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How to create a press release brief?

How to create a press release brief?
23.12.2021

A well-defined brief is the first step in writing an effective press release. A properly outlined and detailed brief can help the editors to draft a credible press release.

Of all marketing and PR tools, the writing and distribution of press releases are among the most fundamentals. Businesses of all types and sizes use press releases to convey their messages to target audiences through various media outlets. In this digital era, public demands every information instantly. Whether it is an announcement, a new launch or a merger & acquisition. Press releases allow personal brands or businesses to give details about their status, changes or advancements in their products and services to the journalists.

The best method for developing an effective press release has four stages, all of which are interconnected and of equal importance. These are as follows:

  1. Creating a brief
  2. Writing the text of the press release
  3. Distributing the press release
  4. Monitoring/reporting coverage by media outlets

Regardless how skilled an editor is, the impact of a press release will be limited unless it is based on a concise and clearly written brief. On the other hand, even a professionally written press release will fail to have the desired impact, if it is distributed at the wrong time or through the wrong channels. Therefore, to ensure the maximum result, it is essential to execute all four stages harmoniously and with due attention to detail.

Previously in our B2Press blog, we have shared tips on how to write a good press release. In this article, we will cover the elements of writing an effective press release brief that saves you time and money.

Clearly define your objectives

Of course, the aim of a press release is to spread the news and grow interest about the brand. Yet, it will be helpful if the objectives and expectations are clearly defined. By this press release, are you hoping to reach a certain type of consumers or potential investors? Or are you trying to create awareness or gain advocacy on a certain topic? These are all crucial details to build a harmonious story.

Give details about the subject of your press release

The primary purpose of a brief is to guide and assist the editors responsible for drafting the text of your press release. A good brief should cover the story from the beginning to the end. Therefore, try to provide specific details that can be used to enrich the text of your press release in accordance with the ‘5W1H rule’ (who, what, when, where, why, and how). For example, if your press release is about an upcoming event, be sure to provide all the relevant details, such as where it will be held, who is expected to attend, etc.

Provide information about the industry

Having the most valuable insights about the business or the sector, the brief should provide the editors with vital information about the industry you are operating in. It brings depth to the story.

Use quotes from company officials and industry insiders

Journalists like to see direct statements(i.e., inside quotation marks) from company officials in press releases. Direct quotes from company founders, CEOs, or general managers can serve to enhance the impact and credibility of a press release. Therefore, try to include the titles (and photos if possible) of company officials and/or spokespeople.

Emphasize the key message of your press release

When writing a brief, be sure to stress the key message of your press release in a few sentences. Here, bullet points can be useful. This will help editors stay on point and help them to develop a catchy headline.

Include relevant data, statistics, and figures

For reaching maximum media coverage, a top-performing press release should include data that is exclusive. Remember, editors and journalists like statistics and figures, which can help flesh out a news article. Considering this, be sure to include all relevant facts and figures or milestones to make the press release captivating. Don’t forget to add the source!

What’s next?

Today, there are countless online PR agencies to provide these press release services, including writing, editing and distributing. B2Press is one of the global agencies, facilitating in 23 languages ​​in more than 30 countries. With our experienced editor team, your detailed brief can turn into an informative, credible, and effective press release in a short period of time. This advanced yet quick-to- learn process will assist you to be faster and more result oriented. 

Please refer to the B2Press blog for more information on how to write a good press release and for press release templates.

B2Press offers press release distribution services in more than 30 countries.
For detailed information, fill out the form immediately.
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