The standard way of issuing information to the press is by writing a press release. A press release is official, authorized statement concerning the policies and activities of an organization. As the company or the government has to stand by it, the press release must be truthful, correct and project the policy clearly and without ambiguity. It must leave no scope for misreporting. This is then sent by post or by hand to various newspapers and periodicals and to radio and television news offices. This is then sent by post or by hand to various newspapers and periodicals and television news offices. It should also be communicated to the news agencies, which have direct contact with the main newspaper offices in the nation. The news agencies edit the release and do not send it out in it’s entirely, so it is always useful sending out the full release as widely as possible. The PRO should give sufficient information on all points of public interest. If he examines the material critically from the view point of a press reporter and the public, he will immediately discover certain areas where further light or classification is required.
The press release should be written in journalistic. It should follow the principles of news reporting. The opening or lead should be in a summary format. It should answer the five W’s and one H as it is in a news story. The second and the following paragraphs should elucidate and elaborate the points. It should offer facts or information of interest to the readers and should attempt to cover all aspects of a specific subject. The release should not be usually lengthy. It should be concise and to the point.
The release is a piece of clear writing without any ambiguity, without any effort towards colour or ornamentation. As far as possible each story should be complete in itself. Public memory is short and people are not likely to remember what had been said on the subject a couple of months ago, or even the previous fortnight. Moreover, recurring publicity is the essence of selling an idea.
It should have a steady format. Generally, the name of the agency from where the release emanates is given on the top. The date and place are indicated on the top right side. The release should have a title or subtitle also, if required. In the case of releases from non-official organizations, it is pleasing also to mention the designation of the person issuing the release and his telephone number.
Types of press release covering Government news:
- Press Communiques
- Press notes
- Handouts
- Unofficial stories or unofficial handouts
Press communiques are issued when some important governments, conclusion of the foreign dignitaries visits, etc. The press communique is formal character. It carries the name of ministry or department and the place and date at the bottom left hand corner of the release. Usually, the press is expected to reproduce the press communique without any substantial change. No heading or sub-heading or sub-heading is given on press communiques.
Press notes are less official in character. They are issued on important matters. They also hold the name of the ministry/department and the place at the bottom left hand corners. Headings or sub-headings are given in press notes.
Handouts are issued on a variety of subjects and on day-to-day activities of the ministry/department, VIP speeches, questions and answers in Parliaments, etc. The handout is a less formal type of release and not issued under the government’s formal authority. It bears the name of the PIB or other releasing agency on the top without any mention of the ministry/department to which the release pertains. The place and date are specified on top at the right hand side. One of the most important common categories of handouts relate to the speeches of ministers or other high officials. The handouts are released only when the speech is connected with governmental activity. No official handouts are issued if the minister has spoken in his personal capacity as a member of a political organization. The speech when released to the press in the form of handout is summarized and properly edited. Formal, introductory and concluding remarks are omitted and redundant and repetitive material taken out. A proper title and sub title are given. The significant aspects which are to be stressed are included in the beginning paragraph or in the lead. The full text of the speech is not released unless the subject is of very great importance.
Unofficial handouts are issued on the subject where the government would not like to assume official responsibility in the matter but feels that there may be positive advantages in making information public unofficially. These handouts are supplements to oral briefings. The unofficial handouts do not have the imprint of the PIB or of other releasing agencies. The date and place are indicated at bottom left hand corner.
Timing of release is very essential. All releases should so far as possible reach the desk by 6 or 7 p.m. The PRO should finalize history at least one hour in advance of the official delivery time.
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