The Ultimate Guide For Press Releases
Learn everything about press releases with our ultimate guide.
Table of Contents
2. What is the main objective of a press release?
4. How to write a press release?
5. How to publish a press release?
6. How a press release distribution service works?
1. What is a press release?
A press release is a document which organizations use to inform the press and the public about something newsworthy that happened or is going to happen that concern such organization. Example, a fast-food chain is opening a new location in Phoenix, Arizona. The company writes a press release which contains the basic information about the event, so the press will receive the info and they could be able to cover the news more in depth.
2. What is the main objective of a press release?
The main objective of a press release is to let know the press about something newsworthy. The press release is written by an organization who is seeking media coverage.
There are other benefits of press releases that you can read at point 7.
3. What is newsworthy?
We will recommend you the following topics to consider before writing a press release:
- Launching a new product or service. Example: Tesla is launching a new SUV
- Announcing an expansion. Example: Burger King is opening a new restaurant in Sedona, Arizona
- Relocating or opening a new office. Example: Citigroup is moving their headquarters to Florida
- Starting a company. Example: New startup will revolutionize IA
- Announcing a product update. Example: BMW 7 Series will include an improved audio system
- Rebranding your company. Example: Facebook renames itself Meta
- Announcing contest or a competition. Example: Gas Station will give free gas to their clients
- Celebrating a company anniversary. Example: Company celebrates first year in business
- Supporting a non-profit. Example: Company donates to a food bank
- Receiving a donation. Example: Food bank receives a donation from a company
- Surveys or studies. Example: Dating app finds which city is the best for single people
- Receiving an award. Example: Company receives award for best quality
- Publishing tips or educational content. Example: 10 recipes to use Tapatio Hot Sauce
- Acquisitions or mergers. Example: Disney to buy key 21st Century Fox assets for $52.4 billion
- Receiving a certification. Example: Company receives ISO certification
- Issuing a letter to shareholders
4. How to write a press release?
When a company have something newsworthy to tell, it’s time to write a press release.
First step. A great headline
A great headline will be specific, clear and concise. Keep it simple and short as possible and the other obvious tip is make it interesting.
Second step. Add a subhead
The great headline will not be enough to grab the attention of journalists, add a summary to give a quick idea about what journalists can expect.
Third step. The content
A press release needs to be written in third person, this will make the life of journalists easier and helps to maintain a neutral tone.
The first thing to add is from where the press release is being originated, then within the first paragraph answer the who and the what, for the second paragraph answer the why.
Then a press release needs data that validate any claims and to provide quotes that journalists can use, the best is to only quote one or two person that are impacted by the news.
Fourth step. Contact information
Finally, it’s important to add a summary that describes what does the company do and provide contact information so journalists can reach for more details.
5. How to publish a press release?
The press release is ready but now needs to be published and receive media attention. How a press release reach media?
One way is to reach directly to journalists, send them the press release and hope that someone will pick it up, this could be a time-consuming task but it will no cost any at all, only time.
The other way is to hire a press release distribution service like America Presswire to handle the distribution and reach media.
6. How a press release distribution service works?
There are multiple companies that can handle a press release, prices varies from the ten to the thousands, this depends of services that they provide.
The way a press release distribution works is very similar in every service, a PR distributor will publish the press release in their website and then let know media that new press releases are available so journalists will check them to find something newsworthy.
Some PR distributors offer content syndication, meaning that the press release will be published as it is at others websites.