A Press Release is a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value. It can be mailed, faxed, or e-mailed to editors or reporters directly at newspapers, magazines, radio stations, television stations, and/or television networks.
Advertising controls the message while PR does not, and because of this, PR creates credibility. Many times readers see an ad and they know that what they are reading is just overblown hype. Most readers are more likely to trust independent authorities such as reviewers, columnists, reporters or broadcasters. Without a doubt, it is these same authorities that are directly influenced by good public relations and specifically, a well-written press release.
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A press release is pseudo-news story, written in third person, that seeks to demonstrate to an editor or reporter the newsworthiness of a particular person, event, service or product.
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Press releases are often sent alone, by e-mail, fax or snail mail. They can also be part of a full press kit, or may be accompanied by a pitch letter.
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