Uudisväljaanne

Uudisväljaanne refers to a news release or press release in Estonian. It is a written or recorded communication directed toward members of the news media for the purpose of announcing something ostensibly newsworthy. The primary goal of a uudisväljaanne is to inform the public through the media of an organization's or individual's plans, new products, services, achievements, or events.

These releases are typically drafted by a company's public relations department or a designated spokesperson. They are designed to be factual, objective, and easy for journalists to use in their reporting. A standard uudisväljaanne includes a headline, dateline, introduction that summarizes the key information, body paragraphs that elaborate on the details, and a boilerplate statement about the issuing organization. Contact information for further inquiries is also essential.

While the term "uudisväljaanne" literally translates to "news publication" or "news edition," in practical terms, it functions as a tool for earned media, aiming to generate positive publicity. Journalists may choose to use the information as provided, rewrite it, or follow up with additional research. The effectiveness of a uudisväljaanne depends on its newsworthiness, clarity, and professional presentation. It is a fundamental element of public relations strategy, bridging the gap between an entity and the media outlets that reach the broader audience.