Do you ever wonder if press releases really matter to your content marketing? Indeed, are they a form of journalism or content marketing?
News releases, in days gone by, were pieces of information that business owners would send to journalistic publications to put the word out about interesting things happening at their companies.
Journalists would then pick up the stories, and embellish them with bells and whistles and publish them – and generate a lot of good will for the respective businesses.
But while releases for the press are a very effective way to get your name out there, and they are often used as part of marketing campaigns, you have to be careful. They are also a very common form of spamming and therefore cautiously viewed by journalists unless you have brand trust.
This Ultimate Guide On Press Releases will cover some of the things you should consider before sending out a press release. It will also include examples and tools that can help make your job easier.
Who needs a press release? Who writes a press release?
A press release is typically written by someone who has an interest in getting his or her company’s name out there. One good example would be a blogger who wants to write about a new product launch or a business tactic he has innovated with. He may want to use a press release to gain more followers on social media. Or he could be writing it for SEO purposes.
At bigger companies, the CEO or his PR Head are usually the ones who approve a press release.
The person who writes a press release can be an in-house communication and content writer – or even someone who doesn’t necessarily have to work for the company whose products or services are being promoted. They could also be a freelancer who works with companies who don’t have their own PR team.
When to use press releases?
You should always try to send out a press release when announcing any special event or milestone in your business. It doesn’t have to be anything big, just something that is worth mentioning.
For example, if you launch a new app, you might send out a press release to let people know about it.
Another good time to use a press release is when you hire someone new at your company, or when you open a new store or online location.
In general, make sure the item of information is newsworthy because it is a genuine highlightable item and not a manufactured one.
What should be in a press release?
Here are some things you might include in a news release:
- Who did the newsworthy item?
- What did they do for the newsworthy item?
- When did they do the newsworthy item?
- Where did they do the newsworthy item?
- Why did they do the newsworthy item?
- How did they do the newsworthy item?
- What are the pros of the newsworthy item?
- What are the cons of the newsworthy item?
- What is the impact/fallout expected from the newsworthy item?
- What are the financial and other costs of the newsworthy item?
What makes a good press release?
Best practices in the writing releases for the press should include all of the following points:
- Don’t use too many words – keep it sweet, short, and highly engaging.
- Don’t use a condescending tone with the audience – people are smart.
- Offer some novelty value, otherwise no worthy journalist will pick it up.
- Make sense and avoid clichés – make the right impression.
- Be concise and readable – nothing to beat bullet points.
- Use action verbs, the strongest form of energy-generation.
- Include links – to give journalists a path to more resources.
- Add interest to the story with images, videos, charts, diagrams.
- Keep it all simple – don’t mention more than one item per release.
- Maintain high standards of correctness. Fact-check, edit, proofread.
A WEALTH OF ADDITIONAL RESOURCES ON PRESS RELEASES
Benefits Of Press Releases: 21 Powerful Ones (+ Free Templates)
The benefits of press releases include far less costs than other forms of content marketing, aside from being more powerful. But why don’t they work for you? … [READ MORE]
Press Release Format: The 11-Step Plan (With Free Templates)
Press release formats are important – they make it easier for journalists to find what they to find what they’re looking for in your release. … [READ MORE]
Do share your thoughts on this topic
I’d love to hear your opinions on the points I’ve made in this blog post. Drop me your views in the Comments Section below.
More posts on Press Releases …
- Benefits Of Press Releases: 21 Powerful Ones (+ Free Templates)
- Press Release Format: The 11-Step Plan (With Free Templates)
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