Getting proper media coverage for your new business is no easy task, and many new business owners will share the sentiment. When building on your brand, public relations is one of the key aspects to reaching your target audience, creating better awareness, and establishing yourself in the market.
So to assist business owners a bit better, public relations officers will craft press releases which they will send out to journalists or perhaps publish on the company website.
While print news has steadily been declining, more than 85% of journalists still regard newspapers and magazines as the most trustworthy sources for research.
The concept of press releases gives journalists and businesses the ability to share important and break news with their audiences. It’s quick and impactful, allowing better news releases for new product launches or business updates.
What is a Press Release?
Press releases have been around since the dawn of the 20th century. It’s only in the last few decades that companies and large organizations have been leveraging the use of press releases as a way to better communicate with the public. Today, journalists and reporters use press releases to communicate with readers about breaking news stories effectively.
So What Is A Press Release Then?
In simple terms, a perfect press release is a piece of news story material that shares and highlights important events throughout the world. It can cover a range of various industry topics such as politics, economics, business, pop culture, cryptocurrency, and just about anything else you can think of.
The great press release can be considered as the “statement piece” for a breaking news story. When a journalist crafts together, they approach the story from a different angle, creatively writing in a way that will keep readers pinned on the story.
From the headline, which is the most important, to the introductory paragraph, the body (information) to the boilerplate at the end – these news pieces are constructed in a particular way to keep readers engaged.
Thus, we can understand why businesses would want to make use of it as a way to share and communicate a clear message with their customers and clients. Not only this, it helps businesses increase their online traffic, generate backlinks to their website, and increase SEO.
News media has severely changed since the dawn of the internet and email, so today, print media or print publications are adapting to the tides of change and publishing their work online and sharing it via social media channels.
Why Would You Still Send a Press Release?
So, while mediums of information in the printing sector may be declining, why have press release distribution services remained an essential element for public relations and media specialists?
Here are some reasons to consider writing press releases to journalists or reporters.
1. Create Awareness
Whether it’s sharing a new product, changes to the company structure, or revealing exciting news for future endeavors, press releases create better awareness around a certain topic. For businesses, this is crucial, as it gives them more awareness not only for their products or services but also for their brand.
Depending on the media release that approves the first press release or the news publication looking to publish it. These platforms can give better coverage for the business, as they already have longstanding public credibility and a larger audience.
2. Helps Build Media Relations
PR specialists create strategies and campaigns that will connect the business with a variety of different people and media partners. Media relations focus public attention on your business. The better media relationships are between PR teams and journalists, the easier it may be to submit press releases.
3. Improves Your Search Engine Optimization/Company Visibility
Digital marketers, public relations teams, and media outlets have noticed that using press releases can improve SEO. This drives more organic traffic to the company website, which in turn can increase company visibility.
Press releases published online can contain an assortment of nofollow backlinks and important keywords, with attached multimedia such as photos, videos, or interviews. These additions to the press release make it easier to be ranked higher on the internet, which in return would allow for more views and clicks.
4. You Can Manage Your Image
Whether the news about your company image is true or not, PR managers can maintain a sophisticated level of company credibility. Through a press release, the company can craft information about upcoming events or recent changes and send it off to a journalist for review.
Instead of a journalist writing a piece about something that might miss key objectives, the PR process for creating press releases is a way to get clear-cut and concise information right from the source. This is also a way for the company to see how readers and followers will react to any negative or positive news that’s circulating.
5. Cost-Effective Way to Get the Word Out for a Company
Some new businesses and startups have limited resources, thus using a press release can minimize costs needed to spend on media coverage. It’s immensely easy to put together, and if you’re using in-house or third-party public relations teams, creating a press release takes minimum financial resources and time.
Newspapers and journalists want to work with companies that have a good and long-standing relationship within their market. So, putting yourself on that list of long-standing businesses can come at a price. Sharing news press releases with publications will put the company on its radar easily, effectively, and affordably.
Elements of a Press Release
As mentioned, these press releases are written meticulously, and getting them right will make your press release look essential and relevant.
These are the elements that should be added when writing a press release.
- Headline Which Grabs People’s Attention
- Location
- Strong Lead
- Body
- Boilerplate
- Press Contact
How to Write a Press Release Step-By-Step
Let’s get down to it!
Whether you’re a novice PR intern or a veteran breaking news journalist, this guide will give you a clear idea of writing a press release in just a few steps.
Step 1: Find your Target audience
Before writing a press release, consider who you’re writing it for. Having a clear understanding of who your target audience is will also make it easier for you to contact relevant media partners and journalists.
Here are a few tips to consider before you start writing your press release.
Exclusive Data or Research
Data research can come in various forms, and modern technology has made it immensely easy to track target audiences across the board. Some marketers and PR professionals consider using qualitative and primary research tactics. You can also conduct face-to-face interviews or perhaps get a focus group from a specific audience.
Furthermore, you can conduct copy and user testing, use digital analytical tools and social media platform insights, or communicate with staff and employees about customer engagement. From here on out, one can feed the data into a digital analytical tool and see who and where your target audience is.
Newsjacking
Many companies use newsjacking to build public relations and intercept the market. Newsjacking entails using a major news event and connecting a relatable story from your company to it. Readers interested in the original story will likely find your news event or press release interesting and relatable.
Create excitement and incorporate important elements and details when newsjacking. The grand openings of a new factory could be a great way to newsjack the launch of new products.
Emotional Connection
Another way to understand the target audience is through emotional connection. Simply put, readers will likely find stories more interesting and relatable if they can emotionally connect with them.
Think of ways you can convey an emotional and personal message to the audience through a press release or different PR strategies.
Step 2: Write a Clear Headline
You have limited words and a small margin for error when crafting together the headline. It should be catchy, interesting, and attention-grabbing right from the start. Make use of strong keywords, and should be short enough to get people reading within a matter of seconds.
Additionally, you should consider adding a company logo and relevant details where possible.
Take this for example:
BUX is the first European mobile broker to introduce Stories
A concise headline that gets the reader interested from the start. It clearly says what the press release is talking about and who it’s covering. Creating the killer press release headline is tricky, and it takes some time to master. It should contain a captivating message, indicating who and what you’re talking about and why readers should consider it essential or newsworthy.
Search engines also look at the subject line of a well-written press release that contains contact information and perhaps media contact details. For better press coverage, consider the importance of a well-written subject line.
Step 3: Write a Strong Introduction
A good journalist or marketer will always tell you to start your press release off with a bang and get to answer as many questions as possible. Some advise answering all five “W” questions in the introductory paragraph.
The paragraph should have enough information to fascinate readers, wanting them to read further.
Look at this excellent example of the following introductory paragraph published on PR Newswire.
Headline:
NASA Launches New Mission to Explore Universe’s Most Dramatic Objects
Introductory Paragraph:
WASHINGTON, Dec. 9, 2021 /PRNewswire/ — NASA’s Imaging X-ray Polarimetry Explorer (IXPE) mission launched at 1 a.m. EST Thursday on a SpaceX Falcon 9 rocket from NASA’s Kennedy Space Center in Florida.
Here, you can see what the message is, which induced relevant information, how NASA launched a new rocket, with SpaceX, into orbit on Thursday from the Kennedy Space Center in Florida. It’s a basic example, but the reader already knows who, what, when, where, and why.
Step 4: Write Key Body Message
The following body or message of the press release should continue to flow harmoniously. Starting with the most important information first and ending with less important info at the bottom.
In the body, there should be a clear indication as to what you’re trying to get across. If this is a product launch, readers would like to know more about it and how it can impact their lives. Furthermore, readers will be captivated if they can associate with the message and information.
Step 5: Include Supporting Quotes
Journalists will include direct quotes from the company or individual involved to make the press release and news more credible. This helps to support the story and legitimize the information throughout.
It’s always more interesting when you read a press release or news article and see what the commentary of a particular event may be from someone who is or was directly involved. Direct quotes are also from people who have a better understanding of what the news is, and why people should be interested.
Step 6: Include Supporting Data
Data is another great addition to a great press release. Think of all the times you’ve read a press release that had substantial supporting data that made everything seem more clear and understandable.
The following press release examples are a great way to indicate how to use data in the body copy effectively in a press release.
The government’s smoke-free goal, first introduced in 2011, is to ensure that the national smoking rate is reduced to less than 5% by 2025 — before eventually eliminating smoking. At present, around 13% of adults smoke nationwide, down from 18% almost a decade ago.
This story published on CNBC gives a better indication of the severity of smoking among adults and how government efforts have managed to minimize the number of total smokers in New Zealand.
Step 7: Distribute Your Press Release
Finally, once your press release has been drafted, you can now distribute it to trusted and credible media partners. These will mainly include those who are part of your public relations network. It can also be distributed to interested journalists who would find the story interesting and newsworthy.
An actual press release contains ample information, supporting data, and sufficient quotes, news publications are more open to approving and publishing it on their website. Thus, it’s important to write a release that will interest not only the target audience but also media partners.
Establishing new partnerships with top journalists makes sense for small businesses. Businesses can increase visibility and broaden distribution services via an email pitch.
Take a Look at this Vide on on How to Write a Press Release:
What Does a Press Release Look Like
There are different press releases for various events and occasions. Here is a look at which press release format should be used when covering a certain story.
Product Launch Press Release
Contains information about innovation and products that will impact the target market.
Updates on Product Press Release
Clarity is given around when a new product can be expected on the market, and why it is important to know.
Mergers and Acquisitions Press Release
Changes in management or ownership will intrigue readers about the future of their favorite brands or companies.
Partnerships Update Press Release
Who is part of the company, and how a partnership will help infuse more financial capital into the growth of the company?
Awards and Recognitions Announcement Press Release
Where has the company excelled in the year, and what has made them stand out against other competitors?
Rebranding Press Release
Any new changes that may be happening in the company, such as rebranding or renaming? This is very important, as businesses don’t want to lose their following or any new potential customers.
Latest Events Press Release
Contains information that shows upcoming events that will take place or have taken place. What was it about, and where did it happen?
Promotions/Hiring Press Release
Management changes, or perhaps any new job openings, allow companies to be more transparent about the inner workings of their operations.
Ultimately, press release distribution services and PR firms will create templates for each press release example. This easily helps writing a new release in a shorter amount of time.
In other words, small businesses will easily be able to communicate with news outlets with useful and purposeful information regarding major news.
Tips on How to Write a Good Press Release
These are the three most important tips to remember when working on a press release. Always re-read your press release to see if you have managed to include any of the following:
Insert Quotes
One or two quotes from a person or individual directly involved in the news story.
Insert Key Information in The First Paragraph
Answer as many of the five “W’s” within the opening paragraph.
Use Data
Support the information with data and research to make it more credible.
Common Mistakes When Writing a Press Release
While not every part of the press release may be as you’d like it to be, mistakes can occur, whether it’s spelling errors or misusing a quote. Mistakes are generally settled immediately after the press release has already been published. Depending on the severity of the mistake, you should settle any mistakes right away, before considering removing them completely.
Here are some common mistakes that occur when writing a press release:
- Not having an attention-grabbing headline
- Headlines that are too cluttered
- A poorly written first paragraph
- Long and uninteresting paragraphs
- Imprecise use of data and information
- Publishing on low-ranking media websites
- Not including substantial keywords or backlinks
- Not tailoring your message for a specific target audience
Mistakes may occur unknowingly, and it’s the duty of the PR team or the writer to adjust as needed. A poorly performing press release will offer no real value or increase awareness around the message you’re trying to convey.
Press Releases FAQs
When do you Need a Press Release?
Depending on the situation, a press release can be published to inform readers about product launches, company acquisitions, and mergers, changes to services, partnership deals, expansions, or perhaps a change of management.
It largely depends on the type of news you’re looking to share, and the scope of information available to help support the story. Executive promotions can also be a good time for busy journalists to consider when to write a press release.
What Are the 5 W’s of A Press Release?
1. Who
2. What
3. When
4. Where
5. Why
These should be answered within the opening paragraph of the press release.
What Are the Three Qualities of A Good Press Release?
1. Interesting Content
2. Captivating Headline
3. Introduction Plentiful information in the body
How Do You Announce a New Hire?
This is subject to the lengths to which you’re willing to go, but some people will use a short press release on their website or in a local newspaper. Additionally, you can also use the press release as a way to inform the audience about a new opening within the company and share the news on social media platforms.
This is a great way to have more than one type of applicant who will be reading your press release. So consider the type of media publication through which you will be publishing it.
Final Thoughts
Modern-day media has made it easier for many businesses to share new information easily and break news through the use of press releases. This form of news has become a major player in online and print news, giving readers enjoyable yet viable information with which they can associate.
Furthermore, we regard press releases as a traditional form of sharing breaking news but infusing it with modern concepts.
Businesses use this to ensure their target market or audience is constantly informed about any new changes that the business is undergoing or simply to be more transparent about operations, new products, and changes to service.
Finally, readers place a great deal of trust in journalists to share high-quality and important news with the public. So consider the importance of press releases the next time you’re able to share a meaningful message.
