A press release is an official statement delivered to members of the news media for the purpose of providing information, an official statement, or making an announcement



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A press release

A press release is an official statement delivered to members of the news media for the purpose of providing information, an official statement, or making an announcement. A press release is traditionally composed of nine structural elements, including a headline, introduction, body, and other information. Press releases can be delivered to members of the media physically on paper and electronically.

An example of a press release. This is a template for Wikipedia press releases from the Wikimedia Foundation communications team. Using press release material can benefit media corporations because they help decrease costs and improve the amount of material a media firm can output in a certain amount of time. Due to the material being pre-packaged, press releases save journalists time, not only in writing a story, but also the time and money it would have taken to capture the news firsthand.

Although using a press release can save a company time and money, it constrains the format and style of distributed media. As well, press releases are biased towards the organization which ordered them. In the digital age, consumers want to get their information instantly which puts pressure on the news media to output as much material as possible.

A press release is a written document prepared for the media – also called the press - that announces something newsworthy. This 1-3-page document is disseminated to the media in the hopes that reporters and editors will use the information contained within in an upcoming TV or radio broadcast, in a newspaper or magazine issue, or on the media’s website.



Reasons for a Press Release

There are a number of situations that might call for the use of a press release, such as: Company announcement - Restructuring, expansion, relocation, new locations, strategic partnership, new financial backers or investors are all worthy of a press release. 



Product announcement - New products, improved products, new brands, new retail outlets carrying the product could all be announced through a press release.

Initiative announcement - New internal or external projects that impact the company’s community would be appropriate for a press release.

Employee announcement - New hires and promotions are worthy of a press release.

Honors or awards - Awards or special recognition given to a company, product, project, or employee are all press release-worthy.

Research results - Releasing the findings of a survey or study of some kind related to the business.

The key question to ask yourself before preparing one is, “Who cares about this information?” And as long as the answer is people who will turn to the press for information, you’re on the right track with your press release.

On the other hand, if the only people who will be interested in this information is your family and friends, or even your employees, then you really don’t need a public press release.

What a Press Release Looks Like

To make it clear to members of the press – reporters, writers, and editors – that the information you’re giving them is a press release for their use, and not an advertisement or letter to the editor, you need to send it in press release format. Yes, there is a specific format you should use when preparing a press release. Here are some of the key features:

In an upper right or left corner, you should have the words “Media Contact,” followed by the name, phone number, and email address of the person reporters should reach out to if they have follow-up questions.

Below that, on the left side of the page, include the date on which the information can be made public. If it’s immediately, type “For immediate release.” But if you’re not making the announcement public until a future date, type, “Embargoed until [whatever the date is].”

In the center or left of the page, include a headline that summarizes the information in the press release. That might be, “Jones Promoted to General Manager,” or “The Whoseewhatsit Named Top Toy of 2016.”

Some press releases use a subhead on the next line, providing a little more detail, but this is optional.

On the next line, which is the first line of your release, include the city and state you’re in formatted in all caps, and the date on which you’re making the announcement. For example, “CHICAGO, ILLINOIS – November 21, 2017.” Then start your announcement.

Write in an inverted pyramid style, where the most important information goes in the first sentence, with the next most important second, and so on. This way, if an editor needs to cut material from the bottom, you can at least be assured the most essential details were included.



What is the most important thing about a press release?

When writing a press release, it’s important to start with basic questions like who did what, when and where it happened, what it was for, etc. Keeping this form makes it easier to judge whether the material is newsworthy or not. If it’s not, without any media attention it will just get lost on the web.



SEE HOW TO WRITE A PRESS RELEASE PROPERLY

The crucial part of getting coverage is directing the release to the right group of people. The research on the topic shows that 67% of journalists claim they receive irrelevant materials not in the area of their work or interest. So if a journalist specializes in technology, do not send a release about a new line of cosmetics – he won’t even bother to read it.





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WRITE A PRESS RELEASE ?
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