A press release is an official statement (written or recorded) that an organization issues to the news media and beyond. Whether we call it a "press release," a" press statement," a "news release," or a "media release," we're always talking about the same basic thing.
While the heading should contain action verbs, the first paragraph should answer the "who," "what," "why," and "where." The press release should also contain understandable language and a quote.
Most press releases are succinct at just a page long – two pages tops. Ultimately, companies want to provide enough information so that news outlets have sufficient material for publishing their own stories about whatever the company is announcing in the release.
One thing to remember is that press releases live in the public domain, which means your stakeholders and customers can see them.
So, instead of thinking of a press release solely as a ticket to earning news coverage, consider it as a valuable piece of marketing content.
While there's a cut-and-dried formula for what a press release should include, here are a few types of occasions to help you carve out a focus for your press release and determine what content would help you broadcast your news in the best way:
Types of Press Releases
New product launches
Mergers and Acquisitions
Product Updates
Events
Grand Openings
New Partnerships
Rebranding
Executive Promotions/Hiring
Awards
Product Launches
The product launch type of press release is valuable to get the word out about the news solutions your organization is offering to consumers.
It should emphasize the product's specs, pricing, availability, and any other details that may be valuable to consumers.
Mergers and Acquisitions
Organizational change is noteworthy enough to warrant a press release, especially for informing current and future stakeholders about the growth and trajectory of a company.
To announce an acquisition or merger, include details about all organizations involved, information about the merger or acquisition, and quotes from the leadership teams.
Product Updates
Similar to a new product launch, product updates, and expansions are also ripe for promotion. Explain what the change is, why it was made, and how it benefits the user.
Events
Press releases are an important component of event marketing to attract promotion from news outlets and other media sources.
You'll want to include:
What was the event about
Who should consider attending
When and where it will be held
Pricing
Grand Openings
Whether you opened up a new office, relocated, or are opening for the first time, announce the details with a grand opening press release.
Announce the date and location where the grand opening will be held, who is involved, how the grand opening is being celebrated, and the reason for the move (if applicable).
New Partnerships
Similar to mergers and acquisitions, a press release announcing new partnerships is a mutually beneficial marketing tactic.
To effectively execute this type of release, be sure to write a summary about each company, why the partnership was created, who benefits, and any additional important details for current and future stakeholders.
Rebranding
Rebranding is a difficult thing for any business to do, and it can occasionally result in confusion and awkwardness.
One way to make the transition smoother is by announcing the rebrand with a press release, including details on what is changing, the reason for making the change, dates the changes go into effect, and quotes from the leadership team.
Executive Team Changes
Executives often serve as faces of the company, and a press release functions to kick off this role.
It may include biographical information to establish their credibility along with a photo and other pertinent details.
Awards
When it comes to business excellence, it's OK to brag. Press releases about awards and accomplishments serve to cement your organization as an authority in your space.
Such a press release includes information about the company and why they were given the award, information about the award itself, and details about the ceremony (if applicable).
Press Release Format
Contact information and 'For Immediate Release' at the top.
Title and italicized subheading to summarize the news.
News location and news peg in the opening line.
Two to three paragraphs to add context and additional details.
Bulleted facts and/or figures.
Company description at the bottom.
Three-pound symbols at the end signify the end of the release.
When formatting a press release, you want to write it in a newsy, straightforward way so a journalist who might write about it can imagine it as an article on their news site.
To start, here are the basics every press release should include:
Your contact information is located on the top left corner
The phrase " For immediate release" is located on the top right
A headline that quickly explains the announcement
Your business location in the first sentence of the press release
A quick bio about your company at the end of your press release.