Remember when news releases were called press releases?Times have changed and public relations, like the rest of the world, has to evolve and change. There are three areas I believe that will make the news releases different from those we currently see.
1. The news release will become fully online and more interactive
2. The news release will not only be about the product or event, but also about the company that is advertising it.
3. News releases will have to become more honest and transparent.
Watch the video to find out why!
One standardized modality of this external communication is the press releases that are sent to the media with the intent that they will reflect the work and activities of the organizations, offering the point of view that benefits those institutions. Press releases should try generating a relationship of mutual need, and to achieve so their production and frequency must have a certain cadence in the editorial departments. ~ José Antonio Alcoceba-Hernando,
Articles used for research
Alcoceba-Hernando, J. (2010). Analysis of institutional press releases and its visibility in the press. Revista Latina De Comunicación Social, (65), 354-366. Retrieved from http://search.proquest.com/docview/756685665?accountid=12085
Huang, X. (2011). Text analysis of earnings press releases. (Order No. 3456985, University of California, Irvine). ProQuest Dissertations and Theses, , 109. Retrieved from http://search.proquest.com/docview/873377680?accountid=12085. (873377680).
Reider, Bruce. "Publicity Bias." The American Journal of Sports Medicine, Feb. 2013. Web. 16 Sept. 2013.