Conveying Good News About Products and Operations

It is usually a smart idea to transmit information regarding good changes, major breakthroughs and opportunistic trends such as the groundbreaking of new offices, the hiring of an executive, the launch of new merchandise or client solutions, and the donation to a major charity. To illustrate, Houston Translation Services workers shared a story with us about Tasty Meals, a company that has skillfully launched a new line of organic snacks to the retailers it serves. To preserve its placement in stores, Tasty Meals chooses to provide an innovative discount program to retailers that place large orders of its organic snacks. It reinforces personalized appointments from its sales force with a good-news message explaining the innovative program to buyers and planners. The message starts by announcing the news, explains the details of the promotional program in the center section, and ends with a little bit concerning resale data and a favorable forecast regarding a lucrative business relationship.

When the audience for a good-news message is large and scattered, however, it is usually easier to communicate through publications, television, and radio. If McDonald’s were to begin selling pizza, for example, the burger giant would probably want to let the media spread the word. What better way to get reactions from across the country than to publicize the testing.
Press releases are the specialized documents that convey news to the media. As explained by experts providing Spanish Translation in Washington D.C., they are written to match the style of the medium they are intended for. Press releases should be typewritten on plain 8.5-by-11-inch paper or special letterhead-not on regular letterhead-and should be double-spaced for print media, triple-spaced for electronic media. Clean photocopies may be sent by first-class mail to radio and television news directors and to editors of magazines and weekly newspapers. But individually typed, copies are more impressive hand delivered to city editors of the daily newspapers.

As professionals providing Chicago translation services suggest, the content of the press release should follow the customary pattern for a good-news letter; however, it avoids explicit references to any reader. Instead, it displays the “you” attitude by presenting information presumed to be of interest to readers. Furthermore, because no honest will run a press release that sounds like an advertisement, the “plug” for the company’s products has been relegated to the final section.