In today’s fast-paced digital landscape, getting your business or organization featured in the news can significantly boost brand awareness, credibility, and online visibility. One of the most effective ways to achieve this is by using press releases. Despite the rise of social media and other digital marketing tools, press releases remain a powerful tool for communicating important news and updates to the media and the public. But crafting an effective press release and ensuring it gets the right attention requires strategy and understanding of the media landscape.
This guide will explore how to use press releases to get your business in the news, from writing a compelling release to distributing it effectively.
What Is a Press Release?
A press release is an official statement issued by a company, organization, or individual to the media to announce something newsworthy. It’s typically one to two pages long and structured in a way that provides journalists with the key information they need to cover the story. A press release can be used for various announcements, such as:
- Launching a new product or service
- Hosting an event
- Announcing company milestones or partnerships
- Addressing a crisis or major issue
- Sharing thought leadership or research
Journalists rely on press releases to source stories and content for their publications, making them an essential part of your public relations (PR) strategy. However, with the constant flood of information, your press release needs to stand out to capture the attention of journalists.
How to Write an Effective Press Release
A successful press release is more than just a basic announcement. It should be well-structured, engaging, and tailored to your target audience, including both the media and the readers they serve. Here’s how to write a press release that stands out:
1. Start with a Compelling Headline
Your headline is the first thing journalists will see, and it needs to grab their attention instantly. Keep it concise, informative, and interesting. The headline should clearly convey the key message of the release while sparking curiosity. Avoid jargon or overly promotional language—journalists want facts, not marketing fluff.
For example, instead of “XYZ Company Announces Exciting New Product,” opt for something more specific and engaging, like “XYZ Company Revolutionizes the Tech Industry with Groundbreaking Product Launch.”
2. Provide a Strong Lead
The first paragraph, also known as the lead, is the most critical part of your press release. It should answer the “who,” “what,” “when,” “where,” and “why” questions of your announcement. Journalists often skim through releases, so ensure the most important details are immediately clear.
For instance, if you’re launching a new product, your lead might include the product name, its unique features, the launch date, and why it matters to your audience.
3. Include Supporting Details in the Body
Once you’ve hooked the reader with a strong lead, the next few paragraphs should provide additional context and details. Use this space to expand on the significance of your announcement, how it fits into broader industry trends, or how it addresses a particular need in the market. Include relevant statistics, quotes from company executives, or testimonials to back up your claims.
Keep the information clear and concise, avoiding lengthy paragraphs or excessive technical details. Journalists appreciate well-organized content that’s easy to digest.
4. Add a Quote for a Human Touch
A well-placed quote from a company executive, industry expert, or spokesperson can add a personal touch to your press release and provide valuable insight into the announcement. A good quote should reflect the significance of the news, offer additional context, or share the company’s vision in a more conversational tone. It’s an opportunity to humanize your story and connect with readers on an emotional level.
For example, “We’re excited to introduce this innovative product to the market,” said Jane Doe, CEO of XYZ Company. “Our team has worked tirelessly to develop a solution that addresses the key challenges our customers face, and we believe this launch marks a new era in the industry.”
5. Include a Clear Call to Action (CTA)
If you want journalists or the public to take specific action after reading your press release, be clear about it. Whether you want them to attend an event, visit a website, or contact a representative for more information, provide them with the necessary details. Include links to your website or press kit, as well as contact information for media inquiries.
Make it easy for journalists to follow up on your announcement and cover your story.
6. End with a Boilerplate
The boilerplate is a brief paragraph at the end of your press release that provides background information about your company or organization. Think of it as your “About Us” section. It should include key details such as when the company was founded, what industry it operates in, and any notable achievements or accolades. This section gives journalists additional context about your business and can be reused in future press releases.
How to Distribute Your Press Release
Writing a great press release is only half the battle. Getting it into the hands of the right journalists and publications is the key to landing media coverage. Here are a few distribution methods to consider:
1. Build a Media Contact List
One of the most effective ways to distribute a press release is by sending it directly to relevant journalists, bloggers, and media outlets. However, sending your release to the wrong contacts is a waste of time and effort. Build a targeted media list by researching journalists who cover your industry or have written about similar topics in the past.
Personalize your outreach by addressing each journalist by name and including a brief note on why your story would be of interest to their readers. Avoid sending mass emails—customized outreach is more likely to result in coverage.
2. Use Press Release Distribution Services
There are several press release distribution services available that can help you get your release in front of a wider audience. Services like PR Newswire, Business Wire, and PRWeb allow you to distribute your press release to thousands of journalists and media outlets with a single click.
While these services can be useful for reaching a broad audience, they come at a cost. Make sure the service you choose targets the right publications and regions for your announcement.
3. Leverage Social Media
Social media is a valuable tool for amplifying your press release and reaching a wider audience. Once your press release is live, share it across your social media channels, including LinkedIn, Twitter, Facebook, and Instagram. Tag relevant journalists or influencers who might be interested in covering your story.
Consider creating a visually engaging post to accompany your press release. Infographics, videos, or high-quality images can capture attention and drive more engagement with your content.
4. Publish on Your Website
Don’t forget to publish your press release on your own website, ideally in a dedicated “Press” or “Newsroom” section. This makes it easy for visitors, journalists, and search engines to find your announcements. Additionally, press releases on your website can help improve your SEO, driving more traffic and visibility to your site over time.
5. Follow Up
Journalists receive countless press releases each day, so following up on your initial outreach can increase your chances of getting covered. Wait a few days after sending the press release, then send a polite follow-up email to check if they need any additional information or have any questions.
Keep your follow-up short and to the point, and avoid being overly persistent. If a journalist expresses interest, be prepared to provide additional materials, such as images, video, or product samples, to support their coverage.
What Makes a Press Release Newsworthy?
Not every company announcement warrants a press release. To maximize your chances of media coverage, your news needs to be genuinely newsworthy. Here are a few factors to consider when deciding whether to issue a press release:
- Timeliness: Is your announcement relevant right now? News is all about what’s happening today, so try to tie your press release to current events, industry trends, or upcoming milestones.
- Impact: Will your news have a significant impact on your audience or the broader market? The more people your news affects, the more likely it is to be covered.
- Novelty: Is your news unique or innovative? Journalists are always looking for fresh stories that their audience hasn’t seen before.
- Proximity: If you’re targeting local media outlets, consider whether your announcement has local relevance or ties to the community.
- Celebrity/Authority: Does your press release involve a well-known figure or industry expert? Having a recognizable name can add credibility and interest to your story.
Using press releases effectively can result in valuable media coverage that elevates your brand, increases visibility, and drives engagement with your audience. By crafting compelling, newsworthy press releases and strategically distributing them, you can maximize your chances of getting your story picked up by the media and making a lasting impression on your target audience.