Submitting a press release to the right people in the hierarchy will ensure its timeliness. Time factor is very important as it gives depth to the scale of its importance. It also ensures the relevance of the press release.
Choosing the right media tactic is important as well because the level of importance of the press release demands a certain medium. For example, if the matter is pressing at hand, a press conference may be called for to address the woes of the public.
The readings made me think about public relations theory/practice in that a PR practitioner can only do his best to effectively compose the media release because thereafter he has limited or no control over how it is delivered to the public. A PR practitioner's use of promotional language may be excessively undermined by the journalist's use of formal hard news language which may not heighten the company's image as well as intended by the PR practitioner. This conflicting nature of the two jobs has often caused misunderstandings between the two. Nonetheless, both have to cooperate fully because they are mutually interdependent. Furthermore, most of the news stories actually come from media releases.
