Session 6: Polite Language and Press Releases

Agenda
1. Polite Language
2. Grammar Review
3. Press Release

Activity 1: Polite Language

The statements below are too direct and could be interpreted as rude. Change them to be more
polite using indirect language.

Direct Possible Polite Solutions

1. This project will cost too much. I’m afraid the project will cost too much

2. I don't know what you mean. I’m sorry I don’t know what you mean

3. There's an issue with your order. It seems there’s an issue with your order

4. That's too expensive That’s not cheap

5. Cancel the order. Could you cancel the order ?

6. I want to see you now to discuss the I would like to see you to discuss the project
project.

7. I've got some bad news. I’m afraid I’ve got some bad news

8. What do you need? It seems you need help/what would you need

9. I can't make it to the meeting.

10. The deal has failed. The deal doesn’t work

Activity 2: Grammar Review: Complete the sentences with the present simple or present
continuous of the verb in brackets.

1. (You / come) _____do you come_________tonight?

2. I (work) ____’m working__________ at the moment.
3. (He / come) ____does he come__________to London often?
4. (You / play) ___do you play___________ tennis this Sunday?
5. I can’t make it to the party because I __’m meeting____________ (meet) a friend for
drinks tonight.
6. She (not / go) _____dosen’t go_________ to the cinema very often.
7. You usually (arrive) ___arrive___________ late.
8. He normally (eat) ___eats___________ dinner at home.
9. My boss _____is always sending _________ (always / send) me emails on the weekend.
It drives me crazy!
10. My train ____leaves__________ (leave) at 3:30pm.

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Activity 3: Read the short text below that gives advice on how to write a press release.

Audience: Press releases go out to news agencies, so write with this audience in mind. Ask
yourself why journalists would be interested in reading about a person, product, service, or
event. Why is it newsworthy?

Title: Use active verbs (e.g. announce, present, distribute, endorse) in a present tense. Leave
out articles like a, an, the: 'Sylista announces historic guest designer collaboration with Urika
Wantabe'.

Content: Explain essential information: Who? What? Where? When? Why? Use your
company's name and the names of major participants and avoid personal pronouns (he,
they, it, etc.). You may even include a quote from someone important. Keep the tone formal.

Ending it: Write an effective conclusion. Leave your readers with a memorable idea. Always
include your contact information so journalists can ask for further information, if necessary.

Read it before sending: Always read your press release before sending it. Look for common
errors like missing subjects and verbs, punctuation, wrong -ing, -ed or verb participle
(They're interested [interesting] jeans; We have been wear [wearing] them a lot);
sentences that are too short (It's a winner) or too long (We're writing to let all stores
nationwide and around the world know about our new, wonderfully smelling perfume that
includes incredibly delicious scents such as cedar, rose, and musk, which were all found and
created in our lab during the spring months last season).
Activity: Complete the press release about new perfume for U-Nique Fragrances by
underlining the best alternative.

FOR IMMEDIATE RELEASE

Paris, July 15, 2020

WE'VE LAUNCHED / U-NIQUE LAUNCHES1 lTS NEW FRAGRANCE: FLORAL-EVER

U-Nique announces a new fragrance for summer. Open a bottle of Floral-Ever and a garden
full of aromas will surround you. Floral-Ever has essences of cedar and jasmine blossoms.
Floral-Ever will be distributed / will be distributing2 in stores at end of the month.

In addition to free samples in stores, there will be a TV advertising campaign featuring the
supermodel Prishka, and directed by Jim Furton / a commercial3.

Known for his alternative movies, he / Furton4 brings a surreal feel to the Floral-Ever
image.

Pop band The Spin has agreed to lend a remix of their 1980s hit In the Garden.
Marketing Now magazine explains the ad campaign team as 'a tornado of talent. Prepare
to be blown away by the seductive imagery and sound'.

Everything is now ready for the launch. / Everything will be coming up roses with U-Nique's
Floral-Ever new fragrance!5

Please contact Jo McAliistar, U-Nique , Fragrance Division , 49-235-6793, jo.mcallistar@

unique.com, www.unique.com/ contacts

Activity 4: Writing a Press Release

Now individually, write a Press Release of 150-200 words announcing a new and surprising
collaboration between two brands of your choice. Try to choose two very contrasting brands
for an unlikely collaboration.
This assignment will be graded individually.
FOR IMMEDIATE RELEASE

Paris, December 1st, 2023

Chanel and Intermarché announce a big gift for christmas

The famous luxury brand Chanel launched a special Christmas box with Intermarché: an
unexpected christmas!
Composed of six balls, two little bags of chocolate and candies and two bath balls inspired by
Chanel perfumes: N°5 and Coco mademoiselle. The goal of this innovative collaboration is
about giving a luxury experience with three types of products: nutrition, decoration and
wellness and available for only 79,99 euros in France and England.
It’s a big surprise for everyone who likes or not the luxe because it’s very original and
audacious, daring to lower prices and make them available in supermarkets and to want to
co-create to offer the Chanel experience this time to a larger number of people.
On this first day of december Chanel and intermarché offer you the opportunity to have a
luxurious and comforting Christmas at unbelievable prices with this beautiful box.
All set for a month of magic at low prices.
Please contact Leena Nair at LunaNAir@gmail.com , chanelxintermarchechristmas.com for
more informations