What is a Press Release?
A press release is a written communication distributed to members of the media with the primary purpose of announcing news, events, or information about a business, organization, or individual. The goal of a press release is to generate media coverage and public interest in the subject matter presented. Press releases are a fundamental tool in public relations (PR) and are utilized by companies, non-profit organizations, government agencies, and individuals to share noteworthy developments, achievements, or updates with the broader community.
These communications are sent to journalists, editors, bloggers, and other media members who may find the information relevant to their audience. They may be distributed through traditional means like mail and fax and online distribution services and email. A well-crafted press release can serve as an effective tool to build brand awareness, shape public perception, and secure media coverage, contributing to an organization's overall communication strategy. Simply put, press releases exist to share news about your business.
Types of Press Releases
Press releases come in various forms, each serving a unique purpose in business communication. Here's a detailed look at the different types of press releases you can create:
Standard Press Release
Purpose: General announcements or updates about your business.
Usage: This type is versatile and can cover a wide range of topics, such as company updates, new policies, or general news that doesn't fit into other specific categories.
Product Launch Press Release
Purpose: Announce new products or services.
Usage: Highlight the features, benefits, and availability of your new offerings. This type is crucial for generating buzz and attracting media attention to your latest innovations.
Event Press Release
Purpose: Inform the public about upcoming events or activities.
Usage: Detail the what, when, where, and why of the event, and encourage attendance or coverage. This is often used for conferences, webinars, grand openings, or community events.
Acquisition Press Release
Purpose: Share news about mergers or acquisitions.
Usage: Explain the strategic importance of the acquisition, what changes it will bring, and how it benefits stakeholders. This helps in maintaining transparency and building trust with the public and investors.
New Hire Press Release
Purpose: Announce new team members or executives.
Usage: Introduce new hires, especially at the executive level, highlighting their experience and what they bring to the company. This can enhance credibility and show the company's growth.
Milestone Achievement Press Release
Purpose: Celebrate significant company achievements.
Usage: Announce major milestones such as anniversaries, reaching a sales goal, or other notable accomplishments. This boosts morale internally and showcases the company’s progress externally.
Financial Results Press Release
Purpose: Report financial performance.
Usage: Share quarterly or annual financial results, including revenue, profits, and other key metrics. This is crucial for maintaining transparency with investors and stakeholders.
Partnership or Collaboration Press Release
Purpose: Announce new partnerships.
Usage: Detail the partnership’s objectives, benefits, and how it will enhance the offerings of both parties involved. This shows strategic growth and collaboration.
Crisis Management Press Release
Purpose: Address crises or issues.
Usage: Provide a transparent account of the situation, what steps are being taken to address it, and how it impacts stakeholders. This type is critical for managing public perception during a crisis.
Award or Recognition Press Release
Purpose: Highlight awards or recognitions.
Usage: Announce awards or recognitions your company or employees have received, explaining the significance and criteria for the award. This boosts credibility and brand image.
Community Engagement or CSR Press Release
Purpose: Promote community involvement or corporate social responsibility initiatives.
Usage: Detail your company's efforts in community service, sustainability projects, or other CSR activities. This enhances your brand’s image as a responsible corporate citizen.
White Paper or Research Findings Press Release
Purpose: Share new research or insights.
Usage: Announce the publication of white papers, research findings, or industry reports, highlighting key insights and implications. This positions your company as a thought leader in the industry.
Rebranding Press Release
Purpose: Announce a rebranding effort.
Usage: Explain the reasons behind the rebranding, what changes will occur, and how it reflects the company’s vision and goals. This helps in managing the transition smoothly and keeping the audience informed.
Expert Opinion or Thought Leadership Press Release
Purpose: Share expert opinions or thought leadership pieces.
Usage: Announce the publication of articles, blog posts, or presentations by company experts, showcasing their insights on industry trends or challenges. This builds authority and expertise.
Seasonal or Holiday Promotion Press Release
Purpose: Announce seasonal or holiday promotions.
Usage: Detail special offers, discounts, or campaigns tied to seasons or holidays, encouraging customer engagement and boosting sales during specific times of the year.
Charitable Initiative or Donation Press Release
Purpose: Promote charitable initiatives or donations.
Usage: Announce charitable contributions, partnerships with nonprofits, or participation in charity events, highlighting your company's commitment to social causes.
How to Write a Press Release
Your press release has a better chance of getting a response if you know what should go into it. By following this format, you can write a release that tells your story and helps you get press coverage.
- Write a Clear, Captivating Headline: Your headline should convey the point of your story and capture your recipient's attention. Think about the headlines of articles in the publication you're writing to and try to craft something similar.
- Include the Release Date and Your Location: Let the recipient know the date the press release is being issued (or the date of the event you're notifying them about), as well as where your business is located. This helps establish its relevance. You'll also notice many press release templates include the phrase "FOR IMMEDIATE RELEASE." This tells journalists that the information contained in the press release can be made public right away.
- Quickly Tell Them What They Need to Know: The opening paragraph — the lead — should contain the five Ws, telling a journalist all the most important facts:
- Who is this story about?
- What is happening?
- Where is it going?
- When will it occur?
- Why is it important?
- Then Give More Context: In the paragraphs that follow your introduction, include all the details of the story in descending order of importance. Keep it simple and straightforward. Write about what you do and why you do it, but don't write an exhaustive history of all that you've ever done.
- Be Honest and Unbiased: Journalists won't be fooled or amused by a press release claiming that your product or service is the “best.” Unless you're notifying them about an award that entitles you to the claim, watch out for hyperbolic language. When in doubt, just state the facts.
- Eliminate Industry Jargon: Make sure your press release isn't laden with industry jargon that doesn't mean anything to the average person. To check, ask a friend who isn't in your field to read your release. If they find it boring or complicated, edit for clarity and conciseness.
- Include Relevant, Colorful Quotes: To add color to your press releases, include bold, purposeful quotes. If you are the business owner, it could be something in your own words, or you could include a quote from an employee who's important to this specific news item. It can be personal and opinionated, but make sure you attribute the quote.
- Sign Off Appropriately: This part of the release differs depending on where you are in the world, but you should sign off in a way that indicates the press release is over. Some common options include ###, XXX, or -30-. Do a little research about what's industry standard for the country where you're sending the release.
- Tell Them Who to Contact (and How): At the bottom of the press release, be sure to include contact details for the person you'd like them to follow up with, whether that's you or someone else in your business. Include a name, email address, and phone number. Also include URLs and social media handles for your business.
- Summarize Your Business in a Boilerplate: At the bottom of your press releases, include a short business biography, the equivalent of what you'd write on your website's “About” page. This company description is called boilerplate text; it's the information that rarely changes, but you should always make sure it's still true before you send a new release.
Press Release Template
While most press releases aren't too difficult to write, it can be intimidating for business owners who aren't used to writing public statements. That's why some business owners turn to external PR agencies to craft their press releases, send journalists pitches, and manage relationships with the media and public.
To simplify this process and empower communicators of all levels, we’ve created a press release template. This user-friendly template is designed to guide you through the essential elements of a successful press release, ensuring that your announcements are well-structured and captivating.
Benefits of Writing a Press Release
There are many different reasons to use certain article formats, but the press release format has its share of advantages for businesses. Below are some of the primary benefits of writing a press release.
- Attract Media Attention: When you write a newsworthy press release, it can get picked up by the media. If your press release is shared by other organizations or picked up by a media outlet, this can bring attention to your company and help you reach new audiences.
- Garner Publicity and Brand Awareness: Businesses, especially smaller ones, have a lot of work to do when it comes to brand awareness. A good press release can help garner some publicity and potentially create some buzz around your brand.
- Shape Public Perception of Your Business: Getting the word out there is important, but just as important is that you make sure people have a good impression of you.
Press releases serve as great opportunities to showcase your brand's voice and personality, and in that way shape how the general public views your organization. Add in strategies such as email marketing, and you can maintain a firm grasp over your brand's image.
Common Mistakes to Avoid in Press Releases
A well-written press release is a powerful tool for communicating essential information and generating media coverage. However, several common mistakes can undermine their effectiveness.
- Beware of Overly Promotional Language: Look at press release examples from your industry to determine the type of language they use. While the purpose of a press release is to highlight noteworthy achievements or announcements, it’s essential to balance promoting your message and maintaining an objective, informative tone. Journalists are more likely to engage with press releases that provide valuable information rather than those that read like advertisements.
- Avoid Neglecting the Target Audience: Understanding and catering to your target audience is crucial. Failing to tailor your press release to the interests and preferences of the media outlets or journalists you’re reaching out to can lead to missed opportunities for coverage.
- Recognize the Importance of a Strong Headline: The headline is the first thing journalists see, making it a crucial element of your press release. Craft a headline that’s both attention-grabbing and indicative of the key message you want to convey.
- Pay Attention to Proper Formatting and Style: Poor formatting and style can detract from the professionalism of your press release. Ensure that your document adheres to industry standards, with a clear structure — as outlined in our press release template — that includes a headline, dateline, lead paragraph, body paragraphs, and boilerplate.
- Ensure Thorough Proofreading and Editing: Typos, grammatical errors, and inconsistencies can undermine the credibility of your press release. Take the time to thoroughly proofread and edit your document before sending it out. Consider having a colleague review it to catch any mistakes you might have missed.
By avoiding these common pitfalls and adhering to best practices, you can significantly enhance the impact of your press releases, ensuring they resonate with your target audience and garner the desired media coverage.
Measuring the Impact of Your Press Release
After sending out your press release, it’s important to evaluate its effectiveness. Here are some key ways to measure its impact:
- Tracking Media Mentions and Coverage: Monitor the number of media outlets that pick up and publish your press release. This can be done through media monitoring services or by conducting manual searches.
- Monitoring Website Traffic and SEO Improvements: Analyze changes in website traffic following the release. Look for increases in visits, particularly from sources that picked up your press release. Additionally, monitor any improvements in your website’s search engine ranking and visibility.
- Analyzing Audience Engagement and Feedback: Pay attention to the level of engagement your press release generates. This can include social media shares, comments, and direct feedback from readers or journalists.
- Evaluating the Performance of Visual Elements: If your press release includes visual elements like images or videos, assess how well they perform. This can involve tracking views, shares, and overall engagement with multimedia content.
By implementing these measurement strategies, you can gain valuable insights into the effectiveness of your press releases and refine your approach for future communications.
To sum it up, crafting an effective press release can significantly boost your business’s media presence and public perception. By understanding the different types of press releases, following a clear structure, and avoiding common mistakes, you can create compelling and impactful communications.
Use the strategies and template provided in this blog to start writing press releases that garner attention and deliver results. Start today and watch your business’s visibility and credibility rise.
