A press release is a written or recorded statement directed to the media and giving information on a particular matter.
Press Releases in Action!
See how Press Releases were used during the 2013 horsemeat scandal.
Advantages of Press Releases
- Good for urgent public health announcements.
- Suitable for issues of high concern and high public profile (interviews, features, etc., targeting media relevant to the issue).
- Caveat – The necessary resources need to be invested in media relations during “peace times” in order to ensure effectiveness of proactive work.
Disadvantages of Press Releases
- Press Releases will not succeed in isolation and need to be accompanied by a good website with access to quality background information.