Referees' reports - 2010
One of the goals of any organization is to be part of the media’s agenda or to positively influence the publication of information that can help the organization to be visible in society in a positive way. The article addresses the press releases issued by institutions and their visibility in the media.
The content of the article is based on work produced by important authors in the field and the methodology is useful for this type of research. Based on the content analysis of press releases and their relationship with the news published in the media, the author presents conclusions that help to better understand how to prepare more efficient press releases.
The case study of the Youth Institute (Injuve) allows studying the selection, treatment and visibility of institutional information in the media. The conclusions establish some of the issues affecting the relationship between the making of the press release and its possible publication.
Although the article does not consider a relevant variable of the Public Relations studied, such as the personal relationship between the editor of the press release and the medium, it does facilitates a contextualization of the intrinsic aspects of the press release.– Rosa Berganza, Ph. D. - University Rey Juan Carlos - Madrid.
Reports on the article:
The article deals with an important and interesting topic: the impact of the action of press departments on the media information. In this specific case, the analysis is confined to the study of the institutional communication activity developed by Spain’s Youth Institute (Injuve) between 2005 and 2007.
Both the objectives and methodology, based on content analysis, are appropriate and their definition is clear and precise.
On the one hand, the research helps defining the typologies and the themes of the press releases issued by the Injuve and, on the second hand, characterising the impact of these in the informative discourse of the press. In this sense, the article allows knowing the basis and characteristics of the communicative activity performed by a public institution and assessing its results in the press. Regarding this last point, the study makes interesting contributions such as establishing the greater impact of the press releases on digital media versus the printed press, and the little effect of the full reproduction of the press releases whose length is mostly reduced in the journalistic production processes prior to its publication.
All in all, the themes addressed, the methodology used, and the results achieved justify its publication.– Andreu Casero, Ph.D.- Full Professor at the Department of Communication Sciences - Universitat Jaume I de Castellón.