A directory of resources inthe field of technical communication.

Press Releases

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A news release, media release, press release or press statement is a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value. Typically, it is mailed, faxed, or e-mailed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks. Commercial press-release distribution services are also used to distribute news releases. A press release is different from a news article. A news article is a compilation of facts developed by journalists published in the news media, whereas a press release is designed to be sent to journalists in order to encourage them to develop articles on the subject. A press release is generally biased towards the objectives of the author.

 

1.
#31813

Communicating with the Press Release: Teaching Undergraduates the Basics  (link broken)   (PDF)

Communicating with stakeholders is a concern for every organization. The press release allows firms to convey a message to the public without exorbitant advertising fees and has greater impact than a paid ad because it appears less one-sided. As undergraduates leave academia for the workplace, they become more valuable to employers if they have had practice composing clearly written press releases that achieve the goals of an organization. Teaching the press release allows business communication instructors to reinforce key writing skills such as audience awareness, purpose, clarity, and conciseness. It can be integrated into the syllabus as part of a unit on persuasive writing or taught as a separate genre. Instructors who teach the press release will need to address its core elements: the concept of newsworthiness; conveying the company's main message in the headline and first paragraph; composing in the "inverted pyramid" style typical to journalism; creating compelling quotes for attribution; and designing the document. Classroom activities and assignment ideas are provided.

Mizrahi, Janet. Association for Business Communication (2008). Articles>Education>Business Communication>Press Releases

2.
#31550

A Comprehensive Guide to Preparing Releases that Get Results

Most experienced editors have a love-hate relationship with press releases. They rely on releases (and the people who write them) for story ideas, facts and valuable sources. A good news release can be a lifesaver when it arrives just in the nick of time with an interesting story idea, an arresting headline, compelling lead, powerful quotes, maybe even a print-ready photo.

Freedman, David M. Communication World Bulletin (2003). Articles>Business Communication>Public Relations>Press Releases

3.
#37134

Coverage of Team Science by Public Information Officers: Content Analysis of Press Releases about the National Science Foundation Science and Technology Centers   (peer-reviewed)   (members only)

This study examines the content of press releases from the National Science Foundation (NSF) Science and Technology Centers (STCs) to determine how public information officers (PIOs) presented the outcomes of centers to journalists and the public. A total of 68 press releases were analyzed for type of news covered, visibility of centers and their funding agency, extent of inter-institutional cooperation in the issuance of releases, and players covered. Three-quarters of STC releases mentioned the center, but less than half mentioned the NSF STC program and one-quarter didn't mention the center name at all. PIOs covering the STCs mainly issued research-oriented press releases accredited to their own institution. There was a low level of inter-institutional cooperation, with 13% of press releases jointly issued. Compared to research results and institutional news, which together accounted for 82% of the news events, broader activities such as knowledge transfer, diversity enhancement, and education were much less visible.

Graube, Marita, Fiona Clark and Deborah L. Illman. Journal of Technical Writing and Communication (2010). Articles>Scientific Communication>Journalism>Press Releases

4.
#11888

Designing Effective Online Press Rooms

Corporate resources available to journalists today are increasingly Web-based. Though most corporations still have human press contacts, journalists are relying more and more on corporations' 'online press rooms' for background information, quotes, photos, and other information. That same information is just as easily accessible to investors and consumers as well. With journalists' increasing reliance on online press rooms, however, come usability issues. Unless sites are kept current, press releases and other information easy to find, and contact names and numbers easily accessible, journalists are apt to simply give up seeking information on a corporation's site and look elsewhere. The following discussion will note the most common problems with online press rooms and will review relevant literature and the problems and suggestions it presents. It will also attempt to offer some prioritized guidelines of its own-involving, among other things, the use of more advanced technology.

Tevenan, Matthew P. EServer (2001). Design>Web Design>Public Relations>Press Releases

5.
#24885

Enhancing Our Image: Creating Good Public Relations   (PDF)

Effective chapter public relations results in an increase in membership, more interested and active members, and an awareness of technical communication as a valid and an important profession. This workshop teaches general public relation skills, such as how to write effective press releases, how to get your chapter events treated as news, and how to create and then maintain a press list.

Braz, Lisa M., Susan L. Fowler, Alan Korwin, and Nancy Martin. STC Proceedings (1994). Articles>TC>Marketing>Press Releases

6.
#35753

How To Write A Press Release For Your Services

If you have an interesting story to tell, a press release will help you to make newspaper editors aware of it. Maybe you recently won an award. Maybe you stumbled upon some interesting information in the field you work in. Or maybe your design contributed towards some kind of achievement on behalf of your client. Depending on the scale and content of your story, you can send your press release to marketing websites, marketing magazines, the relevant trade press, the regional press, and even the business section of the national press.

Crowley, Shaun. FreelanceSwitch (2009). Articles>Business Communication>Public Relations>Press Releases

7.
#35736

Next-Generation Press Releases

The age-old public relations tool, once crafted as fodder for print journalists, is now being applied more to the online world. A recent study by the Society for New Communications Research (SNCR) found that most releases now target consumers and customers directly, rather than through the filter of the news media. Enter the social media release (SMR).

Holtz, Shel. Communication World Bulletin (2009). Articles>Business Communication>Social Networking>Press Releases

8.
#31497

Press Releases Are a Colossal Waste of Time: Mail the Media a Letter Instead

I haven't sent out a traditional press release in the last 10 years. But I have placed stories about my clients in The Wall St. Journal, New York Times, ABC News, The Today Show, Good Morning America and just about any other major media outlet in the United States. Editors surely don't need me or any other publicist to write their stories. They need me to point them in the direction of a good story, succinctly give them the facts as I see them, the sources I know and then get out of the way so they can write their own stories. I do those things by writing pitch letters, good ones.

Ochman, B.L. Communication World Bulletin (2004). Articles>Business Communication>Public Relations>Press Releases

9.
#34300

Public Relations on Websites: Press Area Usability

As three studies of journalists show, they use the Web as a major research tool, exhibit high search dominance, and are impatient with bloated sites that don't serve their needs or list a PR contact.

Nielsen, Jakob. Alertbox (2009). Articles>Web Design>Usability>Press Releases

10.
#29064

The Technical Communicator as Corporate Spokesperson: A Public Relations Primer   (peer-reviewed)   (members only)

A survey of CEOs, corporate spokespersons, and media representatives suggests that the evolving roles and responsibilities of corporate spokes-persons may result in greater opportunities for technical communicators in corporate public relations. However, these opportunities require communication principles and skills that have not traditionally played a strong role in technical communication education. This essay discusses these requisite considerations so they can be more explicitly addressed in the contemporary technical communication curriculum.

Troester, Rod and Terrence L. Warburton. Journal of Technical Writing and Communication (2001). Careers>TC>Public Relations>Press Releases

11.
#35754

Top Five Tips For a Great Press Release

A news publication gets a lot of press releases over the course of the day. In an ideal world, this document delivers valuable and maybe even actionable news and, if things are really well done, gets journalists excited about sharing it with the world. What's beautiful about this is that it is a realm over which you have some control, and improvements are easy to achieve.

Natividad, Angela. CMSwire (2007). Articles>Business Communication>Public Relations>Press Releases

12.
#31444

Why Craft Better News Releases? Because the Payoff Can Be Really Big

Written any good news releases lately? Though many of us in business communication churn them out regularly, we often don't take as much care crafting them as we do with other vehicles like articles or brochures.

Canavor, Natalie and Claire Meirowitz. Communication World Bulletin (2005). Articles>Business Communication>Public Relations>Press Releases

13.
#22039

Writing Press Releases

A press release is a (candidate) news story written by a firm for distribution to the media. The purpose of a press release varies from announcing new products, services, and business activities, to introducing the hiring of a new employee. It is not advertising in the classic sense, i.e., there is no hard sell involved although there is a more subtle intent to reach the prospective buyers.

Tech-Writer. Articles>Business Communication>Writing>Press Releases

14.
#15235

Writing Technical Press Releases   (PDF)

Explains how technical communicators with no public relations experience can take charge of their companies' media plans and press releases.

Greiling, Dunrie A. Intercom (2001). Articles>Business Communication>Writing>Press Releases

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