It would be easy to write off press releases as a dying marketing tool. But press releases are still a great way to get your company or product in the news.
They can be used to announce new products or services, honor employees and projects, share research results, or even to address a crisis. But they have to be written in a way that’s attractive to journalists and is relevant to your target audience.
What is a press release?
Press releases are a public relations (PR) tool that companies use to communicate newsworthy information to the media. They are written in a journalistic style and can be used to announce a new product launch, a company merger or any other important event or announcement that would benefit from media coverage.
A good press release should be short, engaging and focused on the story it is telling. It should include contact information for the press relations person, a headline and a brief, one-line summary that draws attention to the news story. The release should also contain links to other content on the company website or social media pages to make it easy for journalists to find more information.
Generally, the news release is sent to journalists by email. The media can then read the press release and decide whether they want to write about it. The goal is to get the press release published in a newspaper, online media outlet or on a blog or website.
Before a press release can be considered a success, it must be drafted properly and sent to the correct media outlets. A good press release will include the company’s name, phone number, email address and mailing address. The release should be a minimum of one page long and never exceed two pages in length.
A well-crafted press release can be a powerful marketing tool and help businesses achieve their business goals. They can be used to build brand awareness, attract new customers and increase traffic to a website or store. However, they are not a substitute for a solid marketing strategy.
Why do I need a press release?
A press release is a type of written document that companies issue to the media in order to announce something newsworthy. Whether it’s a new product, a company change, or another announcement that could be of interest to the public, this 1-3-page document is disseminated to journalists and editors in the hopes that they will use the information contained within in an upcoming TV broadcast; in a newspaper or magazine issue; or on the media’s website.
A well-written, factually accurate, and appropriate press release is a great way to generate media coverage and build brand awareness. However, it’s important to understand that media coverage isn’t always guaranteed.
While you may think that press releases are outdated and unnecessary, they’re actually one of the most cost-effective forms of publicity available to businesses. In fact, according to a 2021 Cision study, 78% of journalists still want to receive business press releases from marketing and PR professionals.
In addition, a press release is also a great way to increase a company’s SEO (Search Engine Optimization) value. This is because, unlike a social media post, a press release is a true link-building tactic that can increase a company’s SEO ranking by giving it more backlinks.
Regardless of what you’re trying to achieve with your press release, you’ll need to follow the standard formatting rules and use keywords. In addition, you’ll need to include an informative, call-to-action that will tell readers how they can get more information. This call-to-action can be in the form of a link, email address, or phone number. This is crucial, because you don’t want to leave your audience hanging without knowing how they can continue their journey with you.
How do I write a press release?
A press release is a great way to share information about your business with the public. The key is to choose a topic that is relevant and interesting to your target audience.
Once you have a topic, it’s time to write your press release. Keep the following tips in mind when writing your news announcement:
1. Start with a headline that is intriguing, unique and newsworthy. The headline will draw the reader in and motivate them to read the press release.
2. The headline should also be relevant and include a key fact or two about your news.
3. If you can, include a quote from a senior member of your company to help readers understand the significance of what you’re announcing.
4. Use clear, simple language in your release.
A press release should be easy to read and understand, even for a journalist who doesn’t know your industry. Eliminate industry jargon that doesn’t mean much to most people and stick to plain English, especially when communicating technical information.
5. Include a call to action at the end of your release.
A call to action is a good way to get people to take specific actions, such as signing up for an email newsletter or visiting your website. It’s a powerful way to encourage action and build brand awareness.
6. Conclusion: Make sure to include your contact details at the bottom of your press release, including an email address and phone number. This will help journalists contact you when they have questions or want more information about your announcement.
How do I get media coverage?
Whether you are an established business or a startup, press coverage can boost your reputation and help you achieve the visibility, credibility and sales you need to thrive. But securing media coverage can be difficult – especially if your business is competitive or niche.
But, if you take the time to put in the effort to get media exposure, it can be an effective way to build your brand. Getting the right type of media coverage can also improve your SEO, boost your leads and sales and give you more credibility and trust among your target audience.
One of the best ways to secure media coverage is to find reporters who cover topics related to your industry. They may be local, national or international and will be able to give your story extra attention.
Once you have identified the reporters that will be most interested in your news, make a list of their email addresses and send them a press release directly. Be sure to include their name, the specific outlet and a subject line that piques their interest.
Another important aspect of getting media coverage is to make sure your press release is well-written and newsworthy. This means making sure it includes a compelling headline, the appropriate AP style guide steps and proper grammar.
The content of your press release should also be relevant to the target audience. You can do this by using Google Trends data, a survey or other research that is relevant to your topic.
When you are drafting your press release, make sure to include digital assets such as videos and gifs that will enhance the story. These are much more engaging to journalists than text alone and will increase your chances of getting media coverage.
How can I get more media coverage?
Press coverage is a great way to get your company and its products/services noticed. But for many small businesses, it can feel like a daunting task.
The media landscape has changed a lot in recent years, and getting press coverage is more than just sending out a press release or holding a press conference. It’s about a combination of old school PR tactics, along with new age social media, search engine optimization (SEO), and responsive media outreach.
For example, it’s much easier to get media coverage by utilizing SEO and content marketing than it is by simply sending out an email pitch with a link to your press release or holding a news conference. In addition, a good press release includes visuals that make it easy for journalists to find the right story and write about it.
A big part of successful media outreach is relationship building. So before you send your press release or hold a news conference, take some time to reach out to journalists and bloggers you know and engage with them. It will help to establish a relationship so that when it comes time to pitch your story, they already have a familiar face and can be more likely to read and respond to your pitch.
If you’re a business that sells a product, consider offering a free sample in exchange for an honest review from a reporter or blogger. Everybody loves free stuff, and this will incentivize them to pick up your story.
You can also try contacting local reporters and asking them to attend your Indivisible group’s event or meeting to see if they’ll cover it. This is a great way to create media buzz and put the pressure on your MoC and their staff to prioritize your stories and issues.