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A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. Typically, they are mailed, faxed, or e-mailed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks.

Tom Kelleher states in his book, Public Relations Online: Lasting Concepts for Changing Media, that "given that your news-driven publics include bona fide journalists as well as others who read and report news online, the term news release seems to work better online than press release". Fraser Seitel also refers to press releases as being, "the granddaddy of public relations writing vehicles."^[1]

Websites have changed the way press releases are submitted. Commercial, fee-based press release distribution services, such as news wire services, or free website services co-exist, making news distribution more affordable and a level playing field for smaller businesses. Such websites hold a repository of press releases and claim to make a company's news more prominent on the web and searchable via major search engines.

The use of press releases is common in the field of public relations (PR). Typically, the aim is to attract favorable media attention to the PR professional's client and/or provide publicity for products or events marketed by those clients. A press release provides reporters with an information subsidy containing the basics needed to develop a news story. Press releases can announce a range of news items, such as scheduled events, personal promotions, awards, new products and services, sales and other financial data, accomplishments, etc. They are often used in generating a feature story or are sent for the purpose of announcing news conferences, upcoming events or a change in corporation.

A press statement is information supplied to reporters. This is an official announcement or account of a news story that is specially prepared and issued to newspapers and other news media for them to make known to the public.

Origins[link]

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 the 1906 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[link]

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 to 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.A Press Release also speaks up the latest development and happenings of your organization and stimulates interest among readers.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.

Distribution models[link]

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 newswires and other networks of journalists.^[6] In this model, the business is ultimately responsible for both the creation of the content and the decision to distribute it, which makes press releases self-published. However, within the industry, a self-published press release is a do-it-yourself release that bypasses the pricey newswire distribution networks. In this approach, which is popular with many very large businesses and is nearly universal among small organizations seeking only local media attention, the business' own marketing personnel write the press release and send it directly to their choice of newspapers or other media outfits. Although previously done on a small scale by individually mailing or faxing announcements to a small number of local media, this approach now tends to rely on e-mail and web distribution. Some hybrid models also exist, which pay for distribution through established networks, but otherwise follow the do-it-yourself model.^[6]

Video news releases[link]

Some public relations firms send out video news releases (VNRs) which are pre-taped video programs that can be aired intact by TV stations. Often, the VNRs are aired without the stations' identifying or attributing them as such.

TV news viewers can often detect the use of VNRs within television newscasts; for example, many movie-star "interviews" are actually VNRs, taped on a set which is located at the movie studio and decorated with the movie's logo. Another frequent example of VNRs masquerading as news footage is videotapes of particular medical "breakthroughs," that are really produced and distributed by pharmaceutical companies for the purpose of selling new medicines.

Video news releases can be in the form of full blown productions costing tens of thousands or even hundreds of thousands. They can also be in the TV news format, or even produced for the web.

Recently, many broadcast news outlets have discouraged the use of VNRs. Many stations, citing an already poor public perception, want to increase their credibility. Public relations companies are having a tougher time getting their pre-edited video aired.

VNRs can be turned into podcasts then posted onto newswires. Further to this, a story can be kept running longer by engaging "community websites", which are monitored and commented on by many journalists and features writers.

Embargoed press release[link]

Sometimes a press release is distributed early and embargoed — that is, news organizations are requested not to report the story until a specified time. For instance, news organizations usually receive a copy of presidential speeches several hours in advance. Product or media reviewers are commonly given a sample or preview of a product ahead of its release date.

Unless the journalist has voluntarily agreed to honor the embargo in advance, usually via a legally binding non-disclosure agreement, the journalist is under no obligation to honor it. However, even in the absence of any obligation, news organizations generally do not break the embargo for sources that they wish to cultivate. If they do, then the agency or client that sent the release may blacklist them. A blacklisted news organization will not receive any more embargoed releases, or possibly any releases at all.

However, it is very hard to enforce embargoes on journalists, as there is constant pressure by editors to scoop other news outlets. It is unlikely that a PR agency will blacklist a form of media, as other clients may want to be featured in this publication. This problem is sometimes overcome by controlling the timing of a release via email rather than relying on the journalist to do so.

See also[link]

• Electronic press kit (EPK)
• News conference
• Public relations (PR)
• Spokesman
• Press service

References[link]

Tyler, The Creator
Background information
Birth name	Tyler Gregory Okonma
Also known as	Wolf Haley, Ace, Tron Cat, Young Nigga, Thurnis, Tyler Haley, DJ Stank Daddy
Born	(1991-03-06) March 6, 1991 (age 21)
Origin	Ladera Heights, Los Angeles County, California, United States[1]
Genres	Alternative hip hop
Occupations	Rapper, record producer, director, actor, graphic artist,[1] fashion designer[2]
Instruments	Vocals, piano, keyboards, drums
Years active	2006–present
Labels	Odd Future Records, XL Recordings, RED Distribution
Associated acts	Odd Future
Website	oddfuture.com

Tyler Gregory^[3] Okonma (born March 6, 1991), better known by his stage name Tyler, The Creator, is an American rapper, record producer, actor and fashion designer^[2] from Los Angeles. He is best known as the leader and co-founder of the alternative hip hop collective Odd Future,^[4] and has rapped on and produced songs for nearly every Odd Future release. Okonma also creates all the artwork for the group's releases^[1] and said in an interview with DJ Semtex that he designs all the group's clothing and other merchandise as well.^[2] He is currently signed to English independent record label XL Recordings, and his own record label, Odd Future Records.

Early life[link]

Tyler Okonma was born in Los Angeles, California to a Nigerian father and a mother of African-American and white Canadian descent.^[5][6][7] He claims that he had never met his father,^[8] and spent his early life living in the communities of Ladera Heights and Hawthorne in southwest Los Angeles County.^[1][9] At the age of seven, he would take the cover out of an album's case and create covers for his own imaginary albums including a tracklist with song times before he could even make music.^[10][11] At the age of 14, Okonma taught himself how to play piano.^[12] In his twelve years of schooling, he had attended twelve different schools, in Los Angeles and Sacramento areas.^[13]

Music career[link]

[edit] Bastard and Goblin (2009–2012)

On December 25, 2009, Tyler self-released his first album, Bastard. The album was eventually ranked 32nd on Pitchfork Media's list of the Top Albums of 2010. On February 11, 2011, Tyler released the music video for "Yonkers", the first single from his second album, Goblin, which was released May 10, 2011.^[14] The video has received attention from several online media outlets.^{[15][16][17][18]} An extended version with a third verse can be purchased on iTunes.^[19] After the release of "Yonkers," Tyler announced that he had signed a one-album deal with XL Recordings.^[20] Tyler and fellow OF member Hodgy Beats made their television debut on February 16, 2011 when they performed "Sandwitches" on Late Night with Jimmy Fallon.^[21] On March 16, Tyler and Hodgy performed "Yonkers" and "Sandwitches" on the 2011 mtvU Woodie Awards, being joined by other members of Odd Future during "Sandwitches". Goblin was released on May 10, 2011.

During an interview with Tyler for Interview, Waka Flocka Flame expressed his interest in collaborating with the Odd Future frontman to direct a music video for him.^[22]

Tyler's third album Wolf is scheduled for release in 2012. It will contain the instrumentals that Tyler has been making since the age of 15.^[23]

Tyler won Best New Artist for "Yonkers" at the 2011 MTV Video Music Awards.^[24]

[edit] Wolf and Loiter Squad (2012-present)

Tyler first mentioned the album in early 2010 saying that he would have an album titled Wolf. In early 2011 he told fans through his Formspring account that his third album would be called Wolf and it is scheduled to be released in May 2012. The album will continue Tyler's sessions with his fictional therapist, Dr. TC, as hinted by the title track on his first album, Bastard, in which Dr. TC says "this is the first of three sessions...".

In August 2011, Tyler said that the album will be more focused on beats and have less rapping.[4] He has said that on the album he will try to make music similar to his current interests, which he has said do not contain rapping.

In an interview with DJ Semtex, he confirmed that he will handle all the production on the album, except one song produced by Left Brain.[5] This was how the production on Goblin was dealt with.

Tyler initially announced in early 2011, after Los Angeles hip hop collective Odd Future annoced that will get their own TV show called Loiter Squad. It wasn't until September 8, 2011 that the show was finally confirmed as a 15-minute live action show composed of various sketches, man on the street segments, pranks and music made by OF. Dickhouse Productions, the production partnership that created Jackass, is scheduled to produce the show. The show premiered on March 25, 2012.

Other enterprises[link]

Tyler has also directed music videos, acted in two roles, and also done work as a graphic artist^[1].

Criticism[link]

Homophobia[link]

Tyler has been criticized for his use of homophobic slurs, in particular, his frequent use of the epithet faggot in his lyrics and on Twitter.^[25][26] He has denied accusations of homophobia, stating, "I'm not homophobic. I just say faggot and use gay as an adjective to describe stupid shit,"^[27][28] and, "I'm not homophobic. I just think faggot hits and hurts people."^[29] However, he later said in an interview with MTV about the slurs, "Well, I have gay fans and they don't really take it offensive, so I don't know. If it offends you, it offends you. If you call me a nigga, I really don't care, but that's just me, personally. Some people might take it the other way; I personally don't give a shit."^[30][31]

Misogyny[link]

Tyler has also been criticized for his graphic depictions of violence against women and his misogynistic lyrics.^[32][33] Brent DiCrescenzo of Time Out Chicago writes that rape is a "predominant theme" of Goblin^[34] and Hermione Hoby of The Guardian writes that Tyler's "rape and murder fantasies (are) graphic enough to send the vomit rising along with the bile."^[35] The Fader tallied 68 uses of the term "bitch" over Goblin's 73 minutes.^[36] Responding to Canadian indie pop duo Tegan and Sara's criticism of his lyrics,^[37] Tyler tweeted: "If Tegan and Sara need some hard dick, hit me up!"^[38]

Legal issues[link]

On December 22, 2011, Tyler was arrested during a show at the Roxy Theatre in West Hollywood, and charged with "suspicion of vandalism" for alleged destroying of sound equipment belonging to the venue. He was released on $20,000 bail.^[39][3]

Feuds[link]

In the song "Yonkers," Tyler disses numerous artists, such as rappers/singers B.o.B and Bruno Mars, and Hayley Williams, frontwoman of band Paramore. Tyler, the Creator also disses Bruno Mars in The Game's song "Martians vs. Goblins," in which he and Lil Wayne are featured artists. In response, B.o.B released a similar diss track, entitled "No Future" that also references Tyler's group, Odd Future. Ironically, Tyler praised the song, and initially did not think it was a diss track. Bruno Mars, in response to the verse "stab Bruno Mars in his goddamn esophagus," said, "[Tyler] has to wait in line if he wants to stab me...[Tyler's] definitely not the first guy that's said something like that to me and he's not going to be the last."^[40] Los Angeles rapper Hopsin also dissed him in his "Ill Mind of Hopsin 4" music video, released in July 2011. Tyler did not respond to it.

Discography[link]

• Bastard (2009)
• Goblin (2011)
• Wolf (2012)

Filmography[link]

Awards and nominations[link]

O Music Awards

MTV Video Music Awards

MTV2 Sucker Free Awards

References[link]

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