There can be any number of reasons for a company to issue a press release. But the most important ones are:
# 1. Report an event
These form the bulk of press releases issued by organizations. They are also the most important, and likely to get the most coverage in the media. They give details of functions held to launch new products, speeches made at shareholders’ meeting, CSR activities undertaken by the company etc
The companies should seize these opportunities because they provide them an opportunity to be talked about in the media. However, they have to be smart about what to write in the press release. They should focus on statements or events that have news value. Unfortunately, there are times when this does not happen. The reporter then has to struggle to find information that has news value. The purpose of issuing the press release is lost.
# 2. Announce upcoming events
An announcement release is one that informs the media about an event that the company plans to hold. These events may be the laying of foundation stone of a factory, convening of the general council meeting, holding of a trade expo, arrival of a team of Senators from the US, etc.
Companies need to provide some value added information in the announcement releases if they want them to appear as news report. Otherwise, such press releases run the danger of getting buried in the announcement columns of newspapers.
3. Damage control
These are the most valuable press releases. They should be issued when companies want to clear misconceptions in the minds of the people about their products,services or facilities. These can relate to the impact of new projects on environment or livelihoods of people or side effects of drugs or food products. Such press releases should form an important part of the company’s damage control strategy.
4. Prepare the people for a harsh decision
These press releases should be issued when companies want to soften the impact of an impending harsh announcement. Such releases should lay the ground for the announcements by providing useful background information. For instance, when the oil companies plan to increase the price of petrol they should prepare the common man by releasing information about the way prices of oil are escalating in the international market.
The backgrounders should also tell the common man of the losses the oil companies are suffering on account of the rise in prices of petroleum products; the amount of oil that is consumed in India and the impact that the increase in prices is causing on the company’s bottomline. This is clever backgrounding, and will help the companies reduce the negative effect of the price rise.
Similar press releases should be issued by car companies when they increase the price of cars. They should explain the rationale for the increase through smartly crafted press releases.
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