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Press Release

Press releases are generally addressed to the media but are intended to attract public attention. The announcements that have news value are entertained. These communications channel through media and create public awareness on various matters and issues. The news immediately spread within and beyond borders.

Well worded and well laid out press releases create great impact. These can motivate the masses and activate positive impressions about the company, their objectives and performances. The press releases are all about news on some happenings, creations, projections and new developments that would appeal and impress public and news readers. Good news and its timely publication enhance the media proficiency and vigilance among the readers. These days a press release is the cheapest way to reach the public at large. The public responds to media communications as they can read or view the details in their convenient free time, at home, in office or during casual walk in park.

Press Release Advantages

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The media plays a central role in the field of public relations now-a-days. The favourable comments in the media about persons and products make them known and become popular. On the other hand any anti-notes will create problems. The press releases are the basic tools and know-how for the reporters to build their news and reports or stories. Without this raw material they would not have enough real matter to fill newspaper pages. The news breaking is helpful in many ways.

Press briefings are usually meant to achieve positives objectives and publicity. Personal promotions, company awards, changes and amendments in Government laws, announcements on sports and other event schedules, social news releases, company earnings and progress reports, launching of new products and services, reports on legal matters, political campaigns and activities, reports on national problems and issues and so on. Governments use the media most as their maximum working and dealings are conveyed to the public through press releases. Media is a major link between the people and the Government.

Good Press Release Ingredients

Press release is intended to create an impact or spread the news in the shortest possible time. Otherwise the objective fails. Therefore it should be drafted in a pattern to deliver the “complete message”. The more clear and precise the message is the better reporting would result. The editors are best story writers. They understand public moods, their likes and priorities. Let them handle the news expansion by themselves.

The Heading or Headline

Headline is the most important part of the press briefing. Just as the preface of a book, it should summarize the subject in general. The topic should convey the true message instantly. A short topic not over two lines would be better and brief and bold. The name of the issuing authority should be avoided in the headline. The theme should be easy to follow, not heavily worded and be crystal clear. This will set the press release tone for the attentive audience. A well worded to the point headline will stick in the minds of the reporters, leaving enough room for them to expand the text at will later.

Press Release Dateline

Some news is released a few days or weeks earlier from the intended announcement date, for convenience on certain aspects. This is rare. In any case the date of the news release should be clear. Some news are related to instant proceedings and reports while others are

plans on future targets, and so on. According to the code of conduct, the media is bound to uphold the dates declared.

Press Release Introduction

Introduction is again very important and needs great attention. This lays the corner stone of the discussion that is to follow. Lead the reporters and in turn the readers to the information being released in short spurts so that their attention is maintained for more details on the subject, till the end. Stick to the basics in the beginning, to where, why and when? The discussion on the details must be limited to facts mostly which form material basics and are essential to the release. Make maximum use of the initial exposure, and make the release convincing. Remember there is no second time on the same subject. Therefore create a good initial impact to stay fresh for a long time.

Press Release – The Body

The body of the release can discuss any and all aspects of the subject. The statistics, background, plans, and other details are explained and made clear to cut short any expected questions. The photos and videos can high light the projections with ease. The initial reactions experienced can be answered and explained or could be pended till after the presentation. Written details should always be distributed when the information is more than that could be jotted down or remembered. The leaflets or pamphlets should high light the specific details by bold letters or use the bullets or website details. Quote names where convenient as names are easy to remember.

Add small references or quotations to make the occasion lively, particularly when the press releases are of dry nature and more technical. A short phrase here and there will remove the dullness from the audience. The press release body should complete the information to be conveyed in all respects and details be fully discussed for complete grasp by the audience. This should be done in a way to encourage the reporters and the media to stay in touch later, for further information when needed. However, keep the body length moderate, depending on the subject/topic.

Press Release – Corporate background

The company background, standing and growth data is an essential part when the company profile is not fully known in the media and market. Some details on the organization setup and key individuals should be included. The usual details sought by media are the initial start of the business and the activities past and present. Whether a small enterprise or a large private or public organization. It is an importer or exporter and the products it handles or manufactures. The corporate outlay should be informative and not too long to become a self praise. Only the key achievements and milestones are to be included. Avoid product lists, testimonials, puffery and long winded claims.

Press Release – Close

The detailing of the corporate background is usually considered the end of the press release. The ways of speech ending differs from country to country. The American tradition carry a mark “-30-“that appear at close on the written text provided. The symbol that is gaining popularity is ###. In some countries the old order routine is still followed as the ‘text ends’. No matter which country we live in, an indication to the text ending must be included.

Media Contact Detail

Finally the speech of media briefing ends. This is customarily followed by details of contacts provided for the media convenience. This includes the company officials name, phone number, e-mail address, website and name of the public relations officer. Media contact is maintained for better public relationship.

Press Release – more Guidelines

• The grammar and style should be fault free because media recalls everything.
• Word processor should be preferred to online HTML language.
• E-mail address should never be mentioned in the press release body.
• The main news should have enough spread over two paragraphs.
• Media follows facts only, so try to stick to these only.
• Keep it simple and timely.
• Be very clear and particular and avoid emotions.
• The release must be worthy enough to become news to media.
• Be objective and do not discuss detailed company past history.
• Give a brief introduction on the news release.
• Choose the first couple of sentences avoiding fancy or flattery.
• Research on the press release with others to verify all aspects or reconstruct.
• Always better to use one side of the page. Leave wide margins and ample space between the lines to help editors and reporters to make notes, as the speech progresses.