Comparing News Releases

In Ronald D. Smith’s, “Becoming a Public Relations Writer”, Smith provides samples of all the essential documents a future public relations writer may need to write. This week in class we studied the art of writing a News Release. Through the samples Smith provides us with, the samples furthered our knowledge on how to correctly write a news release.

The three sample news releases have many similarities, besides all having similar and proper format. They are similar in content. They all use the tactic “inverted pyramid style”. This is providing the reader with the most important information in the beginning and following it with information of lesser importance. In exhibit 8.3 and 8.4 both present the reader with facts first that set up the entire news release, then back it up with background information. In exhibit 8.3 and 8.4 the reader knows exactly what the news release will be about. Exhibit 8.5 does the same, but instead of beginning it with facts, begins it with a quote of importance that later facts will back up.

Each exhibit establishes credibility for the organization or people they are writing about. In exhibit 8.3, they establish that the clinic will be “led by intergalactic motors training and testing experts”, in exhibit 8.4, “Springfield banker Eli Holcomb has been elected to his second term as president” and “Holcomb, vice president of the First Springfield Bank and Trust Co., has been a member of the foundation board for seven years”, and in exhibit 8.5, “Melvert was one of the five teachers from throughout the state invited to address the session with the governor”.  

In both exhibits 8.3 and 8.5 the use of quotes in the news release prove to be effective. In exhibit 8.3 the news release ends with a quote as their boiler point. “We have a responsibility to make safe cars.” Said Newbauer. “We also want to help train safer drivers, so highways, streets and country roads are as safe as possible”. This states Intergalactic Motor’s mission and goal without the writer having to do it, with the possibility of sounding bias. In exhibit 8.5 quotes take up the majority of the news release. The quotes used persuade the reader to be on the writer’s side of urging state policy to support arts education. However, if the PR writer simply tried to urge the reader it would be viewed as bias. But, in this case the use of quotes gives the news release a voice outside of the PR writer.

Each exhibit provides a number or website to go to for further information. 

Yours Truly

Communication Department

83 Windham Street

Willimantic, CT 06226

860-434-5555

Desantis@easternct.edu

Rachael DeSantis

Fact Sheet

• ·      Born: Gibsonia, Pennsylvania 7/31/1992
• ·      Has lived in Pennsylvania, New York, and Connecticut
• ·      Graduated from St. Joseph High School, 2010
• ·      Played 4 years of Varsity Basketball, 2006-2010
• ·      Currently a Junior at Eastern Connecticut State University
• ·      Expected degree: Bachelor of Science, 2014
• ·      Major: Communication with a Focus in Public Relations
• ·      Minor: Writing
• ·      Member of the National Communication Honor Society, Lambda Pi Eta
• ·      3.7 GPA
• ·      Interning for the Public Relations department at People’s Magazine, summer of 2013
• ·      Has Worked in Sales, Videography, On-Site Coordinator
• ·      Rides Horses Competitively
• ·      Daughter of Joseph and Theresa DeSantis
• ·      Sibling of Michelle (17) Gregory (22) Joseph (24)
• ·      Loves Horses, Basketball, Shopping, New York City, Food, and the Yankees
• ·      Interested in Public Relations, Fashion, Broadcasting

What's the Difference?

           

Our world revolves around news. In this generation technology makes news easy accessible. But the way we are exposed to news and how we chose to interpret it differs.

The fundamental difference between journalism and PR is whom they are working for, who their target audience is, and perspective. Journalism’s main goal is to provide their audience with accurate, unbiased, and reliable information backed up with evidence. Journalists ‘s audience is the general public, whom trust that they are being exposed to an unbiased truth-no matter what it is about.  Public relations’ is different. Their job is to be biased.  They serve the interests of their client or organization that they represent. Public relations professionals aim to influence public opinion, whereas journalists aim just to provide accurate information. 

            Journalism and public relations also focus on different areas of news. Journalists provide the public with all categories of news, while public relations focuses on publicity, press releases, crisis management, VNRs etc.  The way they generate news is also different. Public relations need to know the media and that specific media’s news formats. They need to be aware of the mission and goals of whom they are representing, and what publics they want to influence. Whereas, journalists are informed of what to write about, and need therefore need to research in order to provide information.

            Objectivity of PR and journalism differs. Objectivity is one of the most important principles of journalism. They need to have a completely unbiased and detached voice to report their news. PR differs; their principle is to have a favoring voice in order to promote their client.

            Although they differ in many ways, journalists and PR practitioners do have similarities. They need to work together; PR relies on journalists to use their press releases and promote them, while journalists are also relying on PR to produce news. Many believe PR and journalists to have an adversarial relationship. But I believe they compliment each other. In the end, they both provide the public with what they need-news.