A press release aims to provide news that will interest a particular audience. You want to include critical information about the event in the briefest fashion possible, with an eye for how it relates to your audience. It should follow a standard format so readers can quickly scan an article and find what is most interesting to them.
The media is a powerful tool for any business. Matthew Walther writes: In addition to writing press releases to appear in traditional print media, you can also use social media sites like Facebook or Twitter to promote your company and your latest news.
What is a press release?
A press release is a formal announcement the editor wants to send to many news outlets and potential reporters. As Alasdair Gill wrote: The press release writer will write down all the specific information about your product or event and compile it into a one-page document. Your press release may be short, but you can also write it to make it exciting and appealing to the editor. You must also write in the same voice and format that reporters are used to dealing with conventional publications.
Why you need to publish a press release
Press releases are a way to build brand awareness and provide members of the media, reporters, and industry influencers with the background information they need to write a suitable story about your company. Furthermore, as Margaret Pooh Shapiro wrote: a press release is one of the best ways to show your company’s potential and help establish you as a leader in your field.
According to Larry Hobbs: All press releases provide valuable information about your company and services to the media. Through this channel, your company can establish itself as a name to be observed. Businesses with websites, blogs, or social media channels can release a press.
The anatomy of a press release
There are many types of press releases we can use. Carole Malone wrote: Some are issued to get the story out before the media, some are just for company information and marketing, some are to generate interest in the company, and some are to draw attention to a social cause or other company.
A one-page press release, sometimes known as a “mini press release,” is usually the shortest version of a release, but it is usually the most informative. According to Don Smith: The press release contains most of the details and allows you to be more open and clear about the purpose of the release. This is usually the first release you’ve released, and most media cover them because they’re easy to write.
The importance of an effective press release
The press release doesn’t just consist of your company’s name and contact details. It’s the best chance your business has of getting the attention of the press.
Getting your company’s press release noticed is critical to making the most impact. You’re vying for attention with big brands like Apple, Google, and Yahoo! This means that being presented as the top company in your field will give your business positive attention. Niall Donnelly believes: In this case, the best thing to do is to invest as much time and effort as possible in creating your press release. To make a press release that gets the attention it deserves, being a good writer is essential.
What are the main types of press releases?
There are two types of press releases, the traditional press release and the social media release. The standard press release is where you go to a press list or find a news site that hasn’t reported on your company yet and contact them asking them to cover you. You should submit a press release to a local paper and a non-profit or national organization to target the media.
Once the article has been published in the newspaper, it can generate public awareness for your company. It’s an excellent way to get media attention. Michael Buchanan wrote that: Another reason to publish a press release is if you want to appear in a podcast or for interviews. When in doubt, ask people in the media.
What should I include in my press release?
Let’s start by considering what you should include in your press release. As a business owner, you probably already know your target audience’s needs and how your offering can deliver. What your ideal customer would look for in a product or service would be pretty predictable, and you probably already have the product or service you offer. John Griffin wrote: You need to design your release to give potential customers an impression of your product or service in the form of a press release. You can tweak this until you get what you’re looking for.
Where should I publish my press release?
Adelle Caballero wrote: Your website is the ideal place to publish a press release. The press release will already be optimized for search engines. Also, if you have a white paper or other high-value product to promote, it would make more sense to post your press release on that product’s website.
However, in some cases, you may need to send a press release to the media. This can be a sign of either big news or a severe PR crisis. In that case, you can use media outlets like PRWeb or PR Newswire to send press releases to their audience.
Press Release: Traditional media
You can send a press release to traditional media, including newspapers, magazines, radio, TV, and podcasts. Again, these are the media your readers/viewers will most likely see. According to Paul Routledge, a press release aims to reach the media, not necessarily create a “media buzz” of interest to potential consumers.
Press Release: Social media
It’s no secret that the internet is pretty huge. Many people use it for social networking, emailing, and, yes, even making business connections. That makes social media networks so valuable for small businesses. With Twitter, LinkedIn, and even Facebook, there are plenty of ways to promote your company.
The best place to reach journalists, if you’re not a big name, is through Twitter. Jefcoate Odonnell wrote: Following the right people with critical keywords and hashtags (known as “routing”) will give you the best chance of getting noticed. More than that, you must follow journalists who regularly cover the subjects your company is passionate about. For example, a copywriter on living will and power of attorney will be a good combination if you’re dealing with life insurance.
By now, you probably have a pretty good idea of what a press release should be about. It’s also likely that you have a pretty good idea of what it’s NOT about. When it comes to writing press releases, everything is negotiable, including the subject matter, but plagiarism is definitely off the table.
As you can see, there are various ways to get the word out about your company and products on social media. These tips will help your company grow and get your attention to build a successful business.