Wednesday, September 21, 2005

Why the humble press release will continue to be our primary tool

Shel Holtz

When done well, press releases do exactly what they’re designed to do. Fraser Seitel, writing in the standard PR text, “The Practice of Public Relations,” writes, “There is no better, clearer, more persuasive way to announce news about an organization, its products, and their applications than by issuing a news release. A news release may be written as the document of record to state an organization’s official position—for example, in a court case or in announcing a price or rate increase. More frequently, however, releases have one overriding purpose: to influence a publication to write favorably about the material discussed.”

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