Writing a Press Release

Brands need attention.

And these days your audience gets their news from social media platforms like Twitter and Facebook.

One way to keep your audience informed about your brand is with press releases.

For example, sharing regular company news helps a company stay relevant, such as company news about:

• New product releases
• Changes in the organisation’s structure

So, in this article, we will learn:

• What a press release is
• Press Release types
• Writing a Press Release
• Press Release Publishing Tips

Let’s dive right in.

What is a press release?

A press release is an official statement by an organisation to the news media.

A press release can be written or recorded, which is also known as:

• Press release
• Press statement
• News release
• Media release

Certain features of a press release include:

• Action verb headings
• Answering who, what, why and where, in the first paragraph
• In understandable language
• Contains at least a quote
• A page or two long

Basically, a company’s press release gives news outlets enough information to publish a story.

Remember, press releases are public so your stakeholders and customers can see them.

So, press releases aren’t just to get news coverage but valuable marketing content.

Press Release Types

• New Product Launches
• Mergers and Acquisitions
• Product Updates
• Events
• Grand Openings
• New Partnerships
• Rebranding
• Executive Promotions/Hiring
• Awards

Product Launches

The product launch press releases tells customers about new solutions you are offering.

Examples of product details to include are:

• Specs
• Pricing
• Availability
• Other valuable details

Mergers and Acquisitions

Organisational change press releases tell current and future stakeholders about a company’s growth and trajectory.

Examples of details to include are:

• Organisations involved
• Merger or acquisition information
• Leadership team quotes

Product Updates

Like a new product launch, product updates and expansions need press releases.

Examples of details to include are:

• Type of change
• Reasons for change
• Benefits to user

Events

Event press releases are important for marketing and promotion to news outlets and media sources.

Examples of details to include are:

• What event is about
• Target audience
• Date and location
• Price

Grand Openings

Grand opening press releases can be for:

• New office opening
• Relocations
• First time opening

Examples of details to include are:

• Date and location
• Who is involved
• How it’s being celebrated
• Reason for the move

New Partnerships

Like mergers and acquisitions, new partnership press releases benefit both parties.

Examples of details to include are:

• A summary about each company
• Why the partnership was created
• Benefits of partnership
• Additional details for current and future stakeholders

Rebranding

Rebranding press releases make this transition smoother for a confusing process.

Examples of details to include are:

• What is changing
• Reason for the change
• Dates of the changes
• Quotes from the leadership team

Executive Team Changes

Executives team change press releases helps executives start their role.

Examples of details to include are:

• Biographical information
• Information on credibility
• A photo
• Other relevant details

Awards

Awards and accomplishment press releases organisations authority in their space.

Examples of details to include are:

• The company
• Why they received the award
• Information about the award
• Details about the ceremony

Press Release Formatting

• Contact information and ‘For Immediate Release’ at the top
• Title and subheading in italic, summarising the news
• News location in the opening line
• A few paragraphs adding context and more details
• Facts and figures in bullet points
• Company description at the bottom
• Three pound symbols at the end of the release like ###

A press release should be straight to the point, as a journalist would write an article on a news site.

Every press release should include:

• Contact information at the top left corner
• “For immediate release” at the top right corner
• A headline about the announcement
• Business location in the first sentence
• A company bio at the end

Remember to add “###” to show the journalist the end of the press release.

In the main text of the press release include:

• The announcement details in the first paragraph, giving context about your business and what it does
• Company spokesperson or executive quotes in the next two to three paragraphs, explain why the announcement was made
• An “About Us” part in the last paragraph, explaining what the company is and what it offers

Writing a Press Release

Do the following, to write a press release:

Headline

Like a blog post title, a successful press release starts with the headline.

Remember, you have one line so make sure your headline grabs attention.

Get attention with your headline by:

• Using action verbs
• Being specific
• Keeping it short

Make your headlines interesting enough for reporters who get alot of press releases everyday.

And consumers who see  news stories all on their timelines.

Value

Start your press release with the most important information, then down to the least.

Remember, reporters don’t have time and need the facts to tell your story to someone higher up.

So don’t put new or important information further down or readers will miss them.

Quote

Use quotes reporters can use to give your announcement some context and how your news affects:

• The industry
• Customer base
• Landscape

Quotes should be from key company stakeholders including:

• Your executive team
• Project leads
• Anyone your announcement directly impacts

Doing so highlights the importance of your announcement.

Remember your quote should be related to the announcement.

Don’t quote everyone in the business but one or two spokespeople’s perspective.

Background information

In this last paragraph, give details about your story.

For example, how the announcement developed or how the announcement affects the future.

Or relate your press release to current news to give more value to journalists and readers.

Summary

Lastly, clearly describe what your company does with a link to your company’s website.

Remember to include reference links for data sources and give every name a title and company.

Note: When a colleague reads the release, they should recall the who, what and why.

Press Release Publishing Tips

When writing a press release is finished, it’s time for distribution.

You can publish the press release on your website or blog and share it with followers and subscribers using social media and email.

But, to get the most out of distribution, do the following:

Reach out to journalists

Don’t send your press release to every journalist but focus on a few who are covering your industry and send them personalised messages.

Show them why your press release brings value to them.

Send the release the day before

Send journalists your press release the day before it goes live, so they have time to write a story around it.

Remember to make sure it’s “under embargo,” meaning they can’t share the information until you specify.

Don’t publish your release on the hour

Don’t publish your press release at times like 1 p.m or 3 p.m or 5 p.m.

Because most companies publish their releases at these times and yours will compete with everyone.

Instead, pick times like 1:12 p.m or 3:18 p.m or 5:22 p.m.

Share

Strengthen your press releases distribution by sharing the news stories based on your press release.

Share these news stories on other digital channels like social media and email.

Conclusion

Your PR strategy should create high level content.

Make your press releases modern and a more useful marketing tool.

Similar to inbound marketing strategies that:

• Are personalised
• More friendly
• Build relationships

Your PR strategy is no different.

Now it’s your turn.

I’d love to hear about your main go-to PR strategies?

Let me know in the comment section below.