The benefits of a press release coursework for undergraduates

Abstract

Today's academic staff and students are faced with increasing challenges including respective delivery and development of essential subject-specific content, research and diverse transferable skills for future employment. To meet these needs, we piloted an academic and Media Relations delivery partnership focussing on developing science communication skills to our undergraduate medical science students. This case study reports that the introduction of a science media workshop, combined with a short 250word, low-stakes, summative press release coursework, proved to be an efficient and effective approach. The assessment required reading and understanding 'unknown' primary research findings and submission via the University Media Relations template for 'real-world' needs. Co-developed grading criteria allowed for rapid marking and feedback, and the academic-Media Relations marks correlated closely. Student feedback indicated that this authentic exercise was valued, being 'different' and 'enjoyable' for introducing key skills for research critique whilst also highlighting science media as a vocational route.

Information and promotion genre regarding korean content in netflix press release

“…The article was then sent to a media company, the New York Times, and since then the press release has been used as one of the company's media to become a communication platform from its point of view (Gavin, 2015). Seeing its development which has started since a century ago, the evolution of press releases in the world has begun to vary, ranging from the platforms used, from radio, television, company owned websites and so on (Gavin, 2015), the contained elements ranging from information, promotions, advertising, and so on, to the various themes regarding to the company/institution that issued the press release in the professional world, ranging from medical (Hughes et al, 2019), business (Belch & Belch, 2018), telecommunications (Peck & Hall, 2013) and so on. In PR Communication, the company of press release were seen as the main information containing up-todate operational event conducted by company (Kochetova & Ilyinova, 2018), and from the point of view of companies/institutions that are revenue and profit oriented, defines that a press release is a simple writing and concise, but made by experts or scholars, so that they are informative and able to have a significant impact on public (Sumner et al, 2016).…”