Press releases are an integral component of public relations (PR). While small business owners might find press releases daunting due to having to write them all themselves and possibly not receiving responses, anyone can write successful press releases with practice and the appropriate formula. What constitutes a quality press release, and which press releases have proven most successful when written? We even include a press release template here in this article so you can write press releases efficiently. Continue reading this article or use the links below for further insight.
Press releases are important pieces of communication between businesses, and media, and the general public that announce notable or noteworthy topics to both. Public relations (PR) departments typically oversee press release distribution. Businesses typically announce topics of newsworthy significance, such as new products, quarterly earnings reports, merger announcements, or any material information, via press releases distributed using newswire services to reach wider audiences. So what is press release? Basically, start reading below to learn it.
What Is A Press Release/News Release?
Press releases are official statements sent from an organization to the news media and other media outlets by writing or recording them, such as videotaping them. When we refer to press releases as such-be they press statements, news releases, or media releases--we always mean the same fundamental concept: each paragraph in your press release should answer four fundamental questions such as who, what, why, and where. Your heading may contain action verbs as part of it, while quotes with clear language should also be included.
Press releases are typically short documents of one to two pages that provide sufficient details, so media outlets have enough material for articles about what your company has released in a press release. But keep in mind that press releases will also reach stakeholders and consumers once published publicly; treat a press release as marketing content rather than simply as an essential means of garnering news coverage.
How A Press Release Works?
Press releases are often written and distributed by companies rather than reporters working independently, making any bias or subjective interpretation found within them suspect. An article's appearance usually gives away its true nature as being a press release rather than news story - they will usually lack lines and credit the press office for it.
Newswires provide public relations pros a convenient means of disseminating press releases. In 2012, Vitis PR, a business-to-business public relations agency serving technology companies, conducted an informal poll among journalists who utilize 11 newswire services; 54% rated PRNewswire the most valuable company while Business Wire (34% and Press Association (PA), at 38% respectively were also highly-ranked services.What exactly are these businesses and services doing then? According to Agility PR Solutions, "depending on its size and popularity, thousands of press releases may be posted daily by newswires such as PR Newswire (PRN). Furthermore, over 440,000 newsrooms, direct feeds, subscribers (over 270,000 reporters/bloggers and digital media outlets included), over 9000 internet pages / digital media outlets can all be reached by PR Newswire (PRN). According to the Press Association (PA), each week their photographers and journalists produce over one million words of news and feature copy, along with over three thousand photos; we stream over thirty-million hours of live video each year. Business Wire interacts with over 100,000 media outlets from 160+ nations daily; press releases with an investor relations focus can also be customized accordingly.
Why Write A Press Release?
Press releases offer many advantages to companies. Below are a few key benefits of creating press releases:
Attract Media Attention
Considered noteworthy press releases can be picked up and distributed through media channels or organizations to reach new audiences and build brand recognition for your business.
Garner Publicity And Brand Awareness
Brand recognition can be difficult for smaller businesses. A well-written press release may help your company garner some exposure while sparking discussion of it amongst your target market.
Improve SEO
SEO (Search Engine Optimization) can be vitally important to many companies and organizations as it increases website placement in search results. A well-written press release shared across websites with relevant keywords or promoting these can boost SEO significantly.
Shape Public Perception Of Your Business
Establishing yourself is of utmost importance, yet equally critical is making sure people perceive you in an accurate light. Press releases provide an effective platform to showcase the voice and persona of your brand while shaping public opinion of it. Email marketing provides additional ways for maintaining tight control over its perception.
Pros And Cons Of Using A Press Release
Press releases are used to increase awareness about partnerships, products or any notable news that warrants attention from reporters; 67% of journalists in one Vitis PR survey regularly or occasionally use newswires. Among these businesses that utilize press releases regularly for news stories or articles and features, 78% use them for news coverage while 56% utilize press releases as research material for articles/features; while another 56% utilize press releases to monitor industry trends. Press releases assist businesses by quickly increasing visibility while also creating trust with current and prospective clients, garnering favorable press coverage without negative effects, increasing store or website traffic, mitigating bad coverage from unfavorable media and mitigating potential negative exposure. But press releases have their limitations; their reach may be limited and should never serve as an alternative marketing strategy. Furthermore, businesses who utilize them to emphasize only positive attributes and downplay negative aspects may come off looking shallow or disingenuous to their audience.
Product Launches
Press releases that announce new solutions from your business are an effective way of spreading awareness among your target customers and can inform them about all that these features, costs and availability mean for their purchases. They should emphasize features, prices and any relevant details which might interest buyers in purchasing your offerings.
Mergers and Acquisitions
Organizational change merits a press release for both its present and potential stakeholders to stay apprised of. When announcing merger or acquisition deals, make sure you include details regarding both organizations involved, leadership quotes from both teams involved and specific details about both of your organizations.
Events
Press releases are an integral component of event marketing; they enable you to reach media and news outlets and draw them toward promoting your event.
You'll want to include:
- What the event is about
- Who should consider attending
- When and where it will be held
- Pricing
Grand Openings
No matter if it's your inaugural opening or move into new office space. When communicating the grand opening date and time to stakeholders, include details regarding venue, attendees and associated festivities as well as potential relocation reasons if applicable.
Rebranding
Rebranding can be challenging for any business and may create awkwardness and confusion in its wake. A press release detailing what will change, why it is happening, and when it will go into effect can help ease transition for all involved parties involved in your organization. A release can provide details like this which should ease transition.
Awards
No company should hesitate to boast about its achievements and honors; press releases highlighting such success help solidify its position within its field. These press releases typically include information on recipient businesses as well as reasons behind receiving an award and, where relevant, any ceremonies where this occurred.
Also Read: Unlocking the Power of Copywriting Services: The Ultimate Guide for Businesses
How To Write A Press Release
Knowing what should go into a press release increases chances of receiving responses and coverage by using our format here.
- Write a clear, captivating headline: Your headline should captivate readers and communicate the core idea of your tale, so create something similar to those published within that publication.
- Include the date and your location: Provide the recipient with details regarding the event you're warning them about and when your press release was published; in doing this you establish its relevance and application.
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Quickly tell them what they need to know: An effective opening paragraph must outline five Ws for journalists: Who, What, Where and Why (five Ws).
- Who is this story about?
- What is happening?
- Where is it going?
- When will it occur?
- Why is it important?
- Then give more context: As your introduction ends, add more details of your story in subsequent paragraphs, gradually decreasing in order of importance. Make your narrative simple; don't try to cover everything that has ever occurred - instead write about what is done today and why.
- Be honest and unbiased: Claiming that your product or service is "the best" will not fool journalists, nor amuse them. Be wary when using overstated language unless there's some award that legitimizes such claims; when uncertain just give the facts.
- Eliminate industry jargon: Make sure your press release uses terminology understood by everyone outside your field, by having someone outside it read it to see if there's anything that they find confusing or tedious in it. Make edits accordingly for clarity and conciseness if they find anything too complex or convoluted.
Conclusion
Businesses have used news reports as an effective communication strategy to inform both media outlets and the general public of significant events and changes within their company or organization. Press release services can increase this reach for an additional fee while remaining neutral by only reporting positive stories without including negative information - however these reports don't have the same lasting effect as an article written by a journalist would do.
