Komunikat prasowy jako podstawowe narzędzie w działaniach media relations uczelni wyższych: Politechniki Wrocławskiej, Uniwersytetu Ekonomicznego, Uniwersytetu Przyrodniczego oraz Uniwersytetu Wrocławskiego

Abstract

Press release as a basic tool in university media relations: Wrocław University of Technology, Wrocław University of Economics, Wrocław University of Environmental and Life Sciences and the University of Wrocław

The text describes one of the basic tools used in media relations, the press release. University relations with the media are important for two reasons: first, society must be informed about the functioning of universities as their development is tax-funded. Second, the release of information to the media is regulated by the Regulation of the Council of Ministers of 7 November 1995 which obliges universities to provide the public with reliable information on their operations. In the article, the author analyses press releases sent by promotion centres of four biggest Wrocław state universities: Wrocław University of Technology, Wrocław University of Economics, Wrocław University of Environmental and Life Sciences and the University of Wrocław. A synchronic comparison allows her to demonstrate similarities and differences in the structure of the messages. The analysis is preceded by a theoretical introduction which structures the knowledge on press releases, explains the basic rules of cooperation with editors, and distinguishes “media baits” and “attractiveness indexes”.