Press releases are a vital component of public relations (PR) for any business. Despite the fact that crafting a press release can be intimidating and not always yield a response, with the right approach and techniques, anyone can write a press release that effectively communicates news and updates about their company.
In this article, we will guide you through the process of creating a successful press release. We will also explore the most effective types of press releases to write and provide a press release template for your reference. Whether you're a small business owner or a seasoned PR professional, this article will provide valuable insights on how to write a press release that gets results.
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What is a press release?
A press release is a written or recorded statement that is issued to the news media for the purpose of announcing something newsworthy. Typically, press releases are written by organizations or individuals to share information about new products or services, upcoming events, or major company developments. They are used to generate media coverage and increase public awareness about a specific topic or organization.
Press releases are usually distributed through a press release distribution service or sent directly to a reporter or news outlet. They typically include important information such as the date, time, and location of the event being announced, as well as contact information for the organization or individual issuing the release. Press releases also often include quotes from key individuals within the organization or event, providing additional context and background information.
Press releases can be a powerful tool for organizations looking to generate media coverage and increase public awareness about their products, services, or events. They can also be used to respond to negative news or rumors, or to provide additional information about a specific topic or issue. However, it's important to note that press releases can be ignored by media if they are not newsworthy or well-written, so it's important to make sure that the information in the release is relevant and interesting to the intended audience.
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Sample press release
To ensure that your press release is effective and gets the attention of journalists, it's important to follow a standard format that includes all the necessary information.
There are seven parts to a standard press release:
- Title and italicized subheading to summarize the news
- Location where the news is based, i.e., your headquarters
- Two to three paragraphs of details
- Bulleted facts
- Company description at the bottom
- Contact information
- A "###" at the end
When sending a press release, include in the upper left hand corner when you want reporters to publish the news. Two common options are:
- “FOR IMMEDIATE RELEASE,” if you want the story to go live right away.
- “HOLD FOR RELEASE UNTIL…” if you don’t want the story made public yet. Be sure to include the date when sending.
Using a consistent format for press releases makes it simple for journalists to locate key information. Adhering to this format increases the likelihood that reporters will cover your story. By following these guidelines, you can improve your chances of getting your news covered by the media, and ensure that your press release is well-received by journalists.
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Types of press releases
There are many different types of press releases, each with their own unique formats and rules. Next, we'll take a look at some of the most common types of press releases and how to write them effectively.
Breaking News
This is the most common type of press release. News outlets are always on the lookout for breaking stories, and a well-written press release can help get your story noticed. When writing a press release for breaking news, be sure to include all the key details in the first one or two paragraphs, and use quotes from key sources to add credibility to your story.
Product Launches
Product launches are a great opportunity to generate buzz and drive sales for your new offerings. A press release for a product launch should highlight the key features of your product, including pricing, availability, and specifications. Be sure to include quotes from key stakeholders and customer testimonials to add credibility to your story.
Mergers and Acquisitions
Mergers and acquisitions are major organizational changes that can have a significant impact on your business. A press release for a merger or acquisition should provide details about the organizations involved, quotes from leadership, and information about how the merger or acquisition will benefit the company.
Product Updates
Got a big product update in the works? Use a press release to let the world know! A press release for a product update should focus on the changes that have been made, why they were made, and how they will benefit the end user. Be sure to include quotes from key stakeholders and customer testimonials to add credibility to your story.
Events
Event press releases are a great way to promote your event and get more attendees. When writing a press release for an event, be sure to include all the key details, including the date, time, location, and any other relevant information. Use bullet points or a list to make it easy for readers to quickly understand the key details of your event.
New Partnerships
Partnering with another company or non-profit can be big news. A press release for a new partnership should provide an overview of each company, explain why the partnership was created, and include details about who will benefit from the partnership. Be sure to include quotes from key stakeholders to add credibility to your story.
Rebranding
Rebranding can be a challenge for businesses of all sizes. A press release for a rebrand should provide details about the changes that are being made, why they are being made, and how they will affect customers. Be sure to include quotes from key stakeholders and information about when the changes will go into effect.
Executive Promotions
At larger companies, executive promotions and new hires can be big news. A press release for an executive promotion should provide details about the new hire, including their background, qualifications, and role in the company. Be sure to include quotes from key stakeholders to add credibility to your story.
Awards
Winning an award is a big accomplishment and something to be proud of. A press release for an award should provide details about why your company was chosen, information about the award itself, and details about the ceremony (if there is one). Be sure to include quotes from key stakeholders to add credibility to your story.
No matter what type of press release you're writing, be sure to follow the standard format and include all the key information to make it easy for journalists to understand and cover your story. By following these guidelines, you can improve your chances of getting your news covered by the media and help ensure that your press release
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How to write a good press release
Here are seven steps to help you write a press release that will grab the attention of journalists and increase your chances of getting your story covered:
- Find a newsworthy angle
- Craft an appealing press release headline
- Summarize your story in your subtitle
- Introduce essential information
- Provide supporting information and context
- Lead into the reader’s next steps
- End with your boilerplate
1: Find a newsworthy angle
The most important step in writing a press release is to find a newsworthy angle for your story. Even a well-written, personalized press release will fail if the story it's telling isn't interesting to a journalist's target audience. Take the time to think about what makes your story unique and how it will be of interest to your audience.
2: Craft an appealing press release headline
The headline of your press release is one of the most important elements. It's your first chance to grab the attention of journalists and make them want to read more. Use the main benefit from your press release to write a headline that is both clear and compelling. Convey the value of your news to the press.
3: Summarize your story in your subtitle
The subtitle of your press release should summarize the entire content of the press release in a single sentence that supports the heading and gives a taste of the content to follow. It should provide more details about the news you're announcing and make it clear why it's important.
4: Introduce essential information
In the first sentence of your press release, state your company's city and state, followed by the date. Then your opening paragraph should answer the questions, "who," "what," "when," "where," and "why" in a way that grabs the reporter's interest. This is your chance to make a great first impression and entice them to keep reading.
5: Provide supporting information and context
Follow up your opening paragraph with testimonials, statistics, research details, and case study excerpts. Use supporting body copy to bring your release to life with details and colorful quotes from company spokespeople. Simply stating facts or sounding self-congratulatory won’t do. Avoid making your press release too long, aim to keep it short, sweet, and to the point.
6: Lead into the reader's next steps
Summarize the article and include a call to actionor details of where more information on the subject matter can be found. This will help guide the reader to the next steps and make it easy for them to learn more about your story.
7: End with your boilerplate
Complete your release with a strong but succinct boilerplate. Clearly explain what your company does and why its stakeholders are experts in the industry. And don’t forget to include contact information. A release won’t go anywhere if a reporter can’t easily contact the stakeholder or his or her representative. Also, make sure to double check your press release for spelling and grammar errors. You can use a free online grammar checker to make your writing clearer and more powerful before sending it off! At the bottom of the press release, it is common to include three ### symbols or “--30--” to signify the end.
In conclusion, writing a press release that is both compelling and informative is essential to getting your news noticed by the media. By following these seven steps, you can increase your chances of getting your story covered and help ensure that your press release is well-received by journalists.
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Example press releases
Press releases don't have to be filled with jargon and complex language. In fact, using too many buzzwords and branded terms can turn off reporters and make your release less effective.
Instead, try thinking creatively about how to approach your next press release. Can you include new data, a visually engaging graphic or video, or a shareable SlideShare? These elements can help make your release more interesting and increase the likelihood of social sharing.
To help you get started, here are a few creative press release examples to inspire your next announcement:
Microsoft
Type of press release: Acquisition
The first thing that stands out in this press release is the headline. It tells a full story without being too long: It covers who's involved (Microsoft and Activision), what's happening (an acquisition), and why it matters (to bring the joy and community of gaming to everyone).
Throughout the press release, you get quotes from leaders in both organizations, helping explain the benefit of this acquisition and how it will move the industry forward.
Toward the bottom of the press release, you get additional context surrounding each company's market share and how this acquisition will impact the industry.
Flourish
Type of press release: Team and office expansion
Organizational changes can seem relatively boring. One way to generate some interest is to include visual elements to add more dimension to the story.
In this press release announcing a team and office expansion, venture capital firm Flourish shares photos of some new hires right at the top, immediately drawing readers in.
The release dives into the reason behind the expansion and the key areas of focus moving forward. Then, we get a quick bio for each hire featured in the image, which can help build excitement surrounding the brand's future.
The key takeaway here is: Don't be afraid to use visual elements in your press release, as they can help draw readers in.
SuperCom
Type of press release: Event
As the shortest press release in the bunch, SuperCom shows that less is often more.
In this release, security solutions company SuperCom announced its participation in an upcoming conference.
When it comes to events, the most important details are date and location. As long as you have those key pieces, everything else is a bonus.
One thing that would've elevated this release is a quote on who can benefit from attending this event and why, as a way to reel in potential attendees.
HubSpot
Type of press release: Program launch
We've also crafted this comprehensive, easy-to-follow press release template complete with a promotional plan and considerations for your next announcement. We use these same guidelines when writing and formatting our releases here at HubSpot, and created a faux, sample release to illustrate what content goes where and why.
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Distributing your press release
Whether it's your fifth press release or your first, the following distribution tips will help you get the most out of your press release.
Cold Pitch Media Outlets
Make a list of the media outlets whose readers and viewers would be most interested in your news and send your release directly to them via email. You can find their email addresses with a quick internet search: [reporter name] + [news outlet] + email address.
When sending your email, craft a good subject line to grab the contact's attention. It's better to keep it simple, but you can also get creative. A recent study by PR management software brand Prezly found that the average open rate of "labeled" press release emails saw a 2% higher open rate than "unlabeled" ones. Examples of "labeled" subject lines include:
- PR: Title of story
- Press release: Title of story
- Title of story [Press release]
If that doesn't produce results, use a tool like Hunter that provides email formulas for outlets or simply connect with them on Twitter or LinkedIn.
Use a Press Release Distribution Service
These companies send your release to journalists based on their specific interests and also publish it on their website. Each service offers a variety of options and costs can vary greatly, ranging from $69 to a few thousand dollars. You can use popular services like:
- PR Distribution
- eReleases
- Newswire
- PRWeb
- PR Newswire
Hire a PR Professional
Another option is to hire a public relations professional who can write and distribute a press release for you. These professionals often have existing relationships with the press and may be able to get you media coverage more easily.
Send Time-Sensitive News Articles Early
If your news is time-sensitive, such as an event or announcement, send it to reporters a few days beforehand so they have time to craft their story. If you want news outlets to hold off on publishing, release it under embargo, which is a request that reporters not publish information until a specific date. If you really need something kept secret, make sure to only offer embargoed news to outlets you trust.
Generate Buzz with a Press Release
While a press release doesn't guarantee free press coverage, it can be an effective marketing tool for entrepreneurs. By sending out releases with a regular cadence, you start to build up brand recognition with members of the media, influencers, and bloggers. You never know when an outlet might 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 publicity depends on sustained effort. If you do get press coverage, keep the buzz going by sharing those stories on social media. Mention previous coverage in the boilerplate of your next press release. Press often follows press, and once you get your first mention, you might find it easier to get a second, third, and so on.
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Conclusion
In conclusion, a press release is a valuable tool for promoting your business, product, or event. By following the guidelines outlined in this blog post, including understanding the different types of press releases and utilizing effective writing techniques, you can craft a compelling press release that will grab the attention of journalists and the media.
Remember to also consider the distribution of your press release, and target the right outlets to reach your desired audience. With the right approach and attention to detail, your press release can help you achieve your goals and generate positive publicity for your brand.
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