Observing various press releases from Channel 4, I have gathered that most appear to use the linguistic technique of
alliteration. Some adopt the ‘rule of three’, while others utilise rhetorical
questions in order to entice the reader. Register, contractions and the
presence/lack of slang are generally reflective of the show’s formality and
mode of address. Additionally, rhetorical questions may make an
appearance, prompting the reader to ponder its content and leave them in
suspense. Press releases typically promote and augment its most integral or
interesting aspects, and often follow the format detailed below (found on ‘http://www.marketingdonut.co.uk/’):
·
Who? Who are the key players — your company,
anyone else involved with the product? Who does your news affect/who does it
benefit?
·
What? What is new?
·
Why? Why is this important news — what does it
provide that is different?
·
Where? Where is this happening/is there a
geographical angle/is the location of business relevant?
·
When? What is the timing of this? Does this add
significance?
·
How? How did this come about?
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