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Contextual NarrativePurpose
The purpose of this press release was to construct a narrative behind the release of two new products and to describe a celebrity partnership with DJ Khaled and the company Market America. After I wrote and revised this piece with guidance from my supervisor at Market America, we sent the press release to major media outlets who might be interested in the story and we also published the release through Market America’s customer-focused blog. Audience One--The Press The first audience of the corporate press release is the media. The primary purpose of this press release was to demonstrate to media outlets why the two products’ release was noteworthy. If the media decided to pick up the story, as People Magazine did, they would write their own story. Thus, the press release I wrote would never be seen by their readers. However, the press release does give Market America’s narrative of the new products and partnership; it serves as guidance to the media when they write up their own story about the news. |
Audience Two--The Customer Base
Along with sending the press release out to major media outlets, the company also published it on a blog read by devoted customers who want to find out about the latest products from Market America. This audience is already excited about the products and doesn’t need as much convincing as the media as to the importance of the news, but does benefit from knowing the background story behind the products’ release. Further, this audience could feel more connected to the new products based on the inspirational story behind it.
Rhetorical Decisions
Decision to announce the main story in the headline and first paragraph
In the headline and first paragraph, I made sure to divulge all the key details behind the story. It is a genre convention to make sure all the key players and events are announced in the tagline and first paragraph of a press release. You want the reader to be drawn in by the key events and people so they know right away if this is a story that pertains to them and their publication. While in other forms of writing you don’t give away all the details right away, this is a standard for the press release and I took a while to get used to it, as I tend to write more creative and professional writing genres where this is not a standard practice.
Decision to incorporate quotes from the key players
Incorporating quotes from company founder, Loren Ridinger, and celebrity DJ Khaled makes their voice and perspective come alive in the story. It also is a strategic decision to give media outlets quotes they can use in their articles from the key players. By giving them quotes they can already use, the press release expedited the research and drafting process for the media as an interview with the key players was not necessary. The quotes also give more credibility to the release as it offers the insider perspective to the story.
Decision to end on an inspirational note
Throughout the release, I wrote about DJ Khaled’s journey as an artist and father. In the last paragraph, I tied this story to those who would be ideal customers for his two new products. This decision gave emotional gravity to the article and allowed the reader to see where they might fit into the narrative. It also showed why the media outlets' readers might be emotionally invested into the story.
Final Thoughts
Writing a press release was a challenge for me, but learning this new style of writing was a valuable experience as a writer. When working for a corporation or nonprofit, a press release can serve as a consumer facing article, but it also is a method to gain press coverage over an issue. It is important to keep the main story at the forefront when writing to describe why the press should write about this article, but also to add emotional investment to the article. A press release should explain who the key players are and what happened, and also emphasize who should care about the news and why they care.
Along with sending the press release out to major media outlets, the company also published it on a blog read by devoted customers who want to find out about the latest products from Market America. This audience is already excited about the products and doesn’t need as much convincing as the media as to the importance of the news, but does benefit from knowing the background story behind the products’ release. Further, this audience could feel more connected to the new products based on the inspirational story behind it.
Rhetorical Decisions
Decision to announce the main story in the headline and first paragraph
In the headline and first paragraph, I made sure to divulge all the key details behind the story. It is a genre convention to make sure all the key players and events are announced in the tagline and first paragraph of a press release. You want the reader to be drawn in by the key events and people so they know right away if this is a story that pertains to them and their publication. While in other forms of writing you don’t give away all the details right away, this is a standard for the press release and I took a while to get used to it, as I tend to write more creative and professional writing genres where this is not a standard practice.
Decision to incorporate quotes from the key players
Incorporating quotes from company founder, Loren Ridinger, and celebrity DJ Khaled makes their voice and perspective come alive in the story. It also is a strategic decision to give media outlets quotes they can use in their articles from the key players. By giving them quotes they can already use, the press release expedited the research and drafting process for the media as an interview with the key players was not necessary. The quotes also give more credibility to the release as it offers the insider perspective to the story.
Decision to end on an inspirational note
Throughout the release, I wrote about DJ Khaled’s journey as an artist and father. In the last paragraph, I tied this story to those who would be ideal customers for his two new products. This decision gave emotional gravity to the article and allowed the reader to see where they might fit into the narrative. It also showed why the media outlets' readers might be emotionally invested into the story.
Final Thoughts
Writing a press release was a challenge for me, but learning this new style of writing was a valuable experience as a writer. When working for a corporation or nonprofit, a press release can serve as a consumer facing article, but it also is a method to gain press coverage over an issue. It is important to keep the main story at the forefront when writing to describe why the press should write about this article, but also to add emotional investment to the article. A press release should explain who the key players are and what happened, and also emphasize who should care about the news and why they care.