The role of press relations is to achieve maximum publication or broad casting of PR information in order to create knowledge and understanding.
• 'The press' includes all news media — press, radio, television and cinema newsreels. 'News release' is used in preference to'press release', as it. also recognizes radio and television.
The object of press relations is to 'create knowledge and understanding', not to print what the client or employer wants to see in print or to gain 'favourable mentions'. No one has the right to expect the media to print or broadcast anything, at least not in a democracy.