Brands today have to create their own buzz- and use their audience to spread the word. With thousands of brands everyday looking to make the headlines and stand out above the rest, getting talk around your company’s happenings is crucial. The best way to do this? A press release…
So what is a press release? Simply put, a press release is a short news story that depicts any news that a company might want people knowing- a press release aims to generate a buzz and get people talking. Press releases are sent to relevant journalists who’ll decide to publish your news story, or not, so making sure your press release is top notch is important.
Getting your information across.
To begin with, the structure of your press release should be as follows:
Your contact information, in the top left-hand corner.
The top right? “For Immediate Release.”
A quick headline outlining your announcement or news story.
At the end of your press release, include a short bio about your company.
Something along the lines of “END” to show that the press release has finished.
With those basics, you’ll be well on your way to having a successful press release. But what about the content? Your first paragraph should include the most important information; the “who, what, why and where.” Journalists get hundreds of press releases daily, and they have to choose just a small percentage to publish- so it’s pivotal to tell them as much information as possible, to get them interested and persuade them to share your release over others.
With press releases, paragraphs should be short (the press release should only cover one side of A4), so it can be hard to get so much information into just a few sentences, but with the crucial information noted, a journalist can make a decision within seconds. Your first paragraph is so important in determining whether it’s worth reading on.
Adding a quote- from the right person!
Your press release should also include a quote. It makes sense, you have an important announcement to share and people will want to hear your company's thoughts after all. Adding in a quote usually comes into a press release around the third or fourth paragraph, with the second including any extra information that may not be classed as important.
Your quote should, obviously, be relevant to the rest of the press release and come from someone such as a business executive or someone close to the announcement. The quote could even help explain more about the “why” behind this announcement. Whatever quote you choose to go with should aid in giving as much information as possible. You want to show the value your news has- give people a reason to care.
Who are you sending it to?
Finally, who are you going to send your press release to? There are thousands of journalists out there and as mentioned they all receive hundreds if not thousands of press releases on a weekly basis. You should take the time to find only the relevant journalists, and send your press release to them; you won’t find success sending a press release about a new fashion line to a political journalist for example.
The time you send your press release can be pivotal too. Most, if not all, PR specialists are sending their press releases on the hour- so send yours at 12 minutes past 1, instead of bang on the hour. If journalists know every hour they’ll be receiving a ton of emails, they won’t look- so make them. Avoid publishing on the hour and avoid getting lost in the sea of competition.
And that's just a few simple ways to find success with press releases. Do remember that after sending your press release, it isn’t the end. Release a second wave of distribution after a period of time to keep that buzz going- and interact with your audience who’re talking about it. Use your digital channels to continue generating the buzz for your announcement.
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