Now you know how PR works, who you want to target, where you want to target them, and have a strategy in place, how do you communicate with your target audience?
You could choose to do this with a press release.
A press release is an official statement sent to media outlets to announce important news.
Its main goal is to give journalists the information they need to write a good story.
Creating a media list
Before writing your press release, decide which media to target.
To create a media list, find outlets relevant to your industry and audience.
Research journalists who cover similar topics and note their contact details and preferred communication methods.
To make this easier, you could consider using tools like media databases, visiting media websites, or searching social media.
A simple press release format
A good press release should be well-structured and easy to read.
Here’s the basic structure:
[Company logo]
For immediate release
[Headline] A short, catchy headline that captures the news.
[Sub-headline] Summarises the story with extra details.
[Dateline] Specifies the location and date of the release.
[Lead paragraph] The first paragraph should clearly state the purpose of your announcement.
[Main content] Expand on the details provided in the lead paragraph. Include relevant facts, statistics, and background information. Add quotes from relevant people for authority. Include a call to action if needed, such as directing the reader to a website for more information or visiting a specific product page.
[Boilerplate] A short paragraph about the company, including its history and mission.
[Contact information] Clearly list the contact details of your brand’s media contact, including their name, title, phone number, and email address.
Have a strong opening hook
The first sentence should grab the reader’s attention immediately.
This ‘hook’ should provide the most significant information and entice the reader to continue.
Use a strong statistic, a question, or a bold statement to interest the reader.
Writing in the correct style
Writing a press release is different from writing a blog post or an email.
Use clear, concise language without jargon.
Write in the third person and keep an objective tone.
Use short paragraphs and an active voice for better readability.
Don’t forget to include accurate facts and data to show credibility.
Information to include
You could include all pertinent information a journalist might need to write a complete story.
This could cover the core details of the announcement, relevant background information, and quotes from company executives or stakeholders.
If in doubt, ensure your press release answers the five key questions: who, what, where, when, and why.
Including contact information for someone who can answer follow-up questions could also be helpful.
Consider sending photographs or illustrations, such as infographics, for possible use alongside the story.
It is important to only use imagery with your press release that you have the usage rights for.
Sending your press release
Timing and method are important when sending your press release.
Email is the most common way to send it.
Consider sending it mid-morning, perhaps on a Tuesday or Wednesday when journalists are likely to review pitches.
It may be best to avoid sending it late in the evening or at weekends when it might be overlooked.
Depending on the scale of your PR campaign, you could send press releases using a paid service such as Response Source.
The dos and don’ts of press releases
Remember, you’re trying to attract the attention of busy journalists.
To increase your chances of good coverage, try these tips:
Do
- Keep it concise and focused
- Tailor your release to your audience
- Proof read before sending
- Personalise your outreach to journalists
- Follow up professionally.
Don't
- Use jargon or complex terms
- Exaggerate or mislead with information
- Make it too promotional
- Send without contact details
- Spam journalists with repeated follow-ups.
Download the guide
Download the full Essential guide to PR below:
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Chapter six: Getting the most out of the media
Learn about the tips and tricks businesses use to get attention from the media.
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Whilst we make reasonable efforts to keep the information in this guide up to date, we do not guarantee or warrant (implied or otherwise) that it is current, accurate or complete. The information is intended for general information purposes only and does not take into account your personal situation, nor does it constitute legal, financial, tax or other professional advice. You should always consider whether the information is applicable to your particular circumstances and, where appropriate, seek professional or specialist advice or support.
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