Take the following case: Shell will issue a press release to announce a major new Formula One sponsorship deal with Ferrari. You're the press officer for Shell and you should try to come up with a suitable quote to be attributed to a relevant Shell spokesperson. Who would you quote and what would you have him or her say?

Then compare with the quote in Shell's press release.

Announcing the new agreement, Jackie Ireland, International Sponsorship Advisor said: "Shell has always believed that Formula One, as the pinnacle of motor-sport, plays a key role in the development and testing of Shell's leading edge technology and is an excellent way to demonstrate the outstanding quality of Shell's fuels and lubricants".