In today’s world, brands have to generate their own buzz. Consumers aren’t waiting for the daily newspaper anymore to get their news. Instead, they’re scanning the latest headlines across multiple social media channels at once. One way to control the narrative surrounding your brand is through press releases. Whether it’s sharing a new product release or changes in your organizational structure, a regular cadence of meaningful news can help a company stand out and build mindshare with journalists over time.
In this post, we’ll discuss:
What is a press release/news release?
A press release is an official statement (written or recorded) that an organization issues to the news media and beyond. Whether we call it a “press release,” a “press statement,” a “news release,” or a “media release,” we’re always talking about the same basic thing. While the heading should contain action verbs, the first paragraph should answer the “who,” “what,” “why,” and “where.” The press release should also contain understandable language and a quote. Most press releases are succinct at just a page long – two pages tops. Ultimately, companies want to provide enough information so that news outlets have sufficient material for publishing their own stories about whatever the company is announcing in the release.
One thing to remember is that press releases live in the public domain, which means your stakeholders and customers can see them. So, instead of thinking of a press release solely as a ticket to earning news coverage, consider it as a valuable piece of marketing content.
Benefits of Press Releases
Aside from helping your company generate media coverage, press releases offer several benefits.
1. Brand exposure: Press releases can help create brand awareness by sharing your company’s news, updates, or achievements. This exposure can attract potential customers and increase brand recognition.
2. SEO benefits: Press releases distributed online can improve your search engine rankings. Including relevant keywords and links in your press release can help boost your website’s visibility in search results.
3. Investor and stakeholder communication: Press releases are an effective way to communicate with investors, shareholders, and other stakeholders, keeping them informed about significant company announcements, financial results, or strategic initiatives.
4. Crisis management: When you’re stuck in a challenging situation, a well-crafted press release can help control the narrative, provide accurate information, and manage public perception.
While there’s no cut-and-dried formula for what a press release should include, here are a few types of occasions to help you carve out a focus for your press release and determine what content would help you broadcast your news in the best way:
Types of Press Releases
1. New Product Launches
2. Mergers and Acquisitions
3. Product Updates
4. Events
5. Grand Openings
6. New Partnerships
7. Rebranding
8. Executive Promotions/Hiring
9. Awards
Press Release Format
1. Contact information and ‘For Immediate Release’ at the top.
2. Title and italicized subheading to summarize the news.
3. News location and news peg in opening line.
4. Two to three paragraphs to add context and additional details.
5. Bulleted facts and/or figures.
6. Company description at the bottom.
7. Three pound symbols (###) at the end to signify the end of the release.
When formatting a press release, you want to write it in a newsy, straightforward way so a journalist who might write about it can imagine it as an article on their news site. To start, here are the basics every press release should include:
– Your contact information located on the top left corner
– The phrase “For immediate release” located on the top right
– A headline that quickly explains the announcement
– Your business location in the first sentence of the press release
– A quick bio about your company at the end of your press release.
– You also might want to include “###” or another signifier to show the journalist that the release has ended. In the past, this prevented busy journalists from waiting or flipping the page for more information when there was no more news. However, this tradition is still adopted and highly-respected today.
Now, onto the body of your press release:
– Your first paragraph should state what the announcement while providing some context around your business and what it does.
– The next two to three paragraphs should include quotes from a company spokesperson or business executive to explain the “why” behind this announcement.
– Your last paragraph should be an “About Us” section that explains what your company is and what it offers.
In this example, Catbrella Inc., a fictitious ad agency that just gained its 10th Twitter follower after two years of paid social media efforts, announces its achievement in a press release. *Disclaimer: HubSpot is entirely responsible for the silliness of this faux announcement.
How to Write a Press Release
1. Write a compelling headline.
2. Add more context with a subheadline.
3. Convey the news value to the press.
4. Offer a tempting quote.
5. Provide valuable background information on the subject.
6. Summarize the ‘who’ and the ‘what’ in a boilerplate.
7. Include contact information.
8. Proofread before publishing.
Writing a press release to break important company news can help businesses grow better, but doing it right is just as important. Here’s how to write a press release, like the one above, step-by-step.
1. Write a compelling headline.
2. Add more context with a subheadline.
3. Convey the news value to the press.
4. Offer a tempting quote.
5. Provide valuable background information on the subject.
6. Summarize the ‘who’ and the ‘what’ in a boilerplate.
7. Include contact information.
8. Proofread before publishing.
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