Your marketing strategy may include a mix of email, social media, advertising, events, and other tactics, but getting press coverage can amplify all those efforts tenfold, bringing a wave of new customers to you and potentially elevating even small businesses to the next level.
What is a press release?
A press release is a document that announces a newsworthy story about your brand and provides all the essential information that a journalist or editor may need.
Press Release Format
There are seven parts to a standard press release: the headline, an italicized subheadline summarizing the news, the location of the news, two or three paragraphs of details, highlighted facts, a boilerplate about the company at the bottom, contact information, and “###” at the end.
Types of Press Releases
There are several types of press releases, each with its own format and rules. Some of these types include breaking news, product launches, mergers and acquisitions, product updates, events, new partnerships, rebranding, executive promotions, and awards.
How to Write a Press Release
Here are seven steps to writing an effective press release:
Step 1: Find a newsworthy angle
Even if the press release is well-written and personable, it will fail if the story it tells is not interesting to journalists’ audiences. The story must be newsworthy and resonate with the interests of both journalists and their target audience.
Step 2: Craft an engaging headline for the press release
Use the main benefit of the press release to write a clear and compelling headline. The headline should convey the news value for the press.
Step 3: Summarize the story in the subheadline
Summarize the entire content of the press release in one sentence that supports the headline and provides a glimpse into the forthcoming content.
Step 4: Provide the essential information
In the first sentence, mention your company’s city and state, followed by the date. Then, the opening paragraph should answer the “who,” “what,” “when,” “where,” and “why” questions in a way that captures the journalist’s interest.
Step 5: Provide supporting information and context
Provide quotes, statistics, research details, and excerpts from case studies. Use the first paragraph to tell journalists why they should share your announcement by explaining why their readers would care.
Step 6: Guide the reader on next steps
Wrap up the article and include a call to action or details about where to find more information on the topic.
Step 7: End the press release with company information
Conclude the press release with a strong and concise summary. Clearly explain what your company does and why stakeholders consider it industry experts. Don’t forget to include contact information.
Be sure to double-check the press release for spelling and grammatical errors. You can use a free online tool to check grammar and make your writing clearer and stronger before sending it out!
Examples of Press Releases
Here is an example of a press release from Bulletproof announcing a new product line.
As you read through this example, notice its use of interesting statistics, impactful words, and clear benefits. The use of bullet points makes this organized information easy to scan and read. The closing text includes additional resources for journalists and social media information. It concludes with the media contact’s name, phone number, and email address.
After selling over 100 million cups of its original drink, Bulletproof announces the launch of a new ready-to-drink cold brew coffee line.
For more information, please visit the website: https://www.bulletproof.com/
###
Tips for Distributing a Press Release
Whether this is your fifth or first press release, keep the following tips in mind:
Tip 1: Reach out to the media
Build a list of media outlets whose readers and viewers would be interested in your news and send the press release directly to them via email. You can find their email addresses with a quick online search.
Tip 2:
Tip 2: Use a Press Release Distribution Service
These companies send press releases to journalists based on their specific interests and publish them on their website. Each service offers a variety of options and costs that can vary widely.
Tip 3: Hire a Public Relations Professional
Another option is to hire a public relations professional who can write and distribute the press release on your behalf. These professionals typically have existing relationships with media and may be able to secure media coverage more easily.
Tip 4: Send Time-Sensitive News Early
If your news is time-sensitive, such as an event or announcement, send it to journalists a few days in advance so they have time to craft their story.
If you want to prevent publication, issue it under an embargo, which is a request not to publish the information until a specified date. If you wish to keep something confidential, be sure to share the embargoed news only with trusted outlets.
Generating Buzz with a Press Release
While a press release does not guarantee free media coverage, it can be an effective marketing tool for business owners. By regularly sending out press releases, you start building brand recognition with members of the media, influencers, and bloggers.
You never know when a media outlet may be looking for a source in your industry, remember your company, and reach out for an interview. By sharing newsworthy information, you become a thought leader in your field.
Successful viability relies on ongoing efforts. If you receive media coverage, continue to generate buzz by sharing those stories on social media. Mention previous coverage in the closing text of your next press release. Press often follows press, and once you get that first mention, you may find it easier to secure second and third mentions, and so on.
Source: https://www.shopify.com/blog/how-to-write-a-press-release
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