Why would you issue a Press Release?
There are many reasons you would want to write and issue a press release. They can improve SEO and your brand awareness, whilst letting the press or members of the public know that you are still around and open for business. However, like eating bananas, too many press releases aren’t a good thing.
When would you issue a Press Release?
A press release tells a story in a particular way, but you must first have a story to tell. A new product or partner can be a great source of interest to those in your industry. If you are planning to demonstrate something exceptional at an event, other attendees will probably be interested in learning more. It is even better though if what you are demonstrating is also a brand new solution being premiered at that show. You should only distribute a press release when you have important or exciting news to share. Send too often and with boring news and you risk turning journalists numb to your releases or worse still they simply won’t open anything from you.
Laying out a Press Release.
Traditionally press releases are laid out in short factual paragraphs starting with the really important points and finishing with the finer details. A magazine or newspaper may want to add your press release to an upcoming issue, but may not have room for the whole thing. Due to space constraints, journalists will often cut press releases short; generally, they will only publish the first few paragraphs. It’s very important to describe your news accurately at the beginning of your press release to make sure your announcement is clear. Take a look at some recent examples on our news page.
Keep it factual.
You may think that your new-fangled widget is the best thing since sliced bread, but stick to the facts. Publications charge for advertising so don’t make it sound like an advert.
This is where you can add a bit of creative flair. Whilst telling the readers about the facts of your new development, your customer may comment that it is the best thing ever and they can’t live without it. Your own quote should always try to talk about the market need, showing that you understand your customer’s challenges. Quotes add interest and legitimacy to your story.
Choosing your audience.
You have to be pragmatic here. You may want to tell the world that you’re attending an event for dog lovers, but are magazines dedicated to the love of fridges and all things cold really going to be interested. The chances are you will be ignored, along with any future press releases you send them. Only send it to relevant publications.
With many press releases going online, why not add a few links in the top paragraph to improve your SEO. Links are easy enough to remove if the publication wants to.
Spelling and Grammar.
This has to be spot on. The editor isn’t going to want to publish spelling mistakes. Unless you’re ‘Apple’ or ‘Microsoft’ they probably aren’t going to go out of their way to correct it.
Getting a professional to do it.
A PR agency or consultant does this for a living and can help you tell a compelling story in a way that will increase the likelihood of your news being read. Furthermore, they know where to send it and may even pitch it under embargo ahead of release date to give media the opportunity to make a bigger story from it. A good PR agency will also give you advice on furthering the story, maybe by developing an article for you or setting up meetings with the press.