Press release
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A press release (PM), and press release , press release , press release (PA), press release or press release (PI), called in Switzerland mostly communiqué called, informed journalists about statements, denials , events, products and events. Press releases are forwarded to the press by institutions , companies , organizations, associations, authorities or public figures or public figures, often also by PR agencies . The one-time or regular distribution of press releases is also called press service .
meaning
Press releases are probably the most widely used tool in public relations and the crucial link between information providers and information users. When a publication attracts the attention of an editorial office , this often results in a desirable editorial contribution in a newspaper , on television or on the radio . Here are press releases for journalists initially only suggestions, is a theme editorial to accept . The more professional and credible a press release is, the greater the chance of journalistic exploitation.
An editor sometimes receives hundreds of press releases every day and is therefore faced with the task of sifting through them as quickly as possible and selecting the most interesting articles from the flood of information. Therefore, press releases try to get noticed. On the other hand, messages that do not take into account certain stylistic guidelines often appear dubious and not very credible. For this reason, press releases that do not conform to the “norm” or a certain standard are quickly sorted out. The trick is to formulate it with a confident style and according to current guidelines, and to arouse the interest of journalists. It has been found useful to consider what are known as the six W, or W questions, when writing a press release: Who, Where, When, What, How, Why. Another important basic requirement is the exclusive use of verifiable facts. Inconsistencies in the information made available for further processing lead to the rejection of the press release and create a negative image of the company responsible.
Press releases today are mainly sent electronically. As a fax or in letter form, they are now the exception, which is usually only used for particularly important events or when presenting particularly extensive (specialist) information.
Distributor
The basis for the distribution of press releases is a press distribution list , which consists of the email addresses of journalists or media editors. The most direct possible contact with the journalists as well as the thematically precise assignment between suitable journalists and the content of the press release are decisive. The messages are only very rarely sent by post.
Press releases can also be sent to service providers who, for a fee, distribute PR reports to their media customers. Examples of this are the PR services Business Wire and news aktuell . Press portals that display press releases on their website and, in some cases, forward them to some journalists via their press distribution list, are also suitable for distribution . There are a large number of paid and free press portals.
Press releases created purely for the purpose of disseminating via the Internet are called online press releases . Due to the type of dissemination via press portals (e.g. OpenPR ), there is a different readership, reach and potential target group, which is why there are different requirements for content and design . Link building and search engine optimization are often the focus of online press releases. Online press releases are rather unsuitable for the purpose of establishing contact with journalists of the major publications, as these journalists usually already receive the relevant press releases via e-mail press distribution list.
copyright
Like all other works, press releases are subject to copyright law , but - provided no other licensing regulations are made - they can be published accordingly as a third-party work with the indication of the source due to the implied consent resulting from the purpose . Furthermore, the author can also place the work under freer license models himself in order to enable further use.
Switzerland
In German-speaking Switzerland , the French word communiqué is mostly used. (In French it is mostly called communiqué de presse .) Communiqué is derived from the verb communiquer , to communicate.
See also
literature
- Viola Falkenberg : Write press releases. In 10 steps to a professional press text , FAZ Institute, Frankfurt, 7th completely revised and updated edition 2014, ISBN 978-3-95601-021-7
- Michael Cremer: Press release , in: Lexicon of Press and Public Relations , pp. 314–317, Oldenbourg Verlag, Munich / Vienna, 2001, ISBN 3-486-25030-2
- Wolfgang Zehren : The press release . UVK Verlagsgesellschaft, Konstanz, 2007. ISBN 978-3-89669-494-2
- Tom Buschardt and Stefany Krath: Press release: content, form, practice. Luchterhand, Neuwied, 2002, ISBN 3-472-05214-7
- Ferdinand Wedler: Press releases from German and French companies on the Internet: An empirical-linguistic analysis. ibidem Wissenschaftsverlag, Stuttgart, 2006, ISBN 3-89821-708-6
- Cathrin Christoph: The press release. Type of text between business and journalism . Constance: UVK 2009. ISBN 3-86764-202-8
Web links
- Catalog of links on the subject of press release providers at curlie.org (formerly DMOZ )
- Link to the topic press release on JournalExpert.de
swell
- ↑ press release. Retrieved April 28, 2020 .
- ^ Judgment on the copyright of the LG Hamburg on e -recht24 and heise.de