Press release
A press release (PM ), also press release, press release, press release (PA ), press release or press release ( PI) called, usually called in Switzerland Communique, informs journalists about statements, denials, events, products and events. Press releases are often forwarded by institutions, companies, organizations, associations, government agencies or public figures or public interest, including by PR agencies, to the press. The one-time or regular dissemination of press releases is also known as the Press Office.
Importance
Press releases are probably the most used tool of public relations and the crucial link between information providers and information recyclers. If it is possible with a publication to draw attention to an editorial, so this often causes a desired editorial article in a newspaper, on television or on the radio. In this case, press releases for journalists are initially merely suggestions to address a topic editorial. That is, the professional press release is written, the greater the chance of a journalistic exploitation.
An editor has sometimes hundreds of press releases every day and is thus faced with the task to sift through as quickly as possible and select the information overload. Therefore, press releases trying to attract attention. On the other hand, work releases, do not consider certain stylistic guidelines, often frivolous and less credible. For this reason, hiking press releases that do not conform to the "norm " or a certain standard, fast in the trash. The trick, then, is both stylistically safe and formulate according to current guidelines, as well as to arouse the interest of journalists. It has proved to be useful to consider when writing a press release the so-called six W, or W- questions: Who, Where, When, What, How, Why.
Press releases are sent primarily electronically, by fax or in writing, they are now the exception, which is typically used only for particularly important events or in presenting particularly extensive (technical ) information.
Distributor
The basis for the dissemination of press releases, a press release distribution, consisting of the current e -mail addresses of journalists or media organizations. The decisive factors are the most direct contact with the journalists and the thematically most accurate mapping between appropriate journalists and content of the press release. Only very rarely the messages are also sent by mail.
Press releases can also be sent to service providers to their customers media redistribute fee PR News (PR- service news agency dpa: PR Newswire; PR - service news agency group DAPD ddp direct). To spread also press portals, view the press releases on their website and in some cases also pass through its press release distribution to some journalists are. There are a variety of paid and free press portals.
Net created for the purpose of dissemination via Internet press releases are called online press release. Due to the method of dissemination of press portals (eg OpenPR ), another audience, reach and potential audience why other requirements for content and design produced. Frequently in online press releases are also link building and search engine optimization in the foreground. For contact determination for journalists of the major publications online press releases are rather unsuitable, as these journalists the relevant press releases received via e -mail press release distribution generally.
Copyright
Press releases are subject, like all other works copyright can - unless other license arrangements are in place - but because of the provisions adopted from the purpose of the implied consent as the work of another source are published useful accordingly. Furthermore, the author, the work can also make himself under more permissive license models to permit further use.