Luttrell, R. (2013). Press pass: 5 questions to ask when writing news releases. Public Relations Tactics, 20(3), 14.
Summary:
- Journalists must examine each press release that they receive and determine whether it is newsworthy enough to pursue a story.
- Press release writing takes research, time and skill.
- Five basic questions that every practitioner must answer when drafting and editing press releases
- What are we announcing?
- Who is the target audience?
- When and where is it available?
- What are the impacts or benefits?
- Who will be the spokesperson?
Application to the lesson topic: Press Releases are what the public will base their opinion on. It is important to write an effective, clear, and to the point press release.
Application to emergency services: In times of an emergency press releases are vitally important. When everything is chaotic and people are afraid, a press release can give those panicking some sense of comfort and relief. A press release from emergency services needs to be in lay man's terms so the public can understand what's going on.
Yes, while press releases can be vitally important during a time of crisis to give comfort and relief to the public, the media needs to also be careful how much information they give out. Too much information before the crisis is resolved can conversely create more of a panic and worry throughout the public. That is why, as you stated earlier, journalist require much skill and research and must consider (4) impacts/benefits of what information is being released.
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