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A '''mat release''' (also called a '''matte release''') is a type of [[advertorial]] article associated with [[public relations]] and [[advertising]].<ref name="broom"/> |
A '''mat release''' (also called a '''matte release''') is a type of [[advertorial]] article associated with [[public relations]] and [[advertising]].<ref name="broom"/> |
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The mat release is a short, feature story designed to appear like a [[newspaper]] article but |
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.<ref>{{cite book|last1=Carden|first1=Ann|title=Public Relations Writing Worktext: A Practical Guide for the Profession|date=2010|publisher=[[Routledge]]|isbn=978-1135231576|page=210}}</ref> Mat releases are distributed ''gratis'' to smaller publications, such as [[community newspaper]]s.<ref>{{cite book|last1=Schiavo|first1=Renata|title=Health Communication: From Theory to Practice|date=2011|publisher=[[Wiley & Sons]]|isbn=978-1118040966|page=139|url=https://books.google.com/books?id=MJKcl26umKYC}}</ref> 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.<ref>{{cite web|last1=Goldberg|first1=Barbara|title=How to Stay in Control of Your PR Message|url=https://www.allbusiness.com/how-to-stay-in-control-of-your-pr-message-14496441-1.html|website=allbusiness.com|publisher=[[allbusiness.com]]|accessdate=January 17, 2018}}</ref><ref>{{cite book|title=Business Communication|date=2009|publisher=PHI Learning|isbn=978-8120337299|page=135|url=https://books.google.com/books?id=3D4QxKvEejsC}}</ref> |
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A mat release is different from a [[press release]]; the latter is a communications device targeted towards [[Journalist|journalists]].<ref name="broom">{{cite book|last1=Broom|first1=Glen|title=Cutlip and Center's Effective Public Relations|date=2012|publisher=[[Pearson PLC]]|isbn=978-0132669153|pages=187–188}}</ref> Mat releases, by contrast, are designed to target the public directly.<ref name="broom"/> |
A mat release is different from a [[press release]]; the latter is a communications device targeted towards [[Journalist|journalists]].<ref name="broom">{{cite book|last1=Broom|first1=Glen|title=Cutlip and Center's Effective Public Relations|date=2012|publisher=[[Pearson PLC]]|isbn=978-0132669153|pages=187–188}}</ref> Mat releases, by contrast, are designed to target the public directly.<ref name="broom"/> |
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Revision as of 19:24, 23 October 2023
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
- ^ a b c 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.
- ^ Goldberg, Barbara. "How to Stay in Control of Your PR Message". allbusiness.com. allbusiness.com. Retrieved January 17, 2018.
- ^ Business Communication. PHI Learning. 2009. p. 135. ISBN 978-8120337299.
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