Alright, picture this – you’ve got a new business with a revolutionary new product lined up, ready to hit the market. You’re buzzing with excitement, and you can’t wait to share it with the world. But here’s the catch – how do you make your big news, well, news? Enter the humble press release.
“Press, launch press release? and press releases examples Isn’t that a bit old-fashioned?” you might ask. But hear me out. In today’s digital world, press releases have taken on a new form and importance. They’re not just about getting your news into newspapers anymore. They’re about controlling the narrative of your brand, making your own headlines, and reaching out to your audience where they are – on social media, blogs, online news platforms, and more.
Press releases are your chance to stand out in the crowd, to say “Hey, we’ve got something cool going on!” Whether it’s a game-changing new or product launch, a significant partnership, or an exciting event, a well-crafted press release can help you generate your own buzz and build a relationship with journalists and your audience over time.
And don’t forget, press releases aren’t hidden away in some secret corner. They live in the public domain. Your stakeholders, customers, potential partners – they can all see them. So, let’s start thinking of a press release not just as a ticket to earning news coverage, as charity press release example above, but also as a valuable piece of marketing content1.
To write your own press release, start with a compelling headline and a concise introduction that grabs attention. Provide relevant details in subsequent paragraphs, focusing on the essential information and include contact information for media inquiries.
Actionable Takeaway: Think about your upcoming projects or announcements. What could be press release-worthy? Remember, it’s not just about big product launches. Changes in your organizational structure, updates to existing products, or even an upcoming event – all of these are potential press release material. Start making a list!
Press Release 101: What are they and when should you use them?
So, we’ve talked about why press release templates and most press releases, are important, but what exactly is a press release?
Simply put, a press release is an official statement that an organization issues to the general news and media and beyond. It’s a way of communicating directly with the public and journalists, whether we call it a press release example “press release,” a “press statement,” a “news release,” or a “media release,” we’re always talking about the same essential thing.
Now, you might be thinking, “OK, I get what a good press release? is, but when should I use one?”
Well, here are some instances when you might want to issue a press release:
New Product Launches: Got a new product hitting the shelves? Use a press release to announce it and share all the juicy details – its specs, pricing, availability, and more.
Mergers and Acquisitions: If your company is growing or changing through an acquisition or merger, a press release can help you share the news and explain what it means for the future of your business.
Product Updates: If you’ve made a significant update to an existing product, that’s press release-worthy, too! Share what’s changed and why it’s better for your customers.
Events: Hosting a conference? Running a charity event? Let people know with a press release.
Grand Openings: If you’ve just opened a new store or office, a press release can invite people to check it out.
New Partnerships: Announce your new partnerships and collaborations through a press release to generate buzz and show that your business is growing.
Rebranding: If you’re rebranding, a press release can explain why and what’s changing, helping to make the transition smoother for your customers.
Executive Promotions/Hiring: If a new executive is joining your top team, a press release can introduce them to the world.
Awards: If your company wins an award, don’t be shy! A press release can share your success and demonstrate your authority in your field1.
Actionable Takeaway: Reflect on the different types of press releases and how they can apply to your business. Can you think of any recent developments or upcoming events that could be turned into a press release?
Press Release Structure: Breaking Down the Elements
Knowing when to issue a press release is just one part of the puzzle. Equally important is understanding the structure of a press release creation process. Let’s break down the elements:
Contact Information and ‘For Immediate Release’: This should be at the top of your press release, with your contact information located on the top left corner and the phrase “For immediate release” located on the top right.
Title and Italicized Subheading: These should succinctly summarize the news. Make sure your headline is compelling and action-oriented, but also specific and concise.
News Location and News Peg in Opening Line: The first sentence of your press release should state the announcement while providing some context around your business and what it does. It should also include your business location.
Two to Three Paragraphs of Context and Additional Details: This is where you can add more depth to your announcement. The first paragraph should explain the “who,” “what,” “where,” and “why” of your news. The next two to three paragraphs should include quotes from a company spokesperson or business executive to explain the “why” behind this announcement.
Bulleted Facts and/or Figures: If you have any crucial data or statistics to share, bullet points can make them more digestible and eye-catching.
Company Description at the Bottom: The last paragraph should be an “About Us” section that explains what your company is and what it offers. It’s also a good idea to include a link to your company’s website.
Three Pound Symbols (###) at the End: This is a traditional way to signify the end of the release. It helps journalists know that they’ve reached the end of your news1.
Actionable Takeaway: Use the structure above as a template for your next press release. Remember, clear and straightforward communication is key. Make sure to include all the necessary details without making your press release overly long or complex.
Crafting an Engaging Press Release
Have you ever heard the saying, “You never get a second chance to make a first impression?” Well, when it comes to press releases, your headline is that first impression. It’s the hook that will either reel in journalists and readers, or let them off the hook. Your headline should utilize action verbs, be specific, and remain concise. The most important thing? Make it captivating! Remember, reporters might have hundreds of press releases to go through. Make yours stand out from the pile. So, next time you write a headline for your new hire announcements or press release, think of it as your one-line pitch to the world
Actionable Takeaway: Spend time crafting your headline. Use action verbs, be specific, and keep it short. Make it as interesting and engaging as possible.
Now that you’ve got your headline down, let’s move on to the body of your press release. Here’s where you need to convey the news value of charity press release to the press. After all, if it isn’t newsworthy, why would anyone want to read it, let alone publish it? Use the reverse pyramid formula when writing your press release: start with the most important information and work your way down to the least important. Your first paragraph should explain contact details: the who, what, where, and the second paragraph should cover the why. Reporters don’t have time to sift through fluff — they need the facts, and they need them fast
Actionable Takeaway: Use the reverse pyramid formula when writing your press release. Make sure the most important information is at the top and less important details are at the bottom.
Quotes can give your press release life and context. They can paint a picture of how your newsworthy story affects the industry, customer base, and landscape. Ideally, these quotes should come from key stakeholders in your company — your executive team, project leads, or those directly impacted by your announcement. The chosen quote should shape your press release examples and narrative and emphasize the core of the announcement. It’s like the cherry on top of your press release sundae
Actionable Takeaway: Include meaningful quotes from key stakeholders in your press release to provide context and emphasize the importance of your announcement.
It’s also crucial to provide valuable background information on the subject. This strengthens your narrative and gives more depth to your next release or announcement. If there’s a unique or creative way your company developed the project or announcement at hand, share it. Or, comment on the future implications of your announcement. Remember, your press release is not just a news piece, it’s a story — your story
Actionable Takeaway: Strengthen your press release by providing valuable background information about the subject. This adds depth to your story and helps readers understand the broader context.
Lastly, don’t forget the boilerplate. This is a brief section at the end of your press release that explains what your company does in clear, plain language. It’s your company’s elevator pitch to the world, so make it count! And don’t forget to include a link to your own company’s website. If you cite data, include a reference link for the data source, and make sure every name in the press release sample has an associated title and company1.
Actionable Takeaway: Always include a boilerplate in your press release with a clear, concise description of your company, along with any necessary links and attributions.
Next, we will delve into some expert tips for publishing your press releases!
Distributing Your Press Release
Once you have your press release written, the next step is to distribute it to the right channels. This is a crucial step in making sure your news reaches your target audience and that acquisition press release has the maximum impact.
Choosing the Right Channels
Depending on your industry and your target audience, one page or different channels might be more effective for distributing your press release. Traditional channels include newspapers, magazines, and radio and television stations. However, the rise of the internet and social media has added a whole new range of possibilities.
Here are some things to consider when choosing the right channels:
Audience: Who are you trying to reach with your press release? If you’re launching a new product aimed at young people, social media channels might be more effective. If you’re announcing a corporate merger, business publications and financial news websites might be more appropriate.
Geography: If your news is relevant to a specific location, local media outlets could be a good choice. For national or international news, consider larger publications and broadcast media.
Industry: For news specific to your industry, consider trade publications and specialist websites.
Leveraging Social Media and Online Platforms
Social media platforms like Twitter, Facebook, and LinkedIn can be powerful tools for distributing your press release. Here are some strategies to consider:
Hashtags: Use relevant hashtags to help people find your press release on social media.
Influencers: Consider reaching out to influencers in your industry who might be interested in sharing your news.
Online Press Release Distribution Services: Services like PR Newswire, Business Wire, or PRWeb can distribute your press release to a wide range of online outlets.
Remember, each social media platform has its own rules and norms, so make sure your approach to public relations is tailored to each platform.
Reaching Out to Journalists and News Outlets
A well-targeted email can be an effective way to get your sample press releases and release in front of journalists. Here are some tips:
Personalize Your Approach: Generic, mass emails are less likely to get a response. Take the time to find out who the right journalist is for your story and personalize your email to them.
Be Concise: Journalists are busy people. Make sure your email is concise, and make it clear why your story is newsworthy.
Follow Up: If you don’t get a response, it’s okay to follow up once or twice, but don’t pester the journalist. If they’re interested, they’ll get back to you.
Actionable Takeaway: Start by making a list of potential channels for distributing your press release, including both traditional media outlets and online platforms. Consider your target audience, the geographical relevance of your news, and the specific industries that might be interested. Use this to guide your distribution strategy. Remember, personalization is key when reaching out to journalists and influencers, and each social media platform requires a tailored approach.
Analyzing the Impact of Your Press Release
An integral part of any press release campaign is understanding its effectiveness. Analyzing the impact of your press pr campaign or release enables you to measure its reach, engagement, and conversion, which in turn provides insights into improving future communications and other great press release and strategies.
How to Measure the Effectiveness of a Press Release
To assess the effectiveness of your press release template, consider the following:
Media Coverage: One of the primary goals of a press release is to garner media attention. Track the number of times your press release is picked up by media outlets and the subsequent articles, blog posts, or reports that reference your announcement.
Website Traffic: If your press release includes links to your website, you can use analytics tools to monitor the volume of traffic that comes directly from your press release. Increases in website traffic can be a good indicator of interest and engagement.
Social Media Engagement: Monitor social media platforms for mentions, shares, and comments related to your press release. This provides a measure of how much your news is resonating with your audience.
Tools and Metrics for Press Release Analysis
Several tools can help you track the impact of your press releases:
Google Analytics: This is a powerful tool for tracking website traffic. You can set up specific URLs for your press release to measure the traffic it drives to your site.
Social Media Analytics: Platforms like Twitter, Facebook, and LinkedIn have built-in analytics that can provide data on the reach and engagement of your press release.
Media Monitoring Services: These services track mentions of your company across different media outlets. They can provide valuable data on the reach and impact of your press release.
Actionable Takeaway:
Always include a way to measure the impact of your press release, whether that’s through website analytics, social media engagement, or media coverage. This will provide valuable feedback on the effectiveness of your message and help inform future press release strategies.
Press Release Examples
Here are 3 great examples of leading brands using press releases effectively:
Example 1: Nike Announces New Partnership with Apple
[City, State] – [Date] – Nike, a leading provider of athletic apparel and equipment, today announced a new partnership with Apple. The partnership will see Nike and Apple collaborate on a new line of fitness products and services.
“We are excited to partner with Apple to create new and innovative products and services that will help people live healthier lives,” said [Name], CEO of Nike. “Apple is a leader in technology and design, and we believe that our partnership will create products that are both stylish and functional.”
The first product to come out of the Nike and Apple partnership is a new smartwatch that will track fitness activity and provide users with personalized coaching. The smartwatch will also be integrated with Apple’s HealthKit platform, which allows users to track their health data across multiple devices.
The Nike and Apple partnership is a sign of the growing importance of fitness tracking and wearable technology. The global fitness tracking market is expected to reach $32.4 billion by 2023, and the wearable technology market is expected to reach $107.9 billion by 2022.
The Nike and Apple partnership is a win-win for both companies. Nike gains access to Apple’s technology and design expertise, while Apple gains access to Nike’s brand and its vast customer base. The partnership is also a win for consumers, who will benefit from the new products and services that will be developed as a result of the collaboration.
For more information about the Nike and Apple partnership, please visit [website].
About Nike
Nike is a leading provider of athletic apparel and equipment. The company was founded in 1964 and is headquartered in Beaverton, Oregon. Nike has a team of experienced professionals who are committed to providing its customers with the best possible products and services.
About Apple
Apple is a multinational technology company that specializes in consumer electronics, computer software, and online services. The company was founded in 1976 and is headquartered in Cupertino, California. Apple has a team of experienced professionals who are committed to creating innovative products and services that enrich people’s lives.
Breakdown
This press release follows a standard format and uses several common methods to effectively communicate its message:
Headline: The headline is straightforward and immediately informs readers of the main topic: a new partnership between Nike and Apple.
Dateline and Lead: The press release starts with a dateline (City, State – Date) and a strong lead paragraph that summarizes the main information about the new partnership.
Quotation: Quotes from a high-ranking executive, in this case, the CEO of Nike, adds credibility and reinforces the excitement and promise of the new partnership.
Details and Context: The press release provides further details about the first product from the partnership. It then offers context by discussing market projections for fitness tracking and wearable technology, emphasizing the relevance and potential benefits of the collaboration.
Mutual Benefits: It explains the benefits of the partnership for both companies and the consumer, providing clear reasons why this collaboration is important.
Call to Action: The press release concludes with a prompt to visit a website for more information, driving traffic and potential engagement.
Boilerplates: The final section offers brief, boilerplate descriptions about both companies, including their history, mission, and location. This is common in press releases, providing essential information about the involved parties for those who might be unfamiliar with them.
Professional Tone: The language used throughout the press release is professional and formal, typical of such communications.
Positive Language: Words like “excited,” “innovative,” “leader,” and “win-win” infuse the release with a positive tone and create a sense of anticipation and promise.
Fact-based Information: The press release uses numerical data about the fitness tracking market and wearable technology to highlight the significance of the partnership.
Overall, the press release effectively uses structure, language, and content to convey its message and engage its audience.
Example 2: Starbucks Announces New Sustainability Initiatives
[City, State] – [Date] – Starbucks, the world’s largest coffeehouse company, today announced a new set of sustainability initiatives. The company plans to reduce its environmental impact by 50% by 2030.
“We are committed to doing our part to protect the planet,” said [Name], CEO of Starbucks. “These new sustainability initiatives are a significant step forward in our journey to become a more sustainable company.”
The new sustainability initiatives include:
Reducing the company’s greenhouse gas emissions by 50% by 2030.
Using 100% renewable energy in all of its stores by 2030.
Eliminating all single-use plastic straws by 2020.
Using recycled materials in all of its cups and packaging by 2025.
Starbucks is also working to improve the sustainability of its coffee supply chain. The company has committed to sourcing 100% of its coffee from sustainable farms by 2020.
“We believe that sustainability is good for business and good for the planet,” said [Name]. “These new sustainability initiatives are a win-win for everyone.”
For more information about Starbucks sustainability initiatives, please visit [website].
Breakdown
Here are the methods used:
Headline: The headline is concise and clear, summarizing the main topic: Starbucks’ new sustainability initiatives.
Dateline and Lead: The press release begins with a dateline and lead paragraph summarizing the main information, the sustainability goals of Starbucks.
Quotation: The press release uses direct quotes from the CEO of Starbucks to give a personal touch and add credibility to the announcements.
Detailed Initiative Breakdown: The sustainability initiatives are broken down into specific, actionable goals. Each goal is not only quantifiable but also has a set timeline, demonstrating the company’s commitment to achieving these goals.
Explanation of Impact: This press release takes the time to discuss how the company plans to apply these initiatives not only in their stores but also across the coffee supply chain. This detail shows the extensive impact of the company’s commitment.
Benefits Highlight: The CEO reiterates the benefits these sustainability efforts have for both the business and the planet, framing the initiatives as a “win-win” situation.
Call to Action: The press release concludes with a call to action, directing readers to their website for more information.
Professional and Positive Tone: The press release maintains a professional tone and uses positive, forward-looking language (“committed”, “step forward”, “improve”, “win-win”) to convey a sense of optimism and progress.
Absence of Boilerplate: Unlike the previous example, this press release doesn’t include a company boilerplate at the end, likely assuming that Starbucks’ global recognition makes this unnecessary.
Reiteration of Commitment: By mentioning its future-oriented, specific, measurable goals multiple times throughout the release, Starbucks reemphasizes its dedication to sustainability.
In summary, this press release effectively communicates Starbucks’ commitment to sustainability through its specific goals, clear structure, and professional tone.
Example 3: Google Announces New AI Initiative
[City, State] – [Date] – Google, the world’s leading search engine company, today announced a new initiative to develop artificial intelligence (AI) for good. The company has committed to investing $1 billion over the next five years to support research and development of AI that can be used to solve some of the world’s most pressing problems.
“We believe that AI has the potential to make a real difference in the world,” said [Name], CEO of Google. “This new initiative is a commitment to using AI to solve some of the world’s most challenging problems.”
Google’s AI for Good initiative will focus on four areas:
Healthcare: Google will use AI to develop new ways to diagnose and treat diseases, improve patient care, and make healthcare more affordable.
Education: Google will use AI to develop new ways to teach and learn, personalize learning experiences, and make education more accessible.
Climate change: Google will use AI to develop new ways to reduce our impact on the environment, track climate change, and develop new solutions to the climate crisis.
Sustainability: Google will use AI to develop new ways to conserve resources, improve efficiency, and create a more sustainable future.
“We believe that AI can be a powerful force for good in the world,” said [Name]. “This new initiative is a commitment to using AI to make the world a better place.”
For more information about Google’s AI for Good initiative, please visit [website].
Breakdown
This press release announces Google’s commitment to leveraging artificial intelligence (AI) for societal benefit and outlines specific areas of focus. Here are the methods it uses:
Headline: The headline is concise and clear, summarizing the main topic: Google’s new AI initiative.
Dateline and Lead: The press release starts with the city, state, and date, followed by a strong lead paragraph that summarizes the main message: Google’s commitment to investing $1 billion in AI research for good.
Quotation: The CEO’s quote adds credibility and humanizes the announcement, emphasizing the potential impact of AI and Google’s commitment to harnessing it for good.
Detailed Initiative Breakdown: The press release breaks down the initiative into specific areas of focus (healthcare, education, climate change, sustainability), explaining in each case how AI will be used. This makes the initiative’s goals clear, relatable, and tangible.
Reiteration of Commitment: The CEO’s second quote emphasizes the purpose of the initiative: to use AI as a force for good.
Call to Action: The press release concludes with a prompt to visit a website for more information, driving further engagement.
Professional and Positive Tone: The tone is professional and optimistic, with positive language (“potential”, “improve”, “powerful force for good”) used to convey the expected positive impact of the initiative.
Absence of Boilerplate: Similar to the Starbucks example, this release omits a company boilerplate, presumably because Google’s global recognition renders such information unnecessary.
Large-Scale Investment Highlight: By emphasizing the substantial $1 billion investment, Google underscores its dedication to this initiative and the seriousness of its commitment.
This press release uses specific, tangible goals, a clear and professional tone, and emphasis on a significant financial commitment to convey Google’s full service launch and new AI initiative effectively.
Conclusion
Press releases play an integral role in communicating key and important company news and updates to the public and maintaining a positive brand image. They are a crucial tool for businesses of all sizes, offering a unique opportunity to control the narrative surrounding your organization. However, to be truly effective, they must be written and structured correctly. Understanding the key elements of a press release and how to format them can make the difference between a press release that gets picked up and one that gets ignored.
Having read this guide, you are now equipped with the knowledge you need to write effective press releases that draw attention and get results. Don’t wait for a major event or change in your organization to start crafting your press release. Begin today. Examine your organization and identify potential newsworthy items that could be communicated through a press release. Practice makes perfect, and the more you work on your press release skills, the better you’ll get.
Actionable Takeaway:Take a moment to reflect on recent developments in your business. Do you have a new product launch, a partnership, or an upcoming event that merits a press release? Take the first step and draft a press release following the guidelines provided in this post. Don’t forget to proofread, refine, and perfect your message before sending it out. Remember, your press release represents your brand, so make every word count.”
FAQ
What is a press release?
A press release is an official statement (written or recorded) that an organization issues to the news media and beyond. It serves as a tool to control the narrative surrounding your brand, sharing new product releases, changes in your organizational structure, and other meaningful news that can help a company stand out and build mindshare with journalists over time.
What makes a good press release?
A good press release should be succinct, usually a page long at most, and written in understandable language. It should contain action verbs in the heading, answer the “who,” “what,” “why,” and “where” in the first paragraph, and include a quote. Most importantly, it should provide enough information for news outlets to have sufficient material for publishing their own news stories, about whatever the company is announcing in the release.
How do I write a press release?
To write a press release, you should:
Write a compelling headline using action verbs, being specific, and keeping it short and interesting.
Convey the news value to the press, stating the who, what, where in the first paragraph, and covering the why in the second paragraph.
Offer a tempting quote from key stakeholders in your company.
Provide valuable background information on the subject.
Summarize the “who” and the “what” in a boilerplate, describing what your company does in clear, plain language
What should I include in a press release?
A press release should include the following:
Contact information and ‘For Immediate Release’ at the top.
Title and italicized subheading to summarize the news.
News location and news peg in 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 to signify the end of the release.
Where should I send my press release?
You should send your press release to journalists and news outlets that cover your industry or topic. This can include newspapers, magazines, radio and television stations, and online news sites. In addition, you can also send your press release to industry influencers and bloggers.
How do I follow up on my press release?
After you’ve sent your press release, you can follow up by contacting the journalist or news outlet to ensure they received it. This could be via a phone call or an email. Be sure to be respectful of busy journalists and their time and only follow up once or twice.
How do I know if my press release was successful?
The success of a press release can be measured by the amount of media coverage generate interest it generates, the increase in website traffic or customer inquiries, and any noticeable impact on business outcomes such as sales or brand recognition.
How often should I send out press releases?
The frequency of press releases depends on how often your company has news that is worth sharing. This could include product launches, mergers and acquisitions, product updates event press releases, events, grand openings, new partnerships, rebranding, executive promotions/hiring, and awards. It’s important not to send press releases too frequently without substantive news, as this can lead to your company being seen as spamming the media
