Intertextuality and informativity of press releases: factors determining the communication between PR practitioner and journalist [articol]

Abstract

Of the textual properties of press releases intertextuality and informativity significantly influence the communication between the PR practitioner and the journalist. The article defines the release intertextuality by highlighting its specific characteristics and suggests future research directions. The notion of informativity as it was defined by R. de Beaugrande and W. Dressler does not apply to releases and therefore, it is re-defined and its sources of expectations are identified. The article also proposes a model of analysis, which can be used for didactic or research purposes to identify the release informativity.