Public Relations

Most if not all organizations, both small and large, often have a need to communicate to its external stakeholders. This need can only be met via the organization having a link that allows them to send out a message to their stakeholders. Internally, the organization is privileged to have notice boards and emails through which they can send internal memos. These two platforms are neither appropriate nor sufficient for external communication. External communication is best achieved by the use of press releases. The essay that follows will investigate various aspects that relate to the press releases in general and move on to analyse a specific press release.

Simply to put, a press release is a form of communication that is either recorded or written and sent to media outlets for reporting something considered newsworthy. Organizations, both public and private, periodically send out press releases to media houses that are mandated to publish or air the communication sent to them. Typically, press releases are either faxed, or emailed to editors of major television and radio stations, magazines, or newspapers. Press releases are in common use in the field of public relations. These releases can be used to announce awards, achievements, promotions, and events. Moderation in the use of press releases is advised. This paper will analyze a press release sent to media houses by the office of the Governor of the State of California (CA. Gov, 2003).

The press release item released by the Office of Governor Edmund G. Brown Jr. Concerned the appointment of several office holders to work as directors and deputy directors in the State office (CA. Gov, 2003). The key interest groups addressed by the press release included the appointed office bearers, their families, and the people of the State of California. The press release goes to assure the appointees and their families that their appointments are legit and that they are lined up for both public and senate approval prior to their commencement of duty. The people of the State of California are addressed by the press release in two ways. The first way is that they are made aware of the pending approval of the Governor’s appointees. At this stage, if any resident of the State of California has an issue with the appointments he or she can seek redress. Additionally, the people of California are also made aware of the names of the people that they should expect to start serving them as soon as they are approved by senate. In addition, in a small way, the press release shows how the States resources have been spent in hiring these officers.

Depending on the message that needs to be communicated, a press release can either be persuasive or informative or have a combination of the two. This press release on public appointments has a combination of both persuasion and information. The press release informs its readers of the appointments while at the same time persuading the readers that the appointees are qualified for the appointments. The press release achieves the informational goal by highlighting the details of each appointee in a detailed manner. The competencies, expected remuneration, and political affiliation are clearly stated for all to see. This also persuades the readers of the balance, accountability, proficiency of the new appointees. The agenda of this press release was to inform the public and other relevant stakeholders of the new appointments (Roggen, 2001).

The main points of this press release touched on the appointments of the state officers. Majorly, the name, age, location, and position appointed to forma the main points of the press release. For ensample, Jean Shiomoto, 57, of Sacramento, appointed director of the California Department of Motor Vehicles, serves as the main point while all the other information about her work experience, qualifications, expected compensation and political party affiliation serve as minor points. Another main point might be the fact that some posts do not require senate approval while others do.

All the main points and sub points incorporated in this press release are fact based. It is fact based because everything is borrowed from facts. For example, it is a fact that Jean Shiomoto is 57 years old and is from Sacramento. Additionally, it is also a fact that she has been appointed to serve as director of the California Department of Motor Vehicles and will be earning a salary of $150,000. Another fact relates to her political party affiliation, which is clearly stated as being Democrat.

The possible delivery avenues for the press conference include media outlets and online web services. A copy of the press release can be posted on the State of California’s website while another copy is forwarded to editors of major newspapers, television houses and radio stations so that the press release can be published. Perhaps the names of the appointees and the posts that they were been appointed to can be read in the news bulletins both on TV and in radio stations. Printing a detailed and comprehensive press release in the newspapers is the ideal avenue of disseminating the content of the press release. Additionally, the governor’s office can also send a copy of the press release to websites that publish press releases for a small fee. This will ensure that the press release reaches as many people as possible.

The media plays an instrumental role in shaping public opinion. It is said that the public will place much thought on what is reported to them by the media. Changes in public opinion are often dictated by what is reported by the various media houses. Supposing the newspapers carried a main story on the impending rise in fuel prices, the public will be forced to rush and stock their supply of fuel before the price hike occurs (Henslowe, & Institute of Public Relations, 2003). The media is also an important vehicle for policy change in the sense that they facilitate communication within policy community, they magnify movements that have started, and can indirectly affect policy formation and adoption. The media can also select which policy issues to report on and by so doing determine the things that the public will take more seriously.

Public relation (PR) is very important to the public because it allows them access to information. The information so disseminated can keep the public up to date with the offers and promotions held by the company. PR also helps get the word out and helps people looking for various good and services locate them with ease. Proper application of PR will help an organization bring in new customers and maintain its old customers. Conversely, PR that is directed towards tarnishing the image of the competitors is not a good thing (Maitland, 1999). Additionally, when PR is used to cover up some ills done by the management, such PR is considered bad PR.

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