With all of the attention on website content and social media marketing, a press release tends to get cast off as a product of a bygone era, when most people received their newspaper on their front step. Far from being relics, press releases are powerful tools for building your business brand’s credibility. In this article, we’ll share the powerful impacts of a press release and the dos and don’ts of writing an effective press release.
How Press Releases Help Your Company
In today’s digitally saturated world, you need to make some noise. A press release is an excellent way to crow about your brand in the right circles. These circles include journalists, bloggers, podcasters, and others who introduce your brand to their audiences. Writing an effective press release can provide the following benefits to your company.
- Control the narrative surrounding your brand.
- Boost your brand’s reputation as an industry leader.
- Develop relationships with journalists, bloggers, and podcasters.
- Mitigate the negative effects of a crisis.
- And much more.
Do Have Goals for Your Press Releases
Goals are the first step when learning how to write a press release. What do you want to accomplish with your press release? Perhaps you want publicity for an upcoming event or product launch with the ultimate goal of increasing sales. Or maybe you’re attracting investors. Possibly you want to boost your brand’s reputation with positive coverage in mainstream news outlets.
Do Understand Your Target Audience
The goals you set for your press release will, in large part, determine your target audience. Your typical audience for marketing content, your ideal customer, may not be your target audience for the press release.
Although you want to attract journalists who will cover or reprint your press release, your real target audience will be their audience. Think about the publications you’re targeting with your press release and their readers.
Do Answer These Six Important Questions in Your Press Releases
- Who is the subject of your press release? Is it your entire company, a department, or an employee?
- What is your press release about? Make sure you focus on your newsworthy nugget of information for clarity.
- Where is your newsworthy information most relevant? For instance, identify where your new product launch will be held or where consumers can purchase the new product.
- When did the news happen or when will it happen? Make your press release relevant and urgent by including dates.
- Why should the reader care about your press release? Tell readers how your company news will make an impact.
- How did this newsworthy item come about? Include a brief background that humanizes your brand and relates to its overall vision.
Do Summarize Your Exciting News at the Beginning
Don’t leave your readers in suspense. News writing is different than most other types of content. Click through almost any news article, and you will see that the first paragraph is a condensed recap of the entire story. Oftentimes, the recap is one succinct sentence.
Do Include a Quote from One of Your Company’s Decision Makers
Journalists love quotes and will oftentimes pull quotes from press releases. Even if a publication doesn’t contact your company or pick up your story, your decision maker’s expert quote, along with your company name, may appear in a related article.
Do Cap Your Press Releases With Boilerplate Information
Your boilerplate information is a short recap of you, your company, and what you do, along with links to your website. Remember that your readers may have never heard of your business. Your boilerplate information is their introduction to your brand.
PS: Need a winning boilerplate? We can write one for you! Click here.
Don’t Wait for Major Company News Before Writing a Press Release
Product launches, company events, and awards are all major company news that is worthy of press releases. But don’t stop there. Look for angles you can use to get your brand out there through a press release. Below are some additional ideas for press release coverage.
- Current events that tie into your brand.
- Holidays that are relevant to your brand.
- Social justice initiatives your brand is making.
- Major sales and the release of your holiday buying guide.
- Recent studies relevant to your business.
- Significant employee awards or professional accomplishments.
Don’t Be Boring When Writing Your Press Releases
The above examples can make interesting press releases that will boost your brand. But don’t overdo it. You always want to be interesting, never mundane. If journalists see too many press releases that are clickbait or, worse, boring, they’ll gloss over your releases and dismiss your brand as being uninteresting.
Don’t Miss Out On Opportunities Related to Your Press Releases
Press releases are made for newswire platforms, but that’s not the only way you can use them. Get the most out of your press release by sending it to local news outlets, directly to trade pubs, and people within your network. But don’t stop there. Share your press release on LinkedIn and your other social media channels. And be sure to publish it on your website.
Press Releases Are Proven Power Hitters
The digital landscape has become thick with Google updates, new social media platforms, and emerging AI. Businesses can cut a path through the online jungle by turning to a reliable marketing tool. The tips above will help you craft effective and winning press releases that will help get your company mentioned on top websites, blogs, and podcasts.
Or, you could Just Let Dez Write It.
