Every business, regardless of its size, should be able to write an effective press release. They are essential for ensuring that both the media and public are aware of your latest news.
The purpose of a press release is:
- To gain media coverage
- Build your reputation
- Build back-links from trusted media sites
They can also be used to manage a crisis.
One thing to keep in mind is that you need to make sure that the press release is announcing something audience will care about. Doing this will drastically increase the odds that the press will cover your news!
When should a company send a press release?
- Breaking news announcements: Since news agencies and publications’ goal is to be the first to cover breaking news, they rely on press releases. So in essence, you helping them helps you.
- Product launches: New products or services are definitely newsworthy.
- Events: Conferences or summits are often covered by the media.
- Partnerships: If your company partners with another company, news of this can be interesting to the public.
- Sharing research: Unique data and original insights are always interesting.
- Awards: Don’t be afraid to talk yourself up (a little bit)
- Announcing an executive hire: This can be considered important news, especially when a “big name” is joining.
Press release structure to follow
A press release is usually one or two pages long. It is typically sent to news agencies/publications in a reverse pyramid format – meaning the most important news comes at the beginning of the article.
- Headline: Make it clear, concise and to the point.
- City, State, Location: Where your company is located and the news is happening.
- Body copy: Order information by level of importance.
- Boiler Plate: What your organization is all about.
- Press Contact: How news agencies can get in touch with you