Press Releases are an essential and fundamental part of any media strategy regardless of what type of company is trying to implement it. Writing an effective press release is a crucial skill that any marketer should have. Not only is a press release important to ensure that news reaches the public and the media, but it can be cost-effective and only cost time to write. 

In this article, we will look at: 

· What is a press release? 

· Types of press releases 

· How to structure a press release

What is a press release? 

Essentially a press release is considered to be an official announcement that provides information about any events that a company, organization, or individual considers newsworthy. Best free press release sites are only part of the components for companies to earn media coverage. The primary objective of a press release is to build brand awareness and allow companies to reach their target market effectively through earned media, which can help increase a company’s legitimacy in the market. 

When media outlets write about a company, it gives potential customers and investors a chance to see that the company exists in the market for a reason. Another objective of a press release distribution is to gain referral traffic. The more traffic that a media outlet has, the more likely it is for potential customers to read about their writing. Finally, press releases are another great way to increase backlinks through earned media and guesting posting, effectively combining PR and SEO. 

Types of press releases

1) Event Press Release 

An event press release is a way for businesses to inform the media and public of an event they plan to attend, host, or sponsor. It serves as an invitation for the media to participate in the event, cover the business’ involvement in the event, and assess its relevance to its target audience. 

2) Book Press Release 

Its purpose is to announce the launch of a new book and offer interesting details that explain why media outlets should consider covering it. Rather than explaining the who, what, when, where, how, and why, a book press release should contain a summary statement about the book and its benefits. It should also possibly offer a quote from a book review and a one-paragraph author bio that describes why they are credible in the field that they are writing about. 

3) Product Press Release 

A product press release should be used to announce a new product launch that has entered a specific industry. Not only should it be about the latest product, but it should also explain why it is different from products that already exist or are offered by competitors. It should also highlight the benefits because by doing that, companies give media outlets a reason to write about the product and provide them with the information they need to create an article in a way that their audience appreciates and understand. 

4) New Business Press Release 

This type of press release should be used to announce the opening of a new venture. Much like an event press release, it should detail the 5 W and the new business opening. It should have the location and date of the opening and the company name. The press release body should provide an overview of what the business does, why it differs from competitors and its benefits to readers. To receive backlinks, it is also important to remember to hyperlink the company’s name to read more about it. 

5) New Hire Press Release 

When a company announces that they have hired a new person, it builds credibility in the brand by positioning it as a sought-after employer and builds trust. To ensure that the press release is newsworthy, the new hire should be a “huge win” for stakeholders based on how they improve the company and industry position. The press release should answer why this specific person a company hired stood out among other candidates, what other companies they have worked for, and their accomplishments in their career.

6) Rebranding Press Release 

This press release announces a company’s change to its corporate image. Companies need to reduce the fear of the unknown during the rebranding because many people find change unsettling. The press release should tell a positive story about the rebranding process to create excitement around it. 

How to structure a press release 

Most press releases have a similar format, which works well because by keeping the format consistent, media outlets always know where to look for important information. 

They also follow a very similar style of writing as a news article: the Inverted Pyramid style. This writing style is also known as “front-loading” and puts the most important information at the top of the article and the remaining information in order of importance. This writing technique is useful for “web-writing” where audiences have low-attention spans, and readers mostly scan through articles rather than read it in full. This is why having the most important information at the beginning is suitable for people to get all the necessary information and is also good for search engine optimization (SEO). 

Below are some of the most important elements of how to structure an effective press release. 

1) Headline

 This is the “hook” of the press release; it draws readers into the article. It needs to catch the attention of media outlets that will be considering whether or not they will be writing the content. 

2) “For Immediate Release” and Contact information 

The timing of when the information should be released is essential information that media outlets need to know. Whether it should be released immediately or there is a specific date that the company wants it released should be made abundantly clear at the beginning of the press release. Along with that, all of the company’s contact information should be included. If media outlets decide to write the content, they can reach out if they need any additional information or if they want to interview someone in the company. 

3) Content 

As mentioned before, an effective press release’s writing style should be the “Inverted Pyramid” format. With that in mind, the introduction paragraph should be the summary and overview of the announcement. It should answer the who, what, when, where, why, and how about the company along with what it does and why it matters. 

The body paragraphs should elaborate on the information provided in the introduction and describe what the announcement means and why it stands out in the marketplace. If companies want to add any statistics and other relevant information about the company and the press release’s intention, it should be in the body paragraphs. 

Finally, a generic “About Us” should be added to explain what the company does, and it can be taken from the company’s website if they have one. 

A press release includes many essential elements and should be written in a specific style and format. If the principles do not adhere, it could mean very little media coverage. So, if companies have little experience writing a press release and need guidance, Pressfarm is a public relations agency that creates, gives advice, and distributes press releases for companies. PR professionals handle everything that companies need to achieve media coverage.