A press release (also called a “PR release” or “news release”) is an announcement that delivers newsworthy information to journalists and the media that they can expand into full news stories. Press releases are important to small businesses and organizations that want to develop media relationships, improve website SEO, and cultivate positive publicity and brand awareness.
When I worked for a business journal early in my career, press releases could be my best friend or worst enemy. For an editor or journalist, a good press release is gold. But one of the biggest problems I saw was confusing marketing with real news. That would kill a story that might have been picked up.
In this article, we’ll cover what are press releases, how press releases work, why using press releases is important, and some of the best resources for creating and sending press releases. Drawing from my experience as a business journalist and marketer, I’ll share with you the ins and outs of good press releases. In the process, I’ll help you become that news editor’s best friend while still promoting your brand and business tastefully.
How Do Press Releases Work?
The main purpose of a press release is to get attention from the press and potential customers for whatever you’re announcing. This could be anything from a special event like a grand opening, trade show, or festival to a major new hire or promotion or the release of a new product or service.
Awards or recognition by outside institutions is also a great opportunity for press release marketing. If you find your business managing negative publicity, you might even send a crisis press release.
Before you set out to write and distribute a press release, take a moment to define why you’re sending it. This is the main goal of your announcement. Ask yourself about the primary bit of news you want to convey and what makes it newsworthy.
Ultimately, that news should drive you and how you define press release. Next, think about how sending your press release can benefit your business in terms of additional or secondary goals.
Press Release Examples
One way to learn more about what press releases are and how to use them effectively is to examine how other businesses use them. Check out these press release examples to see how other companies have used press releases to target specific business goals. You’ll find more than a dozen examples of highly effective media releases for inspiration.
How Press Releases Benefit Small Businesses
Whatever the reason you’re sending a press release, it should be purposeful and written with the goal of gaining media coverage. Media coverage provided by journalists gets your story in front of more readers, increasing its reach and the benefits your business receives from publishing the press release.
Besides your main announcement, there are seven benefits you can target when issuing a press release.
- Brand presence: Press releases increase brand awareness by getting your story (and your name) placed in major news outlets, sent directly to media in your industry, and more.
- Brand image and reputation: Press releases can position your organization in a positive light, such as by showcasing philanthropic events or donations. You can also issue them for reputational repairs, such as a crisis press release after a negative event or to show how your company responded to a problem in your business.
- Buzz and viral news stories: Businesses often issue press releases or send media releases before holding crazy publicity stunts to ensure maximum media coverage.
- Brand credibility: A positive newsworthy announcement—like a new business launch, merger, acquisition, expansion, a new hire press release, or an award announcement—can position your company as a more credible one.
- Industry leadership: Press releases about product breakthroughs, industry disruptions, and awards and accolades can all secure your business’ reputation as an industry leader.
- Leads and sales: Press releases allow you to get your company in front of your target audience. You may even include a call to action that contributes to lead generation, such as a link that leads to a high-converting landing page on your website.
- Event coverage: Get the media to attend and cover your events, such as open houses, grand openings, trade shows, or VIP customer events, by writing a media advisory and sending it ahead of the occasion.
How to Create a Press Release
Now that you know the general definition of press releases and how they can benefit your business, read on to learn the process of creating one in overview. For a more detailed guide, check out our step-by-step guide on how to write a press release with the proper formatting.
The first step in using press releases effectively is to identify a newsworthy announcement. While at first this might seem challenging, there are many different types of press releases that merit media coverage, such as announcing the following:
- Business launches and grand-opening events
- New products or services
- Publication of new books or collections
- Key new hires or promotions
- Business expansion or relocation
- Business closure
- Milestone events, such as anniversaries
- Publicity stunts
- Industry changes or disruptions
- Internal or external crisis management
- Charitable or socially responsible endeavors
- Partnerships, mergers, and acquisitions
- Business awards or recognition
The big question is whether something happening in, to, around, or about your business or industry would interest your target audience for the press release. If the answer is yes, then it’s a great opportunity to increase awareness of your brand and build positive publicity with a press release.
Once you’ve identified your newsworthy announcement to include in your press release, the next step is to write it out in a clear and engaging story. Start with the most important details in the first paragraph (i.e., the who, what, when, where, why, and how), then expand further in the following paragraphs.
Then, after writing your story, make sure your document follows proper press release formatting, which includes elements like:
- A header with your logo and the release date
- A compelling headline to attract your target audience
- A subheadline to add additional context
- The lead paragraph, which contains the who, what, why, when, and where (“the five W’s”) of your story in a very concise way (often just one or two sentences).
- The body of your press release
- Multimedia (images, videos, charts, and so on) to increase engagement
- A call to action (CTA) to learn more with a link to your website or desired landing page
- A boilerplate describing your business (see how to write a press release boilerplate for examples)
- Contact information that members of the media can use to get more information
- A link to additional resources for journalists and to your media press kit
Here’s an example of how it would look in a proper press release format:
An example of proper press release formatting
Press releases are often published through paid distribution platforms to get guaranteed placements and target specific audiences. Top press release services even email your press release directly to newsroom editors and journalists who cover stories like yours.
Additionally, some businesses develop their own list of local or industry press and media contacts. Regardless of the method you use to distribute a press release, press contacts and media outlets are also actively sourcing newsworthy press releases, and someone at each outlet reviews them as they are received.
Read our guide on how to send a press release, which includes tips for building a media contact list and creating an effective pitch.
Using a professional distribution service ensures guaranteed placements. This means that your press release will be both published on online newswires and emailed directly to journalists who might want to cover your story.
Getting additional positive press about your business can get your story on the news locally, regionally, or even nationally. In turn, this coverage can exponentially increase the benefits to your small business.
The key to landing more press is producing a publishable announcement. In many cases, outlets will simply publish a well-written press release as-is. In the journalism field, we call these press releases “page ready.” See what makes a good press release, including specific ways to make yours stand out.
With your story published and in the hands of potentially interested media, most of your work is done. And, hopefully, the additional attention brings the results that you wanted, whether that was to get people to come to an event, visit your website, or even increase leads or sales for your company.
Additional or secondary coverage from your story can be amplified for even more impact. Once a story is published, republishing it on your website, printing cut sheets with the story, or posting on social media will continue to build your credibility as a company and media source.
As with any type of public relations or small business marketing campaign, make sure you track results. This includes metrics like traffic driven to your website, press release views, clicked links, multimedia engaged with, and so on. If you use a professional distribution service, many of these metrics will be provided to you automatically.
For personalized follow-up, be sure to reach out to any journalists who provided coverage to say “thank you.” Let them know of any additional or follow-up activities or related news that might interest them for a future story.
Best Press Release Resources for Small Businesses
Now that you know what a press release is, make sure you have all the tools and resources you need to write a press release that gets picked up. Here are some of the top resources for writing and distributing press releases, including affordable, cheap, and free tools and services:
- Press release writing: eReleases is our top pick overall for best press release writing services. However, for the most affordable press release writing, freelance writers at Fiverr are your best bet.
- Premium press release distribution: Guaranteed placements and targeted distribution within your desired locale, industry, and audience are key to getting the highest return on investment with press releases. Check out our list of the best press release distribution services.
- Copy optimization: You can increase the visibility on Google by incorporating keywords that someone would type into an online search when looking for a story like yours.
- Free distribution services: Even if your budget is zero, you can use press releases to build your brand and promote your business. Check out our list of the best free press release distribution services.
Free Press Release Templates
We have preformatted templates for many types of press releases you can download for free which will simplify the process and save you a ton of time.
- Appeal to journalists with our AP press release template and step-by-step guide.
- Increase ticket sales and attendance with a free event press release template.
- Keep the public informed with a crisis management press release.
- Show and tell your story with a video news release.
- Build anticipation with a media advisory—find out how it differs from a press release and how to write one.
Frequently Asked Questions (FAQs)
A press release you write and publish to generate positive publicity for your business is a form of advertising. It also typically requires a monetary investment for distribution or even professional press release writing services—both of which can increase your chance of landing press coverage and should be considered in your marketing budget.
Press releases and media alerts differ. A press release includes details journalists need to decide if a story would interest their target audience. A media advisory (or media alert) is an announcement that invites journalists to attend an event and invite their audiences. For example, a media alert may contain an invitation to attend a new book launch vs a book press release that simply announces a book’s publication.
Writing a press release begins with a notable event, developing a newsworthy angle, and setting up a document in a standard press release format. Next, write engaging copy backed by supporting elements like compelling headlines, concise lead paragraphs, images, charts, graphs, or videos. Then decide how to distribute your press release and track results.
Bottom Line
Press releases are the most effective means for sharing company news and announcements with journalists to get publicity for your business. To land coverage successfully, your release should be relevant to journalists and your target audience. You should write it with a compelling lead-in (the five W’s), format it properly, proofread it carefully, and distribute it to the right outlets and individuals.
Once you’ve successfully landed media coverage, thanking the journalist, reposting on your website or social media, and tracking metrics ensures you maximize your investment and set yourself up for continuing media coverage in the future.
