A press releaseis an official statement (written or recorded) that an organization issues tothe news media and beyond. Whether we call it a "press release," a"press statement," a "news release," or a "mediarelease," we're always talking about the same basic thing.
While theheading should contain action verbs, the first paragraph should answer the"who," "what," "why," and "where." Thepress release should also contain understandable language and a quote.
Most pressreleases are succinct at just a page long – two pages tops. Ultimately,companies want to provide enough information so that news outlets havesufficient material for publishing their own stories about whatever the companyis announcing in the release.
One thing toremember is that press releases live in the public domain, which means yourstakeholders and customers can see them.
So, instead ofthinking of a press release solely as a ticket to earning news coverage,consider it as a valuable piece of marketing content.
While there'sno cut-and-dried formula for what a press release should include, here are afew types of occasions to help you carve out a focus for your press release anddetermine what content would help you broadcast your news in the best way:
Types of PressReleases
The productlaunch type of press release is valuable to get the word out about the newsolutions your organization is offering to consumers.
It shouldemphasize the product's specs, pricing, availability, and any other detailsthat may be valuable to consumers.
Organizationalchange is noteworthy enough to warrant a press release, especially forinforming current and future stakeholders about the growth and trajectory of acompany.
To announce anacquisition or merger, include details about all organizations involved,information about the merger or acquisition, and quotes from the leadershipteams.
Similar to anew product launch, product updates and expansions are also ripe for promotion.Explain what the change is, why it was made, and how it benefits the user.
Press releasesare an important component of event marketing to attract promotion from newsoutlets and other media sources.
You'll want toinclude:
What the eventis about
Who shouldconsider attending
When and whereit will be held
Whether youopened up a new office, relocated, or are opening for the first time, announcethe details with a grand opening press release.
Announce thedate and location the grand opening will be held, who is involved, how thegrand opening is being celebrated, and the reason for the move (if applicable).
Similar tomergers and acquisitions, a press release announcing new partnerships is amutually beneficial marketing tactic.
To effectivelyexecute this type of release, be sure to write a summary about each company,why the partnership was created, who benefits, and any additional importantdetails for current and future stakeholders.
Rebranding is adifficult thing for any business to do, and it can occasionally result inconfusion and awkwardness.
One way to makethe transition smoother is by announcing the rebrand with a press release,including details on what is changing, the reason for making the change, datesthe changes go into effect, and quotes from the leadership team.
Executivesoften serve as faces of the company, and a press release functions to kick offthis role.
It may includebiographical information to establish their credibility along with a photo andother pertinent details.
When it comesto business excellence, it's OK to brag. Press releases about awards andaccomplishments serve to cement your organization as an authority in yourspace.
Such a pressrelease includes information about the company and why they were given theaward, information about the award itself, and details about the ceremony (ifapplicable).
Contactinformation and 'For Immediate Release' at the top.
Title anditalicized subheading to summarize the news.
News locationand news peg in opening line.
Two to threeparagraphs to add context and additional details.
Bulleted factsand/or figures.
Companydescription at the bottom.
Three poundsymbols (###) at the end to signify the end of the release.
When formattinga press release, you want to write it in a newsy, straightforward way so ajournalist who might write about it can imagine it as an article on their newssite.
To start, hereare the basics every press release should include:
Your contactinformation located on the top left corner
The phrase"For immediate release" located on the top right
A headline thatquickly explains the announcement
Your businesslocation in the first sentence of the press release
A quick bioabout your company at the end of your press release.