How to Write a Press Release?

A few years back, people used to be relied on morning newspapers. Today, most of the customers and potential customers go through Twitter headlines or see what’s trending on social media. People have more control over where, when and how they use information. Hence, public relation is not about feeding into a conventional news cycle anymore; rather, it is about offering relevant content including where, when and how your customers, influencers and prospects will use it.

Well, relationship building helps you to get into popular publications, but we have the opportunity now to avoid waiting game and produce our own buzz. By making your PR strategy an inbound one, you develop opportunities that make a place for your company in the market, and build meaningful mindshare with your target market in the process.

One of the most important elements of your PR strategy is a press release, which is an opportunity to get connected with your target market, reporters and other entities.

What is a Press Release / News Release?

A press release is an official announcement, whether recorded or written, that a company issues to the news media and all across the industry. It is often called press statement, news release or media release.

Most of the press releases are just a page long or two. The companies intend to provide enough information to the new outlets so that they can publish their own stories based on press release content. While it sounds interesting to make a press release that speaks about your company’s accomplishments and presents the facts to make a story more appealing to the media, keep in mind that press release is for public and hence, your current and potential customers will see it. Therefore, rather than taking press release just as a source to earn news coverage, you must think of it as a great tool for content marketing.

Press release template Corporate news

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How to Write Press Release?

Rule 1: Make Catchy Headlines

Making a good press release begins with a headline. Use diction carefully to create a captivating headline. Use clear, easy-to-understand language and action verbs, keep headline simple and short. Media and search engines like conciseness so the title should be of one line and highly focused on readers’ attention on your message.

Most importantly, keep the press release interesting. Reporters get hundreds of press releases every day, so it is worth investing time for writing an interesting headline.

Rule 2: Don’t Play Hard to Get

For reporters, followers, analysts or influencers to share your press release, you have to define why it matters.

The starting para of your press release should consist of who, what, where, why and how of your launch, development or update. Reporters don’t have time to go through tons of details and fluffy information. They just want the facts that they can easily share with the position of authority.

Official press release quarterly earnings

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Rule 3: Have a Tempting Quotable

Once you finalize the starting para, bring details with a quote that reporters can consider for context around the announcement and painting the picture of how your message would affect your industry and customer.

Ideally, take the quotes from the major stakeholders of the company like project leads, executive team or people directly affected by your news. Quoting key authorities establishes the significance of your announcement further. Include only one or two quotes that are focused around unique perspective.

Rule 4: Give Insightful Background Information

While writing the ending paragraph, remember that readers have already gone through the vital details ofyour story. It may be tempting to include superfluous facts about your company or development about the announcement but press release should be concise and helpful. Include details that establish your narrative well, such as creative ways your company completed the project. If applicable, talk about future implications of your announcement.

Rule 5: Clarify the “Who” and “What”

Twitter is packed with the reporters throwing pitches or press releases that don’t explain what the company is doing or what the press release is exactly about. Hence, make your release easy to reference.

Explain what your company does in plain and clear language. Include a URL of your website and make it straightforward and succinct. If you mention any data or stats, include its reference source. To ensure you have created an ideal piece, make the press release read by your friend or any third person. If they are feeling any ambiguity regarding the purpose of the release, you should better work on it again.

Instead of focusing what PR means, pay attention to making a remarkable content. Conventional press releases are still valuable if executed well.

Consider the inbound methods you can use to transform and personalize your marketing strategies, making them more approachable and relatable. Apply the similar ideas to your PR strategy. Make content to craft your own narrative and use thoughtful outreach to get analysts and reporters familiar with your business.

Press release template technology

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When to Distribute a Press Release?

Though there is no specific formula for when the press release should be written or distributed, the following are some good instances:

  • Product Launch
  • Up gradation of current products
  • Establishing a new office
  • Entering into a partnership
  • Rebranding
  • Promoting or hiring a new executive
  • Winning an award

Press Releases as a Great Content Type

Never fill your press release with lots of branded items and buzzwords. Rather than using jargons, think of if you can include some new data, a remarkable video or graphic or a sharable slide? Adding a creating stuff also increases the chance of social sharing.

Press release template New website

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Tips for Publishing Press Releases

1) Reach out to selective journalists

Instead of giving your press release to every journalist, focus on selective journalists who have experience in your industry and send them a personalized message.

2) Bold to go offline

Most of the journalists have mountains of press releases to filter. Try giving your release through snail mail or some offline channel to put your press release on a preference list.

3) Send the release the day before

Give journalists enough time to develop a story around your press release. Send your release at least a day before it officially goes live. If you can send earlier, it is better.

4) Avoid competition – Never publish your release on the hour

If you want to publish the press release on a distribution service such as PR Newswire or Business Wire, avoid publishing it on the hour (e.g., 1 p.m., or 3 p.m., or 5 p.m.) This is because most of the companies schedule their releases on the same time. So, choose a more distinct time (e.g., 1:12 p.m., or 3:18 p.m., or 5:22 p.m.).

5) Share the media coverage

Once your press release is published as per the plan, keep the buzz going by sharing the specific stories created and published on different mediums.

Press release new WeChat public account

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Press Release Email Template

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