158,742 research outputs found
ROI of Online Press Releases
Get PDFPress releases used to be one of the basic tools of the public relations profession, used by PR practitioners to communicate news directly to journalists. With the advent of new online communication channels, the goals, target audiences, and overall scope of press releases have evolved, transforming press releases themselves into a new communication tool used by public relations and marketing professionals alike.The purpose of this research study was to identify and analyze current patterns in the uses of online press releases. Specifically, the objectives of this study were to identify:Goals of online press releases;Target audiences of online press releases;Criteria for evaluating the success of online press releases; as well asTactics, opportunities and challenges of using online press releases.Ultimately, the goal of the study is to examine the changing roles of public relations and marketing in the context of how the press release is being used as a tool used not only by PR professionals but also by marketing professionals and small business owners for a wide variety of purposes and objectives. Based on the study's results, the SNCR Fellows have compiled a list of recommendations about the use and evaluation of online press releases and some observations about this evolving communications profession
Civil society organizations at the gates? A gatekeeping study of news making efforts by NGOs and government institutions
Get PDFThis article applies a combination of an input-output content analysis and in-depth interviews with NGO communication professionals to determine whether the growing incorporation of press releases in editorial print content could be a new public forum through which international political actors, such as NGOs, could gain wider news access by serving as emerging key players in global civil society. The study indicates that Belgian news coverage of international aid issues is more often based on NGO press releases than government press releases. We also found that the agenda building capacities of NGOs and government institutions are enhanced as journalists present information subsidies as original journalistic work in most cases. Nonetheless, we must tone down prevailing one-sided conclusions, as most press releases are not just copy-pasted. Instead, most are supplemented with additional sources and information. The data, moreover, identify different journalistic roles of NGOs according to their objectives. While some issue press releases to raise short-term public awareness and donations for humanitarian crises (mobilization), others have developed into established expert news source organizations which provide background information and reliable eyewitness accounts to journalists
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