Press Release 1. Definitions of Press Release 2. The Functions of the Press Release:
E. Press Release E. 1. Definitions of Press Release
There are a number of definitions about Press Release. Kriyantono states that “Press Release is pseudo news story that seeks to demonstrate to an editor or
rep orter the newsworthiness of a particular person , event, service or product”.
2008: 131. Based on
Bivins , Press Release is “ an information which is distributed to the press , usually printed mass media”. in Kasali , 2000 : 170.
According to S ullivan, Press Release is “ a summary of facts about a program
or issue on which you want media attention”. in Kriyantono, 2008: 137 From those definitions, it can be concluded that Press Release is one of ways
to provide some information to the public helped by media. It contain facts of a company.
Bivins stated that , “even though all of Press Release have the same format, but actually it has a different emphasis on the information”, such as:
1. Basic Press Release. It includes various information contained in an
organization or company that has a variety of news value to the local media, regional, or national.
2. Release Product. It includes transactions on the target of a specific product
or any other regular products for a trade publication in an industry. They can deal with their own products, customers using the product as the
mainstay of business or market control.
3. Financial releases. It is used mainly in building relationships with
shareholders. Generally a lot of local media, regional, and national levels to highlight the financial problems.