Press releases and statements[i] are an example of pre-prepared material, but warrant discussion of their own due to their specific nature and frequency of output.  

Press releases/statements are essential tools of EMB media relations.  These easy to use documents allow media to run accurate and timely news.  Some media organizations will publish or broadcast a press release/statement in its entirety, or publish large sections of it intact.  This is an advantage for the EMB as it guarantees that its message is transmitted as intended. 

There is a subtle difference between a press release and a press statement, although organizations often use the two terms interchangeably.   A press release is generally used for new information such as an announcement or update.   Press releases are also useful for conveying information such as statistical data, lists of candidates, or lists of polling sites.  A press statement is utilized for a reactionary statement.    In other words, if an event has taken place and an EMB wants to make a public comment on it (such as support, or disproval), this would be done in the form of a statement.

Press releases/statements can be distributed by a variety of means: email, hand delivery, fax, post, or posting on the notice board of a Media Centre. They may often accompany press conferences as a way of ensuring that detailed information is recorded accurately.  More information is provided in Press Conferences.

There is a delicate balance in how often to issue press releases and statements. The danger of too many, with little information of significance, is that the media will lose interest and neglect to see vital information when it does finally arrive. The danger of not enough is that the press officers will be left constantly responding to questions. The precise balance will be a matter for an EMB Media Relations Department.   This is an important discussion area to bring up during consultations with the media, as they will be able to provide useful advice on the amounts of information an EMB is putting out.  See section Consultations with Media and Relevant Stakeholders for more information.

Writing a Press Release/Statement

One reason why it is useful to have press officers with journalism experience and training is that authoring press releases, as well as a statement, requires an understanding of how audiences “tune into” and consume information. Journalists in most countries are trained to write stories in an "inverted pyramid" style, starting with a lead paragraph that conveys the essence and essential fact of the story, which is then developed in detail in subsequent paragraphs. Aside from making it clear to the reader from the outset what the story is about, this also allows an item to be cut from the bottom upwards, without losing its essence.  These are the qualities of an effective press releases and statements as well.

Like a good news story, a press release or statement should be presented in plain language, not jargon.  It should also be concise and to the point. The average journalist does not necessarily have an attention span any longer than the average newspaper reader, so it is not safe to assume that they will read the press release come what may.

Another significant reason for writing a press release/statement like a news story is to have a written record. There also is a hope that it will be used directly in a print article (online or on paper), or be read aloud on broadcast media. This is another reason to keep the release/statement short.  In poorer countries, where editors often scramble to fill their news rolls each day, they may be grateful for a ready-made piece of well-written copy.

[i] There are many different terms: press release, press statement, media release, press announcement, news release, etc. Some practitioners use these interchangeably, while others separate the uses and meanings depending on length, content, goal and timing of the release. Here we describe two kinds – press release and press statement – commonly used by EMBs, acknowledging that many EMBs (and other organisations) use other terms and types.