Press office

The press office is responsible for mediating the relationship between an individual, legal entity, public institution and the press. The main activity of the press office is to make the client stand out, to be news. To do this, it conducts research and seeks partnerships with newspapers, websites and magazines to publish notes, articles or reports, among other activities.

It is one of the instruments of communication developed for the organizationsand is inherent to the activities of the communication area. A translation of English publicity has nothing to do with advertisingbut with press relations, which in Portugal is completely within public relations, despite the fact that journalism is the basis of all public relations. techniques used. One can imagine the vast world of organizational communication as a doll matrioskain which the different fields of communication fit together.

Within the body of public relations is the press office, which, in addition to being the embryo of public relations itself, has the operational and pragmatic capacity to take advantage of the gaps in journalism.

Press office is a way of gaining editorial coverage in the media with a news and non-commercial appeal. You work for a client, who can be a private client or an institution. Companies, natural persons such as "public figures", doctors, lawyers, musicians and institutions and organizations such as state companies, municipalities, governments, parties, trade unions, clubs, non-governmental organizationsThe media organizations, or individuals, among others, often use press relations services. The interest in the press office is generally determined by the generation of information of public interest.