A press release is the issuance of a written document
to all form of news groups such as radio stations, television
and cable stations, and print stations with the sole
purpose that the information is to be passed onto the
In general, the type of press release issued will determine
the type of news group to which it is forwarded. Three
types of press releases are common:
- The new product or new service press release;
The executive announcement type press release;
- The commentary press release.
New product/ service
Whenever a company is ready to release or announce the
availability of a new product or service among its already
existing and accomplished products and services line,
it would most likely first issue a press release informing
the public of the availability of this product. Like
any advertising medium, this press release would obviously
inform the targeted audience of the advantages and benefits
to be gained by using this product or service. It is
meant to immediately start building a consumer base
by building awareness of the product or service.
This type of press release is geared towards notifying
the public or business sector of a change in policy
or executive staffing. These announcements are usually
brief and generally describe in detail the type of change
that has taken place within the company.
This release is in particular a general brief on a particular
individual or company as it relates to a particular
field. It usually tells the audience of the competency
of the person, product or company in question as it
relates to the field of interest. Such commentaries
are by large important for the public to accept new
faces or names into a well established business, building
the public's confidence in either the individual or
Press releases are often favored over any other type
of public relations because of the following:
- The release is usually in the form of a quote from
the company itself - this leaves little or no room
for misinterpretation by the various newsrooms.
- A press release goes straight from the hands of
the company to the ears or eyes of the public through
- A lot less money is often spent on a good press
release than on any other type of public relations.
- Coming straight from the mouths (figuratively) of
the companies or persons in question, press releases
are a lot more impressive and credible than other
types of public relations.
- A press release has the effect of a personal message
directly from one person to another, so that the company
builds a strong relationship with the public as being
open and human even.
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