Class assignment in which I analyzed the components of a sports press release. I then designed the anaylsis to mirror that of a professional sports program.

1. F inal Analysis Sponsored By: Jennifer Braner
Press
Releases
FOCUSED AND FUNDAMENTAL
 An insider look on the industry’s
press methods
 Featuring the Chicago
White Sox, Bears, and
Blackhawks
PROFESSOR HK 11.22.10 WRD 301

2. Preview of Today’s Match Up
This analysis aims to identify the different components within a sports press release. In doing so,
this examination will the highlight the successful features of a press release. Also, it will compare
the use of a press release in three different sports industries, specifically the Chicago White Sox,
Bears, and Blackhawks, in order to identify continuity, if it is present.
Importance of Public Relations
Public relations has become a key focus over the past twenty years; especially with the creation of the internet.
Now that consumers have constant access to varying viewpoints and information, it is important for companies
to maintain in contact with their audience.
This mentality holds true, not only for large corporations, but also for sports franchises. Because sports teams
rely so heavily on their fan base for income, it is fundamental to appear in touch with the fans. This goal is
achieved is through various public relations efforts. Most effectively and effortlessly is the press release.
Press Release Purpose
The purpose of a press release is to communicate something news ―Now we are all exposed
worthy to the media. Press releases can announce a wide range of to a huge wealth of
information every day —
items. Typically, they are utilized as a way to provide reporters with
not just online but across
the basics needed to create a news story. all media — which makes
us better informed than
ever about what’s going
in the world.”
-Dominic Stinton of TalkTalk
In sports, press releases inform news
outlets of different establishments
within the franchise. This can be a
new manager, a team trade, a player
winning an award, the re-naming of a
stadium, etc. This analysis highlights
a trade acquisition.

3. Spotlight: Press Release Audience
Because press releases are utilized as a way to attract favorable media attention, the main audience is media
outlets. Press releases provide reporters with a basic outline needed to develop a news story. Typically, press
releases are geared towards news outlets in hopes of generating a feature story.
Sports press releases are also geared towards media outlets. However, for sports related reasons, they are not
geared only towards local and national news outlets. Sports press releases aim to reach sports networks. This
commonly includes certain networks, such as ESPN or Comcast Sports Net. By doing this, news is able to
reach a local and national audience while most importantly reaching the most extreme sports fans.
Beyond the Uniform:
A Stripped Down look at Press
Release Content
A sports related press release can appear very limited in content. The
length itself is noticeably short which translates into restricted
information. Specifically for sports press releases, the information only
covers a few key areas of the athlete (because this is addressing player acquisition). In addressing a new player
gain, press releases focus on a few specific areas that are of most importance in the sports world. These areas
are typically: the athletes’ college, number of games played, their previous team(s), and their current statistics
(batting average, tackles made, or goals scored). Along with this is also a picture of the athlete, whether it an
individual team photo or an action shot can differ.
There is continuity in this information across the board; however I
noticed a clear difference in the Chicago Bears press release. Though
―It’s great to get a
second chance at getting
the Bears highlight each of these aspects in their new player back to the NFL. I thank
acquisition, they also include more personal information. In the press this organization and the
release I focused on, there was more background detail included. head coach for believing
in me and giving me a
Along with this were quotes from both the player and Bears head
second opportunity.‖ –
coach. This changed the press release from a basic outline to a more Chicago Bears new acquisition
Charles Grant
completed story of who the player is and the teams feelings in regards
to his presence.

4. Going One on One with Document Design and Format
Press releases, like other formal documents, have a clearly
stated format. Some of the most common structural elements
“In order to be the best, you
first need to work at it. This in- of a press release include: headline, dateline, introduction,
depth look at design and format body, close, and media contact information. Though certain
allows insight into how the pros stylistic elements have changed or evolved with the internet,
work- before they can play.”
-J. Braner this information is pretty standard in the creation of a press
release.
When analyzing this genre, there are basic structural features present throughout. Each analyzed press release
contains an obvious headline, the date, an introduction to the player acquisition, a body paragraph with
information about the players’ career, closing information about the player, and a link to the franchises public
relations department.
Knowing these guidelines, there is also a standard length to press releases. Press releases, especially those
related to sports are notably short in length. This allows for the basic, necessary information to be provided
without any frills; an attribute that compliments the perception of sports. The Blackhawks and White Sox press
releases that were analyzed were no longer than two full paragraphs. Because the Bears press releases provided
more personal information, it was noticeably longer; however it was only a page long- and this is considered
extensive.

5. Sentence Structure
When examining the syntax of a sports related press release, there
“Like any championship team, a are some clear standards. Each press release is made up of
good piece of writing needs noticeably short, simple sentences. It is interesting to note that
structure. Here you can see the the sentences in each press release do not exceed two full lines.
ways press writers format their There is a clear avoidance of fragments and commas, except
winning pieces.” when necessary. This conveys simplicity to the reader and makes
-J. Braner
information, such as statistics, easy to gather and understand.
Diction & Language
The diction utilized in the examined press releases is predominately jargon. Because the subject is sports, the
press releases include statistics and other information related to sports; such as batting average, penalty minutes,
individual points and sacks. These are industry terms that are inaccessible to anyone who does not watch
sports. At the same time, the overall language of the releases is both formal and professional. Though words
have a jargon connotation, they are significant to subject matter. The trade acquisitions are detailed extremely
objectively and by qualified sports writers.
● ● ●
Final Score
● ● ●
In conclusion of the analysis, there some fundamental
features of sports press releases that penetrate industry
barriers. The White Sox, Bears, and Blackhawks
releases are all tied up in terms of
 Structure
 Audience
 Language
 Basic Content
However, the main difference was length; specifically
in terms of the Bears press release. I propose that this
length is utilized purposefully as a way to create a full
story for fans. Because the Bears player acquired in
this trade was to be a starter, the Bears knowingly
included information in order to justify their move.