Social:Mat release
A mat release (also called a matte release) is a type of advertorial article associated with public relations and advertising.[1] The mat release is a short, feature story designed to appear like a newspaper article but, in reality, contains persuasive communication in promotion of a product or idea.[2] Mat releases are distributed gratis to smaller publications, such as community newspapers.[3] Newspapers which run mat releases often do so to augment "soft content" sections of their publications, or to fill "news holes" due to staff shortages.[4][5]
A mat release is different from a press release; the latter is a communications device targeted towards journalists.[1] Mat releases, by contrast, are designed to target the public directly.[1]
References
- ↑ 1.0 1.1 1.2 Broom, Glen (2012). Cutlip and Center's Effective Public Relations. Pearson PLC. pp. 187–188. ISBN 978-0132669153.
- ↑ Carden, Ann (2010). Public Relations Writing Worktext: A Practical Guide for the Profession. Routledge. p. 210. ISBN 978-1135231576.
- ↑ Schiavo, Renata (2011). Health Communication: From Theory to Practice. Wiley & Sons. p. 139. ISBN 978-1118040966. https://books.google.com/books?id=MJKcl26umKYC.
- ↑ Goldberg, Barbara. "How to Stay in Control of Your PR Message". allbusiness.com. https://www.allbusiness.com/how-to-stay-in-control-of-your-pr-message-14496441-1.html. Retrieved January 17, 2018.
- ↑ Business Communication. PHI Learning. 2009. p. 135. ISBN 978-8120337299. https://books.google.com/books?id=3D4QxKvEejsC.
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