The Purpose of the News Release

Just last week, I received an email from a peer in which he proceeded to tell me what news releases are meant to do in response to an opinion I expressed. I had said that I didn’t think a quote was necessary for a particular release on which our respective clients were collaborating. 

While I didn’t really appreciate the condescending tone of his message, it did make me think – what is the purpose of the news release?

He said releases are meant to tell a story and that quotes add context to a story. I agree that quotes add context to a story, but I don’t think that’s the point of a news release.

I think the point of a news release is to provide (i.e., release) information and generate interest for a story. Hopefully the reporter will cover the story, conduct an interview and include quotes in their story to add context.

I can’t think of a time in which I had a journalist use a quote from a news release in their story. Most of the time, they are made-up, overly crafted, jargon-speak that a real human would never say.

However, maybe we’re both wrong. With the rise of social media, perhaps the purpose of the news release is to start a conversation.

What do you think is the purpose of the news release?

Comments

[Courtney Kasinger]

The last time I issued a news release it was because I needed to make sure all media outlets received the same message at the same time. It was more of a response tactic in a crisis. It's been more than three or four years since I've sent a general press release to generate interest in a story. Yikes, I really need to be more proactive...

[Jamaison Schuler, APR]

Might depend on the industry the release is about? In my line of work, reporters have used the quotes I've included in press releases, and I take great satisfaction in that. These aren't just nickel publications, either -- I'm talking about major A-list newspapers.

I use a quote to provide context but only if it's QUOTABLE, and not the "made up, overly crafted" kind that make you (and reporters) gag. Sure, my organization is guilty of several of those types of infractions, but the quotes in the releases that have my name on them are getting better (I hope!).

I say that in the rapidly changing environment of newsrooms that the luxury of sparking interest that results in a phone call and interview is evaporating. So I'm an advocate of telling the story through the release and including meaty quotes. The likelihood that the reporter/intern/web editor takes it any further is shrinking daily...

[Cindy Dashnaw]

I have had feature-story releases used nearly verbatim, including quotes. I agree that a lot of news releases include obviously made-up quotes that no human would say, but at least they give the reporter the sense that someone at the organization is willing to be contacted and go on record.

Having said all that, the purpose of any contact with a member of the media is to pique his or her interest in what you have to say. That's my view.