Press Releases in Public Relations - Essay Example

Press Releases in Public Relations Press Releases in Public Relations The Entrepreneur defines a press release as “a public relations announcement issued to the news media and other targeted publications for the purpose of letting the public know of company developments” (Entrepreneur, 2010, par. 1). In another article entitled How to: Write a Press Release, Aten (n.d.) initially qualified the term to mean “a statement prepared for distribution to the media. The purpose of a press release is to give journalists information that is useful, accurate and interesting” (Aten, n.d., par. 2). An effective press release have standard elements or components, to wit: “( 1) Company Letterhead, Name, Address, Phone Number, Web Address; (2) PRESS RELEASE in all caps; (3) Contact Person Name; (4) Immediate Release or Release Date(all caps); (5) HEADLINE or TITLE in BOLD/CAPS; (6) BODY-Date/City-who, what, when, where and why; (7) Catchy Text; (8) Sum it up.; (9) Basic Font, Double Spaced, Page Numbers, and ###; and (10) Action Plan/Calendar” (Aten, n.d., par. 9). All crucial elements are easily identifiable and readily available making preparation and implementation stress-free.

Since the purpose of the press release is to enhance public awareness of an organization’s product, services, or activities, the structure and presentation format needs to contain all the elements identified above. At the same time, the message must be timely, catchy, and attractive enough to encourage potential viewers’ interest and promote commitment to one’s cause. Various organizations opt to use press releases as a tool in public relations to increase awareness of the organization’s vision, direction or focus at some point in time: either in the introductory stage, during promotional or campaign periods, and as strategies designed to spur productivity and growth.

An example of a proposed press release of a new small business, focused on providing healthy takeout food for commuters appears below: PRESS RELEASEContact: Benjamin SmithProprietor, HEALTHYSNACKSALTERNATIVE1437 Hollis PlaceNew York 11423Phone: 718-526-7098http://www.healthysnalcksalternative.cominfo@healthysnacksalternative.comFOR IMMEDIATE RELEASEHealthy Snacks Alternative is the Ultimate Solution to Commuter’s Hunger PangsHollis, New York – November 11, 2010 – Good news to all commuters vying the subway area along the city of New York, a newly opened food store targeting businessmen, students, senior citizens, and various professionals from all walks of life is now the solution to your hunger pangs.

Benjamin Smith, the owner, and proprietor of Healthy Snacks Alternative are now open for business with several food stalls along the subway. Healthy Snacks offer subway sandwiches with a variety of fillings from cold meat, tuna, vegetables, cheese, eggs, and other healthy fillings one can think of – at the most affordable price and readily available for take-out or dine-in, as needed. There is an array of beverages, likewise, available on request: from coffee, tea, hot choco, and fruit juices, among others.

What makes Healthy Snacks unique from other fast food chains is that its food items’ ingredients are all sourced from the owner’s own farm enabling him to cut costs and offer the freshest ingredients at a bargain. The food attendants are all trained to handle various orders at high speed and accuracy to ensure that commuters can avail of their food requests in the shortest possible time. Mr. Smith has been in the fast food business for 20 years, previously as head chef of hotels and large food establishments.

He has been focusing on the sustainability of his farm products to supply the freshest ingredients for his new business. Aside from the ingredients, all packaging materials conform to the standards required for environmental protection. The first 100 visitors would avail of 10% discounts on food and drinks. The Health Snacks Alternatives would hold a grand opening in 5 stalls along the subway on Sunday, November 21, 2010, from 6:00 am to 9:00 pm. The proposed press release would be distributed through local newspapers and in the form of flyers to be given to commuters plying the area.