Publicity public relations and press releases
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Publicity/Public Relations and Press Releases. Creating favorable impressions. Public Relations. Activities that enable an organization to influence a target audience Create a favorable image for a company, products, or policies Cultivate media relations. Publicity.

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Publicity/Public Relations and Press Releases

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Publicity/Public Relations and Press Releases

Creating favorable impressions

Public Relations

  • Activities that enable an organization to influence a target audience

  • Create a favorable image for a company, products, or policies

  • Cultivate media relations


  • A tactic used by public relations professionals

  • Involves bringing news or newsworthy information to the public’s attention

  • Develop positive perception or awareness about an organization

  • Placement of publicity is FREE

Press Release

  • An announcement that is sent to media outlets

  • Also called a “news release”

  • Provides newsworthy information or developments about a company or its’ products/services

  • Uses a specific format

Writing a Press Release Basics

  • Double spaced

  • Printed on letterhead stationary

  • 1 ½” margins – allows editor to make notes

  • Type copy- easy to read – Arial/ Times Roman

  • Legible and free of spelling errors

  • Use standard format for press release

  • Written in third person

Remember Your Audience

  • Audience is a reporter for a specific media or news organization

  • Not interested in “helping you”

  • Interested in a great story that will “help him/her” to please editor or readers

  • Give only good information that will help to write a good story

Top Tips for Press Release

  • Make sure the information is newsworthy.

  • Tell the audience that the information is intended for them and why they should continue to read it.

  • Start with a brief description of the news, then distinguish who announced it, and not the other way around.

  • Ask yourself, “How are people going to relate to this and will they be able to connect?”

  • Make sure the first 10 words of your release are effective, as they are the most important.

Top Tips for Press Release (continued)

  • Avoid excessive use of adjectives and fancy language.

  • Deal with the facts.

  • Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address.

  • Make sure you wait until you have something with enough substance to issue a release.

  • Make it as easy as possible for media representatives to do their jobs.

How To Write A Press Release

Writing An Effective Perfect Press Release:


  • Using the company that you are researching for the Super Bowl promotion, prepare a press release related to that company’s products/services, or newsworthy information.

  • Use the template provided in your handout- or to access the template click HERE.

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