People still used morning papers to get news about ten years ago. They can scan the headlines on Twitter with their smartphones and see what’s trending on their Facebook feeds, even while they’re sleeping.

The people have complete control over how, where, and when they consume information. Your PR strategy doesn’t have to feed into a news cycle. It should provide relevant content at the right time and place for your customers and prospects.

Sounds pretty hopeless, huh? Wrong.

Although relationships are still a great way to get in the top publications, it is now possible to create your own buzz and stop waiting. Press releases are one of the best strategies.

This post will explain what a press release is and how to create one. You can make the odds work in your favor by spending time on it.

Ready? Let’s get started!

What is a Press Release?

Regularly announcing meaningful news can make a company stand out, and help build public awareness. This is where the press release comes into play.

A press release is an announcement that an organization makes to the media and other outlets. It doesn’t matter what we call it, a press release, a news release or a media release; we all refer to the same thing.

This document of 1-2 pages is distributed to journalists and reporters so they can use it in a forthcoming TV or radio broadcast, in a magazine issue or on the media’s site.

Although it may be tempting to create a press release that extols your company’s accomplishments or twists facts to make your story more interesting to the media, remember that the press release is distributed to the public and your prospects and customers can see it. Instead of viewing a press release as a way to get news coverage, consider it valuable marketing content.

Why is a press release necessary?

In the past few years, press releases have seen a lot of changes, especially as businesses realize the importance and value of online marketing. However, regardless of how dynamic the world is, a press statement is still vital and useful. Here are the top reasons we need a news release:

• This increases awareness and attention. Press releases can help you gain attention and more awareness. Journalists, reporters and media outlets have a greater reach than your business.

• It helps to build relationships. It is mutually beneficial to send press releases. Journalists are in desperate need of stories. If you can provide this for them, it will start a relationship with someone working in the media industry.

• Improves your search engine optimization. Your rank on search engines for keywords related to your business can rise by including specific keywords. You can also get backlinks from journalists if you contribute to a blog post or article. Backlinks are the best way to get your content to page one in a search engine.

• Brand image improvement A press release with active information is a great way to influence how people view your business. An informative statement with compelling facts can help you to build your brand and influence public perception.

• Investors must keep up to date with the latest news. Investors can use a press release to highlight the achievements and progress made by your company. Investors will be able to access your online newsroom through your website.

What is a press release?

A variety of situations might call for a press release.

• Announcement of company. A press release is appropriate for any type of restructuring, expansion, relocation, strategic partnerships, or new financial backers.

• Announcement of product/service. A press release could be used to announce new products/services, improved products/services, new brands, or new retail outlets that carry the product/service.

• Announcement of an initiative. A press release would be appropriate for any new or existing projects, both internal and external, that have an impact on the company’s communities.

• Awards or honors. A press release is a great way to convey awards or other recognition for an organization, project or employee.

• Results of research. Press releases can include the announcement of findings from a survey or study.

A press release is required whenever you wish to share newsworthy content. How can you determine if your content is newsworthy?

There are several factors you should consider.

• Impact – Will this information have an impact on anyone? 
• Immediacy – Do you need urgent information right now?
• Recognition – Does this refer to something well-known or is it?

Who is the recipient of a press release?

Your next task is to get your press release into the hands of the news media. First, consider who might be interested in your news. These might be:

• Customers
• Your prospects
• Potential business partners
• Refer your business to influencers
• Your vendors
• Your investors
• Your local business community
• Similar companies to your industry
• Leaders in your field

Make a list of news media outlets that could use the information you are sharing, and then send it to them. Sending a well-written, properly formatted press release to the right reporter can result in thousands or even tens and thousands of dollars of publicity.

A press release format

You should format a press release in a newsy and straightforward way so that a journalist writing about it can see it as an article on their site.

Here is an example of a press release format.

1. At the top, contact information and “For Immediate release” Contact information and name of the communications executive or media coordinator. Most reporters can reach out to any person they wish to obtain more information.
2. To summarize the news, title and subheading. The title should grab readers’ attention and explain what the release is all about. A product launch? A celebration?
3. Location. Information about where your organization is located and what is happening in the news.
4. To add more information, you can write 2-3 paragraphs
5. Bulleted facts, figures or numbers
6. Description of the company
7. A “###” at its end

This HubSpot guide will help you create a press release that is perfect for your business.

Note – If you don’t have a preferred font, stick with a standard font like Times New Roman or Arial.

8 Tips to Write an Active Press Release

It is important to make your press release stand out among the many pitches and stories being submitted by journalists every day. Although the format of a press conference is simple, its content should be extraordinary.

These 8 tips will help you write a press release that is professional, easy to read, and appealing to journalists looking for stories.

1. Be sure to tell a story that is true

Before you attempt to write a press statement, think about what media content interests you. We are all excited about new things that we hear, or can solve our problems.

Before you draft your press release, ask these questions:

• Is there something “new” about my story?
• Is it unusual or unexpected?
• Is it possible for anyone to be interested in my idea?
• Who will actually care?

Although it might seem harsh, this last question is crucial. While you may be interested in the launch or relocation of your company, will others be? It is worth thinking about!

You answered “yes” to the above questions. Check out our other tips for press releases. You can put it aside until you have something worthwhile to report. Remember that journalists and reporters don’t want to lose their credibility if they receive too many press releases without any newsworthy content.

2. Begin with a sketch.

Each day, journalists receive hundreds of press releases and emails. Although you might find a 1000 word description of your product interesting, it is unlikely that any journalist will. A press release should be between 300-400 words in length, with three to four paragraphs and a few quotes.

Start by creating a 3–4 section outline for your story. Then, write one to two sentences per section. Remember that bullet points can be your friend. They make it easier to read and help you highlight important points.

3. Make a great headline

Your press release’s beginning is, just like a book, magazine article or promotional pamphlet, the most important thing that people will see. Make sure it’s perfect.

Your press release headline should aim to grab attention, get the reader interested, and then get out. Experts agree that there are three key principles to writing a headline for a press release:

• Use action verbs
• Be comprehensive
• Be direct

Your headline should not exceed 6 words. You can, however, add a subheading and ensure it contains the most important piece of information. You don’t have to be boring when you say “Company A has hired a new employee”. Instead, use the phrase “Company A hires James Thompson to fill a key position.” Style tip: Make sure to bold and center your headline.

4. Keep it short and to the point.

It is crucial to get a journalist to open your press release. However, if the first sentence of your press release doesn’t grab their attention, they might not continue reading. This is why it’s important to quickly get your message across in your press release.

Your heading should include action verbs. However, your first paragraph should address the “five Ws”, which are who, what, where and why. The supporting information should be provided in the paragraphs following.

It is a good trick to visualize your story being covered on TV or radio. The average time it takes for a presenter to introduce each item is between 5 and 6 seconds. For example, “And next… Why is a local restaurateur giving away a free burrito every weekend to anyone born in July?” How would the presenter present your press release if it were to air on radio today? This question will help you determine the main point of your story.

5. It should be grammatically perfect

Before you send out your press release, proofread it and have another person check it. A minor error can deter a reporter from considering you serious. Grammar errors can make your story less credible, so avoid them!

6. Use meaningful numbers

It is easy to fill a page with creative and vibrant narratives. Writers can do the art, but you need to include meaningful numbers in your press release that will support the importance of your announcement. You will need to provide proof if you claim a trend. Your argument will be more persuasive if you can quantify it.

7. Include quotes if possible

Reporters love quotes so make sure to include one in your press release. Citations can be a great way to increase the credibility and personality of your press release. It doesn’t matter if the quote is from the CEO of the company or the chair of fundraising, it should sound real and relevant within the context.

Quotes should be used for insight and opinions, and sound like something that a real person would say. A second tip for quotes is to not make them too long. It should sound like someone said it. If it contains five sentences, you can edit it down. Don’t use buzzwords or technical language.

8. A page is better than none – two pages is the maximum

Like most great writing, it is better to be shorter than you think. It is best to limit yourself to one page, though it is possible to have two. This will force you to compress your most important information into a more easily-read document, something journalists always seek.

The bottom line

That’s all! Now you have all the knowledge necessary to create a press release that will impress any journalist. It isn’t easy, but it is possible.

Follow our guide to receive the media coverage that you deserve.