Business

Communication

Other Forms of
External Business
Communication

Communication with
Media through News
Releases
Press releases are brief, printed
statements that outline the major facts of
news story in journalistic style. Today, it
is better known as a news release.
A press or a news release is a form of
publicity which is a part of public relations
(PR)

PR involves maintaining goodwill and

projecting a favorable image of the
organization, both internal and external.
News release tends to be more credible
than advertising.
It is important to write news releases
carefully, making them more interesting,
as it has a great impact o public opinion.
Its purpose is to announce new
developments in the company.

Format of a press
release
Dramatic opening sentence or
paragraph
The first sentence or paragraph must highlight the
new development as something unique or Unique
Selling Proposition (USP).
USP is a unique feature specific to a particular
company that the competitors do not have and which
sets you apart.

Answers to key questions

The press or news release must provide
key information that answers questions
such as where (location), when (timing),
why (reason or justification) and how
(strategy).
This information must be provided at the
beginning.

Benefits to the community

It must also explain whether the new development will
have a positive or an adverse impact on certain sections
of the community.

Company credentials
It must emphasize the past credentials, reputation and
proven strengths of the company, so that it enhances
credibility.

Guidelines of a press
release

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