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Press Release Distribution Services

A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. Typically, they are mailed, faxed, or e-mailed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks. Commercial press release distribution services are also used.

The use of press releases is common in the field of public relations (PR). Typically, the aim is to attract favorable media attention to the PR professional's client and/or provide publicity for products or events marketed by those clients. A press release provides reporters with an information subsidy containing the basics needed to develop a news story. Press releases can announce a range of news items, such as scheduled events, personal promotions, awards, new products and services, sales and other financial data, accomplishments, etc. They are often used in generating a feature story or are sent for the purpose of announcing news conferences, upcoming events or a change in corporation.

A press statement is information supplied to reporters. This is an official announcement or account of a news story that is specially prepared and issued to newspapers and other news media for them to make known to the public. Video News Release Distribution Services

Some public relations firms send out video news releases (VNRs) which are pre-taped video programs that can be aired intact by TV stations. Often, the VNRs are aired without the stations' identifying or attributing them as such.

TV news viewers can often detect the use of VNRs within television newscasts; for example, many movie-star "interviews" are actually VNRs, taped on a set which is located at the movie studio and decorated with the movie's logo. Another frequent example of VNRs masquerading as news footage is videotapes of particular medical "breakthroughs," that are really produced and distributed by pharmaceutical companies for the purpose of selling new medicines.

Video news releases can be in the form of full blown productions costing tens of thousands or even hundreds of thousands. They can also be in the TV news format, or even produced for the web.

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