What Is The Press Release: A Definitive Guide 2022


A press release, also known as the newswire or press release, is a written document sent to the media and announces something important.

We think of press releases as being sent out to magazines, newspapers, radio stations, or television stations.

They are also sent to bloggers and other online media outlets.

A press release, in short, is an official statement sent to the media for information, making a statement or making an announcement.

Many press releases are sent via wire services such as PR Newswire and PRWeb.

How do you determine if your press release has enough newsworthiness to be sent? How can you ensure that journalists will pay attention to your press release? This article will show you how to write a noticeable press release and results in action.

What Is A Press Release?

A press release is a document that announces newsworthy information. It is not an advertisement, sales pitch, or endorsement.

It is a way for you to tell your company’s story to the media, and hopefully, your business will be featured in print, online, and on TV.

A press release informs the world about your company’s latest news.

If you can convince the media to be interested in your story (which you should), they’ll write stories about you and your products or services.

It is also essential to ensure that search engines and media outlets pick up your release.

Use bullets, subheads and links to other content to accomplish this.

What Are The Different Types Of Press Releases?

Press releases can be an excellent way for your company to be known worldwide.

Before you start drafting the perfect press release, you need to be familiar with the various types of press releases available.

1. Breaking News

It can be used to announce an announcement with a deadline. It can also break company news such as retirements or acquisitions.

Breaking news releases are only used when there is breaking news. They will not be distributed immediately.

2. New product/service launches

A brand may issue a press release when it launches a new product or service.

Include all details regarding what’s new and why it is essential.

This press release is appropriate when you launch a product/service that has not been done before or on a large scale.

3. New Partnerships

Consider using a press release to inform your audience that you have signed a new partnership agreement.

Your partner may also release their press release announcing the same news.

It helps establish credibility from third-party sources and generates additional media coverage for the partners.

4. Rebranding

Another reason to issue a press release is branding.

You can update your logo or tagline, give your website a facelift after an acquisition or merger, or refresh your website.

5. Traditional Press Release

It is the standard format. It includes information about your company’s establishment, a list of products/services you offer, and any company news (mergers or acquisitions, expansion into other markets).

6. Video News Releases (VNRs).

These are becoming more popular among PR agencies who work with large brands.

VNRs are essentially a press release that includes a video or TV package at the end.

You want to grab a journalist’s attention and make them more likely by sharing the video and photos they need to tell your story.

7. Blog Post Press Release

These articles are intended to be read by bloggers, not traditional journalists. They should be formatted differently.

Bloggers can identify the product name by simply putting it in bold in each paragraph.

8. Launch of a New Product

The product announcement is the most popular type of press release.

An announcement of a product is exactly what it sounds like: It’s a way to tell your customers about a new product.

9. Acquisitions and Mergers

Newsworthy news is when two companies merge or acquire another.

It is especially true if the merger/acquisition involves an innovative company or a well-known business.

Press releases are required in both cases.

10. Product updates

A press release is the best way to tell your customers if your company has improved its products and services.

Ensure you emphasize the benefits of your product updates to consumers and businesses.

11. Events

Are you planning an event? You can promote your upcoming events with a press release, regardless of whether they are conferences, trade shows or fundraisers.

Ensure you provide readers with essential information, such as dates and times.

It will allow them to know when the event is taking place without additional research.

Wondering about writing a press release for an event? Well! Here’re some simple steps to follow.

 

How Does A Press Release Work?

Ever wonder how news and feature stories get published in your local newspaper or on six o’clock TV news?

These stories often result from a press release. What is a press release? When should it be used, and how can you create one?

Journalists are bombarded with press releases daily. To make yours stand out, it should be informative and concise.

A press release should be timely and newsworthy. It is the golden rule. It must also be relevant and of interest to the publication’s readers.

Effective press releases have a headline that grabs attention and encourages journalists to continue reading. They also include concise body copy that addresses all questions a journalist may have.

(Who? What? When? Where? How? How? ).

It’s essential to think about these things when writing your press release:

Importance – Why should people care?

Impact – Will it improve their lives?

Fascinating – Why will people read your story?

Impressive – What do you want people to think about your story and why?

Inspiration: How would you like them to respond to the press release or be affected?

What Should A Press Release Contain?

A press release must include certain elements to make it compelling for the media to take it up and spread it.

1. Headline

Your headline should be catchy, engaging, and to the point.

Your headline should communicate the purpose of your story.

Use search engine-relevant keywords to make your press release more easily found.

2. Summary

The summary paragraph should provide a concise description of the story. The summary paragraph should grab the reader’s attention so that they want to continue reading.

3. Opening Paragraph

Your opening paragraph should include your story’s who, what and when.

If space is available, you can also include a quote that summarizes your story in just one or two sentences.

4. Copy for the Body

The body copy expands on the points made in the opening paragraphs and summary.

All essential information, such as statistics and quotes, must be included here.

Press releases should be brief (typically not more than 400 words), so don’t add unnecessary information.

5. Boilerplate

A boilerplate is a brief section about your company or individual.

What Are Different Examples Of The Press Release?

Let’s take a look at some well-known companies and their press releases.

1. Microsoft

Microsoft offers a section for press releases that is rich in content. It allows potential sources to get all the information they need to create a story about a new piece of software or product.

Each release has the same format. It includes company contact information, relevant links, and a summary.

2. IBM

IBM is another company that has a large number of press releases on its website.

IBM press releases, like Microsoft’s, follow a standard format. They also include instructions on how to contact IBM for more information.

It makes it easier for writers to find the information they need and then move on.

3. Amazon

Anyone can also access Amazon’s press releases. However, they are much shorter than those from Microsoft or IBM.

Each release contains only the most basic information regarding the announcement — no background, quotes, or statistics.

These unadorned releases are great for writers who want to get the facts straight without extra fluff.

4. Ford Motor Company

Ford uses bold graphics and images in its press releases.

One recent announcement that it was offering a high-octane gasoline engine featured six pictures of the new engine and two graphs showing the engine’s components.

Press Release Vs Media Pitch: What’s The Difference?

Media pitches and press releases are often confused and used interchangeably.

However, they are two different tools and should be used differently.

A press release is a news article sent to the media to get coverage about a story or event.

A media pitch is a message you send to a journalist explaining why your story is newsworthy.

Although a press release can be a great way of communicating announcements about your brand, it cannot replace a relationship with the media.

It’s possible to spam journalists if you use it that way. They will then ignore you.

It’s like a press release. A media pitch is equivalent to calling a reporter and asking them to write about your company.

How To Stand Out In The News?

It’s crucial to stand out among the many press releases sent to media outlets daily, given the competition for journalists’ attention.

Here are some suggestions:

1. Create a strong headline

Create a strong headline that sums up your story in one sentence.

Catchy headlines will attract attention and get readers to click through to read the rest.

2. Include A Compelling Summary

In the first paragraph, include a concise summary of your news with quotes.

A summary is a chance to grab readers’ attention and get them excited about your product/service.

3. Share Interesting Details

Please share exciting information about your company or the topic of your press release, such as its launch date, founder, mission statement, and so forth.

This information can be shared to build trust and relatability with readers and show them why your news story is worth their time.

4. Use active voice and write in the third person.

Use active voice to write third-person voice.

It will allow you to keep your messages clear and concise. It will make it easy for readers to understand what you are saying without being overwhelmed by technical jargon or complex sentences.

How To Write A Press Release?

A press release should inform readers about your work and why they should care.

Although your goal may be different than mine, here are some things I believe would make it great.

1. Keep it short and sweet.

A press release should not exceed one page. Keep it brief and straightforward. Your goal is to draw attention to your announcement and not to go into detail about your sales pitch.

2. Keep it simple?

Avoid using buzzwords and jargon like “cloud” or “big data” because they won’t understand what you mean when you explain it to them later.

3. Demonstrate your Expertise

Demonstrate that you are knowledgeable enough to assess the current state of your industry and identify market opportunities.

4. Give a fresh perspective.

Your angle should be different from other companies in the industry.

 

 

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