Strategic communication and public relations (PR) are dynamic fields continuously adapting to societal and cultural changes, particularly in the context of digitalization. Frameworks explaining how to write a press release, a common tool used in PR, exist. However, they partly contradict certain aspects of meaningful strategic communication. Research in strategic communication identifies authenticity, continuity, the expression of opinions, and tailored content as key parts of building and maintaining relationships with stakeholders. Furthermore, studies of communication within the music industry highlight audience engagement through communication that meets fans in their natural arenas. In contrast, traditional press release frameworks suggest an objective, impersonal tone. The language should not be colorful, virtuosic or personal. In creative industries such as the music industry, however, authenticity may depend on more expressive, virtuosic or personal language.

This study analyzes nine press releases from three major Swedish record labels. The analysis is conducted using methods of text analysis based on Systemic Functional Grammar, in combination with theoretical perspectives from media linguistics.

The aim of this study is to analyse how linguistic strategies in press releases issued by record labels contribute to the discursive construction of relationships between artists, record labels, and audiences. The results indicate, inter alia, that the record labels apply interpersonal mood and modality metaphors to establish relationships with audiences while maintaining an overall objective tone. This is achieved primarily using the grammatical form of statements as well as the use of niche terminology and emotionally charged vocabulary. The findings contribute to a broader understanding of strategic communication as a field in constant adaptation.