Mat release

A mat release (also called a matte release) is a type of advertorial article associated with public relations and advertising.[1]

The mat release is a short, feature story designed to appear like a newspaper article but which, in reality, contains persuasive communication in promotion of a product or idea.[2] Mat releases are distributed gratis to smaller publications, such as community newspapers.[3] Newspapers which run mat releases often do so to augment "soft content" sections of their publications, or to fill "news holes" due to staff shortages.[4][5]

A mat release is different than a press release; the latter is a communications device targeted towards journalists.[1] Mat releases, by contrast, are designed to target the public directly.[1]

ReferencesEdit

  1. ^ a b c Broom, Glen (2012). Cutlip and Center's Effective Public Relations. Pearson PLC. pp. 187–188. ISBN 0132669153.
  2. ^ Carden, Ann (2010). Public Relations Writing Worktext: A Practical Guide for the Profession. Routledge. p. 210. ISBN 1135231575.
  3. ^ Schiavo, Renata (2011). Health Communication: From Theory to Practice. Wiley & Sons. p. 139. ISBN 1118040961.
  4. ^ Goldberg, Barbara. "How to Stay in Control of Your PR Message". allbusiness.com. allbusiness.com. Retrieved January 17, 2018.
  5. ^ Business Communication. PHI Learning. 2009. p. 135. ISBN 8120337298.