Press Release

A press release is the formal communication of information to media personnel for distribution by targeted media to identified audiences. It is an important tool in a comprehensive public relations strategy. The intention of a press release is to attract the attention of editors and reporters for subsequent inclusion of key information in published or broadcast announcements, articles, stories, and editorials. Media personnel receive large numbers of press releases daily. They shortlist (as a reduction strategy) those releases that are targeted to the audiences they desire to reach. Thus the writer of a press release needs to capture the main promotional points in a clear, concise, and enthusiastic manner, keeping a focus on the specific target of the message (for example, a pharmaceutical company introducing a new breakthrough drug to a target audience of physicians).

Over time, press releases have expanded in scope. Today, press releases may range from a simple release of a single statement to something more elaborate, such as a pack of supporting materials (often referred to as a media pack). The latter might include information sheets, photographs, artwork, video and audio tapes, CDs, and DVDs. Video and audio news releases (VNRs and ANRs) may contain significant material that will preclude the editor needing further related material. Press releases can be found in all forms of media, including print, broadcast, and interactive electronic (such as Internet and e-mail).

Many areas of the health care industry take advantage of press releases. Examples would include a hospital introducing a new staff physician or director, a new service, research discoveries, and so on. Likewise, health care insurance companies use press releases to announce policy or procedural changes. Finally, medical suppliers and pharmaceutical companies use press releases to announce new discoveries or inventions.