You’ve heard it before: A company like this issued a press release for its new gadget. Or there was an incident, and Company X issued a press release in response to the allegations.
Since it’s such a versatile term, what exactly is a press release?
What is a Press Release?
A press release is a brief, engaging news story prepared by a public relations professional and sent to specific members of the media. Press releases aim to spark the interest of a specific niche in the media. They also aim to draw attention to a topic, product, service, or announcement.
What’s Included in a Press Release?
Everything. A press release should contain all the vital information—who, what, when, where, and why—so that journalists can easily share your news.
A standard press release includes your or your brand’s name and basic contact information, such as email address, website URL, and phone number.
Perhaps most importantly, a press release should include information not found elsewhere. This could include sharing the first images of your new product, announcing the launch date of a new service, or addressing leaks, rumors, and speculation.
The content included in a press release should be meaningful.
How to Write a Press Release?
Press releases should read like news. They should be written in the third person, cite necessary citations and sources, and contain standard release information.
Perhaps most important is your title—it should spark inspiration and imagination in your reader. Keep the headline short and impactful. If journalists don’t find your release intriguing or newsworthy, their interest is likely to wane.
How Often Should a Company Publish a Press Release?
Press releases can be weekly, monthly, or as needed. Find what works best to attract and maintain interest in your company and brand.
How Do Companies Distribute Press Releases?
In the beginning, it can be difficult. You’ll need to develop a list of contacts interested in publishing your news. Make sure you send your releases to real people—general news departments receive many requests, and your press release may get lost in the crowd.
Even without an initial contact list, use your website and social media to spread the word. Your most dedicated followers will be there and can share the excitement surrounding your news.
Who benefits from a press release?
Most businesses would benefit from this form of PR writing. Journalists benefit from taking your condensed news and easily sharing it in their outlets. And this benefits your consumers by providing a concise, digestible way to learn more about what you and your company are doing.
Press releases are a boon for your business
So, what is a press release? In short, it’s a short, engaging piece of news used to intrigue journalists. It has a variety of applications and should be used to attract interest in your business.
Thank you for reading. If you’re thirsty for more information about digital marketing, check out our other articles for more business tips and strategies.