The required elements of the press release format.
A press release contains your company logo, a headline, a main paragraph that summarizes the announcement, and a newsworthy perspective
. Your press release will have three to four paragraphs of text in the body, hyperlinks, links to social networks, quotes and multimedia content. Your title should communicate the essence of what follows at a glance.The recipients of your press release will scan the title in a fraction of a second, so this is the ideal place to express your opinion. Convincing media contacts that your message is newsworthy can be quite a challenge when you have a limited number of characters to work with, so focus on the main takeaway. This is optional, but recommended, as it gives you the opportunity to include additional information at the top. As a de facto extension of your title, use your subtitle or prospectus to expand on what makes your ad worthwhile and the attention of media contacts.
Usually, in the introduction of the main body of the text, the deadline communicates basic information such as the date and place of the announcement. Put this information in bold and separate it from the first sentence of the body with a hyphen. Be sure to change and update the deadline with any changes or updates to the press release itself. Use a strong opening sentence, which is probably a paraphrase of your headline.
Remember that journalists think in terms of “How relevant is this to my audience?” , so you answer in the body of your press release, along with the most important details that help them begin to imagine what their story about you might be like. Don't let the body length of your press release push the total length beyond a single page. . Another optional but recommended component of the design of your press release: quotes help add a touch of credibility or detail to your ad.
Depending on the context, quotes can help illustrate the breakthrough you're announcing, the importance of your news to the industry, how unique or revolutionary it is, and so on. Again, the same rule applies: make sure that the information from any citation you use helps media contacts get a more complete idea of the story they could write about your ad. It's all about helping to ease the path from your press release to press coverage. The logo of your company or organization is part of any professional press release.
You can decide based on what you think looks best. Be professional and help customers connect with your business. Find a domain, explore stock images, and amplify your brand Use Shopify's powerful features to start selling Sell online with an e-commerce website Sell in retail stores, pop-up windows, and more Transform an existing website or blog into an online store Offer fast and smooth payment experiences Reach millions of shoppers and boost sales Sell your products in bulk to retailers across the US. UU.
Reach buyers in new markets with international sales tools Start selling with Shopify today Try Shopify for free and explore all the tools and services you need to start, run and grow your business. Do you want proof? A single article published in The New York Times transformed Beardbrand from a blog for bearded people into a major player in the men's grooming products industry. But how can you make that happen for your business? How do you attract the attention of local news, let alone publications like The New York Times? You can simply focus on your business and hope to get the attention of a journalist, or you can speed up the process by writing a press release. To help you get started, we've created this template to help you structure your story using a common press release format.
You can replace each component with your own information and adapt it according to your needs. A press release is a document that announces newsworthy news about your brand that the media may want to cover and provides all the relevant information that a journalist or editor would need. Other times, they'll contact you to set up an interview or use you as an expert source for another story, especially if you regularly send out press releases in which you share newsworthy topics. A good way to assess the newsworthiness of your story is to pay attention to the coverage other companies receive.
Journalists are looking for stories that are timely, that affect a large number of people, that have an emotional element or that relate to other news. You can also access what people are talking about, either in person or on social media. If your company has a connection to a bigger story, it can improve your chances of getting coverage. In addition to capturing the attention of the media, writing a press release offers several additional benefits.
Another advantage is the ability to share your press releases in the news or on the press page of your website. When a journalist visits your website and finds available press releases, you do so in a more professional manner and save the reporter time by making relevant information easily and quickly accessible. Press releases follow a uniform format that makes it easier for journalists and publishers to find the information they need. It's important to follow the format of the press release to help journalists decide to cover their story.
To help you get started with your press release kit, we've created this template to help you structure your story using a common press release format. Just copy and paste it into Microsoft Word or Google Docs and start typing. Press releases are normally considered just one way to generate publicity. However, there are many different types of press releases, each with their own formats and rules.
This is the most common type of press release. The media always want to be the first to cover breaking news. From COVID updates to cryptocurrencies, what the media will cover is extensive, but it's the hook of your story that will make your press release stand out. Publishing the news about your product launch gets the word out and increases sales of new offerings.
A press release such as this one highlights pricing, availability, specifications and other useful product information for customers. If your company is undergoing an organizational change notable enough to write a press release, you can use it to inform stakeholders about the company's potential growth. When announcing a merger or acquisition, include details about the organizations involved, quotes from leaders, and information about the merger or acquisition. Is a major product update in the works? Let the world know by writing a press release.
This is similar to the release version of a product. The main difference is that, with product updates, you'll want to focus on the changes made, why you made them, and how they affect the end user. Event press releases can give journalists something timely and relevant to publish. They're also a great way to promote your event and get more attendees.
When writing a press release for events, be sure to clearly explain the details. Use bullet points or a list to highlight who, what, when, and where so readers can easily understand it. If you work as a team with another company or non-profit, it could be newsworthy. A press release announcing partnerships can be a smart marketing tool for both companies.
Rebranding is often a challenge for companies, both large and small. Customers can end up confused if their brands change their identity overnight. A press release announcing your rebrand can help ease the transition to this new phase of your business. In larger companies, executive promotions and new hires are considered big news.
Organizations are constantly hiring and replacing leadership roles. Announcing changes in key positions can help stakeholders understand what is happening and start a candidate's new position in the company. Leverage the primary benefit of your press release to write a headline that is clear and convincing. Transmit the value of your news to the press.
Summarize the entire content of the press release in a single sentence that supports the heading and gives an idea of the content to follow. In the first sentence, indicate the city and state of your company, followed by the date. Then, the opening paragraph should answer the questions “who”, “what”, “when”, “where “and “why” in a way that captures the journalist's interest. Follow up with testimonials, statistics, research details and excerpts from case studies.
In the first paragraph, immediately explain to journalists why they should share your ad, explaining why it matters to their readers. Then, use the body of the ad to bring your statement to life with details and colorful quotes from company spokespersons. It will not be enough to just say the facts or look complacent. A common format mistake that companies make when they write a press release is making it too long.
Michelle Garrett, public relations consultant at Garrett Public Relations, explains: “Don't try to include everything under the sun in your press release. Summarize the article and include a call to action or details on where you can find more information on the topic. Complete your release with strong but concise repetitive text. Clearly explain what your company does and why your stakeholders are industry experts.
And don't forget to include contact information. A communication will not be successful if a journalist cannot easily contact the interested party or their representative. The following is an example of a Bulletproof press release announcing a new line of products. As you read it, notice its use of attention-grabbing statistics, action words and clear benefits.
The use of bulleted information makes the version easy to scan and read. The repetitive text also includes more resources for journalists, as well as information on social networks. End with the name, phone number, and email of the company's media contact. Bulletproof launches the Cold Brew line of ready-to-drink bulletproof coffee After selling more than 100 million cups of its exclusive beer, a practical pre-made version that is now available in Whole Foods stores across the country.
The new portable version provides sustainable energy from high-quality fats instead of sugar, allowing people to increase their performance anywhere, from the gym, to car-sharing or in the boardroom. Bulletproof Coffee Cold Brew is the company's latest innovation that will allow people to take appropriate steps to achieve their goals and develop their full potential. When you send your email, create a good subject line to grab the contact's attention. You might want to be creative, but it's best to keep it simple.
A recent study by PR management software brand Prezly found that the average open rate of emails with “tagged” press releases had a 2% higher open rate than “unlabeled” emails. If that doesn't produce results, use a tool like Hunter that provides email formulas to retail outlets. Or just connect with them on Twitter or LinkedIn. Another option is to hire a public relations professional who can write and distribute a press release for you.
These professionals usually have existing relationships with the press and may be able to obtain media coverage more easily. If the news is urgent, such as an event or an announcement, send it to journalists a few days in advance so that they have time to elaborate on their story. If you want the media to postpone publication, publish it under embargo, which is a request that journalists not publish information until a specific date. If you really need to keep something secret, make sure that you only offer embargoed news to media outlets you trust.
While a press release doesn't guarantee free press coverage, it can be an effective marketing tool for entrepreneurs. By submitting posts on a regular basis, you begin to increase brand recognition among members of the media, influencers, and bloggers. You never know when a media outlet might be looking for a source in your industry, remember your company and request an interview. By sharing newsworthy information, you become an opinion leader in your field.
The success of advertising depends on a sustained effort. If you get press coverage, keep up the hype by sharing those stories on social media. Mention previous coverage in the repeating text of your next press release. Often, the press follows the press and, once you get your first mention, you may find it easier to get a second one, a third, and so on.
Google has stated that links in press releases are “ignored”. But that doesn't mean that a press release can't affect your SEO indirectly. Other publications may collect your press release and write a follow-up story about it on their own websites, with links that link to your website. Get free online marketing tips and resources direct to your inbox.
Find a niche or business idea and start Practical steps to start a business from scratch Learn about the 11 steps to starting a business Starting a business that sells in-demand products Everything you need to know about selling t-shirts Sell personalized products without accumulating inventory Learn about dropshipping and how it works Get inspired and launch your own store Do you want to create your own online store? Try Shopify free for 3 days, no credit card required. By entering your email, you agree to receive marketing emails from Shopify. Whether you've opened a new office, moved, or are opening for the first time, announce the details with an opening press release. One thing to remember is that press releases are in the public domain, meaning that your stakeholders and customers can view them.
So, instead of thinking of a press release solely as a means to get news coverage, consider it a valuable piece of marketing content. The value of a press release is directly related to the information and multimedia content associated with it. You've put all this effort and planning into your press release because you want to generate interest among media contacts, so make sure to make it easy for them to get in touch with them. As with mergers and acquisitions, a press release announcing new partnerships is a mutually beneficial marketing tactic.
Before you start writing a press release, you need to do some preparatory work to decide what creative angle you want to take first. As with the general press release, limit your company's information section to the most essential, high-level information and use follow-up to expand on the details. To keep up the hype, you can launch a second wave of distribution by sharing the specific stories that the media write based on your press release. It should be a factual description of what your company is doing and you can use the repetitive one repeatedly in different press releases.
The people you send your press releases to read many of them, so any errors, peculiarities, missing parts or extreme deviations from the standard will be immediately highlighted. .
