Tom Forenski’s Die! Press Release! Die! Die! Die!

In this work, Tom Forenski expresses how he thinks that press releases are basically useless.  He thinks they are a waste of time since they usually end up being revised or re-written anyway.  He believes that they have a lot of top-spin and unnecessary quotes.

He proposes that the press release be deconstructed into special sections and tag the information so that publishers can pre-assemble some of the news story and make it useful.  (It should have a brief description of the announcement, a page of quotes from the CEO or other executives, a page of quotes from customers, a page of quotes from analysts, financial information and links inside the press release copy).

Tom feels that there is no reason for journalists to rewrite this stuff and then for production staff to copy-edit and put a bunch of links into the copy.  He says that it is wasted effort because it duplicates work that has already been done.

Others in public relations and journalism agree with Tom and others didn’t.  The ones that disagree don’t understand why he wants public relations practitioners to basically do the journalist’s job from the beginning.

To learn more about Tom’s (and other practitioners’ and journalists’) opinions of press releases visit:



1.  Microblogging is the sending of brief posts or messages to a personal blog on a microblogging Web site.  They can be made public on a web site and/or distributed to a private group of subscribers.

2.  Some examples of these service providers:

3.  It helps to keep communication running smoothly and helps people keep in touch.  It is also an easy way to get quick answers to qestions.

4.  I think that my client could benefit through microblogging, since it is such a big organization, it is an easy way to communicate with each other.  It is also a great way to find out interesting things about people that you don’t know very well.  It’s a good way for everyone in the organization to get better acquainted.

Steps in a PR Campaign

Effective PR requires a knowledge of all the factors that influence public attitudes toward the organization.  Here are 6 steps to creating a successful PR campaign:      

1.  The organization gains an understanding of its different constituencies and the key factors that are influencing their perceptions of the organization.

2.  The organization establishes an overall policy with respect to the campaign. This step involves defining goals and outcomes.

3.  The organization outlines its strategies and tactics.  The organization develops specific programs to achieve the desired objectives by using its knowledge of the target audiences.

4.  This step includes actual communication with the public. (Such as press conferences and special events).

5.  The organization receives feedback from its public. 

6.  The organization assesses the program and makes any necessary adjustments.

Hello world!

PR professionals do alot more than just fulfilling their traditional roles of getting a company’s message out to its audience.  They must also be aware of the attitudes and concerns of consumers, employees, public interest groups and the community in order to provide and keep cooperative working relationships.  The professionals who have completed their studies in communications and public relations (like I will have one day hopefully!!) may also be responsible for creating and running programs aimed to keep the lines of communication open between company and organization delegates and their audiences.  Public Relations is based on this worldwide truth: people act based on their opinions or thoughts of information.  By managing, controlling or influencing people’s opinions, PR professionals expect to begin a sequence of behaviors that will lead to the success of an organization’s goals.  When opionions are successfully created, changed or reinforcedthrough persuasion then the PR professional’s main goal is accomplished.

Here are some websites that explain the important roles of Public Relations: