The press release under analysis is presented by the Ministry of Interior of the United Arab Emirates. The press release is entitled “The International Policing and Security Conference”. The press release aims to draw attention and engage people in the discussion of security issues of the United Arab Emirates. Security is regarded as one of the most significant aspects of the United Arab Emirates’ development. The Ministry of Interior is a strategic partner of the conference under evaluation.
There are six general types of press releases including general, event, launch, product, staff announcement, and expert positioning releases (“Writing and Formatting Tips for News Releases” 4). “The International Policing and Security Conference” is an event press release. It presents all the necessary information concerning the event. The effective event press releases should contain 5 W’s and H. The conference is to be held under the patronage of Lt. General H.H. Sheikh Saif bin Zayed Al Nahyan.
The conference is organized by Rabban Academy. All strategic partners and sponsors are identified (Who?). Global challenges and local solutions for security issues are to be addressed at the conference (What?). The conference was conducted on 4-5 November 2015 at Abu Dhabi National Exhibition Centre (When? and Where?). The reason (Why?) for the conference is described as follows — “Security is one of the main pillars and strategic priorities of the United Arab Emirates” (“Policing and Security Conference” 3). The procedure is described in detail in conference description (How?).
AIDA model will be utilized for the evaluation of the event press release. Thus, the first element is attention or awareness (“AIDA Model” par. 5). As far as the press release is presented in the brochure, images and typographic elements are used to draw attention. The second part “Interest” is achieved by providing information concerning the participants of the event (keynote speakers on security issues that are known worldwide). There are no vivid examples of ways to evoke “Desire”. “Action” element is not present as well. As far as it is an event press release, the only action required is to register, but there is no urge to do so.
The target audience of the press release is specific. It includes individuals who are interested in the security issues of the United Arab Emirates. It can be state and local authorities, academicians, and representatives from border control departments and services. The target media of press releases are online sources. The information about the conference may be accessed on the official portal of the Ministry of Interior. Also, one can listen to the recorded version of the announcement (“The International Policing and Security Conference” par. 1). There are ten most frequently used story angles to present the press release (“Ten Most Common News Angles for Media Releases” par. 3).
The local angle is used because it is connected to the security issues in a particular area. The only call for action is to visit the conference. According to the text of the brochure, strong academic Ethos differentiates the event. The press release uses Logos to attract attention — providing proof of its significance (Mortensen 11). Pathos (emphasis on emotions) is not used, and it is not appropriate as well.
The press release under analysis is a useful example of the efficient presentation of the event. It contains all the necessary elements and can attract the target audience.
References
AIDA Model. n.d. Web.
Mortensen, Kurt. Maximum Influence. New York City, New York: AMACOM, 2004. Print.
Policing and Security Conference. n.d. Web.
Ten Most Common News Angles for Media Releases. n.d. Web.
The International Policing and Security Conference. n.d. Web.
Writing and Formatting Tips for News Releases. n.d. Web.