Press Release Distribution Model

Once a press release (PR) is written, the work is far from over. Writing a PR alone is not enough; if it does not get published, its purpose is defeated—like transporting goods to a shop that never sells them. Therefore, after creating a proper PR, one must also succeed in getting it published.

Methods of PR Distribution

1. Direct PR Submission by the Organization
   Political organizations often use this method. For example, the European Constitutional Court or the U.S. Supreme Court releases press statements regarding their decisions. Government agencies in Bangladesh also send PRs directly to media outlets. Political parties or other institutions can similarly send written PRs to the press.
2. PR Submission via a PR Agency
   Corporate organizations often hire PR agencies or appoint PR managers. Some even hire journalists as PR agents or consultants. Their task is to draft PRs and ensure their publication.
3. Handout PR at Press Conferences
   An old and popular method: distributing PRs by hand during press conferences. Usually, PRs are pre-written, sometimes incorporating guest statements or quotations afterward. Today, in addition to hard copies, digital copies and images are also sent via email, sometimes with video clips.
4. Direct PR Submission through Representatives
   Previously the most effective method. Representatives personally deliver PRs to editors or leave printed copies. Now, soft copies are unavoidable, as they can be edited and formatted before publication.
5. PR Submission via Mail or Courier
   An older method, now rarely used. However, for sending protests against published news, mail can ensure the recipient cannot deny receiving it.
6. PR Submission via Fax
   Even 10 years ago, faxed PRs were taken seriously. Before widespread email use, journalists in rural areas often submitted news via fax. Many newspapers still display fax numbers for submissions.
7. PR Submission via Email
   Currently the most widely used and popular method. Emailing PRs saves retyping and allows sending in both Bijoy Bangla and Unicode, ensuring print and online publication is seamless, thus increasing the likelihood of publication.
8. Sharing PR through Media Groups
   A newer, informal method: organizations create Facebook or WhatsApp groups with journalists for instant sharing. However, official emails must still accompany this for proper documentation.
9. Video News Releases
   PRs may also include video messages to provide quotations for journalists, especially for electronic media. Video clips from concerned individuals can enhance coverage.
10. PR Publication on Social Media
    Organizations post PRs on their social media pages for rapid dissemination. However, media often hesitate to report such content unless it is urgent or of public interest. Many organizations first seek publication in newspapers and then share it online.
11. PR Publication on Own Blog or Website
    Many organizations maintain their own blogs or news sections. PRs published in newspapers are also posted on the organization’s site to:
    1. Create backlinks by publishing on multiple online platforms.
    2. Boost SEO for the organization’s website or blog.
    3. Directly link product searches to the organization’s site. Adding product links below the PR increases effectiveness.
12. Through Spokesperson or Official Representative
    Sometimes a spokesperson communicates decisions or public matters to the media, either as a PR, statement, or verbal Q&A. News coverage often quotes the spokesperson directly. Governments or international agencies frequently use this method.
13. Press Service
    Some organizations maintain internal press service departments or hire third parties to draft and distribute PRs, ensuring publication across major media outlets.
14. PR Submission Software
    Many organizations now use software to send PRs to designated journalists and media outlets. Those without such software may rely on PR agencies’ submission platforms or email gateways.
15. Press Conferences
    At press conferences, PRs are handed directly to journalists. Many organizations hire PR or news agencies to handle the process completely. Other methods exist (notice boards, website, emails), but the primary goal remains: publication in newspapers or media outlets. PRs displayed on notice boards or websites are secondary, mainly for reference.
16. Press Note
    [The text ends here, implying an additional point on press notes follows, emphasizing the importance of clear documentation for media purposes.]

Key Takeaway:
Writing a PR is only the first step. Its effectiveness is measured by successful publication in newspapers or media. All other channels—social media, websites, blogs, internal notices—serve as supplementary dissemination tools. The core objective is visibility and reach through credible media outlets.