Media Perspective, Marketing, and the Press Release Essay

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Introduction

Hewlett Packard’s (HP) unveiling of its new Later Printing technology reveals how marketing and media perspectives are integrated with press releases and technology in the article “HP Expands Printing Portfolio to Address Broader Customer Base in Eco-solvent Market”. Calling their new product the “HP Later Printing Technology solutions,” the company attempts to inspire consumers and the media alike while describing its product (HP, 2009). The press release for this technology illustrates the relationship between media perspective, corporate advertising through press releases, and marketing in general. Genuine media reactions to this vary while the press release poses to be a genuine reaction in itself, and through this, we can consider the relevant aspects of marketing. Media perspective is thus relevant in two ways when considering press releases, while marketing loosely borders on deceit in this common methodology of sales promotion. This perspective gives press releases a powerful advantage through perspective, as is evident in this consideration of a press release from HP.

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Press release definition

Press releases are often writing from a non-descript perspective presented through the medium of the media when they are written by company officials attempting to market their product. However there are cases where the media agrees in other ways, and this is the signature of a great product. Company writers are assigned to write an article about a product while advertising it as if a reporter took interest in the product and is investigating it. This is what makes the press release so effective, as it appears as if the product is worthy of news and media attention, when in fact it is simply a sales letter written by the company as news. In this, press releases are more effective than simple advertisements (Czinkota, 2004).

Major news has acclaimed this HP product to support its press release, largely because of the environmental issues relevant to the technology. Not always common to press releases, HP’s release for this product did receive media attention, while news and media sources refer to this technology as “revolutionary,” “ideal,” “beneficial,” and “high quality” (GDPRO, 2009). This media support lies the foundation for the consideration of HP’s marketing strategies, concepts, and language from a perspective supported by third parties.

HP further appeals

HP further appeals to the environmentalism and ecologically friendly mentally common in the modern world in its press release. Imagining the perspective of the media in HP’s sentence fragment “designed to broaden production capabilities for a greater number of customers and provide a viable alternative to eco-solvent technologies,” this is a powerful statement. Ultimately this part of the press release is its most powerful tool, as it allows the company to present its strongest points but without as much concern for the initial reader mental barrier that consumers have against straightforward advertising and marketing (Czinkota, 2004; Kotler and Keller, 2008). Considering this same sentence from a blatant advertising perspective, and with less sophistication “we made it so it will allow more people to choose our products in an environmentally friendly way,” has just as much power in what the product is attempting to do, however, the reader is prone to question these claims from this perspective as it serves the interest of the company. Similarly, if the title and author of the article had been written traditionally and from the company perspective as “ ’We are expanding our business by tapping into the environmentally conscious community, by Hewlett Packard” would be taken much less seriously by many people. Granted, this uses the marketing language while being direct with consumers, it does not provide the perspective and viewpoints which aid press releases in being powerful marketing tools.

Conclusion

Ultimately the press release in itself, despite the perspective, cannot (usually) be considered a form of deceit without additional media support. Despite its presentation, the media has not investigated while giving a third-party account for the consumer’s convenience in a press release. However, this form of presentation does shift the perspective just enough so that the consumer is not as immediately biased against this marketing as they are to standard advertisements. In HP’s case, their product was praised as much by the media as they praised it themselves.

References

Czinkota, M. (2004). Marketing Management. Atomic Dog Publishing, Inc.

Graphical Display Professional (GDPRO). (2009). Planet-friendly printer for Totally Dynamic. Web.

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Kotler, P. and Keller, K. (2008). Marketing Management. Prentice Hall.

HP Expands Printing Portfolio to Address Broader Customer Base in Eco-solvent Market. (2009). Web.

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IvyPanda. (2021, November 21). Media Perspective, Marketing, and the Press Release. https://ivypanda.com/essays/media-perspective-marketing-and-the-press-release/

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"Media Perspective, Marketing, and the Press Release." IvyPanda, 21 Nov. 2021, ivypanda.com/essays/media-perspective-marketing-and-the-press-release/.

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IvyPanda. (2021) 'Media Perspective, Marketing, and the Press Release'. 21 November.

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IvyPanda. 2021. "Media Perspective, Marketing, and the Press Release." November 21, 2021. https://ivypanda.com/essays/media-perspective-marketing-and-the-press-release/.

1. IvyPanda. "Media Perspective, Marketing, and the Press Release." November 21, 2021. https://ivypanda.com/essays/media-perspective-marketing-and-the-press-release/.


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IvyPanda. "Media Perspective, Marketing, and the Press Release." November 21, 2021. https://ivypanda.com/essays/media-perspective-marketing-and-the-press-release/.

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