In the hands of PR specialists, press releases are a great weapon – as long as they’re used appropriately. Press release best practices come down to a few critical pieces of advice — including, but not limited to:
- Writing a press release
- Targeting a public area that is likely to publish you
- Using industry-specific language and vocabulary.
Whether you’re delivering a speech on your company or topic of expertise, a press release is a great way to start the process. When done right, a press release can do wonders in opening doors.
What Constitutes a Press Release?
A press release is a piece of news or an official written announcement issued by a firm to media outlets. This is usually intended for public distribution. The term ‘Press release’ is also a news release, press statement, electronic release (‘Erelease’), and media release.
Public relations (PR) and media communications strategies cannot exist without press releases. They are used to disseminate to customers any news, messages, or announcements that portray an organization in a favorable light.
Press releases remain relevant even in the age of social media, tweets, and podcasts. Any business that wants to reach its target audience quickly and effectively can use press releases.
When Should a Press Release Be Issued?
There is no set method for disseminating news releases. However, companies issue press releases for:
- Introducing a new product or re-branding
- Establishing a new branch office and offering revisions to established items
- Recruitments and Award recognition or certification of any kind
Advantages of a Press Release
A press release is typically between one and two pages long. The objective is to provide sufficient information to the news media so that reporters can cover the entire subject with all pertinent elements.
A press release is a fantastic tool for generating traffic because it remains in the public domain for an extended period. This implies that your clients and prospects can access it at any time.
Regardless of these advantages, you must write your press release to engage your readers. Professional authors adhere to a few best practices to compose an exceptional press release.
What are these exemplary procedures? Let’s go into the specifics.
Press Release Best Practices: 6 Strategies for a Flawless Press Release
The first requirement for writing a flawless press release is newsworthy information. Ensure that it is relevant to the widest potential audience.
Gather all the facts for the press release and utilize them to tell a story. Start with the essential news and expand upon it below.
You will be able to draft a flawless and professional press release if you adhere to the best practices listed below.
1. Appealing Title
Like blog posts and articles, a press release’s title must be concise and intriguing. Consider and compose a captivating, appealing headline that gets the attention of journalists. In addition to a compelling headline, keeping it brief and in a single line is essential.
Daily, reporters are exposed to thousands of press releases. Investing much time and effort into developing a concise and captivating title will attract readers.
2. Avoid Flowery Language
You are writing a press release to inform the media about the newest corporate development. Therefore, get to the point immediately. Avoid blooming around the focal point and being excessively wordy.
Consider what will fascinate journalists and stimulate their interest in your press release.
Remember that they are busy and lack time to read every press release they encounter. Respond to the who, why, what, where, and how questions regarding the new upgrade, launch, or announcement.
Ensure that you include all the important information in the opening paragraph, as this is what reporters need to tell your story.
3. Don’t Forget Statistics and Figures
Once you have a fundamental understanding of how to write a compelling press release, you should concentrate on making it convincing.
Include quantitative data and figures to demonstrate the significance of releasing a new product. Numbers are essential to delivering a convincing argument and establishing credibility.
In the press release, reinforce your point with figures and statistics to make it appealing enough for readers to pay attention.
4. Provide Historical Context
Ensure that the text of the press release contains all pertinent information and is succinct and useful. Write additional details to bolster the story of your press release.
Provide information about new projects or efforts and a preview of any impending announcements. Additional background material enhances the credibility of the press release by allowing readers to comprehend your position in greater depth.
5. Add Quotations
The significance of your news is highlighted by a remark from one of your executives or senior decision-makers. Ensure that the quotation accurately highlights the argument you wish to make in the press release.
Avoid using quotes from personnel with less seniority. A corporation’s executives provide the most authoritative quotes because they are subject-matter experts.
Including quotes from individuals outside your organization, such as influencers or brand champions, is advantageous. Influencers assist readers in comprehending the most vital aspects of your announcement.
6. Edit It Thoroughly
As stated previously, a press release is vital to your public relations plan. It must be appealing, easily understandable, and free of grammatical errors.
Your press release should be proofread numerous times by you and your colleagues. Utilize tips to ensure that your press release is error-free.
Do not begin proofreading your work immediately after completion. Take a break or divert your attention for a few minutes. This allows you to concentrate effectively on your content to update it easily.
To Wrap Up
Press releases are a great way for journalists to get new stories, and your business should use press releases to attract those stories.
Just remember to be professional and follow the press release best practices above. It is the difference between a good press release to a great press release.
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