Or a s Joyce Nelson points out, 'being ahead of the news.' And PR is a big part of the news.

What does a press release do?

• Sets the tone--creates the first impressions readers/viewers might have of an incident
• Influences the debate--among both journalists and the public
• Deflects blame (if blame is part of the equation)--for instance, BP would talk about what it's going to do, rather than bring up messy questions about those harmed, possible liability, etc.

Press Conference

• Again, allows the company/organization the first opportunity to set the tone (e.g., the BP oil spill)
• Allows for control (calling on 'friendly' journalists, for instance)
• Gibbs and the Obama White House
• It can go wrong, though, without a script? Here's what Americans believed in late 2003 about Iraq and 9/11.

The press tour

• Creates photo opportunities
• Allows the host to control the images/imagery
• Creates in some ways a 'rationalization trap' for reporters (who've been invited along)--may make it harder to ask pointed questions

Pre-arranged interview

• Like an infomercial