The Health Canada Policy Toolkit for Public Involvement in Decision
Making
Level 1 Technique:
Press Releases (also see Media Events, Fact Sheets)
What Is It?
Press releases are used by a department to announce a brief narrative
of a specific initiative, program or policy development. They are
a form of print media, composed of written materials that may be
supplemented with other attachments such as fact sheets or information
kits. Press releases are a government's main tool for communicating
directly with the media. Press releases are distributed to newspapers,
radio, TV stations and posted on websites. The media, in turn,
can communicate the information to their readers, viewers or other
audiences. In most cases, press releases offer specific information
concerning programs or policies, and identify a departmental contact
whom reporters can call to ask questions or develop more in-depth
storylines.
How It Works
As an example, press releases within Health Canada are prepared
by communications officers in branch Communications and are assigned
to departmental sectors/divisions and programs to service as clients.
All news releases are distributed to the media through the Media
Relations Office which is also responsible for coordinating approvals
in consultation with the Communications office. Releases are sent
both to specific news service organizations to be distributed,
and directly to newspapers, radio, TV stations and Internet media
sources. Depending on the distribution, the media can feature information
gleaned from the press release in their stories. The press release
is generally developed as one of a number of communications tactics
within a communications strategy.
When Is It Most Useful?
Press releases are an effective means for communicating new departmental
initiatives. Releases are targeted to both national and regional
media representatives to be communicated to the broader Canadian
public. An effective media strategy and press release can often
be part of an overall strategic communications approach. Releases
offer a convenient method of accurately transmitting the same information
to many publications. Releases should be noteworthy and answer
who, what, where, when, why and how, and can be developed in-house
or contracted out.
Logistics and Limits
- In order to effectively reach the desired audience and achieve
maximum impact, the timing of releases should coincide with new
initiatives.
- Releases should not be longer than three pages.
- Target your audience (know who to reach).
- Know the best way to contact your audience (i.e. paper copies,
emails, nationally, regionally or both).
- Communicate only one issue at a time.
- Other important issues may overshadow your issue/event.
Cost Implications
Considerations include writing, editing and printing costs but
these tend to be rather minimal. Costs will also depend on whether
one or a series of announcements is necessary.
Expectation for Feedback or Follow-up
- Press releases may generate considerable public and media feedback
depending upon the topic, and the media may follow up with communication
officials for more information.
- Follow-up press releases may also be necessary to transmit
new policy or program developments or clarify a particular problem.
Timelines
- Press releases should be coordinated with the timing of a new
initiative or to announce additional information, otherwise it
will lack the desired publicity impact.
- Appropriate time should be allowed for preparing, writing and
seeking approvals for the release.
Potential Pitfalls
- The releases may not be newsworthy.
- Releases should not be too long.
- Information can be biased.
- The release may lack impact if other highly newsworthy events
happen at the same time.
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