AN ANALYSIS OF A PRESS RELEASE BY STARBUCKS ON 19 MARCH 2008

PREPARED BY: Mohd. Shokat H. Khan PREPARED FOR: SCOTTISH QUALIFICATIONS AUTHORITY (SQA) TO
FULFIL PARTIAL REQUIREMENTS TOWARDS HIGHER NATIONAL DIPLOMA (HND) SUBJECT: COMMUNICATION: ANALYSIS AND PRESENTING COMPLEX INFORMATION TASK 1

DATE: 20 APRIL 2010

COMMUNICATION: ANALYSING AND PRESENTING COMPLEX 2010 INFORMATION

Contents
AN ANALYSIS OF A PRESS RELEASE BY STARBUCKS ON 19 MARCH 2008........1 PREPARED BY: Mohd. Shokat H. Khan...............................................................................1 PREPARED FOR: SCOTTISH QUALIFICATIONS AUTHORITY (SQA) TO FULFIL PARTIAL REQUIREMENTS TOWARDS HIGHER NATIONAL DIPLOMA (HND)......1 DATE: 20 APRIL 2010...........................................................................................................1 Contents....................................................................................................................................2 INTRODUCTION....................................................................................................................3 THE MESSAGE.......................................................................................................................4 READERS................................................................................................................................4 THE MEDIUM.........................................................................................................................4 A Press Release must be newsworthy..................................................................................4 The article started strong. ...................................................................................................5 Write for the Media. ............................................................................................................5 Not everything is news. .....................................................................................................5 Does your press release illustrate? ......................................................................................7 Stick to the facts. .................................................................................................................7 Pick an angle. ......................................................................................................................7 Use active, not passive, voice. ............................................................................................7 Economics of words. ..........................................................................................................7 Beware of jargon. ................................................................................................................8 Avoid the hype. ...................................................................................................................8 Get Permission. ...................................................................................................................8 About your company. ..........................................................................................................8 FINDINGS...........................................................................................................................8 CONCLUSION....................................................................................................................8 REFERENCES.........................................................................................................................9 APPENDIX 1.........................................................................................................................10 APPENDIX 2.........................................................................................................................17

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INTRODUCTION The purpose of this text is to analyse the Press Release of the announcement made by Starbucks which was featured in the Wall Street Journal on the 19th of March 2008. The Communication Model as illustrated in Figure 1 will be used as a basis for the analysis of the article. Figure 1: Communication Model

This model comprises five elements: The source The message The channel The receiver The feedback

The focus in this paper will be on: The message transmitted by the sender The channel used by the sender. Page 3

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THE MESSAGE This article was written about Starbucks and published in the Wall Street Journal Online on the 19th of March 2008. Howard Schultz, the President, Chairman and CEO of Starbucks, made the announcements about: 1. Starbucks five New Strategic Initiatives. 2. The acquisition of The Coffee Equipment Company and its State of the Art Clover (R) Brewing System. The five new initiatives and the acquisition of the new company are aimed at increasing the companys revenue by attracting, maintaining and retaining customers to Starbucks. READERS The article is aimed at the readers of the Wall Street Journal Online who are defined as: Top managers who earn an average income of $191 000, with an average household net worth of $2.1 million, and an average age of 55. THE MEDIUM Content of the Press Release for an on-line magazine. A Press Release must be newsworthy The purpose of this press release was to inform the world about the initiatives that Starbucks is engaging in to attract, retain and maintain customers. Starbucks did not use this opportunity to try to make a sale but to give information to its readers. The press release answered these questions: Who is Starbucks doing this for? What is Starbucks doing? Where is this going to take place? When is all this going to happen? Task 1 Page 4

COMMUNICATION: ANALYSING AND PRESENTING COMPLEX 2010 INFORMATION Why is Starbucks doing this?

The answers to these questions are found in the Press Release. They are introducing a number of initiatives for the customer immediately in all their stores worldwide to attract, retain, maintain customers. The article started strong. The headline Starbucks unveils new Strategic Initiatives to Transform and innovate the Customer Experience said it all the reader now knows exactly what to expect in the text. This is aimed at captains of industry so they will relate well to this. Also, the CEO put out his vision for the company. His passion for the customer came across in the article. "Eleven weeks ago, I made a personal commitment to every one of our customers and partners (employees) to reaffirm our place as the world's coffee authority," said Schultz. "By embracing our heritage, returning to our core -- all things coffee -- and our relentless commitment to innovation, we will reignite the emotional connection we have with our customers and transform the Starbucks Experience. I am confident that the ground-breaking initiatives we've announced today demonstrate our laser focus on living up to that commitment. We know that this is just the beginning, but we also know that there has never been a more exhilarating or promising time in our history." This shows his passion and commitment and comes across very strongly indeed. A good way to start an article. It gives the indication that he is not only taking these actions for personal financial gain. Write for the Media. The Press Release was published as the CEO wanted his message to be told. He wanted to tell his reader about the new initiatives that he was undertaking and also about the acquisition of the Clover (R) brewing system. This information appeared first. Then the article went on and gave the reader information about the background to the initiatives and the acquisition and closed off with a little bit of information about Starbucks. . Not everything is news. The fact that Starbucks was doing something to attract, retain and maintain customers is not in itself newsworthy. However, the CEO made this an exciting story by demonstrating his passion for customers and bringing out loud and clear that it was his love for his customers that he was doing this. This came across in the message. In the article the CEO went into detail about the new company that Task 1 Page 5

COMMUNICATION: ANALYSING AND PRESENTING COMPLEX 2010 INFORMATION they were taking over and also spoke a lot about the new initiatives and how the customers would like them. All the time the article was spelling out the benefits of the initiatives and the acquisition.

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Does your press release illustrate? The article describes the coffee experience. The words describe the experience in such a way that the reader can see and taste the coffee, e.g. It grinds every shot to order and its other many exceptional features result in superior consistency of espresso shots, greater options for milk steaming and customization, and a lower profile to enable baristas to connect visually with customers for personal, immediate interaction and service. Starbucks is going back to its roots, that is coffee. The article explains clearly and visually that the acquisition will do just that for the company: go back to coffee. Stick to the facts. The article is free a good example of brevity in action: it does not use embellishments and exaggerations. The reader is told how the expresso machine, that is, the Mastrena, makes the drink. The story is credible: the company is using state of the art equipment that can deliver satisfaction to the customer. Pick an angle. This is timely as the world is in a recession. And Howards efforts are attempting to make a positive impact on the economy by getting people to spend. Use active, not passive, voice. The article is written in the active voice. Here is an example: At the Annual Meeting, Starbucks unveiled the following new initiatives. Here is another example of the use of active voice: Schultz also announced that . Also, use is made of strong verbs like reignite, utilizes. Using these strong verbs sounds so much better than the words start again for reignite and uses for utilizes. Economics of words. This article did unfortunately make excessive use of adjectives. For example, Over the last several months, Starbucks stores around the world have taken great strides to ensure . Great strides could have been replaced with progress to ensure . Another example of using adjectives that could have been avoided: ensure the highest-quality . Quality without the highest would have sufficed.

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COMMUNICATION: ANALYSING AND PRESENTING COMPLEX 2010 INFORMATION Beware of jargon. The use of jargon was kept within acceptable limits. Some of the words used like hold-time were not used in excess. The article used ordinary language mostly. Avoid the hype. The article did not make use of the exclamation mark which is indicative of best practice business writing. Get Permission. The article contained many quotes from the CEO and since the article went into print it can be stated with confidence that his permission was given for him to be quoted in this article. About your company. The article ended with a short paragraph about Starbucks, its product, a short company history. Here it is: Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting the highest quality arabica coffee in the world. Today, with nearly 16,000 stores and more than 170,000 partners (employees) in 44 countries, Starbucks is the leading roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. FINDINGS The Press Release analysed in this paper conformed to best practice principles relating to the writing of Press Releases. There is only one criticism and that is the excessive use of adjectives. However, this did not prevent the message from being transmitted successfully. CONCLUSION This Press Release conforms to the requirements for the writing of Press Releases.

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REFERENCES Appendix 1: http://brandautopsy.typepad.com/SBUX_Announcements.pdf Appendix 2: http://www.prwebdirect.com/pressreleasetips.php

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APPENDIX 1

Text of Starbucks Announcement

March 19, 2008 2:56 p.m.

Starbucks Unveils New Strategic Initiatives To Transform and Innovate the Customer Experience Business Wire via Dow Jones Also Announces Acquisition of The Coffee Equipment Company and its State of the Art Clover(R) Brewing System SEATTLE -- March 19, 2008 With more than 6,000 shareholders in attendance, Starbucks Coffee Company (NASDAQ: SBUX) today unveiled a series of innovative customer-facing initiatives at its Annual Meeting of Shareholders. Howard Schultz, chairman, president and ceo, shared his vision for transforming the Starbucks customer experience and reinforcing a strong foundation from which to grow. The announcements marked the next stage of Starbucks transformation following nearly three months of passionate work that began with Schultz's return as ceo on January 7. Beyond the five initiatives the company said it would deliver, Schultz also announced that Starbucks had signed an agreement to acquire The Coffee Equipment Company and its Clover(R) brewing system. "Eleven weeks ago, I made a personal commitment to every one of our customers and partners (employees) to reaffirm our place as the world's coffee authority," said Schultz. "By embracing our heritage, returning to our core -- all things coffee -- and our relentless commitment to innovation, we will reignite the emotional connection we have with our customers and transform the Starbucks Experience. I am confident that the ground-breaking initiatives we've announced today demonstrate our laser focus on living up to that commitment. We know that this is just the beginning, but we also know that there has never been a more exhilarating or promising time in our history." At the Annual Meeting, Starbucks unveiled the following new initiatives. They are focused on improving the current state of the U.S. business, re-igniting the emotional attachment with customers and making foundational changes for the long term: A proprietary and revolutionary in-store Clover(R) brewing system that delivers the best cup of brewed coffee available anywhere; Task 1 Page 10

COMMUNICATION: ANALYSING AND PRESENTING COMPLEX 2010 INFORMATION A complete reinvention of brewed coffee in-store, that will be brought to life by baristas across the U.S., who will scoop and grind a new unique coffee blend, connecting customers to the early days of Starbucks; The introduction of a new state-of-the-art espresso system that provides the perfect shot every time and helps facilitate the critical connection between barista and customer; The first phase of a Starbucks Card Rewards program, rewarding registered cardholders and providing unique new benefits when using their cards in Starbucks stores; The launch of MyStarbucksIdea.com, Starbucks first online community, that takes the Starbucks Experience outside the store and enables customers to play a role in shaping the company's future; and, An expanded relationship with Conservation International that enhances Starbucks 37-year commitment to ethically sourcing the world's finest coffees and reaffirms Starbucks leadership position in sustainable sourcing and climate preservation. "There have been times in our history where others questioned whether we had reached our limit -- yet time and time again, we have responded by reaching even greater heights," Schultz said. "Today, we again demonstrated our commitment to surpassing the expectations of every one of our customers, shareholders and partners. We hope we've given everyone a reason to believe -not only in the endurance of the Starbucks legacy, but also in our ability to continually raise the bar for what it means to be the world's leading roaster and retailer of specialty coffee." BACKGROUND ON THE NEW INITIATIVES The Next Coffee Revolution -- Clover(R) Brewing System Starbucks has entered into an agreement to acquire The Coffee Equipment Company, whereby Starbucks will become the exclusive provider of the revolutionary Clover(R) brewing system. With its proprietary brewing process, the Clover(R) machine has quickly become regarded as the gold standard in innovation in brewing equipment. Clover's unique brewing process is similar to the coffee press method, but utilizes a special vacuum technology that brings out the complex, rich and distinctive flavors of some of Starbucks rarest and most exotic coffees -- such as Aged Sumatra and Ethiopia Yergacheffe. The Clover(R) brewing system also adds to the theater and drama of the coffee experience through its highly visual brewing method. Task 1 Page 11

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Some Starbucks stores in Seattle and Boston are currently using Clover(R) brewing systems and the Company plans to further accelerate the rollout of the machines in select U.S. and international markets. Financial terms of the transaction were not disclosed. "This acquisition will provide us with an opportunity to give customers individually brewed cups of some of Starbucks most exotic coffees," said Schultz. "In my over 25 years with Starbucks, the Clover machine unequivocally delivers the best cup of brewed coffee I have ever tasted." The Reinvention of Brewed Coffee: Introducing Pike Place Roast Starbucks challenged its coffee and roasting teams to create the world's most exceptional coffee blends. The result of those efforts is the new Pike Place Roast. Beginning in mid-April, this unique new coffee will be brewed in every U.S. companyoperated store every day, giving customers a unique, consistent and fresh brewed coffee experience. Pike Place Roast exemplifies Starbucks 37-year heritage and expertise in buying, blending and roasting the world's finest coffees. Starbucks roasts Pike Place Roast to be smooth and bold, bringing to life the cocoa and toasted nut flavors in the coffee. Also next month, all Starbucks company-operated stores in the U.S. will further elevate the customer experience when they begin to scoop and grind the beans they use for brewed coffee. To enable customers to enjoy the freshest, highquality cup of brewed coffee, stores also will brew smaller batches with a hold time of no more than 30 minutes. Licensed stores in the U.S., as well as Starbucks locations outside the U.S., also will move to a 30-minute hold time over the coming months. "We are returning to the very best elements of our heritage and bringing back the simple romance and excitement of coffee," said Schultz. "Since 1971, we have sourced, roasted and sold the world's finest coffees. By highlighting that history through Pike Place Roast, and bringing back the sounds and aromas of the coffeehouse, we are raising the bar on what it means to serve the perfect cup of coffee." Introduction of the Next Generation Espresso Machine: Mastrena(TM) Over the last several months, Starbucks stores around the world have taken great strides to ensure that every customer receives a drink that exceeds their expectations, every time. From an unprecedented education and training initiative focused on espresso excellence, to the upgrading of Starbucks Verisimo(R) espresso machines in U.S. and Canada stores to ensure the Task 1 Page 12

COMMUNICATION: ANALYSING AND PRESENTING COMPLEX 2010 INFORMATION highest-quality espresso with each shot, every partner at Starbucks has demonstrated a relentless commitment to quality. As part of those continuing efforts, Starbucks today unveiled the Mastrena(TM), the next generation of world-class espresso machines exclusive to Starbucks stores. The Mastrena(TM) represents more than five years of development and collaboration between Starbucks and Thermoplan AG, one of the world's leading espresso machine manufacturers. The Mastrena(TM) is the gold standard among espresso machines. It grinds every shot to order and its other many exceptional features result in superior consistency of espresso shots, greater options for milk steaming and customization, and a lower profile to enable baristas to connect visually with customers for personal, immediate interaction and service. As part of its investment in delivering a world-class in-store experience, Starbucks is planning an aggressive rollout of the Mastrena(TM). By the end of the year, more than 30% of U.S. company-operated stores will have the new machine and 75% will have the Mastrena(TM) by the end of 2010. Additionally, new international stores will receive the Mastrena(TM) starting in the summer of 2008, and all international stores will complete the Verisimo(R) upgrade by the end of this calendar year. "With the Mastrena(TM) and the upgraded Verisimo, there is no doubt that our customers will enjoy the finest shots of espresso in the world," continued Schultz. "We have brought the art of espresso to the world, and by providing our baristas with the best training and tools, we will continue to define the industry standard." Adding Rewards to the Starbucks Card Since its introduction in 2001, the Starbucks Card has revolutionized the way customers pay for their daily coffee experience. With more than 193 million cards issued in the U.S. and Canada since its introduction, there are approximately five million active Starbucks Card holders at any given time. This spring, every registered card holder will enjoy an elevated experience every time they use their cards. In April, Starbucks will begin providing registered Starbucks Card holders these immediate, value-added benefits when they use their card at participating Starbucks stores in the United States and Canada: Complimentary customization on select syrups (including flavors such as vanilla, hazelnut and cinnamon) and milk alternatives (such as soy or half and half). For

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COMMUNICATION: ANALYSING AND PRESENTING COMPLEX 2010 INFORMATION instance, a Tall Vanilla Soy Latte would be the same price as a regular Tall Cafe Latte because the soy and the vanilla are free. Complimentary Tall beverage of choice (including Frappuccino(R) blended beverages) with the purchase of one pound of whole bean coffee (on the same visit). Free refills on brewed coffee (on the same visit). Two hours daily of free, in-store Wi-Fi, starting this spring in companyoperated stores in the U.S. (per registered cardholder).The opportunity to join Starbucks in supporting charitable causes. "Already, one in seven customers uses the Starbucks Card, and now we are taking the first steps toward recognizing these customers by providing them value beyond any other coffeehouse," said Schultz. "It is the personal relationship our customers have with our brand, our stores and our baristas that is the foundation of our success. Through this initiative, we are making it even easier to make the Starbucks Experience your own." Creating an Online MyStarbucksIdea.com Starbucks Community Network at

The Starbucks Experience grows, in part, from the unique combination of a shared passion for coffee and the exchange of great ideas. For years, Starbucks stores have served as the center of vibrant communities, welcoming customers and encouraging creativity and dialogue. Starbucks today announced the extension of that community beyond the doors of its stores with the launch of MyStarbucksIdea.com. Found at www.mystarbucksidea.com, the site is Starbucks first online community and enables customers to share their ideas, engage in conversations and play a role in shaping Starbucks future. This new community seeks to strengthen Starbucks connection with customers by: Establishing a meaningful dialogue between and among community members and Starbucks, extending the coffeehouse experience outside store walls; Creating a new space for customers to share ideas and be part of shaping Starbucks in the future; and, Building an open forum to share the Starbucks story in a way that fosters authenticity, transparency and leadership in conversations about Starbucks.

The new website launches today and features an area -- Ideas Into Action -where customers can track the progress of ideas that Starbucks is working to bring to life. Starbucks is also launching a site for Starbucks partners to share their ideas and engage in conversations. Task 1 Page 14

COMMUNICATION: ANALYSING AND PRESENTING COMPLEX 2010 INFORMATION "We engage in millions of conversations with our customers everyday, and those conversations and ideas have helped shape the company we are today," said Schultz. "With the launch of MyStarbucksIdea, we are extending the Starbucks community online and creating a dynamic forum that enables us to capture and act upon our customers' best ideas." Taking Ethical Sourcing to New Levels Today, Starbucks also expanded its 37-year commitment to ethically sourced coffee with a renewed relationship with Conservation International (CI). Starbucks and CI began working together more than a decade ago to further integrate environmental conservation principles into Starbucks coffee-buying practices to ensure the sustainable production of high-quality coffee. These efforts became the foundation for C.A.F.E. (Coffee and Farmer Equity) Practices, a comprehensive program that addresses the environmental, social and economic transparency issues that are so critical to the long term health of the farmers and suppliers with whom they work. Starbucks today unveiled a renewed five-year global commitment with CI to tackle climate change, by working together to support farmers who are preserving forests in coffee regions. The project will begin with two launch sites in Sumatra, Indonesia, and Chiapas, Mexico. To directly link customers to this effort, the company also unveiled a new mark for its coffee. This mark symbolizes Starbucks partnership with CI and its commitment to coffee that is responsibly grown, ethically sourced and proudly served. Starbucks will work with its suppliers and CI to meet the following goals to rollout the mark: By mid-April 2008, our new brewed coffee offering, Pike Place Roast, served daily at U.S. company-operated stores will qualify for the new mark. By mid-April 2008, all whole bean espresso and espresso-based drinks in Europe, Middle East and Africa stores will qualify for the new mark. By March 2009, all whole bean espresso and espresso-based drinks in all U.S. stores will qualify for the new mark. By the end of 2009, we intend to have all espresso-based drinks qualify for this mark. The ultimate goal is for all Starbucks(R) coffee to qualify for this mark. "This is a pioneering agreement built on the foundation of our 10-year relationship," stated Schultz. "It will allow us to have a positive impact on one of the global community's most pressing issues."

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COMMUNICATION: ANALYSING AND PRESENTING COMPLEX 2010 INFORMATION "We are excited to grow this relationship, and prouder still to demonstrate our commitment by having Pike Place Roast be the first coffee to carry the new mark that symbolizes our renewed commitment," added Schultz. For more information, please visit www.conservation.org1. About Starbucks Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting the highest quality arabica coffee in the world. Today, with nearly 16,000 stores and more than 170,000 partners (employees) in 44 countries, Starbucks is the leading roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience, please visit us in our stores or online at www.starbucks.com2. Forward-Looking Statements This release includes forward-looking statements about certain company initiatives and plans. These forward-looking statements are based on currently available operating, financial and competitive information and are subject to various risks and uncertainties. Actual future results and trends may differ materially depending on a variety of factors including, but not limited to, coffee, dairy and other raw material prices and availability, successful execution of internal plans and initiatives, fluctuations in U.S. and international economies and currencies, the impact of competition, the effect of legal proceedings, and other risks detailed in the company's filings with the Securities and Exchange Commission, including the "Risk Factors" section in Starbucks Annual Report on Form 10-K for the fiscal year ended September 30, 2007 and Starbucks Quarterly Report on Form 10-Q for the quarter ended December 30, 2007. The company assumes no obligation to update any of these forward-looking statements.

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APPENDIX 2 HOW TO WRITE A PRESS RELEASE Pay Attention to the Content of Your Press Release When we talk about content, we refer to the news story you are telling. Keep the following points in mind when writing your press release. Is your news "newsworthy?" The purpose of a press release is to inform the world of your news item. Do not use your press release to try and make a sale. A good press release answers all of the "W" questions (who, what, where, when and why), providing the media with useful information about your organization, product, service or event. If your press release reads like an advertisement, rewrite it. Start strong. Your headline and first paragraph should tell the story. The rest of your press release should provide the detail. You have a matter of seconds to grab your readers' attention. Do not blow it with a weak opening. Write for the Media. On occasion, media outlets, especially online media, will pick up your press release and run it in their publications with little or no modification. More commonly, journalists will use your press release as a springboard for a larger feature story. In either case, try to develop a story as you would like to have it told. Even if your news is not reprinted verbatim, it may provide an acceptable amount of exposure. Not everything is news. Your excitement about something does not necessarily mean that you have a newsworthy story. Think about your audience. Will someone else find your story interesting? Let's assume that you have just spent a lot of effort to launch a new online store. Announcing your company's opening is always an exciting time for any business, but the last thing the media wants to write about is another online store. This is old news and uninteresting. Instead, focus on the features of your online shopping experience, unique products and services. Answer the question, "Why should anyone care?" and make sure your announcement has some news values such as timeliness, uniqueness or something truly unusual. Avoid clichs such as "customers save money" or "great customer service." Focus on the aspects of your news item that truly set you apart from everyone else. Does your press release illustrate? Use real life examples about how your company or organization solved a problem. Identify the problem and identify why your solution is the right solution. Give examples of how your service or product fulfills needs or satisfies desires. What benefits can be expected? Use real life Task 1 Page 17

COMMUNICATION: ANALYSING AND PRESENTING COMPLEX 2010 INFORMATION examples to powerfully communicate the benefits of using your product or service. If you are reporting on a corporate milestone, make sure that you attribute your success or failures to one or more events. If your company has experienced significant growth, tell the world what you did right. Show the cause and effect. Stick to the facts. Tell the truth. Avoid fluff, embellishments and exaggerations. If you feel that your press release contains embellishments, perhaps it would be a good idea to set your press release aside until you have more exciting news to share. Journalists are naturally skeptical. If your story sounds too good to be true, you are probably hurting your own credibility. Even if it is true, you may want to tone it down a bit. Pick an angle. Try to make your press release timely. Tie your news to current events or social issues if possible. Make sure that your story has a good news hook. Use active, not passive, voice. Verbs in the active voice bring your press release to life. Rather than writing "entered into a partnership" use "partnered" instead. Do not be afraid to use strong verbs as well. For example, "The committee exhibited severe hostility over the incident." reads better if changed to "The committee was enraged over the incident." Writing in this manner, helps guarantee that your press release will be read. Economics of words. Use only enough words to tell your story. Avoid using unnecessary adjectives, flowery language, or redundant expressions such as "added bonus" or "first time ever". If you can tell your story with fewer words, do it. Wordiness distracts from your story. Keep it concise. Make each word count. Beware of jargon. While a limited amount of jargon will be required if your goal is to optimize your news release for online search engines, the best way to communicate your news is to speak plainly, using ordinary language. Jargon is language specific to certain professions or groups and is not appropriate for general readership. Avoid such terms as "capacity planning techniques" "extrapolate" and "prioritized evaluative procedures." Avoid the hype. The exclamation point (!) is your enemy. There is no better way to destroy your credibility than to include a bunch of hype. If you must use an exclamation point, use one. Never do this!!!!!!!!!!!! Get Permission. Companies are very protective about their reputation. Be sure that you have written permission before including information or quotes from employees or affiliates of other companies or organizations. Any dispute

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COMMUNICATION: ANALYSING AND PRESENTING COMPLEX 2010 INFORMATION resolution will favor the other company, meaning that your press release may get pulled. About your company. Your press release should end with a short paragraph (company boilerplate) that describes your company, products, service and a short company history. If you are filing a joint press release, include a boilerplate for both companies.

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