ACCEPTANCE CHARACTERISTICS OF HOMETOWN PRESS RELEASES
Mass Communication and Journalism
This study found that hometown releases are used more than the three-to-eight percent noted in the literature for releases in general. A sample of 196 hometown releases representing three months' worth of releases from a major comprehensive university was analyzed. Seventy-one (36.2%) of the releases were used. Besides use, one release criterion-inclusion of a photograph-and two newspaper characteristics-frequency of publication and circulation-were examined. The presence of a photograph had no significant effect on whether a release was published. Newspaper frequency did not affect publication, but circulation did. Professors Morton and Warren were on the faculty of the Journalism Department at the University of Southern Mississippi when they conducted this study. Morton is now with the University of Oklahoma, and Warren is with the New York research firm, Erdos and Morgan.
PUBLIC RELATIONS REVIEW
(1992). ACCEPTANCE CHARACTERISTICS OF HOMETOWN PRESS RELEASES. PUBLIC RELATIONS REVIEW, 18(4), 385-390.
Available at: http://aquila.usm.edu/fac_pubs/6911