1 Analytical press release

The desire of the media to survive in the era of rapid development of market relations in the country was the reason that advertising, which became the source of material well-being of most publications, firmly settled on the pages of newspapers and magazines, television and radio programs. Advertising is present in the media not only in the form of purely advertising texts. She also dresses in journalistic clothing. This, in particular, has led to the emergence of an active “press release” genre. A press release is a collection of informational messages telling about the merits of a company or an individual, for example, a candidate for deputy. From them, in fact, receive such press releases in the media. The resulting press release will not necessarily be published. Perhaps it will become just one of the sources of information that will be used by the editors for orientation in the business world or in the election campaign. A part of the material can also be removed from it and published in the form of a note, chronicle, informational correspondence.

Thus, the press release is capable of being transformed into some already well-known journalistic genre. However, a journalist can set himself the task of preserving the advertising essence of a press release and, by supplementing it with necessary new information, removing too much, prepare a publication with peculiar features. This publication may be analytical in nature. The combination of analytical and advertising began lies at the heart of the analytical press release.

The subject of the analytical press release are the qualities, capabilities of any people or organizations, firms, institutions in interrelation of them with the needs and objectives that the media audience currently may have. A journalist who has set himself the task of preparing a press release faces the need to analyze the causal relationship between the possible satisfaction of the needs that the media audience has and the activities advertised by firms, institutions, individuals.

Moreover, the purpose of the analytical press release is not just to show that a given organization or a person is able to solve some problems of a given audience, but also to prove it. Therefore, the author of the analytical press release refers to the evidence-based reasoning, to the use of argumentation, confirming his assertions.

As a rule, in a press release, examples of the success of a given firm, institution, person, their high professional qualities, moral and other positive aspects are used as arguments. The authors of analytical press releases also often rely in their statements on the positive feedback on the activities of the advertised companies and individuals, on expert assessments that support the position of the authors.

Thus, the analytical press release genre has two main types of analysis - causal and evaluative. In the course of the evaluation analysis, high positive qualities of the advertised company or individuals are established, and in the course of the causal analysis, it is demonstrated that it is with the help of this company, these individuals that the specific tasks that this audience faces are solved