I
Press release or the opportunity for journalists to work quietly
Press secretaries, who regularly communicate with journalists know very well that, on the eve of the event the first question journalist approach and ask is whether there will be press release or not. If there is press release, then journalists also have written material, and information about event.
Remote observation shows that, there is an important nuance standing behind the “whether there will be press release or not” question, which is asked by journalist. For example, journalists can not stay until the end of the event (here can be a variety of reasons), and because of press release making small piece of information and place it to the site of the agency that journalist working for. Or vice-versa, using the info taken from press release, as a result of interviews, a wide range of materials was prepared and printed. In fact, the main duty of press secretary is preparing press release and presenting it to representatives of media before and after the event. Preparing interesting and wide range of information shows the responsibility of press secretary towards the job.
However, one of the journalists encouraged me to write this article a while ago, by asking the questions: Does press release have to contain the whole information? How much is it important to provide press release to the representatives of media in the event?
So, wanted to share what I have learnt, studied, and gained from my experience.
II
The ability to attract attention
I keep six honest serving men
(They taught me all I knew);
Their names are What and Why and When
And How and Where and Who.
Rudyard Kipling
Response to each of the above-mentioned 6 questions is of great importance of press release, but, nevertheless, in some cases, press release can avoid the attention of the journalist. One should not forget that during the day, journalists get various information from press secretary. In addition, press secretaries are aware of journalist that they are always busy, they go to several events during the day, even sometimes they lack enough information about the event.
So, the main purpose is not only to prepare information, but also to attract attention. Therefore, media and PR professionals pay attention to emphasize the important question before the press releases written:
- what’s new can be presented to representatives in the press release?
-how much is this press release important for journalists?
- how much is this press release interesting to the readers who is outside of my audience?
-what can I demonstrate as something different and unexpected in my press release?
- Can journalist expand this information, and write bigger article?
(Gill Branston and Roy Staffora "book of Media students ")
III
Importance of Press release in critic situations
From 2004 to 2007 worked as the press secretary of the Ministry of Health of the Republic of Azerbaijan. It was the first organization in which I have worked as a press secretary. In the case of fresh appointment “H1N1 bird flu” (Avian Influenza) virus disease began to spread. During the processes that occur the first and biggest test for me to cooperate with the media, as well as invaluable experience. Because, beside with Azerbaijani experts, to cooperate with the media and PR professionals from the World Health Organization (WHO), already was acquisition of innovations. As soon as WHO experts visited Azerbaijan, the first job has done was preparing questions (Frequently Asked Questions - FAQ), which should be asked by Press releases and journalists
Only Press release could end to panic, which is forming and more likely to turn into panic in short term, and ended it. Regularly, the questions concerning public passed through press release to journalists. Disclosures, statements and the most important -press releases, were the main source for media representatives who are waiting for it. Press release’s full and clear manner, covering the key questions of the facts gathered in the press, the press secretary of the public, government agencies led to the belief and confidence. In fact, during that period I do not remember how much the press release spread, but I remember how journalists promptly passed the information to the public, without derogating from none of the opinion issued by press secretary in the press release, and put an end to the panic
Nevertheless, in many cases, there are press releases intended for any event or project, which has a bit different preparation in comparison with above mentioned situations. There could be before event press releases which include quotes? As well as after all ones which depict the all event in it. In fact, in both cases press secretaries make their work easier. So in some cases the spreading of incorrect information is insured, so the information is passed to press, then to public in the form of press secretary wants
England's famous CIPR (Chartered Institute of Public Relations) (Chartered Institute of Public Relations) said that headline is one of the most important factors in the development of the press release "Write deadly headlines, because the headline you wrote can be interesting to journalists who get dozens of information during the day, and they can read it."
It is important to bring the main topic, in our words, the heart of the topic to the front. You can arouse the interest of journalists to open the article with an attractive title. But if your first sentence is not attractive, there is no meaning of working on the headline. PR and media professionals announce that the first sentence should be no more than, and peek for the general topic and should be read as if it is opening of new topic
Press and PR expert Anna Gregory touched one of the important facts in her article about press release. It is noted that apart from posting to information agency or newspaper, press release should be read on TV program or radio. If we consider that announcer has 5-6, maximum 10 seconds to touch this topic, then everything becomes clear.
Another important point is being specific. In fact, according to experts it is important that press release should be no more than 1 page, and being 300-400 words is enough. It will be better to use citations from important people in the press releases, which consist of 3-4 paragraph. Of course, it will be better, if the author of the press release, to be more accurate, if necessary, the one who the journalist should contact with – press secretary notes the contact number
A little extra
While I was studying master degree of PR and Press in “Newcastle” university in England, one lesson was devoted to writing the press release. Of course, if we consider my work experience at Space TV, Taxation, "Health and the Ministry of Youth and Sports, until I got to study at university, it was obvious to me how to write press release. However, I will not be mistaken if I say there were also positive aspects to get updates during the lesson.
- Regardless of what language it was written it, Press releases must be written in easy, intelligible, and readable way
- Be specific. Each word has its own meaning and significance. For example, write red or yellow instead of colored
- try to use simple words so people can easily read it
- However, in the case of confusing moments try to get rid of simple words and write specific words. in this case seriousness of the topic plays an important role
- add some links to press release, so the journalists will be able to expand, and work on it later
- Photos, their quality will enable wider dissemination of media transmission of information
- Journalists love number. Especially when you consider that they should not hear the announced numbers during the event or press conference, then you need to give special attention to it.
Of course, more can be written about how to write press release. However, my experience shows that, in many cases, writing form of press release can differ not only with theme, but also with the importance of the event. Therefore, the only that remains for the press secretary is getting, and passing the information to the media. Situation shows who does it, and how it is done.
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