Chances are you’ve been relying on the more obvious marketing media choices like Facebook, Twitter, Instagram, and even digital public relations to generate brand awareness. Social media has transformed how businesses communicate with customers and with it comes a new purpose for the ever-reliable public relations tool – the Press Release.

Today’s press release format is much more than a simple media plug. Press release examples that are seen today demonstrate how they can be used as

• SEO tools, help target audiences discover your brand

• public records, documenting company activity and growth

• a direct-to-consumer communication vehicle, where you control the story

It’s entirely OK if you haven’t thought about this form of advertising in a while. In this post, we’ll catch you up to speed on what a press release is, when to use them and why you need them if you want to improve the publicity of your business.  

What is a Press Release?

Press releases are formal announcements regarding something new or significant about you,  your business, or an event. Essentially, they are a delivery mechanism for company news to publications and journalists, who in turn announce it to the public. Merely distributing press releases doesn’t guarantee that the paper will pick up your story, making learning about the best practices for writing them crucial.

Keep in mind that more news outlets receive press releases than just the newspaper. This includes outlets like radio, TV, websites, and even some podcasts, so it is essential to consider your message and strategy carefully.

Press Release Format

A basic press release should have a few key components to be considered newsworthy. These include:

• A Headline: This needs to command attention instantly

• A Contact: This should be your press contact or the person you want your recipients to contact for follow-up on the press release

• A Location: This is the location of the release, usually your company location.

• A Message: This should follow the inverted pyramid style of writing where you begin with a lead (who, what, why, where, and when are answered), follow with the body, or the crucial facts, and end with the tail, or the extra information.

• A Boilerplate: This is a truncated version of the “About Us” information you use to describe your company and mission.

With those basic steps, you have a press release. Now, there are obvious and sometimes some not-so-obvious reasons to use press releases in today’s market, here are a few we’ve come up with.

When to Send a Press Release

The timing of a press release is something to consider, and it differentiates based on the message you are trying to convey. You should share when something newsworthy happens within the business, some examples of which follow:

• Breaking News: The better a friend you are to the news outlets, the better your chance of being picked up as news. Share the latest news from your company, as soon as it happens. 

• Event/Meeting Announcements: Does your business hold meetings or events open to the public? Help garner interest by sharing a quick news piece for the Press.

• M&As: Mergers and acquisitions are another reason to spread the news. It helps alleviate the concern and enhances transparency as a company.

• Important Studies/Research: If your company has participated in an interesting case study or research? A press release can help pass this on to those it benefits.

• Company News: Don’t shy away from patting yourself on the back via awards announcements or employment changes. Hiring and winning are the hallmarks of an organization experiencing growth. Share your success!

• Damage Control: There may be times when things don’t go well for your business in the press, an official statement from the organization via press release helps ease tensions and answer questions before they spiral into fake news.

The general rule of thumb with any press release is to ensure it is something your desired audience would care about. The closer you are to achieving this, the better your chances to be picked up as a news story.

Now that we’ve covered the what and the when of press releases, let’s dig into the most important aspect – answering the why.

Benefits of Press Releases to your Business

Here are two solid reasons you should use press releases in your business marketing strategy: because it’s good for your brand, and it’s good for your marketing

It’s Good for The Brand

Press releases add credibility to your brand. They are a trusted source of information and are credible proof of your company’s activities. The more you build your credible presence through the press, the more you’ll garner positive impressions of your brand. 

Another benefit for the brand is awareness. Press releases educate the public on your products, services, and achievements. What better way to show your capabilities than to share your successes through the press?

Press releases also let you deal with brand crises by controlling the story. It happens in many companies that a product or consumer’s use of a product garners negative attention from the Press. A quick and concise press release from the company helps mitigate the risks of bad publicity.

It’s Good for Marketing

Press releases are just plain good marketing tools. When used in conjunction with supporting marketing strategy, press releases can help build:

• Expertise: By positioning yourself in the media as an expert in what you do, you become an authority in your area—an easy way to level the playing field, no matter the industry.

• A Good Reputation: Your brand will play a part in media whether you like it or not. Which side they see is up to you. Best to control the suitable media so your brand stays reputable for years.

• Transparency: Handling difficult news and company announcements helps with consumer perception. The more honest you are with the press, the more trusting consumers will feel about your brand.

• Solid SEO Strategy: As with most content, SEO optimization of press releases is a great way for news to travel fast. Optimizing your press releases for delivery in both traditional and digital media fields will ensure a broader reach.

In today’s market, you would think a press release is outdated, but that isn’t the case. A new, well-targeted, strategic press release could be just the thing your business needs to keep that competitive edge.

Want to write a press release for your business? Talk to us and let us help you craft strategic press releases for your next big thing.