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.

 

Copyright © Geert Jacobs 2003-2004. Used with permission.