商务英语写作教程 Unit 6
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新编商务英语基础教程Unit 6
Unit 6 The Quality and QuantityI Teaching Aim1. Cognitive Information(认知信息): Quality and Quantity of Customers2. Language Focus(内容重点):1）Word Study: A. cast, complex, relatively, critical, matter, conversely, specific, seminar, initially； B. income, budget, straightforward, cost, beneficial, individual, prospective, overall2）Phrases: A. in the hopes of, depend on, result in, instead of, be exposed to；B. seek to3）Key Words: A. spread；B. Specify3. Grammar: There be 结构4. Writing （写作技巧）: 英语写作的语气5. Translation （翻译技巧）: 句子主语的翻译III Background InformationThe Marketing Plan营销计划营销决策的核心部分就是营销计划。
营销计划的作用是：需要营销人员充分地了解营销决策的结果。
需要营销人员充分地了解他们所经营的市场。
制定目标并且为企业内部人员提供指导。
营销计划无论是计划一年或更长，都要求进行市场研究，以便更好地了解市场。
随着对市场的了解，营销人员可以根据以下要点进行计划：企业任务——企业长期发展的目标。
这是企业高层领导的意愿并且长期不变。
宗旨——反映出企业的希望。
与企业任务一样，企业宗旨也是从上贯彻到下的。
宗旨可能是以财政目标（比如，赢利）或营销目标的形式（比如，达到市场份额的某一水平）。
实用职场英文写作教程Unit 6 Notices
6. Due to the recent government financialcuts, we have been forced to make the following changes;… 由于最近 政府削减财政，我们不得不做出以下调整……
7. The new appointment has been issued by the boards with effect from February 1st, 2019. 董事会发布的新任 命将于2019年2月1日起生效。
1. 四多一少。四多：被动语态多，将来时态多，简单句多，祈使句多。一少：修饰语少。 2. 通知的开头要交代清楚活动的内容、对象、时间和地点。我们称之为四“w”。即：what，who，
when，where． 3. 层次清晰。一个层次表达一件事，切忌在一个句子中表达多件事情。
Sample Reading
Writing Techniques
1. 通知的标题要清晰醒目，这样可以让读者对通知主题一目了然，好的标题还可以吸引人们的注意 。通知的标题一般为“Notice”，“Announcement”,但有些情况也可直接点名主题如“National Holiday”, “lecture”, “Football Match” “Found”或“Lost”等。
5. 海报
• 海报是用来报道演出、影讯、球讯等活动的一种带有宣传广告性质的招贴， 有时配绘画，形式别致，多用手写。用缩略语较多。
6. 启事
启事是一种公告性应用文。机关、团体、单位或个人有需要公开向大家说明的或有某种请求，把它简 要写出，张贴于公共场所，如有特殊需要的也可登在报纸、杂志上。启事的标题应醒目，可不用称谓 。有时要写地址和日期、署名。
8. Please be informed that…敬告诸位
7. The new appointment has been issued by the boards with effect from February 1st, 2019. 董事会发布的新任 命将于2019年2月1日起生效。
1. 四多一少。四多：被动语态多，将来时态多，简单句多，祈使句多。一少：修饰语少。 2. 通知的开头要交代清楚活动的内容、对象、时间和地点。我们称之为四“w”。即：what，who，
when，where． 3. 层次清晰。一个层次表达一件事，切忌在一个句子中表达多件事情。
Sample Reading
Writing Techniques
1. 通知的标题要清晰醒目，这样可以让读者对通知主题一目了然，好的标题还可以吸引人们的注意 。通知的标题一般为“Notice”，“Announcement”,但有些情况也可直接点名主题如“National Holiday”, “lecture”, “Football Match” “Found”或“Lost”等。
5. 海报
• 海报是用来报道演出、影讯、球讯等活动的一种带有宣传广告性质的招贴， 有时配绘画，形式别致，多用手写。用缩略语较多。
6. 启事
启事是一种公告性应用文。机关、团体、单位或个人有需要公开向大家说明的或有某种请求，把它简 要写出，张贴于公共场所，如有特殊需要的也可登在报纸、杂志上。启事的标题应醒目，可不用称谓 。有时要写地址和日期、署名。
8. Please be informed that…敬告诸位
商务英语写作实务课件Unit 6
Chinese provided.
Dear Mr. Li, _I _a_m__ex_t_r_e_m_e_l_y_g_l_ad__t_o_h_e_a_r_t_h_at_y_o_u__h_a_v_e_g_o_t_a__p_ro_m__o_ti_o_n_i_n__y_o_u_r _c_o_m_p_a_n_y_.（听说你 在公司得到升职，我由衷地为你感到高兴）. Congratulations!
It is excellent of you to get a promotion, for after all you have just been in the company for six months. As we all know, _y_o_u_a_r_e_a_l_w_a_y_s_a__b_o_th__h_a_rd_-_w_o_r_k_i_n_g_a_n_d_c_r_e_a_ti_v_e_ __p_er_s_o_n_,_（你工作十分努力，而且有创造性）, which is essential to achieve your goals in work.
Section Three Situation Writing
Situation 1
You heard that your friend Mr. Liu opened a new office in Beijing and you write a letter to congratulate him. Complete the following congratulation letter with the Chinese provided.
Yours truly, Maggie
Sample 2
Dear Mr. Wool, Congratulations on your promotion to Manager of the Marketing Department. There is no doubt that you deserve this promotion. It has been a pleasure working with one as competent as you are. I have always felt that you handled problems exceptionally well. We are looking forward to your trip to China next month when we can celebrate your advancement in a more formal way. Wish you continued success.
Dear Mr. Li, _I _a_m__ex_t_r_e_m_e_l_y_g_l_ad__t_o_h_e_a_r_t_h_at_y_o_u__h_a_v_e_g_o_t_a__p_ro_m__o_ti_o_n_i_n__y_o_u_r _c_o_m_p_a_n_y_.（听说你 在公司得到升职，我由衷地为你感到高兴）. Congratulations!
It is excellent of you to get a promotion, for after all you have just been in the company for six months. As we all know, _y_o_u_a_r_e_a_l_w_a_y_s_a__b_o_th__h_a_rd_-_w_o_r_k_i_n_g_a_n_d_c_r_e_a_ti_v_e_ __p_er_s_o_n_,_（你工作十分努力，而且有创造性）, which is essential to achieve your goals in work.
Section Three Situation Writing
Situation 1
You heard that your friend Mr. Liu opened a new office in Beijing and you write a letter to congratulate him. Complete the following congratulation letter with the Chinese provided.
Yours truly, Maggie
Sample 2
Dear Mr. Wool, Congratulations on your promotion to Manager of the Marketing Department. There is no doubt that you deserve this promotion. It has been a pleasure working with one as competent as you are. I have always felt that you handled problems exceptionally well. We are looking forward to your trip to China next month when we can celebrate your advancement in a more formal way. Wish you continued success.
商务英语 Unit 6
工厂交货价 仓库交货价 船边交货价 船上交货价
成本加运费 成本加保险费加运费
CFR(C&F) Cost and Freight CIF Cost, Insurance and Freight DCP CIP DDP Delivered Carriage Paid Carriage and Insurance Paid Delivered Duty Paid
货物运费付至 运费、 运费、保险费付至 完税后交货
The Shifts of Risks and Costs between Seller and Buyer
Think about it:
Why should we have incoterm?
To set the price To define the respective responsibilities of the seller and the buyer To eliminate any possibility of misunderstanding and subsequent dispute
friendly informal polite impatient
helpful aggressive formal hostile
Useful functions!
If you require some information, you can say: Could you please tell me if/ when/ how much/ why…? I wonder if you could tell me…? I’d like to know… I’d like some information about… Or you can write: We require the following information… Please let us know whether/when/how much… When someone gives you some information you can comment or reply: Oh, I see. That’s interesting. Thanks for letting me know.
成本加运费 成本加保险费加运费
CFR(C&F) Cost and Freight CIF Cost, Insurance and Freight DCP CIP DDP Delivered Carriage Paid Carriage and Insurance Paid Delivered Duty Paid
货物运费付至 运费、 运费、保险费付至 完税后交货
The Shifts of Risks and Costs between Seller and Buyer
Think about it:
Why should we have incoterm?
To set the price To define the respective responsibilities of the seller and the buyer To eliminate any possibility of misunderstanding and subsequent dispute
friendly informal polite impatient
helpful aggressive formal hostile
Useful functions!
If you require some information, you can say: Could you please tell me if/ when/ how much/ why…? I wonder if you could tell me…? I’d like to know… I’d like some information about… Or you can write: We require the following information… Please let us know whether/when/how much… When someone gives you some information you can comment or reply: Oh, I see. That’s interesting. Thanks for letting me know.
商务英语与写作unit6
Perhaps you have heard rumors of all sorts about the future of our company. Some say it is going out of business, some say it is to be closed, and still some say it is merging with some other company belonging to a mysterious businessman from Shanghai. But I am pleased to tell you that the last is true. We are merging. Effective January 1, 2007, our company will become a wholly owned subsidiary of Shanghai Hengguang Textiles Company. Board members of our would-be parent company asked me to let you know of their sincere intentions to carry on operation at this company on an autonomous basis.
To ensure the copier’s survival, it is important to keep the following procudures in mind. (main point ) · the machine for no longer than Use 30 minutes at a time.
Memorandums
6.商务英语写作(修订版) 第六章
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Chapter
Letters of Payment and Settlement of Accounts II. Sample Analysis
Questions for comprehension: 1. Do the letters use direct order or indirect order? 2. What is the purpose of each letter? 3. Does each letter include necessary explanations about its purpose?
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Chapter
Letters of Payment and Settlement of Accounts 2. Settlement of Accounts
• Today credit is widely use in business, especially in B2B business. • Letters of settlement of accounts usually take direct writing style, but sometimes you have to use indirect way of writing, appealing to sympathy, fairness and self-interest.
1. Letters of Payment 2. Settlements of Accounts 3. Writing pattern
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Chapter
Letters of Payment and Settlement of Accoun Payment is an important issue in business. • Four main payment methods: Open account Prepaid Documentary collection: D/P, D/A Letter of Credit (L/C) • Letters of payment usually discuss the method of payment or talk about getting the payment documents prepared, expedited or changed.
商务英语综合教程(上册)Unit 6 Imports and Exports
Text
Unit 6 Imports and Exports
3 If nations traded item for item, such as one
automobile for10,000 bags of coffee, foreign trade would be extremely cumbersome and restrictive. So instead of barter, which is the trade of goods without an exchange of money, the United states receives money in payment for what it sells. It pays for Brazilian coffee with dollars, which Brazil can then use to buy wool from Australia, which in turn can buy textiles from Great Britain, which can then buy tobacco from the United States.
Unit 6 Imports and Exports
Text Exercises Related Technical Terms Grammar
Unit 6 Imports and Exports
Unit 6 Imports and Exports
Unit 6 Imports and Exports
must import sugar.
Text
Unit 6 Imports and Exports
6 Third, one nation can sell some items at a lower cost
商务英语阅读与写作unit 6
Unit 6Writing for Orders and Executing OrdersSection1. How to Write Letters Placing and Executing OrdersObjectives:To give a brief introduction to what is an order and reply to an orderTo enable Ss to become aware of main content of letters for an order and reply to an orderTo enable Ss to familiarize themselves with the samples givenTo read and practice using some of the important words and expressions for business writingTo do exercises and practice translating quotation, offer and counter-offer给一个简要介绍什么是一个订单和回复一个订单使学生了解字母的主要内容为一个订单和回复一个订单使学生熟悉样本给阅读和练习使用一些重要的单词和词组,商务写作做练习和实践翻译报价,报价,并还盘I. What Is an Order and Reply to An Order?An order is a request to supply a specified quantity of goods. V ery often, it is only after the exchange of a number of letters, faxes or E-mails that the two parties come entirely to terms and the buyer finally places or fills a formal order by letter or fax.When a seller receives the relative order and confirms and accepts its terms and conditions, he may begin to execute the order to the buyer’s satisfaction. However, there are times when a seller does not accept the buyer’s order for some reasons. Letters declining an order should be written with utmost care and an eye to good will and future business.一个订单是一个请求提供一个指定数量的商品。
商务英语写作第六章
Useful notes:
回避责任 挑错 得到赔偿 撤消投诉 提供证据 商业文件 合同条款 evade responsibility find fault with to cover a loss from withdraw a claim provide proofs business document contract clauses
Exercises:
On receiving a letter of claim one must analyze and investigate in detail whether the claim is justified and within his of her responsibilities for compensations. 收到索赔信时首先要详细地分析和调查这个索赔 是否合理，是否在你赔偿责任范围之内。
1). The Opening
The first paragraph you should start with acknowledging the complaint or delivering the good new. We have received your complaints of, referring to your order No.XXX Thank you for bringing us attention to the of… matter of …should reach you in three days days… should
ቤተ መጻሕፍቲ ባይዱ
Write a letter
Your company has received a letter from ABC Company complaining about the shipment of wrong amount of goods and inferior materials (reference order 9835/E). sizeThey ordered 100 size-36coats (model no. 134), but only received 10. Besides, the color of the coats was not consistent . Write an adjustment letter to comfort your customer and offer reasonable solutions.
当代商务英语Unit 6
Refrain: Please refrain from smoking during the performance. 演出时请勿吸烟。 Can you refrain 各位不要大笑，好吗？ Anticipate: I anticipate his arrival at four o'clock. 我期待他4点钟到达。 Try to anticipate what your child will do and forestall problems. 尽量预见你的孩子会干什么，并预先阻止问题发生。 We don't anticipate any major problems. 我们预料不会发生什么大问题。
Anonymous: It is an anonymous letter. 这是一封匿名信。 The author wishes to remain anonymous. 作者希望姓名不公开。
Routine: a series of routine medical tests. 一系列常规的医疗检查
Compelling: The evidence was so compelling that he felt constrained to accept it. 证据是那样的令人折服，他觉得不得不接受。 She found his story so compelling that she had forgotten to drink wine. 他的故事使她听得入神，以至她忘记喝酒了。 Grudge: He is not the kind of person to bear anyone a grudge. 他不是那种爱记仇的人。 He still bore a grudge against him. 他对他有不满情绪。
商务英语写作课件-Unit 6
涉外商务合同按繁简不同，可以采取不同的书面形式，如正式 合同（Contract）、协议书（Agreement）、确认书（Confirm ation）、备忘录（Memorandum）、订单（Order）等等。一 份正式的合同通常由以下几个部分组成：
一、封面（Cover page） 二、前文（Preamble） 一般包括订约日期和地点 （Date and Place of Signing），合同当事人及其国籍、主要营业场所或住所（Sign ing Parties and Their Nationalities, Principal Place of Business or Residence Addresses），当事人合法依据 （Each Party’s Authority，如该公司是 “按当地法律正式组织而存在的”/ A Corporation Duly Organized and Existing Under the Laws of XXX），订约缘由/说明条款（Recitals or Whereas Clause）。
国际惯例 （10） international business contracts
国际贸易合同
How to write effective business contracts
A business contract is the legally binding written agreement between two or more parties. It is an important part of business and needs to be created and reviewed carefully.
irrevocable L/C at sight: 意思是不可撤销的即期信用证。
Unit 6 商务英语写作
Acknowledgement
confirmation After the receipt of the order, you, as a seller, should lose no time to state your acknowledgment either by a printed acknowledgment form or a letter, or both.
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Content of Acknowledgement
1. Acknowledge the order with an expression of thanks; 2. Restate the contents of the order details of the goods details of the business 3. Assure the buyer of your prompt and careful execution of the order and express your desire for future orders. 4. Enclosure your sales confirmation in duplicate for counter-signature.
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to order sth.at a price按……价格订购 我方向贵公司订购120套TS—号意大利家具，每套320 美元，CIF 上海交货。 We order 120 units of Italian furniture No, TS– at $320 per unit CIF Shanghai. 已收到贵方产品目录和价格表。现按所示价格订购下列 货物。 We have received your catalogue and price list, and now we order the following goods at the prices named.
朱明zhubob商务英语写作-Unit-6-Offer-and-Counter-offer
This offer is firm subject to your immediate reply which should reach us not later than ……. We believe that the above will meet your requirements and we are looking forward to your quick response as well as making orders.
装运表达方式
一月装船 Shipment in / during Jan. 一月底装船 Shipment not later than Jan. 31st 在…(时间)分两批装船 Shipment during … in two equal installments 分…月装运 In three monthly shipments
注意: 最后部分同以往不同,为 Seller’s company name
Dear Sir or Madam, Men’s Shirts and Men’s Jackets We acknowledge receipt of your letter of 10th this month, from which we note that you wish to have our firm offer for both Men’s Shirts and Men’s Jackets CFR Rotterdam. We are making you an offer for 5000 dozen of Men’s Shirts at RMB98.00 net per piece CFR Rotterdam or any other European Main Ports for shipment during March/April, 2001. This offer is firm, subject to your reply reaching us on or before February 5, our time.(以 你方答复于2月5日前到达我方为有效)----有效期 Please note that we have quoted our most favourable price and are unable to entertain any counteroffer.
商务英语应用文写作 Unit_6
•1. You should tell the receiver from where you get the receiver’s address
• Ex. We are interested in your men’s leather shoes displayed in the Guangzhou Commodity Fair.
• 4) Collection: a) D/A documocuments against acceptance.
• Ex. In keeping with our usual terms of payment, we have drawn on you at 60 days and passed the draft and shipping documents to your banker.
• Ex. Please advise if you are able to supply this product and provide the lowest price FOB Tianjin.
• Ex. Please give us detailed information on CIF Guangzhou prices, discounts and terms of payment.
Unit 6 Inquire
•The Study Purpose
•The Introduction of Inquire
• A. General Inquires
• B. The specific inquiry
• The Specific Inquiry Letter may Including the Following.
• 2) Usance Credit
• Ex. We are interested in your men’s leather shoes displayed in the Guangzhou Commodity Fair.
• 4) Collection: a) D/A documocuments against acceptance.
• Ex. In keeping with our usual terms of payment, we have drawn on you at 60 days and passed the draft and shipping documents to your banker.
• Ex. Please advise if you are able to supply this product and provide the lowest price FOB Tianjin.
• Ex. Please give us detailed information on CIF Guangzhou prices, discounts and terms of payment.
Unit 6 Inquire
•The Study Purpose
•The Introduction of Inquire
• A. General Inquires
• B. The specific inquiry
• The Specific Inquiry Letter may Including the Following.
• 2) Usance Credit
实用商务英语写作课件-Unit 6[51页]
![实用商务英语写作课件-Unit 6[51页]](https://img.taocdn.com/s3/m/e79d370fcc22bcd126ff0cf2.png)
Answer for Reference
Dear Rose, I was pleased to hear that you had been promoted to
sales manager of ABC Company. Congratulations! ABC Company is certainly lucky to have such an aggressive and hard working person in charge of its marketing operations.
Principles
a) A letter of congratulation should make receivers feel certain that he or she deserves the recognition;
b) The congratulatory note should be brief and pithy;
Wish you even greater success in the future.
Youof Thanks
1. Introduction 2. Principles 3. Layout 4. Samples 5. Exercises 6. Case study
Sending letters of congratulation is considered as a thoughtful gesture, which will help to nourish interpersonal and inter-company relationships.
After receiving a letter of congratulation, you should write a reply expressing thanks. Of course, it should be short and clear.
商务英语写作 Unit 6 counter-offer
Unit 6
Counter-offer
Definition
A counteroffer is a partial or full rejection of the original offer of the seller.In counteroffer letters,the buyer may show his disagreement to certain terms of the offer.To convice the seller of his position,the buyer should give proper reasons to support himself and then state his own proposals.பைடு நூலகம் 还盘是对卖方的原报盘的部分或全部拒绝。在还 盘信中，买方可对报盘的某些条款提出不同意见。 为了向卖方表明自己的立场，买方应阐明适当的 理由，继而提出自己的条件。
Definition
The seller has the right of acceptance or refusal.In the latter case,he may make another counter-offer of his own.This process can go on for many a round till a business is concluded or called off. 对买方的提议卖方可以接受或拒绝。如果 拒绝，卖方可提出反还盘。这个往来过程 可能有很多轮，直至最后成交或交易谈判 失败。
实用商务英语写作教程课件chapter6SalesLetters
6 Sales Letters
How to arouse the reader’s interest?
Why do people need the product or service you are providing? What problems can your product or service solve? What purchase motivation does your reader have? What are the USPs of your product or service?
6 Sales Letters
03 DESIRE
The consumer develops a favorable disposition towards the brand.
2023/12/28
6 Sales Letters
04 ACTION
The consumer forms a purchase intention, shops around, engages in trial or makes a purchase.
6 Sales Letters
Opening
Statement of problem Unusual offer Surprising question Appeal to normal desire
6 Sales Letters
ห้องสมุดไป่ตู้
Benefits of products
Body
Free trial use Price guarantee
AIDA
01 ATTENTION 02 INTEREST 03 DESIRE 04 ACTION
6 Sales Letters
How to arouse the reader’s interest?
Why do people need the product or service you are providing? What problems can your product or service solve? What purchase motivation does your reader have? What are the USPs of your product or service?
6 Sales Letters
03 DESIRE
The consumer develops a favorable disposition towards the brand.
2023/12/28
6 Sales Letters
04 ACTION
The consumer forms a purchase intention, shops around, engages in trial or makes a purchase.
6 Sales Letters
Opening
Statement of problem Unusual offer Surprising question Appeal to normal desire
6 Sales Letters
ห้องสมุดไป่ตู้
Benefits of products
Body
Free trial use Price guarantee
AIDA
01 ATTENTION 02 INTEREST 03 DESIRE 04 ACTION
6 Sales Letters
商务英语写作unit 6
Writing Techniques
Successful questionnaires often share the techniques listed below: (1) The body is almost always formed by questions. You can use openformat or closedformat questions, and it depends on need of different business situations. (2) Don’t use jargon （行话）or too professional language, for a questionnaire is always for a large scale of people. (3) You must ask questions separately. (4) Use multiple-choice question or yes-or-no question as often as you can, because people will be more willing to cooperate in this way. Of course, you can also use open-format questions if there is need. (5) If you use open-format questions, leave enough space for answers. (6) Use active voice, avoid passive voice, and avoid obscure abbreviations. (7) Questions in the body must be clear, succinct(简洁的), and unambiguous（无y take the forms of multiple-choice（多 项选择）question, yes-or-no question, rating（评价，评 分）or preference(喜好，偏好) question etc. They save money and time, and they are easier for participants to come up with answers. 4. Close Thanks or some good wishes are given to participants in this part. For example: “Thank you for your cooperation.” 5. Footnote (脚注) Additional information such as name, contact number and address, or any other information of the company is to be offered in this part.
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6.1 Pess Releases
3. 新闻电头（Dateline）和导语（Lead） 新闻电头和导语都位于新闻稿的第一段。新闻电头包括新闻稿的发稿
城市以及发稿日期，一般格式如下： CITY, State, Month Day, Year 导语段要写明新闻稿的关键信息，简明扼要地概括回答新闻事件中关
6.1 Pess Releases
很多时候在主标题的下方会添加副标题，对主标题加以解释。需要注意的是， 副标题的字数比主标题多，并且不加粗字体。例如：
Caine Companions Matter when Buying a Car Autotrader Company celebrates National Dog Day August 26 with “pawsome” insights and vehicle recommendations for dog lovers.
most engaged audience of in-market shoppers. As the foremost authority on automotive consumer insights and expert in online and mobile marketing, Autotrader makes the car shopping experience easy and fun for today’s empowered consumer looking to find or sell the perfect new, used or Certified Pre-Owned car. Autotrader is a Cox Automotive™ brand. Cox Automotive is a subsidiary of Cox Enterprises. For more information, please visit /.
于who、what、when、where、why和how的问题。
6.1 Pess Releases
一段完整的新闻电头和导语示例如下： ATLANTA, Aug. 26, 2016—Autotrader is honoring National Dog Day—
celebrated August 26—for the third consecutive year with “pawsome” insights on dogs and cars, as well as expert recommendations for Fido-friendly auto accessories and vehicles. Autotrader recently conducted a survey to understand the relationship between pooches and cars and found that 77 percent of dog owners say their dogs enjoy car rides. That’s a good thing, as over half take their canine companions on car trips at least once a week.
Press Releases
本章概要 ➢ 新闻稿
Warm-up
开始本章学习之前，请先试着回答以下问题：
1.新闻稿的写作目的是什么？ 2.一篇企业新闻稿通常有哪些组成部分？ 3.相较于其他应用文，新闻稿的段落内容、格式有哪些特点？
6.1 Pess Releases
Lead-in
新闻稿（press releases），又称为新闻发布（news releases）、新闻公告 （press statements）或媒体发布（media releases）。它指的是企业、机关官方 发布的新产品或服务信息公告，也可以指有关企业的管理活动、文化活动、 社会活动相关事件的新闻报道。新闻稿是企业准备好之后发给媒体刊登的， 所以新闻稿具备两个目的：第一，通过新闻稿宣传企业以及企业产品服务信 息，实现信息传播目的；第二，通过新闻稿塑造良好的企业形象，实现企业 公关目的。
6.1 Pess Releases
撰写格式
新闻稿通常涵盖以下内容： 1. 新闻发布时间（Timing for release）
新闻发布时间通常位于新闻稿首页的顶部左上方或者右上方。这 一部分在新闻见刊时会被删去。新闻发布的时间会有不同的格式，例如： （1）FOR IMMEDIATE RELEASE （2）FOR RELEASE: December 30, 2016 （3）FOR RELEASE: 12/30/2016 （4）FOR RELEASE: Friday, December 30
6.1 Pess Releases
2. 标题（Headline） 标题的目的是为了吸引读者（媒体编辑）的注意力，使其对新闻内容感兴趣。
媒体编辑每天可能收到许多新闻稿件，因此一个好的新闻标题在编辑审稿过程中会起到 很大的作用。在拟定标题时，应使用行为动词及清晰无歧义的词汇，注意保持标题简洁， 尽量将字数控制ens Development Office in Hyderabad （2）Huawei Launches New Cell Phone （3）KFC U.S. Introduces Fried Chicken-Scented Sunscreen
6.1 Pess Releases
4. 主体（Body） 主体即正文部分，一般分为数个段落，是在第一段导语基础上对新闻事
件的进一步解释，内容一般包含新闻事件相关的数据、背景、引语及其他相关的 具体信息。正文部分每个段落应按照其内容的重要性来排序，每个段落的文字不 要过于冗长。
6.1 Pess Releases
5. 公司背景信息（Boilerplate） 公司背景信息介绍指的是在新闻稿正文之后附上的一个简短的“about”
部分，提供关于发布新闻的公司或组织的相关背景介绍。同一公司的不同新闻稿 可以统一使用一个背景信息样板文段。例如：
6.1 Pess Releases
About Autotrader Autotrader is the most visited third-party car-shopping site, with the