Robert Letterman
Reference
Sleurs, K., Jacobs, G., & Van Waes, L. (2003). Constructing Press Releases, Constructing Quotations: A Case Study. Journal of Sociolinguists, 192-212.
Theme
The process of constructing press releases and the concept of pre-formulation of responses to the media is analyzed and discussed.
Summary
· It's important for leaders in public and private organizations to be more proactive when interacting and providing information to the media.
· Learning how to do business with the media by developing a relationship with them is important. Having informal meetings with them such as having lunch with member of the media will be beneficial when a crisis arises.
· Press releases not only need to be able to compete for the attention of journalists but need to be accurate as well.
· The use of quotations is press releases from credible sources can help aid the validity and power of the message you are trying to communicate.
· The writing process to collect and extract data is important and requires a skilled individual who understands how to take the information given to produce a quality press release.
Application
This article comes from a different perspective. I think understanding how public relations firms construct and mold messages for businesses and other clients is valuable to apply to the work of a public information officer.
A PIO will need to have specific responses to incidents prepared before it's needed. Although no crisis is the same the approach and information that will be relayed to media and the public will be similar.
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