CHAPTER 3

Writing News Releases

The news release is probably the most common type of writing a public relations professional will be called upon to create. 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. News releases contain information the organization wants to publicize or “release.” 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 an organization. Both nonprofit and for-profit ...

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