Types of Press Releases

• Announcements are designed to publicize things like new products, plant openings, latest financial results, new policies. These do not generally require lengthy releases.



• "Created news" is sometimes developed to attract media attention to an event, for example, bringing in a well-known speaker, staging a formal ceremony, concert or rally. This can make a run-of the mill announcement more interesting to news agencies and audiences.



• Spot news reports occurrences which take place suddenly, without warning, such as power outages, workplace accidents, equipment damage, etc. In this case, you must gather data quickly and write the release ASAP, to ensure accurate reporting.



• Responses are sometimes called for by media personnel when news about a company reaches them from another source. The best situation is when these requests can be anticipated and response releases prepared beforehand.



• Bad news about a company will be reported on occasion. In many situations it is best to issue a press release reporting the situation before it is reported by someone else who will include sensational effects.

From: Newsome, Doug and Seigfried, Tom. Writing in Public Relations Practice: Form & Style. Belmont CA: Wadsworth, 1981.