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.
