Knowing how to communicate your company’s news effectively can be the key to success. Among the existing communication tools, press releases stand out as one of the most effective ways to disseminate information to the press.
In this article, we will explain in detail what this tool is, what it is used for, how to produce one, and how you can use it efficiently to increase your chances of getting media coverage.
What is a press release?
A press release is a document, text, or short article in journalistic format used by companies and organizations to disseminate important information related to events, new product launches, significant changes, etc.
Usually, a professional such as a journalist or public relations specialist produces the text with the aim of attracting attention and encouraging editors and journalists to publish a news story in a newspaper, magazine, website, or any other channel.
What is the press release for?
The press release is a communication and marketing strategy that has been used for over 100 years and serves several important purposes. Here are some of the main functions of this tool:
- Announcing News: As mentioned, press releases are used to announce new products, services, events, partnerships, or any other relevant news related to the company.
- Building Relationships with the Media: It is an excellent way to establish and strengthen relationships with journalists, editors, or influencers.
- Increasing Visibility: Through press releases, you can increase the exposure of your brand or company and reach an even wider audience in a completely organic way.
- Message Control: With this tool, your company ensures that information is disclosed accurately and consistently.
- Credibility: The disclosure of official and detailed data can increase your organization’s credibility with the public and the media.
- Crisis Management: Press releases are also useful for controlling crisis situations, providing clear and controlled information with the aim of mitigating damage to your image and reputation.
In summary, this is a crucial tool for communicating strategically and strengthening your relationship with the media by offering relevant and reliable information that can become news.
How to write and structure a press release?
To ensure that journalists, editors, and influencers are interested in and share your press release, you need to structure it clearly and provide relevant information.
Below, check out the step-by-step guide on how to write a good press release that stands out from the rest:
Title
The headline is one of the most important parts of your press release, so it is important to make sure it is attractive and informative, so that it grabs the attention and piques the interest of journalists or editors right away.
If you plan to send a story suggestion by email, remember to create a short title, approximately 50 characters long, to ensure that it is not cut off when it appears in the inbox.
Subtitle
Here we can use a phrase that complements the title in order to add more context to the subject. A well-crafted subtitle can increase the reader’s interest and encourage them to continue reading.
Location and Date
Be sure to include the location and date of the event in your submission. In addition to adhering to journalistic standards, this makes it easier for those receiving the content to determine whether the topic is still relevant.
First paragraph (Lead)
The lead, the first paragraph of the press release, aims to capture the reader’s attention and provide a clear and objective summary of the most important information in the news. A well-structured lead should answer the six main journalistic questions (5W1H):
- What?
- Who?
- When?
- Where?
- Why?
- How?
Body of Text
The body of the text is where you will address the information in greater detail and depth, dividing the text into short, organized paragraphs. Be objective and avoid using technical jargon that may confuse the reader.
Quotes
When relevant, include comments from company spokespersons or subject matter experts. Quotes, when used strategically, add credibility and make the text more authentic.
Contact Information
Along with the press release, include the contact details or information of the person or department responsible for corporate communications. This allows journalists to get in touch for more information or to schedule interviews.
Who should I send the press release to?
To ensure that the media outlet publishes your press release and that it reaches the right audience, it is crucial that you send the story to the right people. Therefore, research who the professionals responsible for the publications and editorial departments of each media outlet are.
Although it is a long and laborious process, it allows you to establish and strengthen professional relationships with journalists, editors, and influencers in areas that are relevant to you.
When sending the press release, remember to personalize the email according to the recipient and write a short message introducing yourself. After sending, follow up to ensure that the material has been received and show that you are willing to send more information if necessary.
Personalized email template:
“Subject: Launch of [Name of the product your company is launching]
Hello [Name of journalist or editor],
I hope you are well.
We are contacting you today to inform you that [Company name] is launching [Product name], an innovative device that promises to revolutionize the smartphone market.
Attached is the full press release with all the information about the product and high-resolution images.
I am available to share more information and schedule interviews with our spokespersons.
Thank you for your time.
Sincerely,
[Your Name] [Your Position] [Your Email] [Your Phone Number]”
Have you learned what a press release is?
We hope our article has helped you understand what a press release is and how this tool can be useful for boosting your communication, increasing your company’s visibility in different media outlets.