PR or press release also define as a news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. Pr Distribution has various ways of distribution such as some are can be mailed, faxed, or e-mailed to assignment editors and journalists at newspapers, magazines, radio stations, online media, television stations or television networks. Technically, anything deliberately sent to a reporter or media source is considered a press release: it is information released by the act of being sent to the media. However, public relations professionals often follow a standard format that they believe is efficient and increases their odds of getting the publicity they desire.
In the traditional pr distribution model, the business, political campaign, or other entity releasing information to the media hires a publicity agency to write and distribute written information to the newswires. The newswire then disseminates the information as it is received or as investigated by a journalist. An alternative is the self-published press release. In this approach, press releases are either sent directly to local newspapers or to free and paid pr distribution services. The distribution service then provides the content, as-it-is, to their media outlets for publication which is usually online. Some public relations firms send out video news releases (VNRs) which are pre-taped video programs that can be aired intact by TV stations. Often, the VNRs are aired without the stations’ identifying or attributing them as such. Recently, many broadcast news outlets have discouraged the use of VNRs. Many stations, citing an already poor public perception, want to increase their credibility. Public relations companies are having a tougher time getting their pre-edited video aired.
Unless, the journalist has voluntarily agreed to honor the embargo in advance, usually via a legally binding non-disclosure agreement, the journalist is under no obligation to it. However, even in the absence of any obligation, news organizations generally do not break the embargo for sources that they wish to cultivate. If they do, then the agency or client that sent the release may blacklist them. A pr distributor has to maintain a balance in between positives and negatives pr. Press release material can be beneficial towards media corporations because releases help decrease costs and improve the amount of material a firm can output in a certain amount of time. Although the utilization of press release material can save a company time and money, it makes the distributed media boring and similar to the output of other firms.
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