Purpose

A press release is issued to provide public awareness on an issue of importance to the organization. It serves as a formal expression of the organization’s stance on that issue, and frequently provides commentary from someone in the upper echelons of the organizational hierarchy. It may be in response to environmental conditions affecting the organization or may be initiated to promote the organization’s perspective.

Application

Press releases are used to encourage favorable media coverage of the organization. They are used by the media, either in whole or part, as a component of news or public service coverage. They may be used as written, but are frequently rewritten to fit the style of the media outlet. Because major media outlets may receive hundreds of press releases in a given day, releases are often managed by large media services, who channel the information to as many outlets as possible. Some press releases are accompanied by media information kits, providing background information, samples, or novelties to encourage more in-depth or favorable coverage.

Content

A press release normally includes a headline, contact information, a dateline, and the body of a story that the organization considers of interest to the public (or to the intended audience). It is normally written using newspaper-style guidelines to facilitate its use without significant editing. The top third of the page should contain most of the information essential for an editor to make a decision as to whether or not the story is appropriate for use. The content should reflect the traditional depth of understanding of the intended audience. For instance, the content of a press release for a local newspaper may be less in depth than the treatment of the same story for a professional journal or trade magazine.

Contact Name: Jane Doe, Public Relations Officer, Alpha Corporation

Contact Phone: +1 (301) 555-1212

Contact E-mail: jdoe@alpha.com

Contact Mail: Jane Doe

Alpha Corporation Public Relations 315 Parkview Drive

Alpha, MD 44445

ALPHA ANNOUNCES SEWAGE TREATMENT BREAKTHROUGH

May 29, 2007 (Alpha, Maryland) “It’s a new day in sewage.” Alpha Corporation President John Roe says the company’s new treatment technologies will eliminate. . .

Approaches

The tone or tenor of the news item should reflect its general level of acceptance in the public. Because most press releases are written to generate favorable press attention (rather than to deflect negative attention), the releases will start on a positive tone, highlighting the most significant achievement or accomplishment the release is designed to tout. In the case where a press release is issued defensively (in response to media attacks or negative public attention), the tone of the release should be more conciliatory, first acknowledging the concern, and then refuting, defending, or accepting the organization’s role.

Given the sheer volume of press releases received by some media outlets, some organizations choose to present their information innovatively, using CDs, pop-ups (paper and virtual), and other gimmicks to gain attention. One Maryland brick manufacturer actually mailed customized bricks to media outlets in an effort to gain attention for their company’s fiftieth anniversary.

Considerations

Different media outlets have different needs. Newspapers need attractive, high quality graphics. Some newspapers prefer color, while others continue to work exclusively in black and white. Radio stations prefer colorful spokespersons who can be engaging in sound bites of less than 30 seconds. Talk-oriented radio stations may also prefer spokespersons who can talk for 30 minutes or more, as the format allows. Television stations prefer the short sound bites, but also lean toward those individuals who can make themselves available either on site or in studio. Magazines tend to prefer very high quality graphics coupled with a longer release format.

Press releases rarely stand on their own. There is normally some degree of follow-up by media outlets before the story is used. The accessibility to the media of the contact person will be crucial to successful application.