Functions of a Press Release

The primary function of a press release is to quickly publicize information that may have a significant impact or be of particular interest to a large and unrelated group of people. A wide range of public and private organizations make use of this form of communication on a regular basis.

Government agencies, schools and universities, trade unions and professional associations are but a few of the common issuing sources. The fact is, anyone can issue a press release. Charities, sports clubs, art galleries, even private individuals, will find themselves having a need or reason for doing so. It is a highly efficient and cost-effective tool with which to accomplish the following goals.

Contain a crisis
Provide consumer information
Launch a new product or service
Recall an existing product
Cease providing an existing service
Announce coming events
Report on past events
Welcome new staff members
Profile existing staff members
Highlight awards received

Notice that the common component of each of the above goals is a public relations objective. Of course, some of these may have an advertising component but it is best to keep marketing and public relations efforts separate. The media takes a dim view of providing free publicity for its own sake.

Writing Guides

Introduction to Press Releases

Functions of a Press Release