Press Release

Find a Web site that has an “About Us” section or a “Press Release” section.

Write a three to four (3-4) page paper addressing the following:

  • Identify the Web site, the sender, and perceived receiver.
  • Analyze the integrated business communication.
  • Assess the media richness of the section.
  • Describe how the message is framed.
  • Identify opinion leaders.
  • Make recommendations for improving word choice.

The format of the paper is to be as follows:

  • Typed, double-spaced, Times New Roman font (size 12), one-inch margins on all sides, APA format. Microsoft Word document.
  • Use headers for each of the subjects being covered, followed by your response.
  • In addition to the three to four (3-4) pages required, a title page is to be included. The title page is to contain the title of the assignment, your name, the instructor’s name, the course title, and the date.



Communication Process

Genise Brown

Managerial and Business Communication

Evangeline Jefferson

January 18, 2019

The methods in which people interact in any business frame had changed entirely from the past period when the primary sources of information were newspapers only. Businesses use such technologies in order to deliver the messages to the shareholders that’s why it is of great importance. One of these technologies will be examined for a company in this assignment as well as we will review the communication methods that are used on the website of that business. CERTON Software Inc. is the website that I will discuss in this assignment; it is a software corporation that is based in Melbourne, Florida and is trained in testifying safety-critical software operations for medicinal, aviation and transport enterprises (CERTON, 2017).

The communication process that is required to be examined involves a press release along the header, “CERTON Completes Delivery of Requirements, Design, Validation, & Verification for Major Milestone on Fly-by-Wire Flight Controls FPGA Program” (CERTON, 2017). It is stated by the press release that CERTON presented services for the testing and verification of code for the flight controller unit for an unknown avionics’ operation. Even though the sender’s name is never shown, that’s why it will be logical to think that it is published by an assistant in the department of marketing or public relations. Employment seeking applicants, workers, third-party vendors, competitors, customers, and possible consumers are some of its examples.

In the press release setting, the soundest method for the creation of relationships of shareholder and improvement of the brand of the organization is to compose the press release in a way which will bring attentiveness on the performance of the organization for its actions. For instance, particular terms are used by the sender deliberately to point out the precious resources and meticulousness of CERTON for the better performance of the project assignments. It is assured by the sender to breakdown the performance of every assignment by the engineers in the press release after stating, “Proven measures, procedures, expertise, templates, tools, and unique technology are utilized by CERTON for the development, evaluation, adjustment, and execution of hardware test facts and methods to illustrate the FPGA principles perfectly executed hardware conditions” (CERTON, 2017). Further, the sender highlights the significance of relationship of shareholders by pointing out the alliance in between the CERTON and its consumer by saying that the association will “establish fresh principles for the consumer and their entire FPGA plans progressing onward” (CERTON, 2017).

In the current situation the communication objective of CERTON is to inform the shareholders of organization’s recent achievement, and due to the message’s clear nature, a thin tool such as an online press release is a proper way for the conveyance of such data. Further media richness influences the formation of the message. The framework of the press release is of such a way that each part of the announcement explains recent data regarding the completion of CERTON project. At first, the service’s scope, the performance of the services code, as well as the outcomes of the efforts of the corporation are stated in the abstract and the headline. A general overview of the remaining press release is provided in this introduction.

Further details will be discussed in the second paragraph to review the performance of the tasks, and at the end of this paragraph, the overview of the test results will be here. The conclusion of the project is successfully highlighted in the third paragraph after admiring the partnership in between the CERTON and the client. At first, it follows about an epic conclusion of the press release and permits the shareholders, who are examining over, just to relax and review his statement. At second, he present himself as a chief leader because of his powerful status being the company’s head. Addition of his statement in the press release is the best case of the integrated business communication as in it he assures to state that CERTON always prefers to complete its project as per schedule and within prescribed budget. Other entities will be attracted to look into the services of CERTON after reviewing these two factors (CERTON, 2017). Uppermost administration of engineering organizations, reporters or directors of industry papers, and heads of third-party merchants who can present services to CERTON are included in the other opinion leaders.

I will preferably involve an extract of CEO’s statement in the abstract for the improvement of the press release; so that the attention of the reader can be catched easily. Also, I will prefer to obtain a statement from the consumer’s administration praising the organization’s struggles – while admiring their wishes for being indistinguishable. I will not alter the number of jargons utilized as its intended targets are supposed to be educated in the engineering world, and extra-simplification of the message may indicate professionalism lack.

At last, it can be concluded that it is essential for enterprises to manage all communications to shareholders having an objective of enhancing business relationships all the times, with shareholders and/or by brand promotion.


CERTON Completes Delivery of Requirements, Design, Validation, & Verification for DO-254 DAL A. (2017, February 2). Retrieved from

Stuart, B. E., Sarow, M. S., & Stuart, L. (2007). Integrated Business Communication: In a Global Marketplace. Hoboken, NJ: John Wiley & Sons.

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