Editing Press release (section)

==Distribution models==
In the traditional distribution model, the business, [[political campaign]], or other entity releasing information to the media hires a publicity agency to write and distribute written information to the [[newswire]]s.<ref name=troyunderwood>{{cite news|url=http://www.insideinvestorrelations.com/articles/financial-reporting/16166/wire-industry-feels-heat-self-publishing-tools-launch|title=Wire industry feels the heat as self-publishing tools launch|work=IR Magazine|first=Tim|last=Human|date=11 June 2010|access-date=28 November 2011|archive-url=https://web.archive.org/web/20120118143821/http://www.insideinvestorrelations.com/articles/financial-reporting/16166/wire-industry-feels-heat-self-publishing-tools-launch/|archive-date=18 January 2012|url-status=dead}}</ref> The newswire then scatters the information as it is received or as investigated by a [[journalist]]. Thus, resulting in the information or announcement becoming public knowledge.

An alternative model is the ''self-distributed press release''. In this approach, press releases are either sent directly to local [[newspapers]] or to free and paid distribution services. The distribution service then provides the content, as-is, to their media outlets for publication which is usually communicated via online. This approach is often used by political institutions, for example. Another instance would be, Constitutional Courts in Europe,<ref>{{Cite journal|last=Meyer|first=Philipp|date=2019|title=Judicial public relations: Determinants of press release publication by constitutional courts|journal=Politics|volume=40|issue=4|language=en|pages=477–493|doi=10.1177/0263395719885753|s2cid=213896514|issn=0263-3957}}</ref> U.S. Supreme Court,<ref>{{Cite book|last=Davis, Richard|title=Justices and journalists : the U.S. Supreme Court and the media|date=2011|publisher=Cambridge University Press|isbn=978-0-511-85934-2|location=Cambridge [UK]|oclc=706491406}}</ref><ref>{{Cite journal|last1=Hitt|first1=Matthew P.|last2=Saunders|first2=Kyle L.|last3=Scott|first3=Kevin M.|date=2018-12-14|title=Justice Speaks, but Who's Listening? Mass Public Awareness of US Supreme Court Cases|journal=Journal of Law and Courts|volume=7|issue=1|pages=29–52|doi=10.1086/701131|s2cid=150127344|issn=2164-6570}}</ref> and the U.S. State Supreme Courts<ref>{{Cite journal|last1=Vining|first1=Richard L.|last2=Wilhelm|first2=Teena|date=2010|title=Explaining High-Profile Coverage of State Supreme Court Decisions*|journal=Social Science Quarterly|language=en|volume=91|issue=3|pages=704–723|doi=10.1111/j.1540-6237.2010.00715.x|issn=1540-6237}}</ref> issue press releases about their own decisions and the news media use these self-published releases for their reporting.<ref>{{Cite book|title=Justices and journalists : the global perspective|others=Davis, Richard, 1955-, Taras, David, 1950-|year=2017|isbn=978-1-108-11488-2|location=Cambridge|oclc=974915128}}</ref><ref>{{Cite journal|last=Meyer|first=Philipp|date=2020|title=Explaining Media Coverage of Constitutional Court Decisions in Germany: The Role of Case Characteristics|journal=Political Communication|volume=38|issue=4|language=en|pages=426–446|doi=10.1080/10584609.2020.1784329|s2cid=225774793|issn=1058-4609}}</ref> 

===Video===
{{details|Video news release}}

Some public relations firms send out video news releases (VNRs) which are pre-taped video programs or clips that can be aired intact by TV stations.

Video news releases may include interviews of movie-stars. These interviews, which have been taped on a set, are located at the movie studio and decorated with the movie's logo.

Video news releases can be in the form of full-blown productions as well. This costs tens of thousands or even hundreds of thousands of dollars to be produced. Video news releases can also be in the format of TV news, or even produced specifically for the web.

Some broadcast news outlets have discouraged the use of video news releases because of citing a poor public perception. It could also be viewed as a desire to increase their credibility.

Furthermore, VNRs can be turned into podcasts and then posted onto newswires. A story can also be kept running longer by simply engaging "[[Virtual community|community websites]]". "Community websites" are monitored and commented on by many journalists and feature writers.