Factors underlying organizations' successful press release publication in newspapers: Additional PR elements for the evolving "press agentry" and "public information" models

This study tests 71 PR elements and tools regarding publishing success of 373 press releases in light of PR's two major, unidirectional models: press agentry and public information. Thirteen PR agencies and 12 subject areas were analyzed. A formula was developed to pinpoint the successful PR elements in 575 published news items emanating from these press releases. The main elements underlying publication success were importance of the item, its novelty and its practical usefulness; text composition and timely transfer to the journalist; and original source of the item. Overall, the public information model had the higher average success rate. The study's ramifications for organizations' overall communication strategy are also discussed.