A press release is a statement issued by an individual, institution or organisation for distribution through media channels like newspapers, radio and television.
The press release, which is also known as press note or hand-out, provides information about the activities undertaken by the company, institution or organisation. Such information may range from announcements like the appointment of Managing Director; product launches; expansion planned; speeches delivered by ministers and officials; decisions taken by Union or state cabinets etc.
The press release is issued on the letter head of the company or government department, and is signed by an official authorised to communicate with the media. The media is free to use this information in news reports or news bulletins, in full or in part, as long as the meaning of the press statement is not distorted.
#Useful source for the Press
The press release therefore becomes a useful source of information for the media, especially when the press release deals with a subject that is sensitive or controversial. The media can use excerpts from the press release as the official stance taken by the government or a company on a controversial issue.
However, not everything in a press release has news value. The press release, by its very nature, is aimed to promote the interests of the company or organisation that issues it. It therefore carries information that may be of interest to the employees of the company, and a few well wishers outside.
But this information may not be of interest to the hundreds of thousands of readers that a newspaper may have. This reduces the news value of a press release. The reporter, after going through the press release, may find nothing newsworthy in it. He may spike the press release or file it for future reference.
The government issues the largest number of press releases every day. It has even set up Press Information Bureau, whose job is to issue press releases on behalf of the Union Government, its ministers, its departments and its officials to all media channels.
Similarly, all state governments have set up their own Information Departments. Their job too is the same – use the media to inform the general public of the action taken by their respective ministries and departments every day. These press releases list the initiatives taken by the department, speeches delivered by the minister concerned, activities undertaken by department officials etc.
# Government press releases leave much to be desired
The media is expected to go through this information, and publish as much of it as possible for the benefit of the ordinary man. These press releases unfortunately are badly written, and mostly end up praising the steps taken by the government, its ministers and its officials. As a result, a very small percentage of this information finds its way in newspapers or news bulletins.
The government hand-out or press note that is greatly valued is the one issued by the police department. The crime bulletin, as it is called, is sent to all media offices every day. It enables the crime reporters to learn all minor and major crimes that occurred in the city during the day. It is now up to the reporter to dig up more information on any story that has greater news potential.
Today, most government departments host the press releases on their websites. This is a more efficient way of communicating information because it can be accessed by all media channels simultaneously. The press release can also be viewed by the general public, in full and not after it has been rewritten by the media.
After the government it is the companies, institutions and individuals that issue a large number of press releases every day. The large corporate houses, who realise the importance of communicating with the public, have set up public relations divisions to handle communication with the media. The smaller companies or institutions either employ a full-time Public Relations official or use media savvy employees to deal with the press.
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