only a trip to the zoo and a visit to the circus, you are now also offering a day at an amusement park.
• You will announce this in a news item for two travel magazines.
• You have read somewhere that a popular word in press releases is "eagerly anticipated"
• Do you think that is appropriate for this bit of news?

Is "eagerly anticipated" an appropriate term for the extra tour for the family package?

Yes

No

Undecided

Unlikely..

It is higly unlikely that any potential traveler was eagerly anticipating an extra tour. They may appreciate it, certainly, but remember: honesty is the best policy.

Do not claim things that are patently untrue.

Why should you only make claims in a press release that are true?

1. Journalists will not believe you, and will not appreciate your trying to fool them.
2. Your mother has taught you not to lie.

A better word

• A reminder: adding an extra tour to travel package for young families. First: trip to the zoo + visit to the circus. Added: a day at an amusement park.
• What would be good words to describe this bit of news?
• Remember: it must be good enough to interest your prospective customers!
• Discuss in your groups

Your word(s) to desribe this news

No correct answer

Note that there is no correct answer to the previous question. The 'best' word to use depends on:

- topic

- news medium

- target group

- style of the writer

Which verbs are synonyms for "introduce"?

1. present, launch, unveil
2. launch, berth, fasten
3. make, present, loosen
4. present, give, offer

Note

introduce, present, launch, unveil

useful vocabulary!

Internal jargon

Generally understood usage

customer

end-user

client

pax

No jargon

Your message must be understood by the reader you target

How do you think you will come across if you use war analogies like "taking over" and "dominating"?

it's a new product, so you claim too much

you will come across as very confident

I don't know, really

Tip

Only claim what you can live up to if you want to be more than a one trick pony!

End of the day, who do you write your press release for?

1. the journalists
2. your boss
3. yourself
4. the reader

Audience

Think about your audience and put yourself in their shoes. How does your news announcement make someone who might not be familiar with your company think or feel?

Perspective

 Think of people you interact with in life. Do you like hanging out with people who talk about themselves all the time? The likelihood is you don’t. And neither will your audience. Avoid releases that take a constant first person, “I” perspective. (For example, Company X achieves X. Company X wins X, Company X is pleased to announce X.)

Instead, consider what the announcement means to the audience. Of course, a first-person perspective is unavoidable and necessary at times, but consider how your audience can benefit or be impacted by the news and use more inclusive language.

Your opinion on this headline, please:

Ucommune’s Shenyang Project Achieves 98.22% Occupancy Rate in Less Than 9 Months via Asset-Light Model. 

Your opinion?

😒🙁😐🙂😃

It was an example of a good press release headline

The headline incorporates figures (98.22% - 9 months) that show why the news is significant and demonstrates why the brand is a leading name in the office space industry.

What do you think of this one?

Sophie’s Bionutrients Unveils The World’s First Plant-Based Burger Patty Made From Microalgae.

What is your opinion?

😒🙁😐🙂😃

Another good headline

The headline shows a clear news value – the use of  the words “world’s first” helps to capture the attention of the audience and so does the novel concept of developing burger patties from microalgae.

This press release garnered more than 65,000 views and was reported by relevant media outlets.

From buzz word to killer word

For example: "revolutionary" 

Instead, explain WHY it may be revolutionary: for example: "cheaper/faster/stronger/more versatile...."

Let your customers decide whether it is revolutionary or not.

Oh, and do not forget to mention ..."than": faster than, etc.

What a claim to make!

What do you think of the word "award winning"?

1. Not informative: it is better to say which award was won.
2. Share your successes, however minor!

What do you think of "dynamic"?

1. Not informative: explain WHY it is dynamic
2. Sounds hip and happening

Is it wise to offer "solutions"?
As in "the solution to your problem".

1. Yes, obviously: nobody likes problems
2. Only if you explain what problem you will solve

Reading material

At home: read the information on the next slide

www.newswire.com

Grammar

Quiz on the tenses

Note: do not use contractions

Only use capital letters where needed

So far, there .....(be) no bidders yet for the car I put up for sale.

............(you+go) to Saint Tropez with your parents this summer?

Did you know that King Henry VIII ......(marry) four times?

.....(you + visit) your parents recently? I think I spot those lovely biscuits your father always bakes.

What .....(you+do) all morning? Honestly, nothing seems to be finished.

.....(I+ not + finish) reading the book that you lent me, but I do like it very much.

Note

If these grammar questions did not go well, you have to revise chapters 23 &24!

Homework

• If necessary, revise assignment 2 based on today's feedback. 
• Read the blog ( see link in this LessonUp)
• Watch the web lecture (next slide)
• Write & bring the draft of your press release (assignment 3)
• Study unit 25 and do the progress test of MyGrammarLab

web.microsoftstream.com