Chapter 2

Writing News Releases

A news release—also widely referred to as a press release—is an organization’s message written to appeal to news media outlets in hopes that those outlets will disseminate the message. That message can take many forms. It may be news about a recent hire, an employee’s promotion, a product, or an event the company is sponsoring. News releases are often used to put a company’s spin on bad news about earnings, product problems, or other events that reflect negatively on a business. News releases contain information that may be overlooked by the media but that the organization wants to publicize, or release. Both nonprofit and for-profit groups routinely use this form of public relations communication.

The purpose ...

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