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What is a press release?

What is a press release?
06.03.2024

A press release is a written document that announces a newsworthy event, product, service, or achievement related to your company. It is usually sent to news agencies, media members, influencers, and other media outlets who might be interested in covering your story. The main purpose of press release distribution is to generate publicity and awareness for your brand, as well as to inform and educate your target audience. A well-written press release can help you:

  • Boost your online visibility and SEO ranking
  • Increase your website traffic and conversions
  • Establish your authority and credibility in your industry
  • Build relationships with the media and influencers
  • Reach new customers and markets

However, writing a press release is not as easy as it sounds. You need to follow some guidelines and best practices to make sure your press release is effective and professional. Here are some tips on how to write a press release that gets noticed and published.

How to write a press release in 7 steps

1. Find a newsworthy angle: This is the first thing you will pay attention to when you decide to create a well-written press release with the goal of press release distribution. Your press release should have a clear and compelling reason to exist. It should not be just a sales pitch or a promotional message. It should provide some value or benefit to the media and their audience. Some examples of newsworthy angles are:

  • Launching a new product or service
  • Opening a new location or expanding to a new market
  • Winning an award or recognition
  • Informing consumers about a newly announced important research or data
  • Hosting or sponsoring an event
  • Partnering with another company or organization
  • Making a significant change or improvement in your business

2. Put a catchy headline: Your headline is the first thing that the media and the target audience will see. It should capture their attention and interest, and make them want to read more. Your headline should be:

  • Short and concise (max. 10 words)
  • Clear and specific (no vague or general terms)
  • Relevant and timely (no outdated or irrelevant information)
  • Accurate and honest (no exaggerations or false claims)
  • Action-oriented and effective (use active verbs and power words)

3. Write a captivating lead paragraph: Your lead paragraph in the introduction of your content is the summary of your press release. It should answer the famous 5W and 1H questions: who, what, when, where, why and how. Your lead paragraph should be:

  • Short and informative (2-3 sentences maximum)
  • Interesting and engaging (no boring or irrelevant details)
  • Complete and self-contained (no need to read further for main point)
  • Objective and factual (no opinions or emotions)

4. Write the body paragraphs: Your body paragraphs are the details of your press release. They should provide more information and context to support your main point. Your body paragraphs should be:

  • Structured and organized (use subheadings, bullet points, and quotes)
  • Simple and clear (use short sentences and simple words)
  • Relevant and focused (no unnecessary or off-topic information)
  • Credible and authoritative (use data, survey, statistics, and sources)

5. Write a strong closing paragraph: Your final paragraph is the conclusion of your press release. It should express your main idea and include a call to action. Your closing paragraph should be:

  • Short and catchy (1-2 sentences maximum)
  • Positive and optimistic (no negative or pessimistic tone)
  • Invite and encourage (provide contact information, a website link, or an offer)

6. Write a boilerplate: Boilerplate is the brief introduction of your company or organization at the end of your press release. It should provide some background and context about who you are and what you do. Your boilerplate should be:

  • Consistent and standardized (try to use the same text for all your press releases)
  • Professional and impressive (highlight your mission, vision, values and achievements)
  • Unique and different (showcase your personality, voice and style)

7. Proofread and edit: Your press release should be free of any errors, mistakes, or inconsistencies. You should proofread and edit your press release before distributing it to the media. You should check for:

  • Grammar and spelling
  • Punctuation and capitalization
  • Format and layout (use a standard press release template or format)
  • Length and word count (aim for 500 to 600 words the most)

Why should people and brands use online PR?

A powerful message can serve to raise the public profile of companies, brands, people and projects. Creating newsworthy content by incorporating products and services into relevant news stories can increase brand value among specific target audiences. This represents a core component of digital PR and content marketing strategy.

With a view to achieving a fresh perspective on the importance of online PR, it is important to examine the concept of “newsjacking,” which was shortlisted as one of the “words of the year” by Oxford Dictionary in 2017. Newsjacking is the process of deriving benefit from a popular, trending news item to maximize media coverage of a particular subject.

When done right, newsjacking can bolster content marketing strategies aimed at improving brand reputation, driving highly targeted traffic, assisting search engine optimization (SEO), attracting new customers, providing new angles for branded content ideas, and leading markets in terms of thought leadership.

In this regard, distributing a well-written press release, which is typically done through a press release distribution service, constitutes an invaluable public relations tool. It allows individuals and companies, through the judicious use of online media channels and social media platforms, to disseminate important news about themselves and their products and services.

Within the scope of what has been termed the “two-step flow of communication theory”, PR agencies can raise awareness about people, brands, projects and events among members of the press – and the wider public – by distributing newsworthy content specifically tailored to attract the attention of readers.

When online PR agencies services professionally manage the press release distribution process, you and your brand will receive more media coverage, increase your online reach and strengthen your content marketing strategy.

A well-written and timely press release not only deepens your relationships with media organizations, it also offers many other benefits. For example, it creates a positive public perception by promoting its corporate values to the public.

The publication of press releases, special news and interviews on various online publications allows individuals and institutions to reach target audiences at the right time and in the right place. While online press releases are similar to traditional press releases in terms of design and content, they differ from the latter in terms of search engine optimization and the online media outlets they rely upon to get their messages across.

This difference derives from the fact that online press releases rely primarily on digital platforms, including social media and other online channels. Nowadays, people spend more time on the internet to keep abreast of the global news agenda, in addition to following news closer to home. As a result of this trend, the preferred means of following breaking developments is shifting from traditional to online media platforms.

Writing a press release is not a simple task!

A press release is a powerful and versatile tool for your marketing and communication strategy. It can help you generate publicity and awareness, as well as inform and educate your target audience. However, writing a press release is not a simple task. You need to follow some guidelines and best practices to make sure your press release is effective and professional. Please take a look at our blog post entitled How to Write a Press Release: A Complete Guide.

If you need help with writing and distributing your press release, you can contact us B2Press anytime. We offer press release distribution services in over 50 countries. We help you create and distribute your press releases in English as well as local languages. We have a team of experienced and qualified editors who can write your press release according to your needs and the preferences of the media.

If you want to learn more about our press release distribution service, you can visit our website or contact us. We will be more than happy to assist you and answer any questions you may have.

B2Press offers press release distribution services in more than 50 countries.
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