Public relations: writing effective press releases

Summary

This 90-minute ESL lesson for B2 learners explores Public relations: writing effective press releases through a real article. Across 10 interactive exercises, you'll develop reading comprehension, vocabulary, grammar, practical communication, speaking skills — all built around authentic English content.

What you'll practise:

• 5 key vocabulary items with definitions and usage notes
• Grammar focus: The passive voice with examples and practice
• Real-world phrases for giving feedback on a draft press release
• Gap-fill and cloze exercises to test vocabulary in context
• Error correction to sharpen grammar awareness

Lesson activities (10 exercises)

Each exercise builds on the previous one. Work through them in order for the best learning experience.

1. Warm-up — Discussion questions to activate what you already know about the topic.
2. Comprehension — Answer questions to check your understanding of the main ideas and supporting details.
3. Vocabulary — Learn key words and expressions from the article, with definitions and usage notes.
4. Fill the gaps — Complete sentences with the correct vocabulary. Drag and drop or type your answers.
5. Grammar — Study The passive voice — explanation, examples, and key rules.
6. Error correction — Find and fix the mistake in each sentence — a great grammar workout.
7. Practical English — Learn phrases for giving feedback on a draft press release — ready to use in real conversations.
8. Cloze passage — Fill in blanks within a connected text to practise vocabulary in context.
9. Discussion — Reflect on the topic and share your opinions using the language you've learned.

Vocabulary

This lesson introduces 5 key terms drawn directly from the article:

• To get the word out — to share information with many people; to publicize something.
• To craft a message — to create a piece of communication, like a press release, very carefully and skillfully.
• Damage control — the process of trying to limit the negative effects of a mistake or a piece of bad publicity.
• To issue a statement — to make a formal, official announcement to the public or the media.
• Target audience — the specific group of people that a message, product, or service is aimed at.

Grammar

This lesson focuses on The passive voice.

In professional writing like press releases, the passive voice is often used to create a formal and objective tone. It emphasizes the action or the result, rather than the person or group who performed the action. This is useful when the 'doer' of the action is unknown, unimportant, or obvious from the context.

Examples from the lesson:

• The new product line was officially launched yesterday. — Here, the focus is on the product launch, not on the specific team or person who launched it.
• The company was founded in 1998 by the two brothers. — We can still mention the agent (the 'doer') using 'by' if the information is important.
• It has been decided that the merger will proceed next quarter. — This structure is common for formal announcements and decisions, making them sound less personal.

Key rules:

• Form the passive with the correct tense of the verb 'to be' + the past participle (e.g., is sent, was written, will be announced).
• Use the passive voice to focus on the receiver of an action or to sound more formal and impersonal.
• A common mistake is overusing the passive voice. In many situations, the active voice is clearer and more direct (e.g., 'We will launch the product' vs. 'The product will be launched').

Practical English

Giving feedback on a draft press release

When working on a press release or any official announcement, you'll often need to discuss drafts with your team. These phrases will help you give constructive feedback, make suggestions, and disagree politely in a professional setting.

Phrases you'll learn:

• "My initial thought is that the tone is spot on." — to give a positive first impression before offering detailed feedback.
• "I'm wondering if we could make the headline a bit punchier." — to suggest a change in a soft, non-confrontational way.
• "My only concern is that the key message gets a bit lost in the third paragraph." — to raise a specific point of criticism constructively.
• "That's a great point. Let's rephrase that section." — to agree with a colleague's suggestion and show you're ready to collaborate.
• "I see what you're saying, but I'm worried that might be too technical for a general audience." — to disagree politely by showing you understand their perspective first.