What makes an effective press release: A coorientation approach of public relations practitioners and news editors in sport

This study explores relationships between public relations practitioners in sport and sport news editors. As a viable communications method used by both public relations practitioners and sport news editors, the press release was examined using the communication theory of coorientation. The study used individual press release elements as coorientational objects. Seventy-five public relations practitioners, in this case Sports Information Directors at NCAA Division I institutions, and forty-four sports news editors who cover college athletics participated in an email survey. Research questions were tested on the relationships between agreement and accuracy as it pertained to the various press release elements proposed. Findings indicated that while some press release elements are in fact agreed upon, the two professional groups take an ''agree to disagree'' approach regarding other press release elements. Accuracy of the perceptions of each of the professional groups was quite low likely due to negative preconceived notions regarding the other. In short, both professional groups have inaccurate views of the others estimates of what are needed elements of a successful press release. Practical applications as well as suggestions for future study are discussed.