Compare and contrast the following three forms of communication between politicians and the media: press release, press briefing, press conference. How does the power shift between the politician and the media in each case?

What will be an ideal response?

Answer: An ideal response will:
1. Explain that a press release is a written document with an official comment or position.
2. Explain how a press briefing (when reporters may engage in a heavily restricted question session fielded by the press secretary) differs from a press conference (when reporters have the ability to ask a wide range of questions over multiple topics directly to the elected official).
3. Note that in a press release, it is the politician who controls the information presented, and in a press briefing, the politician tries to retain control by limiting the range of questions. In a press conference, the media have the most control, as they have the power to ask a wide range of questions over a breadth of topics. In a press conference, as in other venues, the media struggle to get answers and politicians struggle to retain control of their messages.