Press Releases

The United Nations has acknowledged the efforts of the Philippine government to address climate change.

In a bilateral meeting held Friday at the Department of Environment and Natural Resources (DENR) in Quezon City, Environment Secretary Ramon J. P. Paje discussed with UN Environment Program (UNEP) Executive Director Achim Steiner the various programs being implemented by the agency to increase the country’s natural defenses and resiliency.

Steiner applauded the leadership of the Philippines within the climate change convention and the innovation it has demonstrated at the national level.

“Ahead of the Call to Action, we are already doing our share to address climate change. The directive of President Aquino is to improve our natural defenses and to significantly increase the resiliency of communities,” Paje said.

He cited the National Greening Program, log ban in natural forests, geohazard assessment and mapping program and clean air as among the priority programs being implemented by the DENR to mitigate the impact of climate change.

Steiner, accompanied by UNEP Regional Director and Representative for Asia and the Pacific Kaveh Zahedi, met with DENR officials to discuss potential cooperation on renewable energy and climate change.

According to Paje, the UN official also expressed hope the Philippines will be among the first 50 countries to ratify the Minamata Convention and give it the legal identity it needs in order to become effective.

"The Minamata Convention is a worthy cause and it calls for leadership, so that it does not linger in the drawers of international conventions," Paje quoted Steiner as saying.

The Minamata Convention was signed by Paje, who was given full powers by President Aquino to sign the treaty on behalf of the Philippines, during a conference organized by the UNEP in Kumamoto City, Japan, on October 10, 2013.

The pact will take effect 90 days after ratification by at least 50 countries.

Paje likewise offered for a potential presence of UNEP in the Philippines as a way to reciprocate the UN agency’s continuing commitment in providing support to various environmental programs and projects.

According to the environment chief, there are currently seven projects being implemented by the DENR funded by UNEP. These projects include invasive species management, monitoring of persistent organic pollutants or POPs, implementation of the strategic action programme for the marine and coastal environment of the South China Sea, ozone depleting substance (ODS) and the HCFC Phaseout Management Plan.

Other areas of cooperation discussed by the two officials were on the following:

• Support to the Philippines to increase investment in renewable energy and energy efficiency, including the development and implementation of green energy policies;
• Work together on the valuation and integrated management of ecosystems, including through the Wealth Accounting and Valuation of Ecosystems Services (WAVES) program as well as work in the marine and coastal ecosystems through the Coral Triangle and other programs;
• Strengthen collaboration between UNEP and the Philippines, including scaling up joint work under the Global Environmental Fund 6 cycle; and
• Strategic partnerships to help support the broader ASEAN region in partnership with the Philippines. ###

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Origins

New York Times article published verbatim from Ivy Lee's press release
 
Ivy Lee's release as it appeared in The New York Times in 1906

The first modern press releases[2] were created by Ivy Lee.[3] Lee's agency was working with the Pennsylvania Railroad at the time of the1906 Atlantic City train wreck. Ivy Lee and the company collaborated to issue the first press release directly to journalists, before other versions of the story, or suppositions, could be spread among them and reported. He used a press release, in addition to inviting journalists and photographers to the scene as a means of fostering open communication with the media.[4]

Public relations pioneer Edward Bernays later refined the creation and use of press releases.

Elements[edit]

Technically, anything deliberately sent to a reporter or media source is considered a press release: it is information released by the act of being sent to the media. However, public relations professionals often follow a standard format that they believe is efficient and increases their odds of getting the publicity they desire. The format is supposed to help journalists separate press releases from other PR communication methods, such as pitch letters or media advisories. Generally, a PR body consists of 4 to 5 paragraphs with word limit ranging from 400 to 500.

Some of these common structural elements include:

  • Headline – used to grab the attention of journalists and briefly summarize the news.
  • Dateline – contains the release date and usually the originating city of the press release. If the date listed is after the date that the information was actually sent to the media, then the sender is requesting a news embargo, which journalists are under no obligation to honor.
  • Introduction – first paragraph in a press release, that generally gives basic answers to the questions of who, what, when, where and why.
  • Body – further explanation, statistics, background, or other details relevant to the news.
  • Boilerplate – generally a short "about" section, providing independent background on the issuing company, organization, or individual.
  • Close – in North America, traditionally the symbol "-30-" appears after the boilerplate or body and before the media contact information, indicating to media that the release has ended. A more modern equivalent has been the "###" symbol. In other countries, other means of indicating the end of the release may be used, such as the text "ends".
  • Media contact information – name, phone number, email address, mailing address, or other contact information for the PR or other media relations contact person.

As the Internet has assumed growing prominence in the news cycle, press release writing styles have necessarily evolved.[5] Editors of online newsletters, for instance, often lack the staff to convert traditional press release prose into more readable, print-ready copy. Today's press releases are therefore often written as finished articles which deliver more than just bare facts. A stylish, journalistic format along with perhaps a provocative story line and quotes from principals can help ensure wider distribution among Internet-only publications looking for suitable material.