Free publication of information in the media is the basis of public relations activities and the main source of publicity in the organization. This is a way to send the latest news to people who will be interested in it.
The main types of texts for the media
There are two main types of text that you can post to the media for free. These are press releases and PR articles.
The press release is built according to certain rules and is a "raw" source of information for the journalist, on the basis of which he writes his text. There are several types of press releases:
- press release announcement - a short message about the planned event;
- news press release - a message about the important news of the organization;
- press release-technical message - a story about a product or service, in comparison with an analogue;
- press release announcement - brief information about changing the contact details of the organization.
Sometimes press releases require additional material. They can be the following:
- background - information about the profile of the company and its immediate plans;
- statement - the official position of the organization on a significant issue;
- biography - a story about the news participant.
In order for the text to be accepted in the media, it must be reliable, informative, relevant, clear and have social significance.
PR articles are a special group of texts that helps to promote the organization in the media and is not of an advertising nature. The main types of PR articles:
1. Review (round-up) - an article for business headings that analyzes and integrates the experience of several firms working in the same industry.
2. Author (by-liner) - an article written on behalf of the head of the company.
3. Case story - an expert publication about useful experience in using a product or service. Such an article is written in times of crisis and describes what characteristics of a product or service can help solve them.
4. Image article - represents the actual problem and the point of view of the organization on it, in order to maintain reputation.
5. Image interview - the text of the conversation with the organization’s official on the selected information occasion.
6. Artistic article - the transfer of personal experience through life and the experiences of the hero of the work.
7. Series - radio or television sketches on one and the same important topic for society.
