| Abstract [eng] |
Final work „Press release in public relations“ analyses the press release position and its importance in modern society. The main purpose of this work – to find out the role of mass media in public relations and determine real relationship between news and advertisement in press releases. Main tasks, determined in the final work are: to dispute activity fundamental of public relations; to define peculiarities and writing instructions of press release; to indicate the main news criteria; to observe advert details in press releases; to find out how information should be offered to mass media; to understand how it is published in mass communication; to find out influence groups, that prescribe published information to society. Conclusions can be drawn: press releases not only inform, but also declare organization’s advertisement in public relations. Mass media impact to society is observable, that’s why press releases are the most popular and commonly usable in public relations. However the intention to inform is switching with desire to persuade or impress. In the mean time specialists of public relations must understand it’s need to distribute press releases and give only the main point – use prime news criteria like journalists. Tendencies are showing up that society is getting unfair information with persuasion details from mass media. Analysis of local mass media editors’ poll have indicated, that promotion men and public relations specialists influence publications while mass media gets remuneration and organizations reach confidentially publicity. Therefore news media and public relations representatives have to select and separate news and persuasion details. |
