A press release, also known as a news release, is an official written statement delivered orally or by mail to media representatives for the express purpose of giving information, an announcement, or even making an announcement about an event. A press release, like any other written press release, is subject to the Freedom of Information Act. A press release must be filed with the proper media outlet within the United States and may be submitted to numerous news organizations throughout the world. Generally, a news release is written to provide basic information about an individual, organization, newsworthy event or product, or any other matter of interest to readers who are not associated with the person who is releasing the information or the organization who is announcing it. Although press releases have been used throughout the ages for quite some time, today they have increased in significance as social media and online publishing make it easier to spread information quickly across the internet and to readers who may not have access to the news outlets or media outlets directly.
A typical press release can contain a variety of different elements, depending on the news media involved and the reader. Typically, a story written for a newspaper will include one or more paragraphs that describe the lead item, or the story itself. Within that main piece, several paragraphs are generally devoted to either quoting supportive sources (if needed) or providing other background or context for the story. Finally, a byline will appear at the end of the article, usually along with contact information for the writer. In most cases, reporters will opt to quote someone from an organization or individuals rather than reporting the news as it happened, but sometimes this is not possible.
Social media outlets such as Twitter, Facebook and MySpace have made it much easier to reach out to a wide range of people, especially to a highly targeted audience. Many businesses and individuals have used these websites to market their businesses and attract new customers and clients. However, sometimes journalists and media outlets write press releases that are more newsworthy than others, since they are more newsworthy. It is important to remember, however, that journalists and other news outlets must adhere to generally accepted guidelines and standards in order to remain legitimate members of that particular outlet.
For example, a recent post on a popular social media website such as Twitter included the following: “Dear Internet Friend, We have received a complaint from a citizen. It appears that some Twitter users think we have crossed the line. If we don’t remove the tweet, they may continue to tweet about our products without restriction. Therefore, we are not authorized to share any details about our company with anyone.”
While the phrasing was somewhat inappropriate, it did follow a long-standing guideline regarding press releases and likely the intent of the author. The deadline for a release of this type was typically set for one to two business days after the end of the calendar month in which the event happened. The same guideline would likely apply if a similar release was posted on a government website or other similar website. If no such deadline existed, the author may have simply chosen to withhold this particular bit of information until a more convenient time. In the case of Twitter, however, the media embargo typically does not apply at all until the release has been issued. (It is important to note, though, that the social media website in question does allow the use of links within the post, so it may be feasible to put together a short “how to” guide for users who prefer to do their own research.)
As it turns out, there was actually a specific time frame within which this type of release was supposed to take place. For example, if a major network was planning to feature a story, it was required by law that a press release be posted within two weeks of the planned story being broadcast. At the very least, the information in a release was supposed to be shared with two major news outlets; correspondents should have a way to get that information to their editors.
Nowadays, it seems that most companies prefer to simply leave the decision up to journalists to report on newsworthy items as they see fit. There are a handful of exceptions, mostly in the online business world where press releases continue to play an active role. These days, many websites simply carry nothing but news blurbs. When a reporter chooses to write a piece focusing on how a new product or service differs from those previously offered by competitors, the company’s website is often the first point of contact for that news. This allows journalists to learn about the latest products and services before the general public, but companies with a strong online presence can also choose to post their own releases online in addition to their traditional media outlet.
It should be noted that press release monitoring is not a one-time task. Many media outlets choose to monitor a company’s social media outlets as well as their press releases, making it very difficult to keep up with what happens in the world of social media. For this reason, it is recommended that a company monitor as many of their outlets as possible to get a full picture of what is going on with their industry.
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